TikTok offers real transactional opportunities for companies. With creative, targeted content, companies can build reach and engagement – the basis for customer acquisition. At the same time, they strengthen your brand image with a young target group through authentic storytelling. In this article, we will cover the basics of the TikTok algorithm for a successful start and setup of the channel.
Why some videos are hardly seen
TikTok first tests each video with around 300 users. In this phase, the algorithm collects engagement points: Likes (1 point), comments (2 points), shares (3 points), full plays (4 points) and replays (5 points).
At least 50 points are required to take the video to the next phase with a larger audience. If the video remains below this, it will hardly be played any further.
Understanding multi-stage distribution
TikTok uses multi-stage distribution. A video must receive sufficient interactions in phase 1 in order to advance to the following phases and thus achieve a greater reach.
Increase reach: Successfully through phase 2 and beyond
Optimum video length for more watch time
TikTok recommends videos of at least 10 seconds in length. Shorter, loopable clips between 5 and 10 seconds can still perform well due to high replay rates. However, extremely short (under 5 seconds) or very long videos risk losing users.
How to avoid jumps
Ensure good sound quality, interesting content and clear cuts. Content that is not immediately convincing leads to quick bounces – and the algorithm notices this immediately.
Influencing factors beyond the interactions
In addition to engagement, TikTok also evaluates topic relevance, interest match, content quality (image, sound, editing) and consistency. Videos are played to users who prefer similar content, so you should post consistently and with high quality.
Timing and localization
Your videos are more likely to get early engagement if you post when your audience is online and relaxed (e.g. evenings or weekends). Initially, TikTok favors the language area or region, but less so than interactions.
Meta data and search optimization on TikTok
Why hashtags and captions are important
TikTok uses hashtags, captions and sounds to categorize your content thematically. With well-chosen metadata, you can increase your visibility, as TikTok SEO is becoming increasingly important.
Use TikTok as a search engine
More and more users are using TikTok directly to search for tips or recommendations. Therefore, place relevant keywords in your videos, captions and hashtags in order to be found.
Understanding AI-based search
AI-powered search tools are increasingly using TikTok content to provide direct answers. Brands and companies should prepare content in an understandable way and establish a clear brand identity in order to remain visible outside of TikTok.
Using TikTok strategically: Recommendations for medium-sized companies
Oxford Economics study: Great satisfaction among SMEs: Success on TikTok leads to business growth
”The vast majority of SMEs were able to achieve their marketing goals even more easily with TikTok. Around 73% of the SMEs surveyed stated that they were able to interact better with customers and receive feedback thanks to TikTok. 72% were also of the opinion that they could market new products and services even better with the help of TikTok.
70 percent reported positive results and increasing brand loyalty. 45 percent stated that TikTok is having a successful impact on reaching new international target groups.
TikTok
Win new customers with targeted short videos
Present products or services in a short and exciting way. Use teaser videos and offer exclusive added value with short how-to clips that arouse the interest of potential customers.
Building authentic branding
Take part in current trends, challenges or memes. Show authentic insights behind the scenes of your company to make your brand likeable and approachable.
Successful recruiting on TikTok
Use TikTok to present your company as an attractive employer. Show trainees or employees at work in a humorous and authentic way, for example in “A day in the life of…” videos, to appeal specifically to talented people.
”Our study shows the benefits of the TikTok platform for SMEs across the EU and the significant level of economic activity supported by SMEs on TikTok. In a short space of time, TikTok has evolved into a platform that brings real benefits to a wide range of small business owners from different sectors and backgrounds.
Chris WarnerLeitender Wirtschaftswissenschaftler bei Oxford Economics
Conclusion: Get started strategically on TikTok now
Understanding the TikTok algorithm means consciously creating content that users like to consume repeatedly. With clear metadata, strategic search optimization and authentic communication, you can use TikTok effectively for your goals. Consistency, creativity and understanding the algorithm are key. Use these opportunities now to make your company visible and successful.
Link tips
- Brand management through AI-supported SEO: Why SEO is the central discipline of digital brand strategy and why many have not yet understood this.
- Behind every successful content strategy are not only creative ideas, but also intelligent technologies. We help you to tell stories that are not only heard, but also passed on and multiplied with AI and automation.
- We show you how your company should use TikTok. Talk to us. It pays off. Book a call now!
TikTok algorithm 2025
Commitment rating
Maximize replays, shares and comments – they weigh the most.
TikTok redistributes videos if at least 50 points are achieved through interactions in phase 1.
Encourage people to comment or share. Use surprising elements that encourage replay.
Video length & structure
Produce videos between 10 seconds and 3 minutes – but only if they remain exciting.
Higher watch time = higher relevance for the algorithm. Longer videos with good retention have more potential.
Tell a mini-story with a suspenseful arc, clear chapter structure, no unnecessary lengths.
Loop design
Let your video loop seamlessly.
Replays give the strongest push in the ranking.
Build your video in such a way that it feels “rounded” and people want to watch it several times.
Minimize bounce rate
Start strong – the first 2 seconds are crucial.
Prematurely scrolling on massively damages the range.
Start with a hook: visual, auditory or content-related. No intros or idle time.
Posting time
Post at peak times: evenings, weekends or when your target group is online.
Early engagement after publication is crucial.
Use TikTok analytics to find out the best times – post regularly around these peaks.
Frequency & consistency
Post regularly (e.g. 3 times a week).
Regularity is rewarded by the algorithm.
Develop a plan, produce in advance and keep to a fixed rhythm.
Topic relevance
Maintain a clear focus on content.
TikTok shows your content to users with similar interests.
Observe what performs in your niche and stay consistent in the topic.
Hashtags & Captions
Use 3-5 relevant hashtags + keywords in the caption.
TikTok uses these for thematic categorization.
Research relevant terms, e.g. via TikTok Creative Center. No hashtag clouds!
TikTok SEO
Produce content for specific search intentions.
More and more users are using TikTok as a search engine.
Identify questions from your target group and answer them in your videos.
External visibility
Optimize for Google & Co.
TikTok videos are increasingly appearing in search results outside the app.
Use the 2,000-character caption, include keywords, share videos on other channels.
Branding for SMEs
Show personality instead of advertising blah-blah.
Authenticity creates trust – and is shared more often.
Show your team, behind-the-scenes, stories instead of product benefits.
FAQ – Your target group no longer googles, they tiktokt
How can you go viral on TikTok?
Viral success on TikTok depends heavily on fast interactions. It is crucial that videos already achieve sufficient engagement in the first test phase (approx. 300 views). In particular, this includes multiple views (replays), full views, comments, shares and likes. Videos that are emotionally appealing, surprising or humorous work particularly well.
Which hashtags go viral on TikTok?
Hashtags related to current trends and popular challenges have the highest viral potential. You can find relevant hashtags that your target group actually uses using tools such as AlsoAsked or Machined AI. Avoid generic hashtags – rather use a mix of trending hashtags and specific niche tags.
At what time do TikToks go viral?
The best time to post varies depending on the target group. However, time slots are generally recommended when users are typically more relaxed online, such as in the evening between 6 and 9 pm or at the weekend. The use of appropriate analytics tools such as Matomo or TikTok’s own Insights will help you to determine the ideal time.
How often should you post TikTok videos?
There is no exact rule on how often you should post. However, TikTok rewards a certain consistency. One to three videos per week is considered ideal to generate continuous engagement while maintaining consistent quality. Too many low-quality videos, on the other hand, can lower the average performance.
How do I get a lot of views on TikTok?
The most important factors are content that invites interaction and targeted optimization of your videos for TikTok’s internal search. Use meaningful titles, clear hashtags and make sure your videos are as long as possible (approx. 10-20 seconds is recommended). Short, exciting introductions (hooks) and good image and sound quality keep users in the video and boost the playback rate.
How long does it take for a TikTok to go viral?
Viral successes usually occur quickly on TikTok: within hours to a few days after publication. If a video receives enough positive feedback in the initial test phase, it is played out more and more widely. However, the exact duration depends on the content, the target group and the time of publication.
How can I influence the TikTok algorithm?
The algorithm cannot be “tricked” directly, but it can be positively influenced in a targeted manner. High-quality content that is designed for interaction, the use of suitable metadata (hashtags, sounds, keywords) and posts that encourage users to look at them several times measurably improve visibility.
