Have you ever poured your heart, soul, and three hours of your life into a TikTok video only for it to fizzle on the For You page, returning barely a handful of views? You’re not alone. Every creator – from the just-starting-out hopefuls to the verified crowd – has had a moment of staring at the analytics, wondering what the algorithm wants from them.
TikTok’s ecosystem may seem scary, but you just need to work out how it thinks. If you understand what it rewards, then you can absolutely learn how to get more views and likes on your content.
Yes and no. TikTok doesn’t disclose its exact algorithmic ingredients, but creators and analysts agree that likes and views – two forms of engagement – are strong signals that your video is entertaining.
If you’re panicking over whether likes or views are more important on TikTok, the answer is that it depends on what stage of the journey your video is in. Views reflect reach. Likes confirm that those people enjoyed it. The algorithm cares about both, but neither is the magic key alone. “While likes can influence the algorithm and boost visibility, they are just one piece of the puzzle,” writes BeStorified. “Audience engagement, watch time, shares, and comments also play crucial roles.”
Here’s the thing: A creator with 600 followers can still pick up a million views overnight if their content resonates. The more viewers engage with it, the further it will travel – boosted by the algorithm.
Credit: Antonello Marangi/Shutterstock
1. Place your hook near the start.
“A hook is an initial phrase or action that captures your audience’s attention and gets them interested in your content,” Lysle Hood writes for HeyOrca. People on TikTok can be ruthless, so hooking the audience is an essential way to keep them watching. TikTok business reports that 63% of videos with the highest click-through rates highlight their key message or product in the first three seconds.
SendShort recommends trying hooks like these:
- “If you’re seeing this…”
- “You won’t believe…”
- “Here’s why…”
- “Let me show you how…”
2. Think of the algorithm as a matchmaker.
TikTok isn’t trying to punish you; it’s trying to figure out who wants to watch your content. To help it along, make your niche clear. You can have range, but TikTok will struggle to categorise you if you’re trying to be a comedian, wellness guru, and fashion expert all at once. “If you want to see rapid growth…you need to niche down,” says social media coach Millie Adrian (aka It’s Modern Millie).
Using keywords and trending searches can help get your content seen. “TikTok search engine optimisation (SEO) involves optimising your content and account to improve their visibility on the network,” Kelsey Herbers writes for Sprout Social. Help the algorithm know what you’re about by using keywords. It will respond in the right way, by showing your videos to people who are far more likely to watch, like, and interact.
3. Post at the right time.
Timing matters, and TikTok’s analytics will show you when your audience is online. Posting at peak times won’t save a weak video, though, and posting at a weird time won’t kill a great one.
There is no quick-fix rule that applies to everyone though. “There is no universal best time to post on TikTok that will work for every video on the app,” Kirsti Lang writes for social media management platform Buffer. “The best time to post on TikTok for you depends on your target audience – your audience location, time zones, and their behaviours.” It’s worth doing your homework.
Still, here are the general rules for the best TikTok timing in the UK, according to Buffer’s data:
- Monday: 7 p.m., 6 p.m., and 5 p.m.
- Tuesday: 4 p.m., 8 p.m., and 2 p.m.
- Wednesday: 5 p.m., 6 p.m., and 4 p.m.
- Thursday: 5 p.m., 1 p.m., and 3 p.m.
- Friday: 4 p.m., 2 p.m., and 6 p.m.
- Saturday: 5 p.m., 4 p.m., and 7 p.m.
- Sunday: 8 p.m., 5 p.m., and 4 p.m.
Once you have a few videos uploaded, study your own TikTok analytics to find out the times that work for you.
4. Use trends wisely.
Trends can give your content a lift, but only when you choose ones that genuinely suit your style. If you have a very strong niche in makeup and beauty, for example, suddenly jumping into a trending dance can be jarring, both for viewers and for the algorithm. “While it can be difficult sometimes to think of the angle that you’re going to take with certain trends, if you find that you’re forcing yourself into a trend, then it probably isn’t right for your brand,” writes TikTok agency Nonsensical.
Instead, pick trends that naturally align with what you already make, and then give them your own spin. The earlier you jump on a trend, the better. “Choosing the right trend can feel like a game of timing, and trust us, it’s all about catching the wave at the right moment,” creator ad platform Ramdam writes.
5. Build a community.
Reply to comments. Make response videos. Ask questions. Thank people. TikTok favours creators who behave socially. “Six in 10 [creators] say engagement with their followers and building a community is the most significant factor in their overall success,” writes Agility PR.
People like creators who feel human, warm, and interesting. If you respond to a comment on a video by sharing another video, for example, not only are you engaging, but you’re also helping create a link between the two videos. “This tactic drives additional views to the original post,” explains Sprout Social. “Curious viewers often click back on the original video to see the full context.”
6. Let your personality shine through.
You don’t need to turn into a performer to stand out; you just need to be deliberate about what makes you distinct. Maybe it’s your dry humour, your oddly specific knowledge niche, or the way you see the world. Lean into those traits. TikTok users respond to someone who feels real and recognisable. “Staying true to yourself and your content is crucial to succeeding as a TikTok creator,” writes media education brand Ecommerce Fastline. “Authenticity is vital to building a loyal and engaged following on the platform.”
7. Stop overthinking the perfect video – and post!
If you keep striving for perfection, you may never post. And the most essential thing on TikTok is presence.
Challenge yourself to post regularly. Buffer estimates a significant lift in traction when you move from posting once a week to posting two to five times a week. Not every video has to be perfect. Some will flop. Some will surprise you. But some will also, eventually, go viral. Your job is to keep showing up.