Understanding the TikTok Algorithm in 2026

Does TikTok use AI in its algorithm?

Yes, TikTok's algorithm uses AI and machine learning to analyse user behaviours and interactions to decide what content each person sees. TikTok uses an interest graph rather than a social graph, meaning it recommends content based on what a user is likely to enjoy rather than who they follow. This makes it one of the most powerful discovery platforms available to brands and creators.

What does TikTok say about the meaning of its algorithm?

TikTok says its algorithm is: “A video stream tailored to your interests, making it easy to find content and creators you love … Powered by a recommendation system that delivers content each user is likely to be interested in.”

Yet TikTok is tight-lipped about exactly how its algorithm works because that technology makes the platform so unique and appealing to users. After seeing an ad on TikTok, 42% of users report trusting the brand more, and 31% report increased brand loyalty.

TikTok algorithm: what content performs best?

Users' interactions with content are the most important signals for TikTok's algorithm. The more likes, comments, shares, completions, and re-watches content has, the more likely it is to engage and entertain other similar users. 

User opinions are important to TikTok. Videos regularly marked “not interested” will have difficulty gaining popularity. The impact will be even more significant if your target audience is uninterested. However, a few “not interested” signals from users who aren’t your typical viewers aren't a big deal, as the algorithm curates each “For You” page individually.

In addition, the topic or information the video communicates plays an important role. Brands and creators should, therefore, make sure to categorise their content clearly. Hashtags, which can increase the reach, are particularly helpful. You can find a guide to the correct and targeted use of TikTok hashtags on the Kolsquare blog. Besides, the hashtags in the captions, video transcripts, audio, original sounds, and effects you choose all influence the algorithm.

The algorithm also considers your device's location and language preferences to decide for whom your content is relevant. So, before you start the campaign, check the location your app has selected, the language, and the type of mobile device you are using to post your content.

On the more social side, TikTok is also known for its trends. This means trending audio or challenges are a great way to reach new target audiences, no matter your follower count. In fact, 88% of users consider sound essential on the platform. Typically, tracks with 120 or more beats per minute have the highest view-through rate.

But remember: trends are short-lived, and you must react quickly to avoid missing the momentum.

Take advantage of TikTok’s built-in features, such as effects and text editing, to add impact. According to the app, “[t]hese native features help your content feel native on the platform, which can also help it appear on more For You pages!”

The good thing about TikTok? Unlike other social networks, the TikTok algorithm does not really care about how many followers your account has or how other videos have performed on the platform. Everyone has a chance to go viral on TikTok!

As Professor of Computer Science, Julian McAuley pointed out, "The company’s edge comes from combining machine learning with fantastic volumes of data, highly engaged users, and a setting where users are amenable to consuming algorithmically recommended content (think how few other settings have all of these characteristics!). Not some algorithmic magic.”

How to "beat" or "outsmart" the algorithm and get on the FYP on TikTok?

Let's look at some tips on how to use the TikTok algorithm to your benefit and ultimately profit from it. Even though the popular app has increased the maximum video length to 10 minutes, the preference remains toward shorter videos. Since the TikTok algorithm also counts how many users have watched your video to the end, i.e., the video completion rate, the following still applies: short videos are good and engaging, and high-quality content is even better.

Of course, it’s best to captivate viewers from start to finish, even though TikTok is turning to long video formats. While pushing for success is important, you must remember why you're on TikTok in the first place and keep your brand values and goals in mind: What messages do you want to communicate? Are you concerned with reach or engagement?

UK: What is the best time to post a TikTok video?

The time of posting is key to figuring out how the TikTok algorithm works. This can be different for everyone.

As a result, the first step is to understand your audience. This means determining who your followers are and where they are located. Use TikTok’s own analytics tools to find out when your audience is most active to make sure your video plays on many FYPs. To view the analytics pages, you must first upgrade your account to a Pro account, either Creator or Business.

In addition to the analytics tools for each Pro Account, TikTok offers an overview page for general statistics about the platform. The app provides daily data on trending hashtags, songs, creators, and TikTok videos in its own Creative Center. Trend Discovery is designed to inspire, update, and maximise success on the platform. Upgrade to a TikTok Pro account to access analytics on follower demographics, top territories, and activity times.

Generally, Tuesday through Thursday mornings, from 9 to 10 a.m., are good times to post new content. However, here's a more in-depth breakdown:

• General Recommendations for the UK:
  • Monday: 6 a.m., 10 a.m., 10 p.m.
  • Tuesday: 2 a.m., 4 a.m., 9 a.m.
  • Wednesday: 7 a.m., 8 a.m., 11 a.m.
  • Thursday: 9 a.m., 12 p.m., 7 p.m.
  • Friday: 5 a.m., 1 p.m., 3 p.m.
  • Saturday: 11 a.m., 7 p.m., 8 p.m.
  • Sunday: 7 a.m., 8 a.m., 4 p.m.

Despite these general recommendations, it's best to test different posting times and monitor performance to identify the best times for your specific audience.

By understanding your audience, experimenting with posting times, and leveraging trends and engagement tactics, you can optimise your TikTok presence and increase your chances of going viral.

Here's a full guide to TikTok influencer marketing.

Best practices: how to gain more views and go viral on TikTok

There is no guaranteed formula for going viral on TikTok. The algorithm is unpredictable, and even well-crafted content can underperform. That said, consistently following best practices and understanding ranking factors will significantly improve your chances of reaching a wider audience over time.

Hook viewers in the first three seconds

The first few seconds of your video determine whether someone keeps watching or scrolls past. Lead with a strong hook, such as a question or striking visual for immediate payoff.

Optimise for watch time and completion rate

The algorithm rewards videos that people watch in full or rewatch. Keep videos tight and purposeful. A shorter video watched completely will outperform a longer one abandoned halfway through. 

Post consistently

Posting three to five times per week keeps your content circulating and signals ongoing activity to the algorithm. Quality should always take priority over volume, but consistency also matters.

Create content that will be shared and saved

DM shares and saves are key signals for the TikTok algorithm. Create content that makes someone think "I need to send this to a friend" because it's funny, educational or relatable. 

Use relevant keywords in captions

TikTok now functions as a search engine, particularly for Gen Z users. Write captions naturally and specifically, and include relevant keywords in on-screen text and voiceovers to help the algorithm categorise your content accurately.

Engage with your audience

Replying to comments and participating in trends relevant to your niche shows the algorithm that you're an active part of your niche and that you're producing content worth promoting.

Analyse and adjust

Use TikTok's analytics to identify which content formats, posting times and topics are performing best for your specific audience. What works varies by niche and community. It's best practice to let your own performance data guide your strategy rather than relying on generic benchmarks.

Does the TikTok algorithm favor trending sounds?

TikTok actively promotes videos that use popular audio, and even a clip that might have gone unnoticed can suddenly take off if it is paired with the right sound. When a song is on the rise, jumping on it early can give a post significantly more visibility. If a user lingers on a video with a particular audio track, the algorithm will shortly afterward test another video with the same audio to determine whether the music was driving watch time. 

Pink Pantheress's track "Illegal", for example, became one of the defining sounds of 2025 on TikTok, used across millions of videos.

TikTok for Brands: How to launch an Influencer Marketing Campaign on TikTok?

TikTok is one of the most effective platforms for influencer marketing. It gives brands direct access to highly engaged, younger audiences in an environment built for authentic content. Most TikTok users are under 35, and the platform's interest-based algorithm means content can reach new audiences regardless of follower count.

Brands can tap into influencers' genuine connections with their followers on this social media platform. If they give creators the freedom to produce content in their own voice, they consistently outperform heavily scripted executions.

Identifying the right influencers

Choosing the right creator is the most important decision in a TikTok campaign. Their niche, content style and audience should closely match your brand. Engagement rate is a far more reliable indicator of influence than follower count alone. A micro-influencer with a highly engaged community will typically outperform a larger account whose audience is a poor fit.

Once you have identified the right creator, put a contract in place before work begins. This protects both parties, sets clear expectations around deliverables and ensures compliance with advertising disclosure requirements.

Creating effective campaigns

Allowing influencers to maintain their authentic voice ensures that their content remains genuine and resonates with their audience. After all, these creators have grown their following themselves. 

Where relevant, encourage creators to incorporate trending sounds, challenges or hashtags. These elements tap into existing platform behaviour and can extend the reach of a campaign, but only when they fit naturally with the creator's style.

Measuring success

Set clear, measurable goals before the campaign launches. Whether the objective is brand awareness, product discovery or direct sales through TikTok Shop, your goals determine which metrics matter most.

Track completion rate, shares, saves and engagement rate. Where applicable, monitor conversion data from affiliate links or TikTok Shop. Views and likes alone give an incomplete picture. TikTok's native analytics, combined with third-party tools, provide the audience behaviour data needed to assess performance accurately and refine future campaigns.

Easing the process with platforms like Kolsquare

TikTok influencer campaigns can be managed more efficiently with an influencer marketing platform. Kolsquare gives you access to a searchable database of over four million creators, filterable by engagement rate, audience demographics, credibility score and content category. The platform centralises campaign management, tracks performance in real time and provides the data needed to make informed decisions at every stage.

Book in for a free demo today.

Has TikTok changed its algorithm in recent years?

As TikTok continues to grow and evolve, its algorithm undergoes significant updates to enhance user experience and engagement. For brands and content creators, staying up-to-date with these changes is crucial to leverage the platform effectively.

Here are the key updates to the TikTok algorithm for 2023-2024:

1. Enhanced personalisation

The TikTok algorithm in 2023-2024 has doubled down on promoting personalised content. As machine learning learns more, the platform more accurately predicts user preferences by analysing their interactions with previous posts, watch history, and engagement patterns. This means that content is hyper-tuned to individual tastes. For brands, this means they must create content that is more relevant than ever to capture their target audience’s attention.

2. Diverse content exposure

To combat the creation of echo chambers and ensure users are exposed to a broader range of content, TikTok has introduced updates that occasionally insert content outside of a user’s typical viewing habits into their FYP. This not only provides users with a richer experience but also gives brands an opportunity to reach new and diverse audiences. For marketers, it’s an invitation to create versatile content that can appeal to a wide spectrum of viewers.

Now, users are 1.8x more likely to agree that TikTok shows them new topics they didn't even know they enjoyed.

3. Increased focus on video quality and authenticity

The algorithm now considers video quality and authenticity as some of the main factors for ranking. High-resolution videos with clear audio and compelling visuals are more likely to be promoted. Additionally, the algorithm rewards content that feels genuine and authentic, which resonates better with people who are constantly bombarded with fake and insincere content.

Using original sounds, genuine content, and intriguing narrative structures can help. Research shows that ads that make users curious are watched 1.4x longer.

For brands, this means investing in quality production while maintaining an authentic voice is more important than ever.

4. Interactivity and engagement

Engagement metrics such as likes, shares, comments, and watch time continue to be critical, but the algorithm now also considers interactive elements like polls, Q&A features, and live streams. These interactive features boost engagement rates and signal to the algorithm that the content is valuable and engaging. Brands should incorporate these elements to foster deeper interaction with their audience.

5. Trend sensitivity

TikTok’s algorithm has become more adept at identifying and promoting trending content. This trend sensitivity means that content related to current events, popular challenges, or viral topics has a higher chance of being featured on the FYP. Brands should stay on top of trending topics and be agile in their content creation to capitalise on these trends.

6. Localised content

Localisation has been enhanced, with the algorithm prioritising content that resonates with local cultures and languages. For global brands, this means tailoring content to fit local contexts and languages can significantly boost engagement and reach.

7. AI-driven content moderation

To ensure a safe and positive environment, TikTok has implemented more robust AI-driven content moderation. The algorithm now better identifies and suppresses harmful or inappropriate content. Brands need to be mindful of community guidelines and ensure their content is appropriate and respectful to avoid penalties.

8. Enhanced analytics for creators

TikTok has improved its analytics dashboard, providing more granular insights into content performance. This includes detailed metrics on audience demographics, peak engagement times, and viewer retention rates. Brands can leverage these insights to fine-tune their content strategies and improve performance.

9. Sustainability and social responsibility content

Reflecting broader societal trends, the algorithm now favours content that highlights sustainability and social responsibility. Brands that promote eco-friendly practices, social justice initiatives, and other positive societal impacts are more likely to see their content promoted.

10. Collaborative content and duets

Collaborative features like Duets and Stitch have gained more prominence. The algorithm boosts content that encourages collaboration and user participation. Brands can use these features to create interactive campaigns that invite user contributions, fostering a sense of community and engagement.

2026 and beyond: TikTok's current standing and future

The regulatory situation around TikTok has shifted significantly since 2024. TikTok was officially banned from US app stores in January 2025, following the US Supreme Court's upholding of the Protecting Americans from Foreign Adversary Controlled Applications Act, which required ByteDance to divest its US operations or face a nationwide ban.

The deal was finalised on January 22, 2026, with TikTok's US activities divested into a newly incorporated entity called TikTok USDS Joint Venture LLC, ending the period of the de jure ban. The new joint venture is majority-owned by US-approved investors, including Oracle, Silver Lake and UAE-based MGX, with ByteDance retaining a minority stake.

The most significant consequence for brands and creators is what this means for the algorithm. The recommendation system is set to undergo an audit by Oracle before being retrained using US user data. Some analysts have warned that this could affect both users and advertisers during the transition period. 

In the UK, no ban has been introduced and TikTok continues to operate normally. For European brands, the platform remains one of the most effective influencer marketing channels available, with no immediate regulatory disruption on the horizon.

The practical advice for brands running TikTok campaigns in 2026 is to focus on the fundamentals. Watch time, completion rate and shares are the ranking signals that will carry over regardless of any algorithmic changes. Brands that build campaigns around genuine audience engagement rather than platform-specific tactics are best positioned to weather any transition.

The dangers of the TikTok algorithm

While the TikTok algorithm is highly effective at surfacing personalised content, it creates real challenges for brands, creators and users.

Unpredictability

The algorithm favours organic engagement that cannot be bought or manufactured. Even well-crafted content with strong visuals, relevant hashtags and a clear message can underperform if it does not immediately capture attention. For brands investing time and budget in TikTok, this unpredictability makes it difficult to guarantee consistent performance.

The pressure to chase trends

The algorithm's focus on trending content pushes brands towards prioritising virality over substance. Jumping on trends can boost short-term engagement, but doing so without a clear strategy risks diluting brand identity and confusing audiences about what a brand actually stands for. Not every trend is worth participating in, and the ones that are only work when the execution feels authentic.

Creator burnout

The pressure to produce content consistently, combined with the algorithm's unpredictable shifts, takes a real toll on creators. According to research by Awin, 78% of content creators experience burnout. For marketing teams managing TikTok campaigns, the expectation of continuous output can have a similar effect.

Mental health and social dynamics

For individual creators, the algorithm's endless engagement loop can drive unhealthy comparisons, excessive screen time and anxiety around performance metrics. Creators who feel compelled to chase likes and shares to stay relevant often find the experience unsustainable over time.

What this means for brands

These challenges highlight the importance of building respectful, properly compensated influencer partnerships. Creators who are valued and fairly paid are more likely to produce work that genuinely reflects your brand and engages their audience.

A strong partnership starts with finding the right creator. Their values, content style and audience should align with your brand before any brief is written. Assessing this manually across many candidates takes significant time.

Kolsquare gives you a searchable database of creators with 5,000 or more followers across all major platforms, filterable by engagement rate, audience credibility, location and content category. You can shortlist compatible creators quickly and access detailed profile data, including follower credibility scores, earned media value, and audience demographics, before reaching out.

Book a free demo today to see how it works.

FAQ

How do I increase my TikTok algorithm success?

There are real challenges, but brands and influencers can make the algorithm work in their favour to achieve success. Consistent application of the right practices matters more than chasing viral moments.

Here is what to focus on:

• Know your audience: create content tailored to their demographics, interests and behaviours; the more precisely your content matches what they engage with, the better the algorithm will serve it to them
• Track the right metrics: use TikTok's analytics to monitor watch time, shares, saves and completion rate; these are stronger indicators of performance than likes alone
• Engage actively: respond to comments and participate in trends relevant to your niche; high engagement signals to the algorithm that your content is generating genuine community interaction
• Experiment and adjust: test different content formats, posting times and hashtag strategies; use your own performance data to guide decisions rather than relying on general advice
• Use TikTok's Creative Centre: stay across trending sounds and popular content in your category; jumping on trends early gives content a discoverability boost before they peak
• Review regularly: analyse performance consistently and adapt your approach; accounts that grow steadily are those that treat every post as a source of data

How can you trigger or influence the TikTok algorithm?

There is no guaranteed formula, but consistently applying these principles gives you the best chance of improving your reach:

• Post consistently and prioritise watch time and completion rate
• Use relevant keywords in captions and on-screen text
• Incorporate trending sounds early, before they peak
• Create content that generates DM shares and saves
• Engage with comments to signal active community interaction

What helps you get on the TikTok For You Page (FYP)?

The For You Page is driven by early engagement signals.

Here is what the algorithm looks for:

• A strong hook should engage viewers in the first few seconds to keep the skip rate low
• Aim for a completion rate of 70% or above
• Use trending sounds, relevant hashtags and clear captions
• Create content people want to share with friends
• Post when your audience is most active and monitor performance data