The TikTok algorithm isn't a mystery anymore — but it is constantly evolving. We've gathered insights from successful creators and social media experts who've tested popular advice and discovered what really drives results in 2025. Their experiences reveal which "classic" TikTok strategies still work, which ones have lost their power, and what matters most for growth today.
Based on everything they shared, we’ve come up with eight simple and easy-to-follow TikTok algorithm rules that will help you thrive on the platform this year.
- Posting at off-peak hours can get the algorithm on your side
- Interact in the first hour
- Don't rely on viral formats and trends
- Hashtags still work — sort of
- Short videos rule
- Engage the viewer in the first three seconds
- Trending sounds won't build you a following
- Watch time is the most important engagement signal
Keep reading to learn what these rules mean and how to use them to inform your 2025 TikTok growth strategy.
1. Posting at “off-peak” hours can get the algorithm on your side
You’ve probably seen plenty of resources that recommend posting TikTok content on a specific day or timeframe when there’s high traffic on the platform — we even have a detailed article on the best times to post on social media.
However, creators like Harmanjit Singh, founder of Origin Web Studios, have seen success by doing the exact opposite: posting during off-hours.
“One unconventional strategy that worked surprisingly well was posting at off-peak hours, specifically between 2-4 a.m. EST,” says Harmanjit. “Our engagement jumped by 60% because there was less competition, and the algorithm favored our content during these quieter periods.”
It’s definitely worth a try if the broad strokes “best times to post” recommendations have worked for your content so far. But remember, nothing is set in stone. The fact that off-period posting worked for Harmanjit doesn’t mean the same will happen for your brand.
The real rule here is to adopt an experimental mindset. Test which posting timeframe works better for your niche and audience — and set up a consistent schedule based on the results. Our guide to figuring out your posting schedule will help you set up your test environment.
2. Interact in the first hour
Aim to get interactions early — especially within the first hour — to boost your reach, regardless of when you post. The algorithm gives more weight to those first interactions, which helps to push your content further compared to when engagement happens later.
Ani Ghazaryan’s experience validates this point.
“One popular hack I tried was posting at specific times based on general ‘best TikTok times’ data. While I hoped it would drive instant engagement, it didn’t create the lift I expected. What mattered more was the video’s engagement within the first hour rather than the exact time it was posted. Since then, I’ve focused on creating high-quality content and optimizing for those first few interactions.”
Here are a few ways to drive engagement for your TikTok video within the hour it goes live:
- Add new posts as comments on high-performing and related videos.
- Promote your content outside TikTok to drive engagement from other social channels.
- Partner with other creators and have them amplify your videos to their audience.
Check out our article on how to grow your TikTok following for more engagement tips.
3. Don't rely on viral formats and trends
While viral challenges add visibility, forcing content to fit a trend just for exposure often results in lower engagement. The algorithm favors authentic interactions, so only participate in trends that make sense for your brand’s identity and audience.
Breanna Hendry, Social Media Marketing Director at Minky Couture, knows this from experience.
“One popular algorithm ‘hack’ we tried was participating in every trending challenge or sound that came up. We quickly realized that jumping on every trend doesn’t always work for our brand. Now, we choose trends that align with our brand message and add value for our audience, which leads to better engagement without compromising our brand identity.”
Trend hopping only works when your content is original and relevant. It’s not the one-stop solution to growing your reach, engagement, and followers on TikTok.
Instead of jumping on every viral challenge, take time to find the ones that align with your niche and audience — then create authentic content that stands out. TikTok’s Creative Center is an excellent resource for spotting hashtags, songs, and posts gaining traction on the platform.
4. Hashtags still work — sort of
Hashtags don’t matter much for driving Instagram engagement, but they still work on TikTok. According to Ani, using the right hashtag mix for your posts can help with visibility and direct traffic, especially at the beginning.
This brings us to the question: what does the right hashtag mix look like?
First off, it’s not about a specific number. While some creators recommend using only 3-5 hashtags per post, there’s no evidence to suggest that exceeding this limit will harm your content.
Instead, what matters more is the type of hashtags you use. Brianna and Peter Lewis, CEO of Strategic Pete, say combining niche and branded hashtags is the best way to secure an initial visibility boost on TikTok.
“Rather than using only trending hashtags, we’ve found that including a mix of niche and branded hashtags makes our content more discoverable to the right audience,” says Brianna. “This approach gives us targeted visibility, helping us connect with genuinely interested users in our products rather than hopping onto broader trends.”
Peter shares a similar position. He says that creators should target industry-specific hashtags rather than use #fyp (which is oversaturated). This gives your content a stronger chance of gaining traction within interested groups rather than getting buried in a broad hashtag.
That said, hashtags aren’t a silver bullet. While they can give your content that initial push, sustained visibility still depends on the quality of your video and how much engagement it gets, especially in the first hour.
Need help deciding which hashtags to include in your posts? Use Loomly’s built-in hashtag manager tool to quickly get relevant niche and trending hashtag ideas for your content.
5. Short videos rule
While TikTok began testing longer videos (up to 60 minutes long) in 2024, creators say that short content continues to win on the platform.
“We’ve tried a lot of things on TikTok. But the game-changer was when we started creating the ‘Behind the Website’ series: quick 30-second clips revealing what happens when websites break or showcase common design mistakes,” says Harmanjit.
Short videos work well because they tend to have higher completion rates, which the algorithm favors. They also do a great job of sparking curiosity within the first few seconds, making viewers want to stick around to learn more — especially when it’s a tutorial or a breakdown of complex ideas.
Here are the major takeaways:
- Never stop working on your visual and verbal hooks (more on that in the next tip). Explore ways to deliver new and exciting information quickly in your videos. For example, share “Did you know?” facts or address the common misconceptions your audience has about your niche.
- Break long videos into bite-sized content. For example, Peter recommends turning lengthy content into an interactive series — a short video sequence that tells a story or explains a process over time. That way, you can encourage viewers to follow along and return to your page for more content. (Follow for pt. 2!)
6. Engage the viewer in the first three seconds
While you obsess over algorithm hacks and tricks, don’t forget the power of a good hook.
Video intros that capture the audience’s attention in the first three seconds tend to have a more significant impact on reach and engagement than popular algorithm hacks, such as trending music or even hashtags.
“We tested identical videos — one with trending hashtags, another with none. The difference in reach was minimal. Instead, we found that having a compelling opener in the first three seconds or pattern interruptions (like sudden screen transitions) drove significantly more engagement,” says Harmanjit.
Here are some hook ideas for your TikTok videos:
- Start the video with quick cuts and high energy, then switch to slow motion for a dramatic reveal or punchline
- Use a sudden change in tone or aesthetics to grab attention
- Say something unexpected for shock value
Discover some evergreen hooks in our post ideas playbook.
7. Trending sounds won’t build you a following
Once upon a time, adding trending sounds and audio to your videos was a sure way to boost content reach and visibility. But not anymore.
Several TikTok creators have tested content with trending sounds and found that it didn’t make much difference. In fact, in some cases, their engagement actually dropped.
For example, Emily Hessney Lynch, founder of Serve Me the Sky Digital, ran a week-long experiment adding trending sounds to her TikTok videos. While she did gain followers, it wasn't a significant boost, and she also saw drops in video views, profile visits, and shares.
Emily concludes that trending sounds aren’t so effective for growing your account or reaching more people. They can lead to more likes and comments on your content, but you are not likely to reach a new audience.
Want to learn more? Check out her article for a detailed breakdown of the experiment and results.
8. Watch time is the most critical engagement signal
TikTok prioritizes watch time more than other engagement signals like shares, comments, and likes.
When users watch your video from start to finish — or, even better, rewatch it — it signals to the algorithm that your content is highly engaging, making it more likely to be promoted to a broader audience. On the other hand, if users drop off early, the algorithm might deprioritize your video, leading to fewer views.
It’s also good to note that likes are the least influential engagement signal. While getting a lot of likes is great, if viewers aren’t watching the video past the first few seconds, it won’t significantly boost your visibility.
As a creator, aim for at least 70% watch time for your videos. Here are a few tips to help:
- Start with a compelling hook (refer to our hooks section for tips)
- Create content with a high rewatch value, such as tutorials or stitches
- Share short videos (15-30 seconds) that are easier to watch repeatedly
Keep experimenting to find what works for you.
Now that you understand the TikTok lgorithm's key signals, it time to put these insights into practice. Testing things out for yourself is the only way to know which algorithm tips work for you. Don’t be afraid to experiment with posting schedules, content types, and formats until you find a good mix.
Try implementing these four tests over the next 30-60 days to find your TikTok algorithm sweet spot:
Test 1: Posting times
- Post the same type of content at peak hours for 5 days
- Post at off-peak hours (2-4 a.m. EST) for the next 5 days
- Track: Watch time, first-hour engagement, and 24-hour view count
Test 2: Video length
- Create 15-second versions of your usual content for 5 days
- Create 30-second versions for the next 5 days
- Track: Completion rate and average watch time percentage
Test 3: Hook styles
- Start with a question hook for 5 days
- Use pattern interruption hooks for 5 days
- Track: 3-second retention rate and drop-off points
Test 4: Hashtag strategy
- Use 3-5 niche-specific hashtags for 5 days
- Use 3-5 trending hashtags for 5 days
- Track: Views from hashtag discovery vs. For You Page
Document your results in a spreadsheet and adjust your strategy based on what performs best for your specific account.
Most importantly, resist the urge to game the algorithm. It’s a losing battle that only holds your content back. Instead, focus on sharing valuable videos that resonate with your audience and stay open to ideas that can boost your visibility and engagement.
Want to master other social platforms? Check out our guide to the 2025 Instagram Algorithm to apply this same data-driven approach to your Instagram strategy.
