TikTok is a short-form video platform that has gained rapid popularity. It has emerged as a social media channel that provides the opportunity for anyone to go viral on the For You Page.
However, behind the viral videos there is a very sophisticated algorithm. For creators and brands looking to increase their reach and engagement, understanding the TikTok algorithm and mastering TikTok SEO (Search Engine Optimisation) is essential.
While there is no set checklist or rule for going viral, there are many ways in which you can make the algorithm work for you, to increase your chances of success.
How does the TikTok algorithm work?
Unlike other social media platforms, TikTok’s algorithm focuses heavily on content discovery rather than only showing posts from the accounts you follow. When you post a video, it is initially shown to a small audience that is likely to enjoy your content based on their interests and engagements with other videos on the platform.
Your video will only reach a wider audience if the initial audience engages in the form of:
- Watch time
- Rewatches
- Shares
- Comments
- Saves
- Likes
So, your content needs to resonate and make people feel something when they see it. When a video resonates with the audience, they are more likely to stay on your video and interact, instead of scrolling past, getting you past the first stage of the algorithm. To achieve this, your content not only needs to be great, but you also need to make sure you give TikTok the right information about your content to ensure the initial audience is relevant.
Even the best content will not get a high level of engagement and interaction if it is shown to the wrong audience! This is where TikTok SEO comes in.
How can you optimise content for TikTok SEO?
TikTok SEO involves tailoring your content to make it more understandable and discoverable by both the algorithm and users searching for specific types of content. This means that TikTok has enough information to know what your content is about and in turn, who to show it to.
You can optimise your content for TikTok SEO by using consistent keywords which are relevant to your audience and the searches you want to appear for. These keywords can be included in your:
- Captions
- Hashtags
- Labels
- Titles
- Audio
By carefully selecting specific keywords and ensuring they align with the purpose of your video, you can influence the initial audience that will receive your videos. This increases the likelihood of engagement and wider success.
As with all forms of SEO, you shouldn’t try to optimise your video for too many different keywords. It is recommended to use one main keyword to give TikTok a clear idea of what your video is about and who it is for. You can then expand on this with closely connected sub-hashtags, while remaining as niche and relevant as possible.
Overall, success on TikTok lies in creating authentic and engaging content that resonates with your audience. Through understanding TikTok SEO you are able to use the algorithm to your advantage, ensuring your content is optimised for success and being shown to a relevant audience. Dive in, experiment, and enjoy the creative process!
Contact AB’s digital marketing experts
If you need help with your TikTok SEO strategy or wider social media strategy, we can help! Get in touch to find out more about the social media services we offer.