The TikTok algorithm approach varies significantly from other social media platforms, and this can create challenges for marketers. RAD AI has delved into TikTok’s unique methodology, analyzing over five billion data points to understand how its algorithm works, a process greatly aided by their unique partnership with Reddit.
Unlike other platforms, TikTok’s content display is primarily driven by user preferences and not social graphs. The platform was inspired to alter how content is delivered based on an ethos of providing content users will enjoy, enabling creativity, and fostering connection. The algorithm, driven by machine learning, assesses a user’s preferences via signals such as views, likes, and shares to serve tailored content.
An example given by TikTok’s CEO, Shou Zi Chew, demonstrated how the algorithm aligns users with relevant content. He talked about three different users liking specific sets of videos, and from their preferences, the algorithm determines which other videos to recommend to all three users. This approach underscores TikTok’s emphasis on relying on interest signals rather than user answers to specific preference questions.
However, the TikTok algorithm factors in several other elements like device type, location settings, and language preferences. Also, non-interest signals such as skipped videos and blocked users are included in data processing. Video and audio content, including captions, hashtags, effects, and sound transcripts, are all factored in with an additional emphasis on trending audio.
Interestingly, TikTok’s recommendation engine doesn’t make recommendations based on user count or the performance of previous videos. The focus is on the content itself rather than the user’s wider performance or network.
For marketers, this means that achieving viral momentum on TikTok requires a different approach. Effective campaigns need to concentrate on knowing what the audience prefers, producing engaging content that reflects these preferences, and collaborating with relevant Key Opinion Leaders (KOLs).
RAD AI employs a seven-step process to help clients leverage the TikTok algorithm and develop successful influencer marketing campaigns:
1. Defined goals and data-driven benchmarks
2. Development of AI-supported audience personas
3. Matching target markets to creative strategies
4. Identification of optimal influencers
5. Onboarding of influencers
6. Activation of campaigns
7. Optimization of campaign performance
The emphasis is on understanding the target audience and delivering content that resonally profoundly. The goal is to ensure the right content reaches the right target audience through the most relevant influencers. This mixture can lead to powerful campaign results and a significant return on investment.
