TikTok Experiment Results…
I have been playing around with TikTok on various accounts with various content and here is what I have learned so far…
93% of content awareness comes from the “For You” Page.
The For You Page is 1 of 2 feeds.
It’s the non-following/discovery feed.
The other feed is of who you are Following.
The other 7% comes from mainly from your Followers, but also:
- Hashtags;
- Sounds; and
- Search.
NOTE: For brand awareness purposes your Followers are an “owned” channel and don’t factor in.
Although, 93% of content awareness comes from the “For You” Page, your content is not shown to everyone on TikTok.
As far as I can tell, your content that shows up in the “For You” Page, is shown to people in main in your country.
This is set via your profile settings.
In addition, I am guessing about the first 100 views are shown and depending on how engaging (watch time, likes, comments, shares, follows) that content is for that For You feed sample, it will be shown to an even larger cohort, and depending on how engaging that content is for the next (larger) For You feed sample, it will be shown to an even larger cohort and so on.
This is how most social networks distribution algorithms work BTW.
So, back on point:
93+% of awareness is FREE!
How can this be?
Simple.
TikTok (as of writing) has about 500,000,000 monthly active users.
500 Million!
Compare that to Instagram who has double that at a billion.
This means that a very small fraction of those 500,000,000 monthly active users are creating content.
The For Your Page needs to be filled with something and if there is not much content being produced, a large proportion of it has to get shown.
Until lots of TikTok users producing content, then the finite For You feed (as well as the non-following/discovery feed) space gets cut down and only the best content gets shown.
Then, the content that is most engaging (watch time, likes, comments, shares, follows) will be shown.
For anyone using TikTok has this been your experience?
