How does TikTok work?

TikTok uses an artificial intelligence recommendation algorithm to create a unique content feed for each user, known as the ‘For You’ page. The system analyses user behaviour – watch time, video completion rates, shares and saves – to match videos to their interests in real time, regardless of the creator’s number of followers.   

The digital marketing landscape in Latvia is undergoing a rapid transformation, with traditional advertising channels gradually losing their effectiveness as they give way to dynamic video platforms. Of the approximately 1.74 million internet users in Latvia, more than 42 per cent – or around 791,000 to 817,000 people – actively use TikTok on a daily basis. This audience is no longer limited to teenagers; more than half of users are aged over 25, and nearly 260,000 users have reached the age of 45. For businesses to successfully reach this audience with spending power, it is essential to understand the platform’s operating principles and the nuances of the algorithm that determine the lifecycle of every video posted.   

The three pillars of the TikTok algorithm

Unlike other social media platforms, where the number of followers or a profile’s popularity is the determining factor, TikTok prioritises the relevance of content and its ability to hold the user’s attention. The algorithm evaluates each video as a separate unit, analysing specific signals that are divided into three main categories with varying degrees of influence.   

  

Among user interaction signals, watch time and video completion rate are the most significant. Videos that users watch to the end or even replay receive the highest rating from the algorithm. Forwarding videos to friends (sharing) is rated particularly highly; in terms of impact, this is approximately three times stronger a signal than a standard ‘like’. Conversely, immediately skipping a video within the first two seconds serves as a negative signal, indicating that the content is inappropriate or unengaging.   

At the video content level, the algorithm uses artificial intelligence vision engines and natural language processing to read on-screen text, analyse off-screen speech and identify topic clusters. This means that precise and clear language in video captions and subtitles helps the system understand the essence of the content and confidently recommend it to users interested in that particular niche.   

How videos end up in the ‘For You’ feed

The content distribution process on the TikTok platform is fully automated and takes place in several sequential stages, ensuring equal opportunities for both new and experienced content creators.   

Initial review and audit

Immediately after a video is uploaded, the system carries out an automatic content audit. At this stage, artificial intelligence checks whether the video contains any copyright infringements, visual watermark logos from other apps, or breaches of the community guidelines. If the video passes this filter, it moves on to the next step.   

Testing with small audience groups

Initially, the algorithm shows the new video to a small group of users, consisting of both some of the creator’s existing followers and randomly selected users whose past interests match the video’s topic. At this stage, the algorithm measures the initial reaction – how many people watch the video for longer than three seconds, how many watch it to the end, and how many interact with it in some way.   

The first hour after publication is particularly important, as the engagement gained during this time provides the decisive boost for the video’s further distribution. If this test group reacts positively, the algorithm gradually expands the audience, directing the video to the ‘For You’ feed. This process can be repeated several times, allowing successful content to reach hundreds of thousands of views.   

Brand marketing and advertising in the Latvian market

For businesses looking to attract new customers, TikTok offers a unique and cost-effective environment for running advertising campaigns. Competition on TikTok in the Latvian market remains lower than on traditional Meta or Google platforms, ensuring significantly lower costs for reaching an audience.   

  

For an advert to work in this environment, it must blend seamlessly with organic content. Traditional TV-style adverts that aggressively try to sell a product or service are skipped by users in an instant. The most successful strategy is based on the principle ‘don’t make adverts, make TikTok videos’. In advertising campaigns, it is advisable to feature real people, show behind-the-scenes processes, or demonstrate the practical use of products in real-life situations.   

The ‘Spark Ads’ strategy is also highly effective, allowing a company to use its advertising budget to boost videos that have already gained good organic engagement or that have been created by partners and influencers. Given that TikTok audiences tire of the same visual content within 7 to 10 days, regular rotation of advertising material and the introduction of new creative solutions are essential for maintaining consistent results.   

How brands can conquer the TikTok algorithm

Success on the platform is no accident, but rather the result of targeted and systematic efforts. Companies can significantly increase their video views and attract customers by following several tried-and-tested principles.   

Consistency and niche selection

The algorithm attempts to understand the main theme of each profile so that it can accurately recommend content to interested users. Companies that consistently publish content on a single specific sector achieve much better results. Spreading content across several unrelated topics can reduce the overall reach of your videos by almost half, as the system is unable to identify the profile’s target audience.   

The three-second rule

Users decide whether to continue watching a video or skip it within the first three seconds. Every video needs a strong hook at the start – a visually striking shot, an intriguing question or a promise to reveal valuable information. This is followed by a discussion of the main content and a clear, natural call to action (CTA) at the end of the video, for example, encouraging viewers to click on a link in the profile or subscribe to updates.   

TikTok search engine optimisation (SEO)

Nowadays, the platform functions not only as an entertainment site but also as a standalone search engine where users look for reviews, services and tutorials. To ensure your video is easy to find, it should include naturally integrated keywords. It is important to use clear on-screen captions (subtitles), as many users watch content without sound, and to choose relevant background music, which helps the algorithm categorise the video.   

Authenticity over perfect editing

Viewers around the world, and in Latvia, prioritise genuine experiences over artificially polished studio footage. Videos featuring a real face and using a natural voice-over command a much higher level of trust than those with impersonal text or AI-generated voices.   

Frequently Asked Questions (FAQ) about how TikTok works

Does deleting videos with low view counts help improve a profile’s reach?

No, deleting poorly performed or less popular videos does not improve your profile’s overall rating in the eyes of the algorithm. Best practice is to leave such videos published or, if necessary, change their privacy settings to ‘visible only to me’. Each new video is assessed independently, and historical interactions still serve as a positive signal of profile activity.   

How often should a business post videos on the TikTok platform?

Consistency and regularity are far more important than mass posting. Latvian businesses are advised to maintain a rhythm of 3 to 5 high-quality videos per week. This helps ensure a steady flow of data for the algorithm, enabling it to accurately identify the brand’s audience, whilst preventing any decline in content quality.   

Is it possible for a new profile with no followers to get thousands of views?

Yes, absolutely. TikTok’s recommendation system prioritises the content itself, rather than the profile’s history or follower base. If the first video posted by a newly created profile has a strong hook and manages to hold the user’s attention right to the end, the algorithm will immediately push it to the ‘For You’ page for a wider audience.   

Conclusions and next steps for your business

Understanding how the TikTok algorithm works provides businesses with a powerful tool for reaching their audience and attracting new customers. The platform’s focus on watch time, authenticity and niche consistency means that the brands that succeed are those capable of creating valuable, interesting and visually engaging content.   

A successful TikTok presence isn’t about chasing fleeting viral trends, but rather about implementing a well-thought-out and systematic content strategy. Organising the company’s profile, maintaining a regular posting schedule, creating carefully crafted video scripts with clear calls to action, and skilfully integrating paid advertising form the foundation for long-term growth.   

To ensure professional results without unnecessary experimentation, the specialists at GETDIGITAL.buzz offer full-cycle digital marketing services. GETDIGITAL.buzz provides high-quality video services from concept to editing, social media profile management, as well as the management of Google and Meta advertising campaigns with measurable returns. Collaboration with industry experts helps convert video viewers into actual enquiries, calls and sales.