How TikTok Works
Everything you need to know about the algorithm and how to succeed in 2026.
The Creator's Checklist
Before you post, ask: Does this Engage (start a chat), Entertain (make them smile), or Educate (teach something)? Every post should do at least one of these to be successful.
Success Habit
Engage, Entertain, or Educate.
TikTok is allergic to sales pitches. Lead with a story, tip, or routine. After you deliver value, you can mention what you use. This builds trust and keeps viewers watching.
Success Habit
Value first, product second.
Think of your 3-5 themes as the columns of a Greek temple. They hold up your entire strategy. If you post about too many different things, your 'temple' falls down. Consistency builds a home for your audience.
Success Habit
Consistency breeds recognition.
Don't just rely on one way to make money. Successful creators mix paths - like using the Creator Fund while also selling their own products or working with brand partners.
Success Habit
Resilience comes from multiple revenue streams.
How TikTok Actually Works in 2026
TikTok now cares most about how long people watch your videos. The algorithm tracks every second someone spends watching. Videos that keep people watching get shown to more people. Videos where people scroll away fast get buried.
Key Takeaway
Longer videos (60-180 seconds) work better IF people watch most of it
For your video to be shown to more people, at least 70% of viewers need to watch most of it. This is the magic number. If only 40% of people watch your video, TikTok assumes it's not good and stops showing it. But if 70%+ watch it, TikTok pushes it to thousands more people.
Key Takeaway
70%+ completion rate is needed to go viral
71% of viewers decide whether to keep watching in the first 3 seconds. That's it - just 3 seconds. If you don't grab their attention immediately, they scroll. This is why starting with a question, bold statement, or interesting visual is so important.
Key Takeaway
Hook them immediately with a question, statement, or visual
TikTok rewards real, authentic content over highly produced videos. People want to see the real you - not a perfectly edited commercial. Talking directly to the camera, being yourself, sharing your genuine thoughts and experiences - that's what performs best in 2026.
Key Takeaway
Be yourself - talking head videos from real people outperform
The algorithm favors creators who post regularly. You don't need to post 5 times a day, but posting 3-4 times per week helps TikTok understand what content you make and who to show it to. Regular posting also builds trust with your audience.
Key Takeaway
Post 3-4 times per week to build momentum
Trust-First Approach to Selling
People buy from people they trust. For the first 14 days, focus entirely on building a relationship. We follow a funnel: Exposure (people see you) -> Influence (people listen to you) -> Engagement (people talk to you) -> Action (people buy from you). You can't skip to 'Action' without building the others first.
Success Rule
Build relationship first, mention products naturally after day 14
1. The Creator Fund (paid by TikTok for views), 2. Brand Partners (paid to feature products), 3. Business Owner (finding customers for your own product/service), 4. Fan Supported (loyal fans supporting you directly via subscriptions).
Success Rule
Diversify your income; don't rely on just one path.
After building trust, mention products as part of your story. Share your personal transformation or a 'behind the scenes' look at how you use a product in your daily routine. Share your experience, not a sales pitch.
Success Rule
Share your experience, not a sales pitch
Even after day 14, keep 80% of your content focused on value, inspiration, and teaching - and only 20% can mention products. This keeps your audience engaged and trusting you.
Success Rule
80% value content, 20% product mentions
TikTok Glossary
- Hook
- The first 3 seconds of your video that grab attention and make people want to keep watching
- B-roll
- Extra footage shown while you're talking - like scenery, close-ups of products, or activities
- Talking head
- You speaking directly to the camera - the most authentic and engaging format
- Content Pillars
- The 3-5 core themes or topics that form the structural support for your strategy
- UGC
- User-Generated Content (content made by your audience about your brand)
- CTA
- Call to Action (telling your viewers exactly what to do next, like 'Follow for more')
- Niche
- A specific area of interest or expertise that you focus your content on
- Engagement
- Likes, comments, shares, and saves that show how people are interacting with you
- Conversion
- When a viewer takes a specific action you want, like clicking a link or buying a product