The leak of “TikTok Algo 101”
In a document leaked by TikTok itself, titled “TikTok Algo 101”, it is explained how TikTok’s algorithm systematically works to make you want to use the app more and more. The document has been covered by many different news outlets, including The New York Times. They write that the document addresses both the mathematical aspects of the algorithm and how it “reads” people. Here, we will briefly walk through how the algorithm drives increased usage of the app, step by step.
Step 1 – Watch time
When you use the app, the algorithm will first analyze how much time you spend on a video (watch time) and whether you return to watch more (retention).
Step 2 – “Down the rabbit hole”
If you stay, the app will guide you to more similar videos. It steers you toward videos you might like so that you keep scrolling. This is how TikTok leads you down a so-called “rabbit hole.”
The final step is divided and targeted towards Content Consumers (viewers, those who only watch) and Content Creators (content producers):
For consumers:
Step 3 – Engagement
In addition to analyzing how you watch videos, TikTok evaluates how you engage with the app. It looks at likes, comments, and play-throughs and directs you toward similar content. In this way, the app uses users’ viewing habits to highlight videos it believes are relevant and entertaining for you. This is in addition to showing paid content in the form of ads.
For content creators:
Step 3 – Content evaluation
When you publish videos yourself, the algorithm will analyze how your videos perform based on the parameters discussed, such as watch time and engagement. In addition, the content you create is evaluated based on how frequently you post videos. All of these parameters are factors that together measure how your videos help keep people on the app longer. The content that scores the highest is shown to the largest audience.
Summary
TikTok’s goal is to increase the share of active users, and the algorithm that ensures this evaluates what types of content different users engage with in different ways. The content that drives engagement is shown most frequently. This is useful to be aware of, firstly as content creators, because it gives us insight into how to leverage the algorithm to our advantage. Secondly, it is valuable as users to understand how our usage patterns influence, and are influenced by, the algorithm.
