Have you wondered how some TikTok videos go viral, while others struggle to get any views? In today's digital age, social media platforms like TikTok have become an integral part of our daily lives, and understanding their algorithms is crucial for both personal and business success. With its customized feed designed to show content users are likely to find interesting, the "For You" page (or FYP) on TikTok has emerged as one of the most engaging social media platforms (Hubspot). TikTok's recommendation system analyzes different ranking signals to suggest content to users, making every user's FYP unique and personalized.
If you're a content creator looking to optimize your content for the FYP, or just trying to increase your visibility on TikTok, this blog post is for you. So, if you're ready to go viral, keep reading ⬇️
How does TikTok rank SEO?
The increasing amount of content on TikTok can make it challenging for creators to get noticed. By optimizing your content for search engines, you can increase the chances of it being discovered on TikTok's FYP.
TikTok's algorithm is designed to prioritize content that is relevant and engaging to users. The algorithm considers various factors when ranking content, such as information, user interactions, and device settings (Hootsuite). The content that TikTok's algorithm considers to be high-quality and engaging is more likely to appear on the FYP, which leads to visibility, engagement, and followers.
One of the most important factors that TikTok's algorithm considers is relevance. This means your content should be optimized with relevant keywords and hashtags (discussed in detail later). For example, if you are a marketing blogger, using hashtags like #marketingtips, #socialmediatips, and #marketing can help your content reach a wider audience.
Another factor that TikTok's algorithm considers is user interactions. This includes likes, comments, shares, and follows. The more engagement your content receives, the more likely it is to appear on more users' FYP (Hubspot). This means you need to create engaging and shareable content that encourages users to interact with it. You can do this by creating informative, funny, or emotional content. For example, creating a challenge or trend that users can participate in will likely increase your audience.
Using Relevant Keywords
Using relevant keywords can increase your chance of going viral on TikTok. Captions, in-video text, and even voice-overs influence SEO ranking on TikTok. Here are some tips for finding relevant keywords for TikTok:
Find your niches
Come up with 5-10 topics your content fits under: "Try to come up with 3-5 broad terms and then another 3-5 more specific terms" (Hubspot). It is also helpful to do an audience analysis before you begin analyzing topics.
Use the "Trend Discovery" Tool
The Trend Discovery tool is a new powerful resource for creators looking to increase their visibility on the platform. It is a simple, yet effective way to keep up with the latest trends and stay ahead of your competition. The tool is easy to use, and users can access it from the TikTok Creative Center. Once in the Trend Discovery section, users can view the top trending videos, sounds, and hashtags on the platform (Hubspot).
One of the primary benefits of the Trend Discovery tool is that it helps creators understand what's currently popular and what is gaining traction on the platform. With this information, creators can tailor their content to fit the latest trends, increasing their chances of getting noticed by the FYP (Hubspot). You can use this tool to identify specific hashtags, sounds, and challenges that are relevant to your niche and audience.
Research creator content
When it comes to creating content for TikTok, research is an essential part of the process. One way to increase your chances of success on the platform is by researching what other creators are making and what's popular within your niche. By understanding the trends and challenges that are currently resonating with your audience, you can create content that is more likely to be discovered and shared (Hootsuite).
One of the best ways to research creator content if you are just getting started is to explore the FYP. It is designed to showcase popular and trending content. By spending time on the FYP, you can get a sense of what types of content are currently popular and what's resonating with audiences (Hootsuite).
Another way to research creator content is by using the search function on TikTok. You can search for specific hashtags or keywords related to your niche and see what types of content are being created and shared. This can give you a better understanding of the type of content your audience is looking for and help you identify trends and challenges that you can leverage in your own content.
You should also follow other creators in your niche and observe their content. By following successful creators, you can get a sense of what types of content are resonating with audiences and what strategies they are using to grow their following. Engaging with their content by liking, commenting, and sharing their videos can help you build relationships with other creators and increase your visibility on TikTok (Hootsuite).
Once you have a good sense of the popular content in your niche, it's important to get creative! While it's okay to be inspired by other creators with trending sounds or memes, don't simply copy their content. Instead, brainstorm ways to add your own twist to the popular trend or challenge. This can help your content stand out and make it more discoverable.
4 Quick Tips to Optimize the Algorithm
#1- Make a compelling first impression
Because of the nature of quick-form videos, people typically look for the hook or punch line of a TikTok video within the first few seconds. So, don’t wait until the end to engage the viewer—grab their attention within the first few moments. Start your video with something visually interesting or shocking that will make people want to keep watching. Don't save the 'finale' for the end--start with it, instead!
#2- Experiment with quick, engaging content
TikTok's algorithm favors content that is short, snappy, and engaging. Experiment with different types of content to see what resonates with your audience or niche. Make sure to use text overlays and transitions to make your videos stand out (Hootsuite).
As people's attention span decline, videos become shorter. Hence, the increasing popularity of short-form content. Even if your videos are quick, snappy, and to the point, make sure to experiment with flashing text, voice effects, and transitions to keep your audience engaged.
#3- Use hashtags
Hashtags are an essential part of TikTok's algorithm--especially since the update where users can post more than 80 characters of text in their captions. Hashtags help the algorithm categorize your content and make it more discoverable--helps with SEO (Hubspot). Use relevant hashtags that are popular within your niche.
#4- Work with TikTok's features
TikTok is designed for vertical video, so make sure your videos are optimized for this format.
TikTok is constantly adding new features that help you create engaging content that resonates with your audience. Stay up-to-date with these features and experiment to see what works best for your brand or audience.
Music and sound effects are an integral part of TikTok. Use popular sounds and sounds to make your videos more engaging. Also, be sure to use sounds that have ↗ by the name (these are currently trending). (Hubspot).
#5- Research trends and challenges
TikTok is all about trends. Stay up-to-date with the latest trends and challenges to incorporate them into your content. Pay attention to viral challenges, dances, or memes that capture the attention of the TikTok community. Incorporating these trends into your content can help to attract new followers and keep your existing followers engaged.
For more information about TikTok trends, check out my colleague Jordan's post about them here.
In conclusion, TikTok's algorithm is a complex system that takes into account various factors to choose what content to prioritize on its platform. Understanding these ranking signals can help you optimize your content to increase visibility and ultimately go viral. By using relevant keywords, experimenting with engaging content, and working with TikTok's features, you can improve your chances of appearing on the FYP. So, if you're looking to increase your visibility on TikTok, start implementing these tips and tricks today! With dedication, creativity, and a bit of luck, you may just find yourself with the next viral video.
References
Garlin, B. (2023, January 20). TikTok SEO: How to Increase Your Discoverability on TikTok. Retrieved from Hubspot: https://blog.hubspot.com/marketing/tiktok-discoverability
Hirose, A. (2022, May 26). How to Create a Successful TikTok Marketing Strategy for 2023. Retrieved from Hootsuite: https://blog.hootsuite.com/tiktok-marketing/
Newberry, C. (2023, Feb 8). 2023 TikTok Algorithm Explained + Tips to Go Viral. Retrieved from Hootsuite: https://blog.hootsuite.com/tiktok-algorithm/#9_tips_for_getting_picked_up_by_the_TikTok_algorithm
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