How the TikTok algorithm works

TikTok has completely changed the game for social media marketers, and there is still much to understand about the inner workings of the short-form video channel. TikTok differs from traditional social media in that the content users see is based on algorithmic recommendations, rather than the accounts that they follow.
The biggest challenge this poses for marketers is that they cannot depend on brand recognition to earn followers in the way that they do on other channels—only good content will ultimately find success in TikTok’s algorithm. This also presents an opportunity for smaller brands to earn uncapped reach, which makes TikTok a compelling social channel for marketers to branch out on.