How to get pushed in TikTok’s algorithm #marketing #influencermarketing

Introduction

Did you know that on TikTok and almost all social platforms, there is a concept called "warming"? This is allegedly a process where employees at an app will identify a creator or an account they like and then "heat them up" in the algorithm. Essentially, this means giving certain accounts a boost to increase their visibility and potentially make their content go viral.

In addition to warming, there is also an alleged functionality where employees can "cool down" an account. This action slows down an account’s performance in the algorithm, often as a response to behavior deemed unacceptable or when there's a trend that the platform wants to suppress.

While TikTok has never officially confirmed these practices, a Forbes article from 2023 titled "TikTok Has a Secret Button to Make Anything Go Viral" discussed this phenomenon in detail.

The ability to influence the algorithm in this manner has significant implications for creators and influencers. It underscores the power that these platforms hold in shaping content trends and highlights the opaque nature of how viral success is engineered.

Whether you're an aspiring influencer or a marketer, understanding these behind-the-scenes mechanisms is crucial. While creating high-quality content should always be the priority, being aware of these practices can help in navigating the landscape more strategically.