[FAQ]

Hello, I have been creating content on TikTok for some time, but it feels like in 2025 the algorithm has changed quite a lot. My views are very inconsistent. Videos I spend a lot of time on might get almost no views, while a simple video does very well. It is confusing.

I am wondering what the most important factors are now. Is it still watch time and completion rate above everything else? Or are shares and saves more important? Also, how much does search and SEO matter for the ‘For You’ page today? I am trying to find a clear strategy for what is working right now.

Thank you for any insights.

[Jeff Bullas]

This is the big question everyone’s asking.

Short Answer: The algorithm in 2025 still prioritises watch time, but it now places a much heavier emphasis on signals of content quality, like Shares and Saves, and on how well your video is optimised for TikTok’s search engine.

The biggest mistake creators make now is underestimating that TikTok is no longer just a feed, it’s a fully-fledged search engine.

To get the algorithm working for you, you need to focus on three key areas. The first is still the most fundamental: viewer retention. The algorithm needs to see that people are watching your entire video, and ideally, watching it more than once. This remains the strongest signal of engaging content. The second area, which has grown in importance, is what we call ‘high-value’ engagement. While likes and comments are good, the algorithm in 2025 gives significantly more weight to Shares and Saves, as these actions signal that your content is valuable enough for a user to either recommend it or return to it later. Finally, the most significant recent change is the priority placed on TikTok SEO. The algorithm must be able to categorise your video, so using clear, searchable keywords in your on-screen text, your caption, and even speaking them in your video for the auto-captions to pick up is now essential for discovery.

Cheers,

Jeff

[Author]

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