HOW TIKTOK DISTRIBUTES YOUR VIDEO TO USERS
Below is a summary of insights gathered from various sources and personal observations to help you better understand how TikTok distributes videos to its users:
1. Initial Video Distribution by TikTok
When you upload a video, TikTok randomly distributes it to a small group of users to test engagement. During this phase, TikTok collects metrics such as:
- Watch time – how long users watch your video
- Likes
- Shares
- Comments
Based on these indicators, TikTok calculates a "performance score" for your video. If engagement is low, the video may stop gaining views, typically around 200 views.
If the video performs well, TikTok continues to push it to a broader audience, even across international markets. The process repeats in a loop: evaluate → expand → re-evaluate → re-expand.
Note: TikTok discourages excessive posting. The platform avoids showing too many videos from the same creator on users' FYP (For You Page) in a short period.
2. What Makes a Video More Likely to Go Viral?
Videos that reach a wide audience often share these characteristics:
- Simple and easy-to-understand content
- Grabs attention in the first few seconds
- Emotionally engaging or visually surprising
For example:
- A video explaining chemical formulas may struggle to go viral if it's too technical.
- In contrast, a video showcasing a chemical reaction, explosion, or precipitation effect is far more likely to captivate a broad audience.
3. Why Do Some Videos Go Viral Days or Weeks Later?
This is perfectly normal. A video may not perform well in its initial distribution, but TikTok might test it again with different user groups later. If it receives good engagement, the platform resumes distribution and the video may trend belatedly.
Also, factors like channel age and posting frequency can affect your video's reach and even your RPM (revenue per thousand views).
4. User Behavior on TikTok – What to Keep in Mind
Here are some key behavioral patterns commonly seen on the platform:
- Users prefer short, clear, and engaging content right from the start
- If the content is confusing or slow-paced → users will swipe away
- If the topic is predictable or repetitive → users lose interest
- Unique or strange content may make users stop and watch, but if it's too long or not captivating → they'll still swipe away
Conclusion:
To succeed on TikTok, you need to optimize viewer experience in the first few seconds and understand the platform's distribution mechanics. Not every video will perform well immediately, but with persistence and value-driven content, you can steadily grow your reach and performance.