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Social Media Strategy
A social media manager’s guide to working with the TikTok algorithm in 2024
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A social media manager’s guide to working with the TikTok algorithm in 2024

Social Media Strategy
April 2, 2024
Person filming a TikTok overlayed on a light blue background surrounded by TikTok icons, including heart bubbles.

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Who knew you would like ASMR cleaning videos so much? TikTok, that's who.

As social media managers, we really can't deny it: TikTok's algorithm is spot on. It seems to know exactly what we want to see, exactly when we want to see it. 

Admittedly, that can be a wee bit scary. But it can also be exciting. Because it means there's an opportunity for you to find your community – no matter how niche your products or services are. 

While there's no one-size-fits-all formula for achieving success on TikTok, standing out on the platform comes down to understanding – and working with – the all-knowing algorithm.

In this blog post, we'll cover 9 strategies social media managers can use to work with the TikTok algorithm in 2024.  

9 ways to beat the TikTok algorithm in 2024

Here are the top strategies social media managers can use to harness the power of TikTok’s algorithm this year.

1. Embrace community to master the TikTok algorithm in 2024

The first step to befriending the TikTok algorithm is pretty straightforward: find your community! To get a clear picture of who your target audience is, identify your ideal customer profile (ICP). 

Then, create content that aligns with your ICP’s behaviours, solves their pain points, and empowers them to achieve their core desires. TikTok recommends creators and brands include two types of content in their TikTok content strategy:

  • Value: Educational or entertaining content that connects your community
  • Variety: Content that addresses the different stages of your customer lifecycle

But it doesn’t end there! Because a set-it-and-forget-it social media strategy won't generate results on TikTok. To build a strong community on the platform, social media managers have to engage with other accounts. 

The good news is that TikTok users are receptive to brands that embrace community. 76% of TikTok users say they like it when brands are active in special interest groups, including #BookTok, #CleanTok, and #FoodTok. (There's a #Tok for everything!)

Here’s a video from @witugc that demonstrates the impact of a simple TikTok comment from your favourite brand. 

@witugc Replying to @katespade no seriously if you guys need a Ugc creator or product photographer, me and my closet full of Kate Spades, are your girl 💓 #ugc #ugccreator #productphotographer #katespade ♬ original sound - songs!🫶🏽🫶🏽

2. Be consistent to get noticed by the TikTok algorithm in 2024

Staying consistent is a surefire way to make the TikTok algorithm happy. Naturally, you’re probably wondering, “How often should social media managers post on TikTok?” 

TikTok recommends posting 1–4 times per day to test how fresh, diverse content performs for your brand. The keyword here is "test." Unfortunately, every piece of content can't be a winner. But consistently testing creative new ideas should help you discover what your community wants to see from you. 

TikTok calls this steady stream of content "organic beats." According to TikTok, brands should pair organic beats with creator partnerships and TikTok ads to keep audiences engaged and boost brand awareness.

If posting up to 4 times per day on TikTok seems unattainable right now, don't sweat it. Stick to a posting schedule that's sustainable for your brand. On average, businesses on TikTok post 9 times per month. As @mya.nichol points out below, you don’t have to post frequently to stay consistent.

@mya.nichol How do you stay consistent on social media? Let me know in the comments! #socialmediamarketing #consistencyiskey ♬ original sound - Mya | Business Coach

3. Partner with creators to stay on the TikTok algorithm’s good side in 2024

We've said it before and we'll say it again: User-generated content (UGC) is one of the most effective content strategies for brands. 

And guess what? TikTok agrees with us! On TikTok, UGC videos are 22% more effective than brand-created videos. The platform recommends partnering with creators (which they refer to as "the lifeblood of the TikTok community") to forge connections and fill your marketing funnel.

TikTok also shares some tips for building out your approach to creator partnerships:

  • Look for creators who have a unique point of view
  • Treat creators as expert "production partners"
  • Provide a clear brief and trust the creator’s style
  • Explore TikTok's Creator Marketplace to discover creators

There are tons of UGC creators on TikTok for brands to partner with. Here's an example of UGC content by @curatedbyange

@curatedbyange UGC Ad Example (Fashion) | One of my all time favourite brands and one I’ve had the privilege of working with for a number of years 🤎 #ugccreator #ugcexample #ugcfashionexample #ugcaustralia #ugccreatoraustralia #ugcmarketing #ugccommunity #ugccreatorjourney #contentcreator ♬ Chill out, stylish, fashionable(890993) - TAKACHAN

4. Follow trends to delight the TikTok algorithm in 2024

Should brands really be hopping on the latest trends or using the most popular TikTok sounds?

Yes! TikTok reports that 77% of users want brands to create content using trends, memes, and challenges. So don't be afraid to let your fun side shine on TikTok. (And bring that stat to your team if you need to convince them to star in your next on-trend video!)

Lucky for you, we've got some resources to help you stay trendy: 

We’re always looking for an excuse to make fun content at HeyOrca. Here's an example to spark inspiration.

@heyorca This is your sign to order that steak 😉 (Credit to @liza) #companytrip #corporatehumor #corporatelifebelike ♬ original sound - Katrina | Fitness Coach

5. Be discoverable to optimize your content for the TikTok algorithm in 2024

It’s happening . . . TikTok is becoming the new search engine. Over 40% of TikTok users in the US use the app as they would Google. 

So how can social media managers ensure their profiles and content appear in search results? TikTok search engine optimization (SEO)! 

There are two things you can do right now to boost your search value: 1) optimize your captions and 2) optimize your profile. 

To optimize your TikTok captions, include relevant hashtags and keywords. Our TikTok SEO guide covers best practices for doing so, including how to find the right keywords and how many hashtags to use in each post. (Spoiler alert: The answer is about 1–5 hashtags!) 

Next, you'll want to optimize your profile. Use this checklist to make sure you've covered all your bases:

✅ Use a clear, memorable username. (Your brand name is best!)

✅ Add keywords to your display name. Example: “Sara | Halifax Hairstylist”

✅ Upload a profile picture that clearly shows your logo, mascot, or face

✅ Write a bio that communicates your value in 80 characters or less

✅ Add a link to your brand's website or landing page in your TikTok bio

6. Be accessible to work with the TikTok algorithm in 2024

Social media managers, be honest: Are you using captions on all your TikTok videos? If captions aren't a part of your social media content strategy, it's time to give them another look.

On TikTok, captions don't just make your posts accessible to all users (which is reason enough to start using them!). TikTok captions also help your analytics. Research suggests brands can boost TikTok impressions by 56% simply by adding closed captions to videos. 

Looking for an easy way to add captions to your next TikTok video? Use TikTok's auto caption feature to generate subtitles. Then edit them to improve accuracy and add detail! 

Check out this informative TikTok from @deafgirllifts for tips on making your captions accessible.

7. Create TikTok-first content to win over the TikTok algorithm in 2024

If there's just one thing the TikTok algorithm loves to promote, it's "TikTok-first" content. 

83% of global TikTok users trust brands that post TikTok-first creatives. And compared to those that aren't TikTok-first, TikTok-first ads drive 3.3x more actions, including clicks, likes, and shares.    

But what exactly is TikTok-first content? And how can social media managers use this type of content to master the TikTok algorithm? 

According to TikTok, you can make TikTok-first creatives by producing content specifically for the platform. Here are some things you'll want to keep in mind

  • Use TikTok-specific features like text overlays, duets, and green screens
  • Don't replicate or reuse the same content that you post on other platforms 
  • Use sound. 88% of TikTok users say sound is crucial to the TikTok experience
  • Don't be too polished. TikTok recommends brands post lo-fi videos shot vertically in high-res
  • Feature real people in your videos, communicate authentic stories, and experiment with breaking the fourth wall
  • Partner with creators. It’s a cheat code for creating TikTok-first content because you don’t have to start from scratch
@tiktokforbusiness Keep it real. Keep it TikTok first. Make content that is authentic to your band and your brand’s story to drive the best results. 📈 Dive into our other Creative Codes, our six key principles that will help decode your brand’s creative potential on TikTok. Link in bio. #TikTokforBusiness #TikTokCreative #CreativeCodes #TikTokTips ♬ original sound - TikTok for Business

8. Hook your viewers to master the TikTok algorithm in 2024

3 seconds. That's how much time you have to grab your community's attention on TikTok. The platform reports that 63%+ of TikTok videos with the highest click-through rates (CTRs) hook their viewers in this crucial window. 

To craft an attention-grabbing hook, take inspiration from @misscaptionhook's video below. Or check out our list of the best TikTok hooks to boost engagement and views ( . . . these might surprise you; they’re verbal AND visual hooks!).  

To add to your list of hook ideas, TikTok recommends: hooks that build suspense, hooks that appeal to emotion, and hooks that surprise viewers. The platform also recommends pairing your hook with a strong CTA.

9. Analyze insights to beat the TikTok algorithm in 2024

If you want to master the TikTok algorithm in 2024, let your analytics tell you what's working! Track your metrics (including follower growth, watch time, and engagement) and continue making the type of content that drives results. explains how to pivot your content strategy based on engagement metrics:

Low likes? Switch up your content idea. It may not be resonating with your community. 

Low comments? Try tapping into your community's emotions in your next video.

Low watch time? It's likely time to switch up your hook. (And potentially pop in a middle hook!)

Low shares? Bump up the relatability factor. Try to address a common experience your community shares.

Low saves? Users love to save value-packed videos. Can you educate your community or help them solve a problem? 

For an easy way to track your TikTok growth (and prove your impact!), use HeyOrca’s TikTok Reports

"Since using HeyOrca's TikTok reporting feature, I've managed to decrease my time spent on report preparation to just one hour! Honestly, it's a game-changer." – Dayana Collazos Ibarra, TikTok Strategist


It’s official – you know exactly what it takes to beat the TikTok algorithm in 2024. Try these TikTok content strategies to connect with your community and welcome new viewers to your #Tok. 

If you’re looking for even more industry insights, social media news, and free (!!!) resources, subscribe to our daily newsletter, the HeyOrca Brief. We’ll do your social media homework for you . . . and send it straight to your inbox! 

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