Why the Algorithm Loves Some Brands and Ignores Others: TikTok’s Secrets

TikTok has become a powerhouse platform for brands looking to engage with audiences in fresh and dynamic ways. Yet, the stark reality for many marketers is that the TikTok algorithm seems to favour some brands while leaving others in the shadows. Why do certain businesses see rapid growth, viral hits, and mass engagement, while others struggle to get even a handful of views? Understanding TikTok’s secrets can help brands unlock the potential of the platform and achieve real success.

The Mystery of TikTok’s Algorithm

At the heart of TikTok’s platform is a recommendation system that determines which videos appear on users’ For You pages. Unlike many other social media platforms, TikTok’s algorithm does not heavily weigh follower count. Instead, it focuses on user behaviour and engagement signals, creating a highly personalised experience for each user.

This means that even small brands or creators without large followings can gain massive exposure if their content resonates well. However, it also means that brands who do not understand the nuances of the algorithm can easily be overlooked.

Engagement is Everything

The algorithm primarily measures engagement through likes, comments, shares, and watch time. The longer people watch a video, the more likely TikTok is to promote it to a wider audience. This is why content that hooks viewers in the first few seconds tends to perform better.

Brands that ignore engagement metrics or produce content purely for branding purposes without encouraging interaction often find their videos languishing unseen. TikTok rewards content that sparks conversations and inspires viewers to engage.

Consistency and Frequency

Another crucial factor is posting frequency and consistency. The algorithm tends to favour creators who post regularly, as this increases the chance that users will interact with their content over time. Brands that post sporadically may fail to build momentum, making it harder for the algorithm to trust their content.

Maintaining a consistent posting schedule, even if it means producing shorter or simpler videos, can lead to better overall visibility. TikTok’s algorithm seems to reward accounts that keep users coming back for more.

Content Authenticity and Trends

TikTok is a platform driven by authenticity. Users gravitate towards content that feels genuine rather than polished and overly produced. Brands that try too hard to be perfect can come across as out of touch or insincere.

Moreover, participating in trends, challenges, and popular sounds significantly increases a brand’s chances of being noticed. TikTok’s algorithm often boosts content that aligns with current trends because it is what users are actively searching for and engaging with.

The Role of Hashtags and Captions

While TikTok’s algorithm is largely driven by user interaction, hashtags and captions still play a supporting role. Hashtags help categorise content and make it discoverable by users interested in specific topics.

Brands should use a mix of trending, niche, and branded hashtags to maximise reach. Captions, although limited in length, can be used to encourage engagement by asking questions or inviting viewers to comment.

Purchased Engagement: The Influencer’s Secret

Purchased engagement, such as followers, likes, or comments, sometimes gets a bad reputation, but when used thoughtfully, it can serve as a helpful tool in a brand’s TikTok strategy. The algorithm tends to favour content that already shows signs of popularity, so having a solid base of engagement early on can increase the chances of a video being promoted to a wider audience.

By choosing to buy high-quality likes and views, brands can kickstart momentum, especially when they are new to the platform or launching a new campaign. This initial boost can create social proof, making the content appear more attractive and trustworthy to organic viewers. As a result, genuine users are more likely to watch, interact with, and share the videos.

Collaborations and Influencer Partnerships

Collaborating with popular TikTok creators and influencers is a highly effective way for brands to tap into new audiences. Influencers already have the trust and attention of their followers, making their endorsements more impactful.

The algorithm also favours content that gets early engagement. When influencers share branded content, their audience often interacts quickly and enthusiastically, sending positive signals to TikTok’s system.

Brands should focus on finding influencers whose style and values align with their own to ensure authenticity and maximise the chances of successful campaigns.

Leveraging TikTok Analytics

To truly understand why some brands succeed while others do not, it is essential to dive into TikTok’s built-in analytics tools. These provide insights into which types of content perform best, peak engagement times, and audience demographics.

Brands that regularly review their analytics can adjust their strategies accordingly, creating content tailored to what their audience prefers and when they are most active. This data-driven approach is key to winning the favour of the algorithm.

The Importance of Video Quality and Format

While TikTok champions authenticity over polish, video quality still matters. Clear visuals, good lighting, and decent sound contribute to a more enjoyable viewing experience and can increase watch time.

Furthermore, TikTok favours vertical videos with a full-screen format. Videos should be short enough to maintain interest but long enough to convey a message or tell a story.

Experimenting with different formats, such as tutorials, behind-the-scenes looks, or user-generated content, can also help brands discover what resonates most with their audience and the algorithm.

Engagement Beyond TikTok

Brands that extend engagement beyond TikTok, such as through community-building on other social media platforms or via email marketing, can create a loyal fan base that boosts TikTok interactions.

Encouraging followers to participate in challenges or create their own content related to the brand fosters a sense of community and generates organic engagement. This user-generated content sends strong positive signals to the algorithm, often resulting in increased reach.

Final Thoughts

TikTok’s algorithm is complex and ever-evolving, but understanding its core principles can help brands move from obscurity to virality. Engagement remains king, with watch time, comments, shares, and likes driving content distribution. Consistency, authenticity, and trend participation are essential for gaining traction.

While purchased engagement can offer a tempting shortcut, it is no substitute for genuine connections and quality content. Influencer collaborations, smart use of hashtags, and data-driven strategy adjustments round out a successful approach.

Ultimately, brands that listen to their audience, adapt quickly, and embrace the playful and spontaneous nature of TikTok will find themselves embraced by the algorithm rather than ignored.