Are you ready to take TikTok by storm?
With almost 1.6 billion active monthly users and over 2 billion registered users, TikTok is one of the biggest social media platforms around, and presents a lucrative way for content creators and brands to expand their influence. In the last two years alone, the amount of active TikTok users surpassed Snapchat, X, and Pinterest, and the platform cemented itself as a social media mainstay, with the fastest growth of any channel on the market.
And that’s not all – it’s also home to some very engaged users. The app boasts an engagement rate of 5.35% for accounts with over 100,000 followers and 3.95% for smaller accounts with fewer than 100,000 followers. These stats are worth their weight in gold, so it’s no surprise TikTok is the app of choice for many brands and creators.
Want a slice of the engagement pie? Here’s a complete breakdown of how the TikTok algorithm works in 2025 and how to get TikTok views as a brand, business, or creator.
What is the TikTok algorithm?
The TikTok algorithm offers personalized content recommendations at your fingertips. Simply watch videos that interest you, and once it clues on, it will start tweaking what shows up in your ‘For You’ page (FYP) – a 100% curated, unique-to-you feed based on your preferences and activity history. Over time, you’ll see your For You Page on TikTok feed become more refined as the algorithm learns about your viewing habits. Pretty cool, right?
The TikTok algorithm quickly learns about a user’s preferences based on a number of factors, including viewing and engagement history, and tailors their For You page in response.
This is what makes TikTok so addictive (and effective for marketers) – it’s a tailored way of delivering content that, before the app’s 2020 surge in popularity, hadn’t been seen before. It plays right into our collective yearning for more authentic, relatable content and delivers it to us on a silver platter.
How does the TikTok algorithm work?
When TikTok first launched, its inner workings were a complete mystery, and we were all at the mercy of the FYP. Users had wild theories on how to increase their content’s exposure – for example, tagging your videos with #ForYou would put your content in front of more people, boost your views, and increase your followers.
However, TikTok quickly cleared up all this speculation by issuing a press release with more info in 2020. This has since evolved to encapsulate all the algorithm updates that have happened over the last few years.
So, how does the TikTok algorithm work? Well, the app generates FYP recommendations based on several factors:
- User interactions: Content you watch, like, comment on, share, and create, as well as the accounts you follow.
- Video information: The captions, sounds, hashtags, and text overlays used in the video.
- Device and account settings: Your language preferences, country of residence, and device type. This extends to what’s popular in your region – so if you’re located in the United States, your FYP will include recommended content that is trending in the US.
What doesn’t influence your For You Page on TikTok?
Now that we know which signals will rank your content on TikTok let’s dive into the things that won’t influence the way you’re treated by the algorithm.
Your follower count
First up, TikTok does not base For You page recommendations on the number of followers you have. Sure, it’s all part and parcel for accounts with large followings to get more engagement, but they are not given preferential treatment.
This is part of the magic of TikTok – it makes it easier for small creators and new brands to show up in a saturated landscape, compared to other channels like Instagram and YouTube, which are dominated by established accounts.
Creator Sam McKenzie proves you don’t need lots of followers to go viral under the TikTok algorithm, with less than 2k followers but over 700k views and 73k likes on a popular video.
Your previous videos
Worried your track record on TikTok will hinder your chance of going viral? Here’s some good news: past performance is not a ranking factor on TikTok. So, if you’re stuck in 200-view jail (we’ve all been there), don’t be discouraged, as your next piece of content could be the one that goes viral!
What is not included in the TikTok algorithm?
There are a few kinds of content the TikTok algorithm ignores and won’t put in your For You page recommendations:
- Content you’ve already watched: Once you’ve watched a video, you won’t see it again on your FYP – unlike Instagram and YouTube, where it’s quite easy to be ‘re-served’ a video if you’ve previously engaged with that creator or niche.
- Spam: If the TikTok algorithm picks up a piece of spam content, it will deal with it swiftly and won’t push it out to viewers.
- Potentially upsetting content: This covers everything from illegal activities to graphic medical procedures and more – essentially anything TikTok deems inappropriate for a broad audience, or thinks could get them (or you) into legal trouble. If you’re a regular user, you might’ve seen TikTok’s attempts at categorizing this content as you scroll through your feed, in the form of mini surveys asking about the suitability of the video you’ve just watched.
There you have it: the TikTok algorithm explained.
How to reset the TikTok algorithm
If you’re a TikTok user who wants to repopulate their feed with new, fresh videos in different niches than the content you’re currently seeing, you can do this by resetting your TikTok algorithm. And, because TikTok knows this is common practice, they’ve made it ten times easier by introducing a ‘Refresh your For You feed’ option within settings.
Access it via the following steps:
- Navigate to your TikTok profile by tapping the ‘Profile’ button at the bottom right.
- Tap the three lines (hamburger menu) at the top right of your profile page.
- Select ‘Settings and privacy’.
- Scroll down to ‘Content preferences’ and tap this section.
- Tap ‘Refresh your For You feed’.
- Tap ‘Continue’ to unlock your fresh start!
Reset your TikTok algorithm on the For You page by following these simple steps.
It’s important to note that while resetting the TikTok algorithm is a handy feature for TikTok users, it’s not all that helpful for creators, unless you rely solely on your FYP to guide your content strategy (spoiler alert: not the best idea).
If you’re not seeing much engagement with your content, resetting the algorithm, unfortunately, won’t do anything. Instead, keep reading for our advice on ‘hacking’ the TikTok algorithm for better growth and more engagement.
How to get TikTok views and hack the TikTok algorithm in 2025
Now that you’re clued in on the TikTok algorithm, the best way to ‘hack’ it is to hit those ranking factors out of the park.
Whether you want to catapult your views or grow a loyal following, here are some top tips to help you satisfy the TikTok algorithm in 2025.
Use Creator Search Insights
What if we told you there was a tool you could use to figure out viral TikTok topics – and better yet, that it was completely free? Well, you might wanna sit down for this one. TikTok’s Creator Search Insights is a free, easy-to-use section of the app that literally hands you viral video ideas on a silver platter.
Creator Search Insights offers a transparent look at what’s trending and the best content ideas to ‘hack’ the TikTok algorithm.
You can use Creator Search Insights to research trending topics in your niche, and find the right keywords to hit for your best chance at success (more on that in a second).
Navigate to Creator Search Insights from within the TikTok app by searching for ‘Creator Search Insights’ in the search bar and tapping ‘View’ next to the first result. You can then search by suggested (videos that relate to content you’ve viewed or created) or trending (video genres and topics that are performing well in your area).
Optimize your TikTok SEO
SEO, or search engine optimization, is a common practice used in a variety of web-related fields to help boost the visibility of your content online. It comprises both technical and content-based recommendations that, when done correctly and in tandem, will help you raise your ranking in Google’s search results.
Because TikTok videos are indexed by Google and other search engines, they’re fair game for SEO – which means this should be a critical component of your video strategy! To optimize your TikTok SEO, start here:
- Include keywords in your caption and text on screen: To highlight the overall topic you’re posting about, include relevant keywords in both your TikTok video caption and the text on screen you use. For example, if you make vintage fashion videos, you might incorporate the phrases ‘vintage fashion’, ‘80s fashion’ and ‘thrifting’ into these valuable text placements.
- Build a strong bio: Your TikTok bio is prime real estate for searchability both within the app and on search engines. Instead of just including your name or brand name in your bio, use this as an opportunity to signpost to viewers what your content is about and what niche you fall into. By doing this, you’ll increase the likelihood of your account appearing in search results when people are looking to find new creators that speak to their preferences and interests.
Do hashtag research
Gone are the days of tagging #ForYou to amplify your reach. In 2025, you’ve got to be strategic and well-researched to land a spot on people’s feeds.
Select TikTok hashtags that relate to your video and your target audience by using the search function to find inspiration and see what’s trending. You can do this by typing in the # followed by a key phrase for your business, and then exploring all of the resulting hashtag combinations.
Remember, only add hashtags to your caption if they align with your content, and don’t go overboard! In 2025, between 3 and 6 hashtags per post is best.
Want an easy way to keep track of all your hashtags? Sign up for a Plann account today and create a hashtag set for your TikTok videos.
Try the three-hook rule
Need an easy way to boost engagement on your TikTok videos? Well, a key component of performance is watch time – and the best method for driving this up is the now-popular three-hook rule.
@vicky.owens The recipe for going viral on social media : 3 hook rule #tiktokgrowth #tiktokgrowthtips #tiktoktips #tiktoktipsandtricks #tiktokadvice #socialmediagrowth ♬ original sound – Vicky Owens
This involves using three hooks to signpost your content and make it appealing to viewers, keeping them engaged with your video rather than losing interest quickly. The three hooks are text, verbal, and visual:
- Text: Show viewers what you’re posting about by including descriptive text-on-screen.
- Verbal: Tell viewers what your video is about (and why they should watch it) through your voiceover or piece-to-camera video.
- Visual: Keep viewers engaged for as long as possible by doing something unique or interesting visually, like cracking open a crisp can of Coke or putting on your makeup. This applies to footage-based videos, too – always start with the most exciting piece of footage, even if you have to circle back to it later for the video to make chronological sense.
Engage with other users
Don’t post a TikTok and then enter incognito mode! Research shows that engaging with other users, whether that’s on their content or in your comments section, can help give your videos an initial boost when they’re first posted.
There are tons of ways to do this, like encouraging commentary by asking questions in your video caption, answering comments with video replies, and simply finding other creators you enjoy and striking up a conversation.
The more comments you get, the more positive engagement signals you’re sending to the TikTok algorithm – so it pays to be social!
Incorporate trending songs, sounds, and formats
This might seem like a no-brainer, but it’s popular for a reason – hopping onto trends and staying current really works. However, this doesn’t mean you have to spend hours learning the latest TikTok dance or lip-synching to sped-up pop bangers and sitcom quotes.
There are simple ways to center your brand, whether that’s personal or business, in the trend conversation without straying from your niche.
Here are a few we call on time and time again:
- Use trending audio in the background of your videos: You don’t have to dance to the latest hits – just pop a top song in the background of whatever video you’ve got lined up to capitalize on their popularity.
- Jump onto easy, low-effort trends: Some trends are easy to knock out in an hour or an afternoon, so these are the ones you should prioritize if you’re low on time or resources. Think photo mode posts, quick lip-syncs, and trends you can use banked footage to create.
- Always add value: Standing out on social media is about providing your unique spin on a topic – no one wants to see hundreds of iterations of the same idea! Think about what sets you or your brand apart, and align it with the latest trends to really see a spike in performance.
Level up your TikTok strategy with Plann
Ready to start growing your audience on TikTok? Well, you’ll need a consistent content strategy!
Sign up for a Plann account today to Plann your TikTok videos, photo mode posts, and much more.
Upload your content to the platform, add captions using our AI-powered Caption Generator, and schedule it to go live when your audience is most active on the platform. Embedded content ideas, hashtag suggestions, and our new AI Content Generator will take all the guesswork out of showing up on TikTok, so you can let your creativity run free.
