TikTok Market Share in the US alone

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It’s a bit like how you improve your website for Google SEO. But instead of pleasing Google’s algorithms, here you’re tuning into the factors that make TikTok suggest your videos to users. So, just like you optimize your website to appear in Google searches, you can do the same magic with your TikTok videos to get an extra boost.

TikTok algorithm
Although TikTok has not widely revealed the details of its ranking algorithm, it has confirmed certain school principals email database factors that significantly contribute to the ranking of content on the platform . Understanding these elements is important for marketers and creators who aim to improve their visibility and engagement on TikTok.

User interactions
TikTok’s algorithm relies heavily on interactions to tailor content recommendations to its users. Videos that users have liked, shared, commented on, or favorited in the past influence the type of content that appears on their For You Page (FYP). Additionally, TikTok recommends videos similar to those created by the user on their page, creating personalized and engaging content.

Video information
The algorithm evaluates and categorizes content based on several elements such as visuals, audio, text, and hashtags. Let’s look at these components a little closer:

Visual elements
According to TikTok's privacy policy, the platform can identify and collect information about the characteristics and features of video and audio recordings. This includes recognizing objects, settings, and body parts present in your video. This data serves the dual purpose of moderating content and feeding its recommendation algorithm.

Audio content
TikTok can process the “spoken text” within your videos, improving its understanding of the video’s topic through auditory elements.

Overlay text
Including text above the video further aids the platform's understanding of the content. Embedding text directly within the platform can provide a stronger signal, in line with the principles of other content ranking algorithms .

Title and hashtags
The title and hashtags used in the video play a crucial role in informing TikTok about the content of the video. Moreover, these elements indirectly influence rankings by affecting the engagement and discoverability of the video.

Incorporating relevant keywords and elements into these areas improves the algorithm's ability to match content to user preferences and interests.

Setting up devices and accounts
TikTok takes into account user preferences and device-related information when offering content recommendations. Factors such as language preferences, country settings, and device type influence the type of content users see on their FYP. For example, users in English-speaking countries or those with English as their native language will likely encounter videos in that language.

Value for the user
The algorithm puts special emphasis on user behavior, especially the act of watching a video from start to finish. Completing a video is a sign that the user is very interested and enjoying it. This indicator carries more weight than other factors, such as being in the same location as the content creator. Prioritizing content that provides value and captivates the audience throughout its duration is essential to optimize TikTok SEO and rank well on the platform.

Most liked videos on TikTok of all time, March 2023
Why are these factors important? The rise in popularity of SEO for TikTok can be linked to the growing tendency of younger internet users to turn to TikTok instead of Google for information and exploration. Initially known for its viral dance challenges and trending sounds, TikTok has transformed into a dynamic search engine that caters to a wide range of needs.

Now, users flock to the platform to discover everything from fashion inspiration and recipes to job interview tips and personal finances. In fact, nearly 40% of young people turn to TikTok instead of Google when searching for something. As of 2023, the platform has 834.3 million users worldwide and is expected to grow to 955.3 million by 2025. These examples represent just a snapshot of the diverse search queries on TikTok, showcasing the app’s evolution into a multi-faceted source for a myriad of interests and information.

5 practical steps to use TikTok's algorithm in SEO
Understanding what the algorithm is looking for is one thing. Knowing how to craft content that resonates is another. Incorporate these five tips into your strategy when conceptualizing, producing, and sharing your TikTok videos. By doing so, you’ll increase your chances of appearing in search results and gaining visibility in users’ feeds.