How TikTok Works: Simple Guide to Algorithm, Live, and Beginner Tips

Have you ever found yourself endlessly scrolling through an app, wondering how it knew exactly what would catch your attention? If you come from the era of Facebook and Instagram, TikTok's operation might seem a bit mysterious. Yet behind the viral dances and fun challenges lies one of the most sophisticated and fastest-growing social media platforms in the world.

Launched in 2016 by the Chinese tech company ByteDance, TikTok (known as Douyin in China) quickly merged with its rival Musical.ly in 2017, a decision that catapulted its user base into the stratosphere. Today, with billions of downloads, it has become a cultural and commercial powerhouse. But how does it really work? And how can you, whether a budding creator or an established brand, leverage its power?

What is TikTok and why is it so popular?

At its core, TikTok is a social media app that allows users to create, watch, and share short videos, usually accompanied by music, sound effects, or dialogues. But the simplicity of its concept masks a depth that explains its nearly universal appeal. Unlike older platforms that prioritize networks of friends and family, TikTok focuses on content discovery.

Its popularity is based on several pillars:

• Accessible creativity: No need to be a professional videographer. The app offers a suite of intuitive editing tools directly on your phone, enabling anyone to produce engaging videos in minutes.

• Authentic content: The overproduced aesthetic of other platforms is less successful here. TikTok users appreciate authenticity, humor, and raw creativity.

• Trend culture: Sounds, challenges, and memes spread at lightning speed, creating a sense of community and shared cultural participation.

• Infinite discovery: The real engine of TikTok is its "For You" page (FYP), a personalized and infinite video feed organized by a powerful algorithm that shows you exactly what you want to see, even before you know it yourself.

In 2024, the platform has millions of active users just in the United States and is available in more than 150 markets. About 36.7% of its users are between 18 and 24 years old, making it a key channel to reach younger generations.

The heart of the platform: how TikTok's algorithm works

Understanding how TikTok works means first understanding its algorithm. It is the complex system that decides which videos appear on each user's "For You" page. The algorithm’s goal is simple: keep you engaged as long as possible by offering a content feed perfectly tailored to your tastes.

It analyzes a multitude of signals to determine your preferences:

1. User interactions: This is the most important factor. The algorithm notes videos you like, comment on, share, or add to favorites. More importantly, it measures watch time. If you watch a video to the end or rewatch it, this is a very strong signal that you liked the content.

2. Video information: Each video is analyzed based on its metadata. This includes captions, hashtags (#), sounds and music used, as well as applied effects. The algorithm uses this info to categorize content and suggest it to users who have shown interest in similar topics.

3. Device and account settings: Less direct factors such as your language preference, country, and device type are also considered to optimize your experience.

What’s revolutionary is that TikTok’s algorithm does not prioritize a creator’s follower count. A video from an account with zero followers has as much chance to go viral as one from a celebrity. It all depends on the quality and resonance of the content itself.

TikTok’s algorithm runs on an "interest graph" rather than a "social graph." While Facebook shows you what your friends like, TikTok shows you what you like, whether or not you know the creator. This makes content discovery so powerful and addictive.

Getting started on TikTok: a beginner’s guide

Starting on TikTok can seem intimidating, but the platform is designed to be welcoming for beginners. Here’s how you can start creating and engaging effectively.

Set up your profile

Your profile is your business card. Make sure it’s complete and attractive:

• Profile picture: Use a clear image of yourself or a recognizable brand logo.

• Username: Choose a name easy to remember and relevant to your content or brand.

• Bio: Briefly describe who you are and the type of content people can expect from you. You can also add a clickable link to your website or another social platform once you reach a certain number of followers.

Create your first video

The creation process is simple. Tap the "+" button at the bottom of the screen to open the camera. You’ll have access to a multitude of creative tools:

• Sounds: Browse a massive library of popular songs, audio clips, and original sounds. Using a trending sound can significantly increase your video’s visibility.

• Effects: Explore thousands of filters, augmented reality effects, and templates to make your videos more dynamic.

• Text and stickers: Add text overlays to provide context or tell a story, and use stickers to add personality.

• Timer: The timer tool lets you record hands-free, perfect for tutorials, dances, or sketches.

Tips for effective content

To maximize your chances of success on TikTok, keep these principles in mind:

• Hook the viewer in 3 seconds: Attention is fleeting. Your video must capture interest immediately.

• Tell a story: Even the shortest videos benefit from a beginning, middle, and end.

• Be authentic: Don’t be afraid to show your personality. Authenticity is more appreciated than perfection.

• Use trends to your advantage: Join challenges and use popular sounds, but add your personal touch.

• Engage with your community: Respond to comments and questions. This shows you are engaged and encourages others to interact with your content.

Leveraging TikTok for your brand: more than just dancing

TikTok is no longer just an entertainment platform; it’s a powerful marketing tool. Brands that succeed on TikTok understand that traditional advertising doesn’t work here. Content must be entertaining, informative, and fit seamlessly into users’ streams. Studies show that 92% of TikTok users take action after watching a video, resulting in measurable business impact.

Iconic campaigns like e.l.f. Cosmetics’ #eyeslipsface challenge, which generated over 10 billion views, or Chipotle’s engagement with creative challenges, prove that TikTok’s playful approach can drive massive results.

But how can a company in a more technical field approach this? Consider a business specializing in smart energy solutions. Instead of classic ads, it could create very engaging content:

• Educational and simple: A 30-second video explaining how a virtual battery stores solar energy.

• Satisfying: A timelapse of solar panel installation on a roof.

• Informative: A short video showing savings on an electricity bill thanks to a heat pump.

• Trending: Using a popular sound to show how easy it is to use an electric vehicle charging station.

This approach demystifies complex services, builds trust, and positions the brand as an accessible and modern expert.

Brandformance: the best of both worlds

TikTok popularized the concept of "Brandformance," a strategy that combines brand awareness (Branding) and performance-focused conversion. Advertisers running brand and performance campaigns together see 4.3 times higher conversions and a 36% lower cost per acquisition (CPA). Don’t consider TikTok just a tool for awareness; it can generate direct sales.

Unlocking real-time engagement: a guide to TikTok LIVE

TikTok LIVE is a feature that allows creators and brands to interact with their audience in real time. It’s a powerful tool to build a stronger, more engaged community.

Why should brands use TikTok LIVE?

• Increased authenticity: Live streams are unscripted and raw, showing a more human side of your brand.

• Direct interaction: You can answer questions, gather feedback, and have real-time conversations with customers and prospects.

• Product demonstrations: Showcase how your products work live, address objections, and highlight advantages interactively. For example, a company like Les Nouveaux Installateurs might host a live Q&A on heat pump benefits or explain government aid for solar installation.

• Exclusive events: Launch new products, host tutorials, or give behind-the-scenes glimpses of your business.

Best practices for a successful LIVE

1. Promote your LIVE in advance: Inform your followers of the date and time to maximize participation.

2. Have a clear goal: Whether it’s a Q&A, tutorial, or interview, have a plan to guide your stream.

3. Engage your audience: Welcome viewers by name, respond to comments, and integrate their questions into your content.

4. Ensure good technical quality: A strong internet connection, adequate lighting, and clear sound are essential to retain viewers’ attention.

5. Collaborate: Invite other creators or experts to join your LIVE to bring fresh perspectives and reach a wider audience.

Controversies and the future of TikTok

Despite its popularity, TikTok has faced many controversies, mainly due to its Chinese parent company, ByteDance. Concerns about data security and possible censorship have led to bans in countries like India and threats of bans in the United States. In 2024, a U.S. law was passed requiring ByteDance to sell its American operations or face a ban. The platform's legal future in some regions remains uncertain, a factor that brands should keep in mind.

TikTok is much more than just an entertainment app. It is a complex ecosystem where creativity, community, and commerce converge. Its content discovery algorithm has redefined how we consume information and entertainment, offering unprecedented opportunities for creators and brands ready to embrace its unique language. By understanding its algorithm’s mechanisms, creating authentic content, and using features like LIVE, you can tap into the potential of one of the most influential platforms of our time.

FAQ

What is the most important factor for TikTok’s algorithm?

The most crucial factor is watch time. The algorithm favors videos that hold viewers’ attention until the end or are watched multiple times. Likes, comments, and shares are also important signals, but a video's ability to retain a viewer is the ultimate measure of its quality in the algorithm's eyes.

Can I make money on TikTok?

Yes, there are several ways to monetize your TikTok presence. Creators can earn money through TikTok’s Creator Fund, receive virtual gifts from viewers during LIVE streams, secure sponsorship deals with brands, or use the platform to promote their own products and services.

Do I need expensive equipment to create TikTok videos?

Absolutely not. One of TikTok’s biggest appeals is accessibility. The vast majority of viral videos are filmed and edited entirely on a smartphone. Authenticity and creativity matter far more than cinematic production quality.

How is TikTok different from Vine or Instagram Reels?

Although the short video format is similar, the main difference lies in the discovery algorithm. Vine and early versions of Instagram heavily relied on your social network (people you followed). TikTok, however, focuses on content discovery based on your interests, meaning you constantly see content from creators you don’t follow, making the experience more unpredictable and personalized.