How TikTok algorithms work in 2026: what publishers should consider before launching an advertising campaign
TikTok is more than just a social network. It is a platform where you can quickly learn new things and develop projects on any topic for free. With its help, any webmaster can take affiliate marketing to a new level.
TikTok has long been considered not only an entertainment platform, but also a full-fledged source of traffic, which is discussed in detail in the article “TikTok as an effective source of traffic.”
What does the system track?
The TikTok algorithm takes everything into account: which videos a person likes, which ones they comment on, and which ones they subscribe to. But more importantly, it measures how long a user watches each video, whether they rewatch it, and whether they watch it to the end. Even the speed at which the feed is scrolled matters.
Can you control the feed?
If a user is tired of seeing the same recommendations, they can “reset” them. To do this, go to the search bar, find a topic that interests you, and start actively watching, liking, and commenting on such videos.
How does AI evaluate content?
When a user posts a video, the platform's artificial intelligence analyzes the image and sound, as well as recognizing text in the description, subtitles, objects in the frame, and even the mood of the music. This is necessary to understand the essence of the video as accurately as possible.
What makes the algorithm promote a video?
The most important signal for the system is audience engagement. If the first viewers who are shown a new video actively interact with it, the algorithm reads this as “wow, this is cool!” After that, it starts showing the video to an increasingly wider audience, which can lead to it going viral.
Practical examples of how offers are scaled through organic and advertising traffic are discussed in the article “Promoting Offers on TikTok.”
Shadow ban: an invisible wall that hinders growth
One of the biggest problems for creators on TikTok is the shadow ban. This is a hidden restriction that the system does not notify the account owner about. Formally, everything works: a person can log into their account, view their feed, and post creativity. But these new videos almost never appear to other people. They don't appear in the “For You” feed, they can't be found by hashtags, and views stall at 200-300.
The account seems to become invisible. Removing a shadow ban is a difficult and time-consuming task. The process can take anywhere from two weeks to two months, and there are no guarantees. Why might TikTok quietly block an account?
- Using bots. Buying followers, likes, or comments from bots is an unreliable source of traffic and target customers. Modern algorithms can easily distinguish fake activity from real activity. Such actions are not beneficial and only damage the account's reputation in the eyes of the system.
- Spam behavior. Mass mailing of identical comments under other people's videos is strictly punished. This is considered a violation of community comfort.
- Age mismatch. TikTok's policy provides for additional restrictions for minors. If the profile settings indicate an age of under 16, but the account is public and active, the algorithm may limit its reach to protect the child.
- Mass complaints from other users. If the account owner's content or actions receive many complaints (reports), the system automatically lowers its rating. Sometimes unscrupulous competitors use this tool to “remove” a rival.
- Frequent deletion of published content. This looks strange to the algorithm: why publish something only to delete it later? This can be interpreted as manipulation or inconsistency. The platform recommends not deleting videos, but sending them to the “Archive.” In this case, the video becomes private and is only visible to the author, but does not disappear from the account history.
- Publishing adult content (18+). Despite the availability of special settings for age restrictions, the open publication of explicit, erotic, or frankly shocking content almost always leads to sanctions.
Algorithms scan not only visuals, but also text descriptions, speech, and even tags.
Why videos aren't getting views: analyzing common mistakes
When there is no obvious shadow ban, but views are still not growing, the reason most likely lies in the content itself. The algorithm tests each new video on a small group of people, and if their reaction is weak, promotion stops: the video ad is no longer shown.
What the algorithm looks at and what scares away the target audience:
- low quality of filming and sound. Users are accustomed to good visuals. Videos shot in the dark, blurry, shaky, or with background noise will be instantly skipped. A low percentage of views to the end is the main signal to the algorithm that the video is uninteresting. At the same time, there is no need to buy an expensive camera. It is often enough to shoot in good natural light (by a window), use a tripod or simply place your phone on a stable surface, and make sure the sound is clear;
- slow and uninteresting beginning. The first 1-3 seconds of a video are crucial. If the author starts with a long greeting, water, or a slow intro, most viewers will simply leave. The algorithm detects low retention and marks the video as a failure. It's best to start right away with the main point: an intriguing question, image, action, or unexpected statement. It's better to grab attention instantly;
- lack of a clear theme (niche). This is one of the key problems for growth. If a user's profile is a “hodgepodge” — today a video about a pie recipe, tomorrow about car repairs, the day after tomorrow about politics — a new viewer will not understand why they should subscribe. They came for the pie and saw a car.
- irregularity of publications. The algorithm likes active and predictable authors. If a person posts 10 videos in two days and then disappears for a month, it confuses the system. Growth becomes chaotic. It is better to choose a comfortable but stable schedule. Even 2-3 high-quality videos a week are better than ten in one day and then silence.Every publisher should take these and other recommendations into account.
How to live in the world of TikTok in harmony with the algorithm
TikTok is a powerful tool, and communication with it is based on understanding simple rules of the game:
- The algorithm is not an enemy, but a mechanism. It has no personal preferences. Its task is to show users content that maximizes their time in the app. If a person's video solves this task, the algorithm will promote it.
- A critical eye is the key to improvement. If a video isn't getting views, don't immediately blame the blind algorithm. Ask yourself: “Is the beginning catchy?”, “Is it easy to see and hear?”, “Will this topic be interesting to my target audience?” Analysis and working on mistakes always pay off. By understanding these basic principles, any user can stop being a hostage to the system and start using TikTok as an effective tool for various purposes: self-realization, creativity, or developing advertising campaigns for a project.
- Honesty and quality are the best strategy. All attempts to cheat the system (cheating, spamming) work for a very short time and ultimately only cause harm. Slow but organic growth with a live audience is the most sustainable path.
To maximize the results of advertising campaigns, webmasters must work in accordance with current trends and the rules of advertising networks.
