To this day, the average time spent on TikTok per user per day exceeds 80 minutes! That’s twice as much as on Instagram. This promising figure is not insignificant and is partly explained by the platform’s algorithm that favors the viewing experience. Analysis.

The differentiating element of the TikTok algorithm lies in the immersive homepage called the For You page (abbreviated FYP or FY). It is aptly named, as it is a feed of videos selected based on your interests and, most importantly, the videos you enjoy watching on the platform. It’s just for you. The more you interact with a type of content – meaning, watch, like, share, comment – the more similar content will be suggested to you.

What is also interesting is the potential visibility that the platform offers. The algorithm ensures that you are presented with accounts that you already follow and enjoy watching, but not only that: it also highlights content from similar accounts that you may be interested in but don’t necessarily follow. As you scroll through your feed, you will come across new accounts that you may not know.

This potential for discoverability is interesting because the size of a fanbase is not a factor in standing out, but rather the type of content created. Brands can seize this opportunity to gain organic exposure.

If there is one thing to remember about the TikTok algorithm, it is that it is designed to keep you spending a lot of time on the app, and it succeeds! This is based on a customized feed just for you. Finally, it is important to note that your chances of “breaking through” and becoming viral on TikTok are real thanks to the algorithm that promotes the discovery of new accounts.

To better understand TikTok, we have put together a white paper that brings together all the necessary information for you to launch your presence on the platform and integrate it into your digital strategy.

Photo credits: Solen Feyissa