Understanding the TikTok Algorithm

Let's demystify the TikTok algorithm. It's not some mysterious force working against authors. It's actually a sophisticated system designed to show people content they'll love. Once you understand how it works, you can make it work for you.

How Content Gets Distributed

The algorithm has a simple goal: keep people on the app. It does this by showing users content they're likely to watch, engage with, and enjoy. Every action you take teaches it what to show you (and who to show your content to).

Important to understand: Nobody outside TikTok knows the exact formula. The algorithm is constantly evolving, with updates rolling out regularly. While specific tactics change, certain patterns remain consistent. This guide focuses on proven principles that work across updates - but always stay flexible and ready to adapt to new trends.

When you post a video, TikTok needs to make two crucial decisions: how far to push your content (the reach) and who to show it to (the audience). These aren't separate systems. They work together. The algorithm learns who you are as a creator from every action you take: what you watch, like, comment on, and follow. This ongoing process shapes which readers will see your content in those critical first waves of distribution. We'll cover exactly how to optimize this creator-algorithm relationship in the Account Warm-up section.

Now let's look at how content gets distributed through TikTok's testing waves:

The First Wave (0-50 views)

TikTok shows your video to a small group. These aren't random people - they're users who've engaged with similar content. For BookTok, this means people who've watched, liked, or commented on book-related videos.

Critical insight: If TikTok shows your romance book content to thriller readers in this first wave, they'll scroll past quickly, killing your video's chances before it even starts. That's why training the algorithm to understand your specific niche is essential for success.

The algorithm watches everything:

• Completion rate (did they finish your content?)
• Engagement (saves are huge for any valuable content)
• Rewatches (we'll explore a powerful hack for this in future chapters 😉)
• Profile visits (checking if you have more similar content)

The Expansion Phase

If your video performs well in the first wave, TikTok expands its reach. Good performance means:

• 30%+ completion rate
• 5-10% engagement rate
• Comments and shares (weighted heavily)

The FYP Push

Videos that excel get pushed to the For You Page of users who don't follow you. This is where viral potential lives, but it's also where many authors get distracted.

Key Understanding: TikTok shows your videos to non-followers by design. Unlike other platforms, your reach matters far more than your follower count. A creator with 500 followers can get millions of views if their content resonates. Focus on creating content that earns reach, not chasing follower metrics.

What Happens When You Hit FYP:

• Your video appears to users interested in similar content (not just BookTok)
• Views can jump from hundreds to thousands in hours
• New viewers might not be your target readers
• Comments and engagement can become overwhelming

How to Sustain FYP Momentum:

• Have your next video ready to post while momentum is high
• Check your bio and pinned videos (new visitors will explore)
• Don't panic if follow-rate is lower than usual (broader audience = lower conversion)

Why "Going Viral" Might Not Help Book Sales: A video about "books that made me cry" might get 500K views from general audiences, but a specific "dark academia fantasy recommendations" video with 20K views could sell more books to the right readers. While the algorithm can push content to broad audiences, your books need specific readers.

Remember: viral isn't the goal. Finding YOUR readers is.

The Signals That Matter Most

Here's what TikTok's algorithm actually prioritizes, ranked by importance:

1. Watch Time & Completion Rate (The #1 Factor) If people watch your entire video, that's gold. The algorithm rewards higher completion rates, with 30%+ being a strong signal. Here's the tradeoff: 100% completion of a 15-second video beats 15% completion of a 3-minute video. However, TikTok is also pushing longer-form content now, so both have value when done well.

2. Rewatches (Loops) Even better than a like. When someone watches your video again - whether to screenshot book titles, reread your recommendations, or show a friend - TikTok interprets this as extremely high interest. One powerful hack: make your last slide in a carousel super short with so much valuable info that viewers have to rewatch to catch it all. We'll dive deeper into rewatch strategies in the growth hacks chapter.

3. Shares (To DMs or Other Platforms) When someone shares your video, they're saying "someone else needs to see this." Shares carry more weight than likes or comments. For BookTok, shares often mean "my friend would love this book" or "saving this TBR list." Content that gets shared most: curated lists, "if you liked X, try Y" comparisons, and recommendations by specific mood or situation.

4. Saves (Adding to Favorites) Similar signal strength to shares. When viewers save your content to return to later - common with recommendation lists and reference guides - it shows long-term value.

5. Comments Comments signal active engagement, especially when people tag friends. Comments like "Added to my TBR!" "@friend you need this" or topic debates are gold. Strong comment drivers include "What's the title?" when you strategically don't show it clearly. Strategic engagement drives conversation and boosts distribution.

6. Likes Still important but the weakest positive signal. Likes are "low effort" engagement - a quick double-tap versus the investment of commenting, sharing, or rewatching. Don't optimize for likes alone.

7. Profile Visits & Follows After Watching TikTok tracks whether viewers check your profile or follow you immediately after watching. This shows your content builds genuine interest beyond the single video. Make sure your profile converts these visitors.

What Hurts Your Reach

Quick Scrolls If people scroll past within 1-2 seconds, the algorithm notes that as negative feedback. Your hook is everything. If viewers don't stop scrolling, nothing else matters.

"Not Interested" Flags When users hold and select "not interested," it significantly impacts that video and similar future content. This is why staying in your niche matters. Romance readers flagging your horror content signals to the algorithm that you're creating for the wrong audience.

Violation Reports Even false reports can temporarily impact reach while TikTok reviews. Always stay within community guidelines, especially during your growth phase.

Inconsistent Posting The algorithm favors active creators. Posting once a month confuses it about what you create and who should see it. Ideally post 1-2 times daily, but with the strategies outlined later, you'll learn how to do this efficiently without burning out. At minimum, aim for 3-4 posts per week to maintain momentum.

Working WITH the Algorithm

The key to algorithm success is consistency and clarity. The algorithm needs to understand what you create and who it's for. Stay within the book ecosystem. Mixing BookTok content with unrelated topics confuses the algorithm about your niche.

Your hook is crucial. You have 1 second to stop the scroll. Lead with emotion, intrigue, or a strong statement like "The book that destroyed me last night..." rather than a gentle introduction. The algorithm heavily weights early engagement.

Remember that timing matters too. The algorithm considers initial performance, so posting when your specific audience is most active can make the difference between 200 views and 20,000.

The Creator-Algorithm Relationship: Every day you're on TikTok, you're teaching the algorithm who you are and who your ideal readers are. Every like, follow, and minute watched refines TikTok's understanding of whether you're a romance author, a thriller BookToker, or a fantasy content creator. This ongoing training determines whether your content reaches eager readers in your genre or gets lost showing to the wrong audience. New accounts especially need to be intentional about this process. That's why we dedicate an entire section to properly warming up your account.

Module 3 dives deep into content strategy: crafting hooks that convert, optimal posting schedules, hashtag strategies, and the video formats that work best for BookTok in 2025.

The Truth About Shadowbanning

Real shadowbanning is rare. What usually happens:

• A video underperforms (normal - happens to everyone)
• You changed content style suddenly
• You posted something that got flagged for review
• Your account is new and building trust

If you think you're shadowbanned, keep posting quality content consistently. Rather than the algorithm "forgetting," consistent posting helps rebuild your momentum and re-establish your content patterns. Nothing is truly lost - you're just rebuilding your presence.

Remember: The algorithm isn't your enemy. It's a matchmaker trying to connect your content with people who'll love it. Give it clear signals about who you serve, and it will find them for you.

Next, let's explore how to warm up your account properly to help the algorithm understand exactly which readers you want to reach, whether your account is brand new or has been dormant.