TikTok's For You algorithm got a meaningful refresh this quarter. The short version: it now rewards watch-through and repeat views more than ever, while de-emphasizing the tricks that used to game early distribution. Here's what changed, what's dead, and the hooks still driving reach.
What changed in the ranking signals
- Watch time is weighted heavier for the full video, not just the first 2 seconds.
- Repeat views and saves now compound a video's reach.
- Shares (especially to DMs and external apps) signal stronger than likes.
- Follow-on actions—like visiting your profile—boost the next video's initial push.
What's dead
Trend hijacking without a point of view is fading. Reaction bait, fake drama, and 'wait for it' countdowns get less reach because viewers skip them. If the hook promises something the video doesn't deliver, the algorithm now punishes it fast.
3 hooks driving reach right now
- The specific-number hook: 'I grew to 10K followers doing these 3 things.'
- The contrarian hook: 'Everyone says X works. It doesn't. Here's what does.'
- The proof hook: open with a result, then show exactly how you got there.
How to adapt
Design for rewatch value. Tight pacing, a payoff at the end, and a reason to send it to someone all compound your reach. Pair that with a steady posting cadence and you give the algorithm more swings to find your next hit.
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