Thriving on TikTok: Understanding and Optimizing Social Media Algorithms
A Limited Series on Mastering Social Media Algorithms for Independent Artists and Small Businesses
In today’s digital landscape, artists and small businesses have more opportunities than ever to connect, create, and be discovered.
TikTok, once seen as just a space for dance trends and Gen Z humor, has evolved into a major platform for creatives and entrepreneurs to showcase their work and build real communities.
But just like we talked about with Instagram, there’s still that familiar behind-the-scenes presence pulling the strings: the algorithm.
And yes…
Our old friend the Furby still applies here. Feed it what it likes, and it rewards you. Ignore it, and it starts glitching. (If you are confused, please refer to Thriving on Instagram: Understanding and Optimizing Social Media Algorithms to learn how and why social media algorithms are just like Furbys)
Let’s take a look at how TikTok’s version of the Furby works—and how to keep it happy.
Algorithm Overview
TikTok’s “For You” page is where the magic happens—and where the algorithm decides who gets seen.
It curates content based on:
User Interactions (likes, comments, watch time, shares)
Video Information (captions, sounds, hashtags, and effects)
Device & Account Settings (language, country, device type)
Its mission? To keep users engaged by feeding them exactly what they want—sometimes before they even know they want it.
Therefore, so successfully market on TikTok, you will want your content to be featured on as many For You Pages as possible.
Optimization Strategies
Want to show up on more For You pages? Here’s how to give the algorithm the content it craves:
🎵 Trending Content
Use popular sounds, memes, and challenges in a way that feels true to you. You don’t have to be a dancing brand—just an engaged one.
TikTok organizes all of its trending features (sounds, filters, user-generated trends, etc.) conveniently under a ‘Trending’ tab when you access each feature. Take advantage of what the Machine tells you that it prefers!
⏱️ Short, Engaging Videos
The first few seconds count. Start strong, keep it tight, and aim to keep viewers watching to the end—TikTok loves a high completion rate.
The more people watch till the end of your video, the more TikTok will feed your video to other For You Pages
🏷️ Hashtags
Mix broad hashtags with specific ones. Try a combo like #artistsoftiktok, #processvideo, and #handmadewithlove to boost discoverability.
Most creators will add hashtags such as #Foryou, #fy, #fyp which refer to the For You Page. It is also a common practice for creators to add trending hashtags to their videos even if it does not apply to the content at all.
📆 Consistency
Post regularly (3–5x a week if you can!) to give TikTok more opportunities to learn who your content is for and push it accordingly.
💬 Engage with Users
The more you respond to comments, collaborate with other creators, and join conversations, the more TikTok sees you as a valuable player on the platform.
What art|Works Can Do for You
At art|Works Initiative, we’re here to help you turn your creativity into connection—whether that means editing your first reel, brainstorming content ideas, or demystifying analytics.
We get it—TikTok can feel like a strange and chaotic place. But with the right tools, strategy, and support, it can also be where your work gets the attention it deserves.
Join us every Friday at The Longview Gallery for Work from the Office Fridays" or stop by any Wednesday during Office Hours with our IT team. Whether you’re stuck on a video or just want to brainstorm ideas, we’ve got your back.
Let’s Create Something Scroll-Worthy
Your work is meaningful. Let’s make sure it’s seen.
By understanding TikTok’s algorithm (and yes, treating it like the quirky Furby it is), you can grow your visibility, engage your audience, and reach the right people—without burning out.
Need support or want feedback on your TikTok strategy? We’re always here to help.