TikTok's fast psychograph algorithm and why it matters to you

Their new addictive algorithm and 'foryou' page explained, and how it influences other socials

TikTok's influence reaches far and beyond the youngster's playground. Their ‘foryou’ page with the psychograph algorithm revolutionized the game. Understanding the why and how of this change enables you to use the new algorithm to your advantage instead of battling against it.?

Bear in mind that all socials tend to copy each other on what works, so what is highly successful and addictive on TikTok will probably spread to other socials.?

→ Keeping up with these shifts and adjusting your content strategy is essential to stay competitive.

?

What you need to know:

1. Why TikTok changed its approach
2. The power of TikTok's psychographic algorithm
3. How Marketing should respond

?

Before we even start, first this. Let me be clear...

→ Every CMO and Marketing Exec should be on TikTok. It's the frontrunner. You can't do social media marketing if you don't experience it firsthand.?

Let’s zoom out to a broader perspective at a more macro and strategic level and how to react.?

?

1. Why TikTok changed its approach

The business case of a social channel explained, how they earn their money and why you should care:

?

→ Socials earn money when users watch the (paid) content in between the (organic) content.?

→ Users only watch content they like: entertainment, inspiration, or education.?

→ So, if the user doesn't like the content, the user eventually will leave the social channel. Remember Facebook?

→ Therefore, serving the best, most liked content is in the social channel’s interest. Hello, algorithm.

?

In short, the algorithm pushes content that is engaging and appreciated by the users to keep the users on the channel. The better the algorithm, the longer they'll stay.?

Originally the algorithm was based on who you follow. But the more we follow, the more cluttered it gets.?

So, it was time for a significant update on how they know what you like based on your individual behavior and not on who you follow, time for the psychographic algorithm.?

?

?

2. The power of TikTok's psychographic algorithm

TikTok's ‘foryou’ page algorithm is totally different from that of other socials. From how the TikTok algorithm defines what content you probably like to the 10-minute adjustments. The success and addictiveness of their neverending feed is obvious.?

?

From social graph to fast psychograph: TikTok’s leap

• Social graph algorithm The social channel looks at who your friends are, who you follow, and your relationships. The assumption is that your interests are closely linked to your social connections.? For example, if your friends like a certain movie or artist, the platform assumes you will too, and the algorithm shows you content based on that connection. ?
• Psychographic algorithm? TikTok defines your interests by looking at what you actually enjoy watching, regardless of your social connections. It focuses on your viewing behavior in milliseconds, engagement, and preferences instead of assuming that you like the same things as your friends.? This results in the ‘foryou’ feed with highly personalized content, offering a more individual and diverse experience.

?

No need to explain that the psychographic algorithm serves more interesting and engaging content than the social graph.?

?

It's quick: 10 to 40 minutes

Another big difference is the adjustment speed of the feed.?

TikTok figures out your tastes in under 40 minutes, much faster than platforms. Instagram, LinkedIn, and even Netflix or Spotify usually take hours or days before they figure you out and serve the best content and recommendations.?

From experience, TikTok adapts your feed in less than 10 minutes; if you engage a bit more with, for example, quiet luxury fashion content, it immediately serves you more of that and less of the other hyper-fast fashion content. Or if you watch a Dr. Pimplepopper TikTok a bit too long, all of a sudden, your feed fills with zits, boils, and pimples.?

?

Not only is the algorithm fast, but so should you in adapting your content.

?

?

3. Prerequisites for Marketing to respond

The algorithms are changing, and relevance outrules the paid budget; what does this mean for you as a marketeer?

• First, place yourself in your user's shoes, get in their head, and consider why they should care about your content. The best and most engaging social content is about what they like, not what you want to tell. ?
• Second, play by the rules of the social channel. Invest the time to learn the newest drills, obey the unwritten rules of what works, and adjust your content accordingly. Don't be stubborn or lazy.? ?
• Third, invest time to keep up. Make sure you know the most recent trends and fads on all social channels. The algorithms change almost weekly, stay up to date, and don’t snooze. This doesn’t mean you have to jump on every trend; it means you are aware of the changes and decide if and how you adjust your content.

?

Explained by example

If it's the best practice to front-load content in podcasts or on YouTube, you consider what snippets of content resonate the most with your user; you frontload that content instead of sticking to the actual timing.?

Or catching someone’s attention in the first 1.5 seconds means you don’t start with your intro and logo even though your brand manual says so.?

→ Make a damn effort. Show that you care. It pays off.?

?

?

Wrapping up: key takeaways for marketers

Even though TikTok seems like a playground social channel for youngsters, its influence reaches far beyond. ?

→ TikTok launched the super-fast psychograph algorithm; it serves the user personalized and relevant content based on their behavior instead of your social circle, and it's fast; it takes 10 to 40 minutes to get to know you.

→ What to do as a marketeer? Invest time every week, be aware, and then decide if and how you adapt your content.?

And remember, a good marketeer should absolutely be on TikTok. Not for the content but for the algorithm's configuration and experience firsthand how it works, what it serves, and what the highly addictive feed does to your mind.?

?

Source: The Subtle Art of Not Giving a F*ck Podcast: How TikTok Ruined Politics (And Your Sex Life)

?

?

?

Need help?

If you need any help with all of the above—and I’m not biased at all—I’m thoroughly experienced, have ruffled many feathers, and have learned from my mistakes,?drop me an email. If I’m not the right person to help you, maybe I can recommend someone or an agency from my network.

?

Stay ahead: subscribe to my newsletter

If you want to stay up to date on AI, content, and marketing based on insight and how it matters to you, subscribe to my LinkedIn?newsletter.?

Two-click subscribe, and one-click to unsubscribe if you don’t like it.

Easy does it.

→?Subscribe?

?