TikTok Algorithm Then vs. TikTok Algorithm Now
When TikTok first arrived in Serbia, the algorithm was simple, and the opportunities for virality were huge. At that time, TikTok had around half a million users in Serbia, and the competition was minimal.
This meant there were few accounts, even fewer creators, and every new user was almost guaranteed to see all the available content on the For You page. During this period, anyone who created content, whether a brand or an individual, had a great chance to "explode" and go viral—and that’s exactly what happened.
Today, the situation is completely different. TikTok has grown to over 2 million users in Serbia, and with that came a massive increase in both creators and content. Now, everyone is on TikTok—from individuals making funny clips to influencers and brands trying to break through.
The algorithm has adapted to this growth and now has the task of satisfying a wide range of user interests, as well as keeping them on the platform as long as possible. Existing users no longer see all videos, and everyone’s For You page is unique. Local content is now mixed with global content, further complicating and reducing the chances for virality.
What does the TikTok algorithm look like today?
First, there are creators and influencers who achieve the best results and form the “backbone” of the TikTok community. Then come the funny videos, which are the core content users love and spend the most time on. This type of content will never disappear because TikTok is primarily an entertainment platform, followed by everything else.
In third place are ads, meaning if you pay, you’ll be featured there—plain and simple.
At the bottom of the TikTok hierarchy are brands. Since all brands are competing for just one spot in users’ feeds, organic reach has become challenging, if not impossible.
Looking at the entire situation from a strategic standpoint, our positioning and promotion on TikTok should include the following:
- Long-term collaboration with creators: We need at least three creators who will create content for the brand every month and post it on their channels.
- Entertainment: It’s essential to create videos whose sole purpose is entertainment. Where does the brand fit in? Its presence needs to be carefully planned.
- Ads: This is a must, as without ads, you’re almost invisible on the platform right now.
- Brand story: You need to choose one approach that best represents the brand and stick to it.
The competition is fierce, and it will only continue to grow. Therefore, the strategy for presence on TikTok should include all four aspects, but if some of them are not a priority for you, you can choose just one. Of course, everything will depend on your goals and expectations for TikTok.
If all these changes confuse you more than before, we're here to help. TikTok isn't a nightmare when you know how to make the most of it!
Text: Nikola Jagodić, TikTok konsultant, smartpoint adria