Decoding TikTok’s Algorithm: Is Virality Dead?

For marketers and influencers, understanding the inner workings of TikTok’s algorithm is essential for success. When organic reach declines, it raises questions about the effectiveness of current strategies. To address these concerns, GroupM investigated a perceived shift in TikTok’s algorithm, which offered valuable insights for optimizing content. 

The Problem: Declining Organic Reach 

Many brands and creators have observed a noticeable decrease in organic views on TikTok, leading to reduced campaign performance. This initiated an analysis by GroupM to understand the underlying causes and identify potential changes to TikTok’s FYP (For You Page) algorithm. 

The Data-Driven Approach 

GroupM’s analysis examined a diverse set of 158 TikTok videos, covering a range of influencer sizes (from 2,000 to 1.2 million followers) and content categories (including skincare, food, lifestyle, humor, and more). The research focused on relevant metrics such as views, watch time, retention rate, and various engagement metrics, with a dedicated focus on organic performance, excluding any paid advertising. 

Key Findings: What Truly Matters on TikTok 

The analysis revealed some surprising insights that challenge common belief: 

• Follower Count: The number of followers an account has is not a significant determinant of video performance. And even though we already knew this, it is nice to finally confirm with actual data. 

• Video Length: The length of the video itself has no correlation to its performance, provided it exceeds a minimum of 5 seconds. 

• Average Watch Time & Retention Rate: While seemingly important on their own, average watch time and retention rate are not decisive factors in determining a video’s performance in the algorithm. 

• Total Playtime is The Dominant Factor: The total playtime accumulated by a video emerged as the most critical factor influencing its reach. TikTok’s algorithm prioritizes content that captures and holds viewers’ attention, resulting in higher cumulative watch time. 

• Total Engagement Volume is a Key Indicator: The total amount of engagement is a key indicator of a video’s value. We also saw an indication that while volume of engagement is the most important, the type of engagement only seem to correlate to volume: Likes have a significant impact (as a video usually gets more likes than other engagements), saves have a medium impact, and comments and sends have a smaller impact. But it is important to remember that engagements are not related to views, i.e. engagement rate.  

Understanding Total Playtime: A Deeper Dive 

To maximize this crucial metric, creators should focus on two key strategies: First, understand that high playtime can be achieved in two ways: by having many people watch a little of the video, or by having a few people watch a lot. Second, recognize that longer videos offer a greater opportunity for high playtime, which in turn increases the chances of achieving more views. Therefore, crafting longer videos and developing compelling content that keeps viewers engaged from start to finish are both essential for success. 

Optimizing Your Influencer Marketing Strategy: 

These findings offer valuable recommendations on how to approach influencer marketing on TikTok: 

• Rethinking Creative Briefs: Brands should reconsider traditional creative briefs that impose strict limitations on video length (e.g., a maximum of 45 seconds). 

• Prioritizing Hook and Retention: A strong hook is essential to capture viewers’ attention within the first few seconds, and content must be engaging enough to maintain their interest throughout the video. 

• Empowering Influencer Creativity: Brands should trust influencers to leverage their expertise and create authentic content that resonates with their audience to create the most engagements. This also means trusting their judgment when they advise that content should not immediately “scream” product or advertising in the first few seconds, as this can deter viewers and reduce overall engagement. 

Other Factors Influencing Performance 

In addition to the core findings, although not confirmed by the analysis, several other factors seem to influence video performance, including past video performance, live stream activity before and after, SEO optimization, and the speed at which a video accumulates engagement and playtime. The presence of international content on the FYP also presents a competitive challenge. 

Conclusion 

In the ever-evolving landscape of TikTok, total playtime and engagements remain essential. By adapting strategies to prioritize longer and engaging videos that capture attention and encourage interaction, marketers and influencers can unlock greater success on the platform. 

Contact your local specialist today to learn more about how we can help you maximize your brand’s impact on TikTok:  

Denmark: Christine Matthesen, Social & Influencer Director, at [email protected]  

Sweden: Camilla Sandström, Head of Influencer Marketing, at [email protected]  

Finland: Leo Mäntylä, Head of Social, at [email protected]  

Norway: Elisabeth Holm, Strategist Goat, at [email protected]