How the TikTok algorithm distributes views

Before you make any changes to your content, you need to understand the logic TikTok uses to assign reach. The algorithm first tests each new post in a small pool of users – around 200 to 500 accounts. If this pool reacts positively, the post is played out to a larger group. This test procedure is repeated in waves as long as the engagement signals remain strong enough.

The most important signals for algorithmic distribution are:

• Hook rate (0-3 seconds): How many users are still watching after the first three seconds?
• Watch Time / Completion Rate: How far is the video watched – on average and as a percentage?
• Loop rate: How often is the video played again from the beginning?
• Saves: Users who save a video signal high added value.
• Shares: The strongest signal – will the content be forwarded?
• Comments: Content-related reactions, especially questions or contradictions, trigger more views.
• Follower growth: New followers directly after a post strengthen the signal.

Likes alone are the weakest signal. A video with 500 saves and 50 comments outperforms a video with 2,000 likes and no further interaction – almost always. This is the basic rule from which everything else is derived. You can find more details on the algorithm in our article on the TikTok algorithm and organic reach.

Hooks: The first three seconds decide everything

No element has more influence on your view numbers than the hook. If the first three seconds don’t work, you lose the majority of your audience – and the algorithm classifies the video as weak. A strong hook rate is over 70 percent: more than seven out of ten viewers do not scroll any further.

There are five proven hook types that have different effects on 3-second retention:

The visual hook is particularly effective because it works without text and immediately arouses curiosity. Whether it’s a time lapse, unexpected movement or a cut to the middle of an action – the brain reacts automatically. Combined with a text hook (overlay or spoken word) in second two to three, you get the highest retention. For companies that want to place TikTok ads, we also recommend taking a look at TikTok Ads for Business.

Agency tip: Test at least three different hooks for the same video concept. Shoot the first three seconds in three variants, publish them on different days and compare the retention values in the analytics dashboard. Whichever hook variant achieves the highest 3s rate will define your standard for the next few weeks.

Systematically increase watch time and completion rate

After you have kept the viewer in the first three seconds, the second battle begins: the watch time. TikTok measures both the absolute playback time and the percentage completion rate – how far the video is watched on average. Both values are incorporated into the algorithm.

The optimal video for maximum views has a length between 21 and 34 seconds – short enough for a high completion rate, long enough for substantial content. If you post longer videos (60 to 90 seconds), you need to incorporate so-called “retention hooks”: Turning points, surprises or new information that come every 8 to 12 seconds and keep the viewer scrolling.

Concrete techniques for more watch time:

• Open loops: Start with a question, only answer it at the end. “The answer to why it works that way comes at the end – keep at it.”
• Text overlays: Displaying important keywords as text increases the dwell time because users read and look at the same time.
• Cuts: A cut every 3 to 5 seconds prevents drop-offs as long as the flow of content is correct.
• Story structure: problem → path → solution. This three-part structure holds viewers until the end.
• Loop optimization: Let the end of the video seamlessly connect to the beginning. TikTok counts loops, and a high loop rate is a strong signal.

A common mistake: companies pack too much information into a video. The result is a low completion rate because viewers have understood the essentials in the middle and scroll away. Focus each post on a single core message.

Sounds, trends and the right timing

TikTok is a sound platform – which makes it fundamentally different from Instagram or YouTube. The right sound can double the reach of a video because TikTok actively prioritizes trending audio in the For You page. In concrete terms, this means that anyone who uses a trending sound within the first 24 to 48 hours of it appearing benefits from an algorithmic boost.

How to identify trending sounds early on:

• Open TikTok daily and filter in the search for “This week” under Sounds
• Use TikTok Creative Center (business.tiktok.com) – there you will see ascending sounds with usage data
• Take a look at what sounds creators in your niche are currently using
• Save sounds before you use them – this reduces friction when posting

There is no universal answer when it comes to posting timing, but there are statistically strong windows for German-speaking accounts: Tuesday to Thursday between 07:00 and 09:00 (commuter traffic), 12:00 to 13:00 (lunch break) and 19:00 to 21:00 (closing time). Analyze your own analytics dashboard – under “Follower Activity” you can see when your target group is active. This individual window beats any rule of thumb.

Trends are short-lived. A trend video that is posted two weeks after the peak no longer receives algorithmic support. Therefore, plan trending content with agility: if you recognize a rising trend, produce and post within 24 to 48 hours. Quality comes before perfect production – an authentic trending video with 80% quality beats a perfectly produced video that appears too late.

Hashtags, captions and SEO on TikTok

TikTok has developed into a search engine. Over 40 percent of Gen Z use TikTok as their first port of call for research – before Google. This means that SEO on TikTok is no longer a nice-to-have, but a direct view lever.

The most important SEO elements on TikTok:

• Spoken keywords: Say the target keyword out loud in the first three to five seconds. TikTok transcribes audio and indexes spoken words.
• On-screen text: Show the keyword as a text overlay – ideally in the first second.
• Caption: Write the caption like a mini search text. Two to three sentences, keyword at the beginning, no hashtag spam.
• Hashtags: Use three to five precise hashtags – a mixture of niche-specific (#tiktokmarketing) and superordinate (#socialmedia). Avoid #fyp and #viral – they don’t help.
• Thumbnail text: The cover image with text increases the click rate in search results.

The most effective SEO move: Create videos that respond specifically to long-tail search queries. “How many hashtags on TikTok?” or “Increase TikTok views as a company” are search queries with a clear intent and little competition. Those who occupy these niches will receive continuous search traffic – regardless of the for-you-feed algorithm. It is also worth reading our guide to UGC content marketing for companies.

Follower growth as a multiplier for views

Views and followers are connected – but not linearly. An account with 1,000 followers can post a viral video with a million views if the content is right. Conversely, many large accounts struggle with low reach because their community has become inactive.

Nevertheless, a growing follower account gets a larger initial test group for the next post. This means that more followers mean more first chances – and therefore statistically more views. Follower growth is a multiplier, not an end in itself. We explain in detail how to build it up in the article on organic TikTok follower growth.

The most important levers for sustainable follower growth that increases views:

• Posting consistency: At least four to five posts per week. The algorithm rewards regularity with a broader test group for the next post.
• Series content: Multi-part videos force follows because viewers don’t want to miss part 2.
• Community interaction: Reply to comments – preferably with video replies. These are linked directly to the original and have their own for-you page distribution.
• Pinned videos: Pin your best explainer video to the top of your profile. New followers will immediately see why they should follow you.
• Cross-promotion: links to TikTok from other channels – Instagram Stories, YouTube Shorts, newsletters.

If you offer TikTok as an agency service or would like to set it up professionally, you will find all services in our TikTok agency overview.

Content strategy: Formats and cadence for maximum views

Individual viral videos bring short-term views – but no sustainable reach. A well-thought-out content strategy combines different formats in order to serve different algorithm signals and address different target groups.

The three most important formats and their strengths:

• Educational content (explanatory video, tutorial, list): High save rate, good SEO indexing, long-term traffic. Ideal for expert positioning.
• Entertainment / trending content: High shares and fast view peaks. Short-lived, but good for reach boosts and new followers.
• Authentic backstage content: Highest comment rate and follower retention. Shows the person or team behind the brand.

A proven weekly strategy for companies: Two to three educational posts (planned, evergreen), one to two trend posts (agile, reactive) and one authentic behind-the-scenes post. This mix serves all relevant algorithm signals at the same time.

Another factor: the posting frequency in the growth phase. In the first 90 days of an account or after a long break, it’s worth posting daily – even if the quality drops slightly as a result. The algorithm needs data about your audience. The more posts, the faster TikTok learns who to show your content to.

You can find out more about long-term TikTok strategy and growth in the article on building TikTok followers organically.

Frequently asked questions

More on the topic: Build up TikTok followers

In this article, we’ll show you what drives organic reach on Instagram 2026, which content formats get the strongest push and how you can specifically adapt your strategy.

Why the algorithm will work differently in 2026 than in the past

Instagram has fundamentally shifted its priorities in recent years. The feed no longer shows chronologically what accounts you follow are posting – it calculates for each user individually which content will engage them the most. This sounds abstract, but it has very concrete consequences for your reach.

The algorithm evaluates each post based on several signals: How long does someone look at the content? Is it liked, commented on, saved, shared? Does the user click on the profile? Do they reply to stories? The stronger these signals are, the more accounts the post is shown to – first to followers, then to similar non-followers via the Explore page and Reels tab.

What has actually changed in 2026: Instagram weights saves and shares much more heavily than likes. A post that is saved 50 times will reach more accounts than one with 500 likes and no saves. This fundamentally changes the strategy: away from superficially pleasing content and towards real added value that is saved or forwarded.

What’s more, Instagram actively promotes non-follower reach. If you only address your own bubble, you stay there. If you produce content that also works without context – i.e. for someone who doesn’t know your account – you will receive significantly more organic push.

A comparison of the five most important content formats

Not all formats are treated equally. Instagram has clear preferences – and those who know these can use their resources in a more targeted way.

Reels are the format with the highest reach in 2026 – but not because of their length, but because of their control via the Reels tab and the Explore page. A well-produced reel regularly reaches 3-5× more people than an equivalent feed post. Carousels, on the other hand, are the save king format: multi-step content, tutorials and lists are frequently saved and accessed again, which has a lasting positive effect on the algorithm.

More about the Reels strategy in detail: Instagram Reels for companies – strategy and production.

Hashtags, captions and the right time to post

Hashtags are not obsolete in 2026 – but their function has changed. Instagram itself recommends 3-5 targeted hashtags instead of 20-30 generic tags. The logic behind this: A few, highly relevant hashtags help the algorithm to assign your content to a specific target group. Broadly scattered tags dilute this context.

The caption strategy is even more important than hashtags. The first sentence decides whether someone clicks “read more” – and this click is a positive signal for the algorithm. Use the hook effect: start with a concrete statement, a surprising fact or a directly addressed question. Avoid generic introductions such as “Today we want to show you…”

When it comes to posting times, there is no universal golden hour. The optimal time depends on your specific target group. What works consistently: Content must perform in the first 60 minutes after posting. If you post at a time when your audience is online, you will get more early engagement – and therefore more algorithm push. Take a look at Instagram Insights to see when your followers are most active and align your posting calendar accordingly.

Agency tip: Test the same posting time for at least 4 weeks before you change it. Algorithm data needs time to become statistically valid. Short-term upward or downward outliers say little about the real trend.

Actively build commitment: How to create organic dynamics

Reach follows engagement – not the other way around. This means that those who receive more comments, responses and reactions are played out further. Those with hardly any engagement remain in the bubble.

Three levers that have the strongest organic effect:

• Actively reply to comments – within the first hour. Each reply extends the engagement period and signals to the algorithm that the post is still relevant.
• Include questions in captions – not rhetorical ones, but real ones that allow a short answer. “Which format works best for you: reels or carousels?” is better than “What do you think?”
• Use stories for activation – polls, sliders and questions in stories have no reach function, but they train your audience to interact. Those who regularly interact with you in Stories will also see your feed posts more often.

There is also cross-promotion: If you point out new Instagram posts in other channels – newsletters, LinkedIn, WhatsApp broadcasts – you generate early traffic that shows the algorithm that the content is in demand. This is particularly worthwhile for posts in which you have invested a lot of production.

More about the organic growth strategy: Increase Instagram reach organically – business strategy and gain Instagram followers organically.

UGC and cooperations as reach multipliers

One of the most effective ways to scale organic reach is through user-generated content (UGC) and influencer collaborations. When other accounts share your content or connect with you, you reach their target audience – without an advertising budget.

UGC works particularly well for companies when customers or users report authentically on products and experiences. These can be reviews, unboxing videos or everyday moments of use. Important: Actively encourage this – through hashtag campaigns, repost promises or direct requests after the purchase.

The micro-influencer strategy 2026 is particularly efficient for influencer collaborations. Accounts with 10,000-100,000 followers often have higher engagement rates than mega-influencers – and their target groups are more loyal and specific. Reels collaborations via Instagram’s official collab function are particularly effective for building reach: both accounts share the same post and the content is played out to both target groups.

Read more: UGC content marketing for companies – strategy and implementation.

Measurement and optimization: What really counts

If you want to systematically build reach, you have to measure. Instagram Insights provides all the relevant data – but which KPIs are crucial in 2026?

The most important metrics for organic reach:

1. Reach vs. impressions – Reach shows how many unique accounts have seen a post. Impressions count total views. A high impressions/reach ratio can indicate multiple views – a good sign.
2. Saves – the strongest indicator of content quality and algorithm relevance.
3. Shares – particularly valuable because they carry the content to other networks.
4. Profile visits – show whether a post arouses enough interest for someone to want to see more.
5. Follows from post – the most valuable KPI in the long term because it builds up the audience permanently.

Analyze your top 3 and flop 3 posts at least once a week. What do the successful ones have in common? Topic, format, caption length, posting time? Replicate what works – and eliminate what doesn’t.

If you are looking for professional support: Our Instagram agency supports companies from strategy to content production.

Frequently asked questions about Instagram reach

More on the topic: Instagram Ads costs – Instagram Shopping – Increase organic reach

Related articles:

• Instagram agency – strategic support
• Increase Instagram reach organically
• Gain Instagram followers organically
• Instagram Reels for companies
• UGC content marketing for companies

How the YouTube shorts algorithm works

The algorithm behind YouTube Shorts is no mystery if you understand its basic logic: YouTube wants to keep viewers on the platform for as long as possible. Any signal that shows that a video supports this goal is rewarded. It sounds simple, but it has far-reaching consequences for the content strategy.

In contrast to long YouTube content, shorts are first shown to a small test group. The reactions of this group determine whether the video is shown to a larger audience. This “tiered distribution” model means that the first few seconds and the interaction rate directly after the upload are decisive.

YouTube uses machine learning to model user preferences. Anyone who watches a short video on social media marketing is suggested similar content – regardless of whether they follow the channel. This is a fundamental opportunity for companies: New reach without an existing subscriber base.

For companies that want to set up their YouTube strategy professionally, understanding these mechanisms is the first step towards measurable growth. You can find more basics on channel development in the article on YouTube SEO for companies.

The most important ranking factors at a glance

Not all engagement signals are weighted equally. YouTube rates different interactions differently. The following table shows the core factors, their weighting and what they actually mean:

Watch time is the key factor. A short that is watched 90% of the time algorithmically beats a short with 500 likes but only 40% retention. This explains why hooks are so crucial: If you fail to captivate in the first two seconds, you lose the retention battle right at the start.

Agency tip: Analyze your shorts not according to absolute views, but according to the retention/replays ratio. A short with 10,000 views and 85% retention is more valuable for the algorithm than a short with 50,000 views and 30% retention.

Hook strategies that really work

The first two seconds are crucial. This rule of thumb applies to all short video formats, but it’s especially critical with YouTube Shorts because the swipe effort is minimal. A user who isn’t immediately captivated will keep swiping – and that destroys your retention rate.

Proven hook types for companies:

• The provocative hook: “Most companies make this mistake on YouTube.” – triggers curiosity and slight contradiction, both of which keep viewers tuned in.
• The contrast hook: Before/after shown in the first shot. Visually strong, self-explanatory.
• The number hook: “5 seconds that will make your short go viral.” – concrete numbers signal structure and added value.
• The empathy hook: “You’re posting shorts and not getting any views? That’s why.” – Directly addressing the pain point.
• The demonstration hook: Show result first, then explain how. Especially strong for product demos.

Important: The hook must match the rest of the content. Clickbait hooks with weak content lead to a high drop-off rate and damage the channel in the long term. The algorithm recognizes this pattern and punishes channels with consistently poor retention.

For comparison: TikTok’s algorithm works according to similar principles, but weights social signals slightly differently. If you use both platforms, you should be aware of the differences.

Technical optimization: format, length and upload time

In addition to the content itself, there are technical factors that influence the reach. YouTube Shorts are designed for vertical format (9:16), with a maximum length of 60 seconds. In practice, data shows that shorts between 15 and 35 seconds perform better on average than longer formats – simply because the retention rate is easier to maintain with shorter videos.

Technical checklist for maximum performance:

• Resolution: at least 1080×1920 pixels (Full HD vertical)
• Frame rate: 30 or 60 fps
• Subtitles built in (many watch without sound)
• Hashtag #Shorts in the title or description
• Meaningful title with relevant keyword
• No black border or letterboxing

The following applies to the upload time: Post when your target group is active. For B2B companies, this is usually between noon and 2 pm on weekdays and after 6 pm in the evening. Use YouTube Analytics to identify the specific peaks of your community.

If you want to use shorts as part of a more comprehensive corporate strategy, you can find a complete overview of strategic embedding in the article YouTube Shorts for companies.

Content types with the highest viral potential

Not every content type performs equally well on shorts. Companies that understand the algorithm focus specifically on formats that generate high completion rates and shares:

Educational micro-content: “Explained in 30 seconds” is the most searched pattern on YouTube Shorts. Companies that share expertise in digestible morsels build authority and generate high completion rates at the same time.

Behind-the-scenes: Authentic insights into production processes, team meetings or product development. This content performs well because it conveys exclusivity – something you wouldn’t otherwise see.

Product demos in real time: Show the product in use, not in the ad. 30-second demos with real added value regularly outperform classic advertising clips.

Reactions and comments: Responding to customer feedback, reading out and replying to comments – this creates a sense of community and invites further comments.

Trends and challenges: Pick up on platform-specific trends and fill them with your own brand context. Those who use trends early on benefit from the algorithmic boost of trend content.

The principle also applies to Instagram Reels: platforms reward format-specific content that appears authentic – not repurposed material from other networks.

Channel growth through shorts: strategy and metrics

Individual shorts go viral – but sustainable channel growth comes from consistency, iteration and data-driven optimization. Companies that use shorts successfully follow a systematic approach:

Posting frequency: At least three to five shorts per week are necessary to regularly supply the algorithm with fresh material. Quality comes before quantity, but the production time for shorts is significantly shorter than for long-form content – which makes a higher frequency realistic.

A/B testing of hooks: Produce the same short with two different openings and analyze which one achieves better retention. YouTube Studio shows retention curves per video – use this data actively.

Playlist strategy: Group thematically related shorts into playlists. This increases the session length (users watch several in a row) and signals thematic depth to YouTube.

Cross-promotion: use shorts as teasers for long-form content. A 30-second excerpt from a 10-minute tutorial that links to the full video drives views to both formats.

Manage comments: Actively respond to comments in the first 30 minutes after upload. This increases the engagement rate in the critical test phase and signals high activity to the algorithm.

Key metrics that companies should track:

• Average playback time in percent (target: 75%+)
• Replay rate (target: 15%+ replays per view)
• Subscriber growth per short
• Traffic source (shorts feed vs. search vs. recommendations)
• Click-through to linked videos or links

Frequently asked questions about YouTube Shorts and the algorithm

More on the topic: YouTube Ads – YouTube Live

How the TikTok algorithm controls follower growth

Before you implement a single strategy, you need to understand how TikTok distributes content. The algorithm first shows new videos to a small test group – typically a few hundred users. If this group reacts positively (watch time, likes, comments, shares), TikTok rolls out the video to larger segments. If they do not respond, the reach remains minimal.

This means that every single post has a real chance of going viral – regardless of how many followers you currently have. An account with 200 followers can achieve a video with 500,000 views if the content is right. At the same time, an account with 100,000 followers can remain permanently below 1,000 views with poor content.

The three core signals that the algorithm evaluates:

• Watch time and completion rate: What percentage of the video do users watch? Anything over 80% completion rate is considered strong.
• Engagement rate: Likes, comments, shares and saves in relation to impressions.
• Re-watches: Videos that are viewed multiple times signal high added value to the algorithm.

Our detailed guide to the TikTok algorithm for companies explains more about the interplay of these factors and how you can actively influence reach.

Growth factors in comparison: what really counts

Not all levers have the same effect. The following table gives you a quick overview of which factors influence follower growth on TikTok the most – and where you should prioritize.

The hook: Why the first few seconds decide everything

You have two, maximum three seconds to convince a user to stop scrolling. The hook is the single most important component of any TikTok video – and the one that most accounts completely underestimate.

Strong hooks work according to clear patterns:

• Counterintuitive statement: “You won’t get more followers by posting more.”
• Direct question: “Why isn’t your TikTok account growing – even though you post daily?”
• Promise with a concrete number: “3 mistakes that will keep your TikTok account under 500 followers.”
• Visual pattern interrupt: Unexpected cut, unusual perspective, immediate movement in the image.

Important: The hook must match the rest of the video. Clickbait that does not deliver what it promises drastically reduces watch time – and penalizes your account in the algorithm in the long term.

Agency tip: Test at least 3 different hook variants per topic. Write the hooks before you shoot. If you shoot the video first and then look for a hook, you are giving away the greatest leverage potential.

Posting frequency and content planning: how to build continuity

TikTok rewards consistency. Accounts that post regularly and consistently are classified by the algorithm as reliable content suppliers – and are accordingly played out more frequently to new users. The question is not whether you post daily, but whether you are building a sustainable system.

Recommended frequency depending on resources:

• Beginners (solo creator or small team): 3-4 videos per week. Quality before quantity.
• Growth phase (0-5,000 followers): 5-7 videos per week. Test high variance in content format.
• Established accounts (5,000+): 1-3 videos per day possible if production is scaled.

The content structure is just as important as the frequency. Build your account on three content pillars:

• Pillar Content: Your core topics – what you want users to follow you for.
• Trend content: Current sounds, challenges or memes that you associate with your niche.
• Community content: Replies to comments (video reply), duets, stitches with followers.

If you use Duet and Stitch strategically, you benefit twice: You use the reach of the original video and at the same time signal community activity to the algorithm – a strong growth signal. Tip: Stitch works particularly well if you provide a counter-intuitive opinion or addition to a viral video.

Hashtags and sounds: the underestimated turbo levers

Hashtags on TikTok work differently than on Instagram. Mega hashtags like #fyp or #viral hardly bring any measurable advantage – they are too broad to perform target group matching. What works: a combination of 2-3 niche hashtags (under 500 million views) plus 1-2 topic-specific mid-tier tags.

Example of a marketing account:

• #socialmediatips (niche, DE focus)
• #marketing strategy (mid-tier)
• #tiktokmarketing (niche)

Trending sounds are a short-term but powerful lever. TikTok prioritizes videos that use current sounds – especially in the first 48-72 hours after the trend rises. Those who react quickly benefit disproportionately. Important: Use sounds that match your content. A forced sound fit has the authentic effect of meme hijacking and lowers brand perception.

Sound strategy in three steps:

1. Open the TikTok Sound Trends in your Creator app every day.
2. Identify sounds that fit your niche thematically.
3. Produce within 24 hours – the sooner, the greater the algorithm boost.

Community building: Followers become real fans

Follower numbers are a vanity metric if there is no community behind them. What makes TikTok accounts strong in the long term is the quality of interaction – not the quantity of subscribers. Accounts with 5,000 highly engaged followers regularly outperform accounts with 50,000 passive fans in terms of reach and conversion.

How to build a real community on TikTok:

• Reply to comments – always: especially in the first 60 minutes after the post. Comment activity is a direct ranking signal.
• Use video replies: Answer questions in the comments with your own video. This generates new content and shows your community that you are listening.
• Consistent persona: Users follow people (or brands with a clear personality) – not faceless content machines. Develop a recognizable style, a language, a tone of voice.
• Call-to-action at the end: Not every video needs a CTA, but strategically placed ones – “Follow me for more” or “Comment your opinion” – measurably increase the follow rate.

For companies that want to combine organic TikTok development with a professional paid strategy, it is worth taking a look at TikTok Ads for companies – because organic and paid complement each other particularly well on TikTok.

If you want to expand your community building to multiple channels, our guide to UGC content marketing for companies contains specific strategies on how real users can become your strongest brand ambassadors. In addition, our article on micro-influencer marketing for companies shows you how to multiply your reach with small but highly relevant partnerships.

Companies that want to build up their TikTok channel professionally should work with a TikTok agency at an early stage – especially if organic growth is to be combined with a paid strategy.

FAQ: Build up TikTok followers organically

More on this topic: TikTok Shop

Why organic reach has become more difficult

The average organic reach on Facebook was still over 16% in 2012 – today it is often less than 2% for company pages. Instagram, TikTok and LinkedIn show similar trends, albeit at different levels. The reason is structural: all major platforms are advertising-based business models. The newsfeed is a scarce commodity, and anyone appearing there without a budget has to provide the algorithm with solid reasons.

What many companies underestimate: The platforms differ fundamentally in how they evaluate organic content. A post that goes viral on LinkedIn would not interest anyone on TikTok – and vice versa. Successful organic strategies are therefore always platform-specific.

Platform comparison: organic reach 2025

The following table shows the average organic engagement rate (ER%) for company pages – measured as interactions per follower, as of 2025:

TikTok is the only platform that still generously distributes organic reach even to small accounts. The algorithm evaluates every new post almost independently of the number of followers – which makes it particularly attractive for companies in the development phase. On Facebook, on the other hand, organic reach can hardly be strategically planned for most company pages without a budget.

TikTok: How the algorithm really works

TikTok distributes content in waves. A new post is first shown to a small test group – typically a few hundred to a few thousand accounts. If this group responds with above-average signals (completion rate, comments, shares), the post is shown to a larger group in the next wave. This system makes it possible to scale from zero to millions of views with one account – provided the content delivers what it promises.

For companies, this means that the first three seconds are decisive. Anyone who does not immediately deliver added value – through entertainment, information or an element of surprise – loses out. Completion rate is the most important single factor in the TikTok algorithm. A short, fully watched video of 15 seconds beats a superficially interesting video of three minutes, which most people click away after ten seconds.

Other TikTok factors that companies can actively control: Sound usage (trending sounds significantly increase reach), hashtag strategy (mix of niche and broad hashtags), posting timing (not the most important factor, but relevant when the community is active) and interaction speed (engagement in the first 60 minutes after posting). You can find out more about platform-specific strategies in our article on the TikTok algorithm and organic reach for companies.

Agency tip: Produce at least five to seven posts per week for TikTok – not because of the frequency per se, but because you will quickly learn which formats resonate with your target group. Evaluate, iterate, scale. This is the basic logic of every successful TikTok account that we manage at Social Media One.

Instagram reach: Reels are not enough

Instagram has made a massive switch to reels in recent years. Those who only post static images are penalized with a severely limited reach. But there are also major differences within the Reels category: reposts of third-party content have been specifically downgraded since the 2024 algorithm update. Instagram prefers original content – especially if it is produced on the platform itself (camera roll upload vs. direct recording via the app).

Carousel posts are the underestimated format on Instagram. On average, they achieve 30 to 50 percent more reach than single images because every swipe gesture is seen as an interaction signal. Combined with a strong hook on the first slide (“Slide 1 must arouse curiosity”) and clear added value on the subsequent slides, carousels work well for B2B and knowledge formats.

Stories, on the other hand, are no longer a reach tool – they primarily reach existing followers. They are less suitable for organic growth, but are still valuable for community engagement and direct interaction (polls, questions, swipe-ups). You can find the complete strategy for Instagram growth without a budget in our article on organic Instagram reach for businesses.

YouTube: Search engine and social platform at the same time

YouTube is the only platform that functions as both a search engine and a social feed. This makes it particularly valuable for organic reach – because content can be found not only when it is published, but also permanently via search. A well-optimized YouTube video can still generate new views every day after three years.

YouTube Shorts have fundamentally changed the dynamic on the platform. They are played in the user’s own feed and also reach non-subscribers – similar to TikTok. Many companies now use shorts as teasers for longer videos: A 60-second Shorts clip shows a problem, the full tutorial video provides the solution. This combination of short and long format maximizes both reach and dwell time.

SEO is more important on YouTube than on any other social platform. Titles, descriptions, tags, chapters and closed captions directly influence how well a video ranks for relevant search queries. Our guide to YouTube SEO for businesses explains how to systematically build your YouTube channel for organic growth.

One aspect that many companies neglect: the community tab function. If you have over 500 subscribers, you can post images, surveys and text updates in the community tab – similar to LinkedIn or Facebook. These posts are displayed to subscribers in the feed and strengthen platform loyalty without additional production effort.

LinkedIn: Organic reach for B2B still strong

LinkedIn is the exception among the major platforms: Organic reach is not only possible here, but makes more strategic sense for B2B companies than almost anywhere else. The reason lies in the platform logic – LinkedIn was built as a professional network in which content from real people (not from company pages) is preferred.

This has direct consequences for the strategy: posts from employees and managers reach an average of five to ten times more people than posts from the company page itself. Thought leadership – sharing real expertise, opinions and industry insights – is the most effective organic lever on LinkedIn. Algorithms prefer posts that trigger comments, not just likes.

Document posts (PDF carousels) are the strongest format on LinkedIn for reach and expertise signaling at the same time. Text posts with a personal reference and a clear thesis often perform better than polished graphics. Native videos (uploaded directly, not as a YouTube link) are preferred by the algorithm. We explain why certain KPIs are more important than others in our article on social media KPIs for companies.

Content formats that perform across platforms

Despite all platform differences, there are content patterns that work everywhere:

Behind-the-scenes content creates authenticity and trust – two values that the algorithm registers as engagement signals. Show how your product is created, how your team works, what mistakes you have made. This is real added value that clearly stands out from AI-generated stock photo content.

User-generated content (UGC) is organic reach that is generated outside of your own channels. Customer reviews, unboxing videos, testimonials – all of these generate trust signals and attract further organic traffic. The environment in which people speak honestly about your brand is the strongest social proof.

How-to content and tutorials work on YouTube, TikTok and LinkedIn because they deliver tangible added value. People share content that has helped them. This is the easiest way to generate organic shares without having to go viral.

Reactive content – i.e. posts on current events, trending topics and industry news – benefits from the increased search activity around the topic. Those who react within a few hours of a relevant event receive a short-term boost in reach that can hardly be bought organically.

Serial formats build expectations over time. A weekly LinkedIn post with industry insights, a daily TikTok format, a monthly YouTube analysis – serial formats increase the return rate and strengthen community loyalty.

As a social media agency, you will learn how to translate these formats into a consistent strategy – from strategy to operational implementation.

Measurement and optimization of organic reach

What is not measured cannot be improved. Organic reach without tracking is an investment in the blue. The most relevant key figures differ depending on the objective:

For awareness: impressions, reach, video views (total), view-through rate. These metrics show how many people actually see your content.

For engagement: engagement rate (interactions ÷ reach × 100), comment rate, share rate. These metrics show whether your content triggers a reaction – and are the strongest algorithm signals.

For conversion: link clicks, profile visits, follower growth per post, website traffic from social. These metrics show whether your content is making a measurable business contribution.

The most common mistake: companies optimize for impressions (vanity metric) instead of engagement rate (real quality indicator). A post with 10,000 impressions and 50 likes has an ER of 0.5% – that’s weak. A post with 800 impressions and 60 comments has an ER of 7.5 % – that’s excellent. The second post is much more favored by the algorithm and generates more organic growth in the long term.

Regular audits are crucial. You should evaluate on a quarterly basis: Which content types perform above average? Which posting times show better engagement rates? Which topics trigger comments? These findings shape the content strategy for the next quarter. For a systematic evaluation of your social media performance, we recommend our guide to KPIs and measurement in social media marketing.

Frequently asked questions

More on the topic: Paid vs. organic – Social media for SMEs – Social media audit

Why YouTube shorts are a must for companies

The YouTube algorithm treats shorts and classic videos as independent ecosystems – with one key difference: shorts are actively played out in a separate feed that is also displayed to users who are not yet familiar with your channel. This is organic reach without an advertising budget. Companies that have previously relied exclusively on paid ads or elaborate long-form videos are missing out on one of the last real opportunities for growth on the social network.

How the YouTube Shorts algorithm really works

The Shorts algorithm is not a scaled-down version of the normal YouTube algorithm – it follows its own rules that you need to know before you plan your strategy. The most important factor: completion rate. For shorts, this means how many times a video is watched in its entirety and, more importantly, how many times it is replayed. A short that is watched ten times in a row sends a clear signal to the algorithm: this video is captivating.

YouTube also evaluates the like-to-dislike ratio, comments (engagement signal) and the subscriber conversion rate. Shorts that encourage viewers to follow the channel are played out particularly aggressively in the feed. This has an important consequence for companies: every short should be aimed at an action – be it a channel subscription, a link in the bio or a click on a linked long-form video.

Agency tip: Analyze your first 20 shorts by completion rate (in YouTube Studio under “Shorts” → “Target group interaction”). Videos with over 70% completion rate are your blueprint – produce more, not less. Analyze shorts below 50% completion immediately: Are you losing viewers in the intro, middle or end?

YouTube Shorts vs. TikTok vs. Instagram Reels: The direct comparison

Before you invest resources in a platform, you should understand where your target audience is and which algorithm suits your content type. The three major short video formats are more different than they seem at first glance.

The recommendation for most businesses is to use YouTube Shorts as their primary channel, as the connection to long-form content and search discoverability create a sustainable SEO effect that TikTok and Reels do not offer. If you are already active on Instagram Reels, you can often use the same 9:16 material directly for Shorts – however, you should remove TikTok watermarks, as YouTube algorithmically penalizes such content.

YouTube Shorts strategy: format, frequency and topics for companies

A working shorts strategy doesn’t start with the camera, but with a clear answer to one question: What should a viewer do or think after the short? Without this goal, shorts become content for content’s sake – which may generate views, but does not achieve business goals.

The four most popular short formats for companies

• Knowledge snacks (Educational): “3 things you need to know about [topic]” – high retention rate, strong completion rate, ideal for expert positioning
• Behind the scenes: production processes, team moments, everyday office life – builds trust and humanity
• Product demos in 30 seconds: Show a specific function, a use case or a before-and-after effect
• Trending audio + brand context: Pick up on viral sounds or trends and adapt them to your business – increases discoverability through trend tagging

Optimum frequency and timing

To build channel authority, we recommend 3-5 shorts per week in the first three months. YouTube prefers channels with a constant upload frequency to channels that go viral sporadically and then pause. The best upload times for B2B target groups are between Tuesday and Thursday, between 10 am and 2 pm – when decision-makers are using their smartphones during short breaks. Use the findings from our guide to the TikTok algorithm, as similar timing patterns apply.

Topic selection: The content funnel for shorts

Build your shorts content as a funnel: Awareness shorts (broad topic, high search volume) attract new viewers. Consideration shorts (specific problems that your product solves) qualify interest. Conversion shorts (specific CTAs, demos, testimonials) close the loop. A healthy shorts library consists of 60% awareness content, 30% consideration content and 10% conversion content.

Production: How to create professional YouTube shorts without an agency budget

The biggest mistake in corporate content is equating production budget with content quality. YouTube Shorts reward authentic, informative content – not glossy production. A smartphone with good lighting, a structured script and a clear hook in the first two seconds beat an elaborate studio video that becomes boring after three seconds.

The first 2 seconds decide everything

The hook is the most important part of every short. Phrases like “We didn’t know that ourselves…” or “The most common mistake in [topic] is…” trigger curiosity without being clickbait-like. Show something visually interesting immediately – movement, text overlay, an unexpected image. Avoid long intros with a logo or greeting: the first two seconds without substance will cost you half your viewers.

Basic technical requirements

• Format: 9:16 vertical, 1080×1920 pixels (no upscaling from 720p)
• Length: 30-60 seconds for maximum completion rate; under 30 seconds for trend content
• Sound: Clear speech without background noise – poor sound is the most common reason for drop-offs
• Subtitles: 80% of shorts are watched without sound – captions are mandatory
• Thumbnail: Shorts have an automatic thumbnail from the video – select the strongest frame manually

To fully optimize your YouTube presence, we recommend setting up the Shorts program directly with a professional YouTube agency that provides strategy, production and analysis from a single source.

YouTube shorts and SEO: How shorts strengthen your channel in the long term

What many companies overlook: YouTube shorts are searchable. A short on the topic of“social media strategy mistakes” ranks in YouTube searches just like a long-form video – sometimes even better, because the completion rate is given particularly high weighting as a quality signal. Therefore, consistently link your shorts to your YouTube SEO strategy.

Optimize description and hashtags

The same applies to shorts: The first 100 characters of the description are what YouTube crawls and indexes for the search. Use 3-5 relevant hashtags – no more, as YouTube throttles the reach with hashtag spam. The first hashtag under the video appears as a blue link and can be used as channel branding (e.g. #SocialMediaOne or #[company name]).

Integrating shorts into the channel strategy

Shorts that perform well are ideal teasers for long-form videos. Pin a link to the full video in the comments section of your short. Create playlists that combine shorts and long-form videos on the same topic – YouTube rewards channel depth. If you also place YouTube ads, you can use well-performing shorts as video discovery ads and thus further scale awareness reach through paid.

Analytics: The right metrics for shorts

In YouTube Studio, you will find a dedicated analysis under “Content” → “Shorts”. The most important KPIs for companies are Completion rate (target: >65%), average plays per view (target: >1.0x), subscribers gained per short and click-through rate on linked content. Combine this data with your overall channel growth strategy to evaluate shorts not in isolation, but as part of an overall funnel.

YouTube Shorts budget and ROI: What you really need to invest

The good news first: YouTube Shorts has the lowest cost-per-reach of all video platforms if the content is right. A viral short can reach millions of views with zero media budget. The bad news: Consistency takes time, and time is budget. Plan realistically.

Build an internal team

A realistic setup for 3-5 shorts per week requires internally: one person for script/concept (2-3 hours/week), one person for shooting (1-2 hours/week) and one person for editing/uploading (2-3 hours/week). With modern AI tools (automatic captions, AI editing), the production time can be compressed to less than 6 hours per week.

Agency models for shorts

Companies that do not want to build up internal resources can fall back on three models: Full service (agency takes over strategy, production and publishing – highest quality, highest price), hybrid (internal recordings, agency edits and optimizes – good price-performance ratio) and consulting+training (agency trains internal team, accompanies the first months – sustainable competence building).

For an individual calculation and benchmark figures from comparable companies, direct advice from a specialized YouTube agency with verifiable short cases is recommended.

More on the topic: YouTube Live – Organic reach – More views on shorts

Related articles

• YouTube agency: Professional channel support and shorts strategy
• YouTube SEO for companies: Channel growth and more reach
• YouTube Ads for companies: Place ads and buy reach
• Instagram Reels for companies: Strategy and production
• TikTok algorithm: Organic reach for companies

X is coming: Musk’s new app

Elon Musk has been shaking up Twitter since his takeover, and now it’s the turn of the iconic blue Twitter bird logo. The billionaire announced that the familiar bird design will soon be a thing of the past. Instead, it will be replaced by a stylized black X – a letter Musk holds in particularly high regard. This announcement, of course, was made on his own short messaging service via a tweet. “Soon we will say goodbye to the Twitter logo and gradually to all birds,” Musk wrote.

When asked how soon this could happen, he replied that he could discover a good X logo as early as tonight and then it would go live worldwide tomorrow. The familiar brightness of the bird logo will also be replaced with a plain black, as Musk also confirmed when he explained his plan in a Twitter audio chat. He emphasized that this should have happened a long time ago. Apparently, Musk is determined to give Twitter a significantly changed identity with this new design.

X: The new logo

Just published on X, the new logo:

https://twitter.com/elonmusk/status/1682978324375543808

Elon Musk tonight – live

Captured for eternity, the 2 most important tweets (are they still tweets?).

Is Twitter becoming like WeChat? My speculations

Here’s some speculation from me, since no official announcements have been made by Twitter in this direction yet.

All-in-one platform

Like WeChat, Twitter could become an all-in-one platform that goes beyond just microblogging. Similar to WeChat, which combines chatting, payments, games, social media, and more in a single app, Twitter could offer a broader range of features to keep users on its platform longer.

You know:

“Buying Twitter is an accelerant to creating X, the everything app”

twitter.com / elonmusk

Mobile payment: Shopping and Payment

WeChat has a strong influence in China as a mobile payment system, allowing users to transfer money and make payments for purchases directly through the app. Twitter could introduce a similar feature to facilitate transactions and purchases on the platform, becoming a digital payment service provider.

New identity: WeChat has also reinvented itself

Just as WeChat introduced a new name (Weixin) and logo, Twitter could also undertake a major redesign of its brand and identity under the new concept of “X” to better represent its expanded functions and vision.

Expansion of the ecosystem: third-party providers

WeChat has created a broad ecosystem by integrating third-party apps and services, offering users a variety of experiences. Twitter could enter into similar partnerships with various companies to expand its ecosystem and provide additional value to users.

User-customized content: Algorithm and AI

WeChat provides personalized content based on users’ preferences and activities. Twitter could use similar algorithms and AI-based technologies to deliver tailored content and recommendations to users to improve their user experience.

What is x.com?

X.com was a payment service provider founded by Elon Musk in 1999 in Palo Alto, California, together with Harris Fricker, Christopher Payne and Ed Ho. As early as 1993, the domain x.com was registered and was considered a valuable address in the Domain Name System at the time. Originally, Jon Postel, a late Internet pioneer, had blocked most single-letter domain names under .com from the public, but x.com was one of three exceptions already taken.

Elon Musk expressed a flair for domain names early on and acquired the appropriate domain x.com for his company. However, X.com became the well-known online payment service PayPal in March 2000, when Musk sold his company to PayPal and customers’ accounts continued under this domain name.

Despite the sale, there was a sentimental connection in Elon Musk to the domain x.com, and in 2017 he bought it back, although the exact amount of the purchase price was not confirmed. It is believed that the price was around $5 million, but Musk himself speaks only of difficult negotiations.

What does X mean to Elon Musk?

The letter X has a special meaning for Elon Musk and appears again and again in the names of his companies. Even his son’s name, X Æ A-XII, contains the letter X. X.com was one of the first companies Musk founded, and it laid the foundation for his current success. Later, X.com became the successful online payment system PayPal.

What companies has Elon Musk founded?

Elon Musk is known for founding several companies. Besides the electric car brand Tesla, these include X.com or PayPal, SpaceX, Solar City, OpenAI, Neuralink and The Boring Company. He has also bought other companies, including Twitter.

Why did Elon Musk buy Twitter?

In October 2022, Elon Musk acquired the short message service Twitter. This purchase is connected with his plan to create his own social platform. Musk wants to create a common digital exchange place where different opinions can be discussed. There is also the possibility that user-adapted advertising will be played on Twitter in the future.

X Agency: marketing, advertising and performance

Marketing, advertising, performance on X – We do it!

• X Marketing Agency

Instagram: More reach through the algorithm

Instagram – Founded in 2010, Instagram is one of the most popular social media networks in the world. Within the first 10 years, the number of users increased from 1 million to 1 billion. Most of the users are between 18 and 34 years old. The gender ratio is about 1:1. What makes Instagram work so personalized is the algorithm. This is very special, but what is an algorithm actually?

Algorithm explained: how does it work?

What is an algorithm simply explained?

The term algorithm comes from computer science (IT). Basically, an algorithm is a program written by experts that examines and analyzes user data and search behavior in an app.

For this, it looks at various parameters, e.g. who publishes a content. Does this person already have relevance or not? Which ones are really relevant? Which ones are displayed to you? That’s what the algorithm decides. Based on this data, users are then shown posts that are tailored to their interests.

What advantages this understanding has and how you influence the algorithm you will learn in the following.

Algorithm factors: What matters?

As described at Social Hub, there are 3 factors to use the algorithm to your advantage.

The three factors of the algorithm summarized:

1. Interest
2. Topicality
3. Interactions

Now briefly in detail:

Interest

Interest – Instagram measures how people interact with the different content. For example, if you often interact with posts that fall under the fashion category, you will automatically be shown more posts from the fashion world.

Topicality

Timeliness – Even though the chronological listing of Instagram feeds is no longer available, the time period in which the post is published still plays a role. Also the frequency of use, makes the difference.

Interactions

Interactions – Interacting with people’s accounts also boosts your reach. If users interact with you often, you will appear more often in their feed.

Social Media Week: The news of the week

Here you can find the current social media usage in Germany.

All Facebook: The path to the metaverse

This week on All Facebook, it’s “Bridge to Metaverse – Hear me speak #AFBMC 2022” and “Social in 30 languages – Social Media Management at Deutsche Welle.” More news from this week:

• It’it’s about TikTok – Feature Update 2022
• Social in 30 languages – Social Media Management at Deutsche Welle
• Bridge to Metaverse – Hear me speak #AFBMC 2022

Brandwatch: Consumer behavior for brands

In contrast, Brandwatch reports this week on “TikTok Guide: Useful Tips for Getting Started” and “Brandwatch + Cision.” More headlines of the week:

• Brandwatch + Cision
• Cost of Living Webinar: What does changing consumer behavior mean for brands?
• TikTok Guide: Useful tips for getting started

Social Media Hoffmann: Community Management – very important!

This week’s Social Media Hoffmann blog is all about “Why Community Management is the Beginning of Everything” and “Training Employees for Social Media.” Updates and news from the blog:

• Why community management is the beginning of everything
• 7 reasons for the corporate blog
• Train employees for social media

Social Hub IO: The Instagram Algorithm

Social Hub IO’s blog reports on “Advertising Labeling in Influencer Marketing” and “These Social Media Books You Should Know in 2021!”. More news from the blog:

• The Instagram algorithm: 7 tips on how to make your posts “visible”.
• Advertising labeling in influencer marketing
• These are the social media books you should know in 2021!

Hootsuite: Ads on Instagram

Exciting news this week from Hootsuite, such as “Posting to Instagram from your desktop: Here’s how (3 methods via PC or Mac)” and “How the Facebook algorithm will work in 2022 and how to make it work for you.” More news from this week:

• Post to Instagram from your desktop: Here’s how (3 methods via PC or Mac)
• Advertise on Instagram: a 5 step guide to using Instagram Ads
• How the Facebook algorithm will work in 2022 and how to make it work for you

Social Media One: Multi Channel Marketing

New from Social Media One this week includes “Amazon Music Doc: Now Online!!! Multi Channel Marketing” and “Social Media Industries: Practical Examples and Marketing Methods”. More recent news:

• Amazon Music Doc: Now online!!! Multi Channel Marketing
• Reasons: Why social media? Why Marketing? + 7 simple advantages
• Social media industries: practical examples and marketing methods

Blog 2 Social: Social media recruiting

This week on Blog 2 Social, among others, articles on “Building a Solid Social Media Recruiting Strategy – Tips & Tricks” and “From WordPress Website to Social Media, Email, Apps and Print – How to Share Your Content with Multiple Media Formats.” More from the blog:

• Social media calendar 2022: 1,387 action days and events for your content marketing
• From the WordPress website to social media, email, apps, and print – Here’s how to share your content with different media formats.
• Building a solid social media recruiting strategy – tips & tricks

Business Insider: Influencer & Food Trends

This week Business Insider has topics like ” Comedian Aurel Mertz on humor in times of crisis: “People have lost the ability to change their minds” ” and ” Influencers have discovered the next food trend – a startup from Berlin is helping “. New topics of the week:

• <a title=” “No matter how crappy your day has been so far, at least you’re not working in influencer marketing at Ankerkraut.” ” href=”https://www.businessinsider.de/gruenderszene/business/das-sagt-das-netz-kritik-am-ankerkraut-nestle-deal-b/” target=”_blank” rel=”nofollow noopener”> “No matter how crappy your day has been so far, at least you’re not working in influencer marketing at Ankerkraut.”</a></li>
• Influencers have discovered the next food trend – a Berlin-based startup is helping
• Comedian Aurel Mertz on humor in times of crisis: “People have lost the ability to change their minds”.

T3N: Misinformation on climate change

This week at T3N among others “Russian parliament complains about blocking of its Youtube channel” but also “Do quality media help against Fake News? How to read without high costs.” New articles, headlines and trends:

• Does quality media help against fake news? How to read without high costs
• Russian parliament complains about blocking of its Youtube channel
• Pinterest bans climate change misinformation

FutureBiz: The chronological Instagram feed

New articles and posts from FutureBiz this week include “/article/why-instagram-hashtags-locations-content-don’t-save/” and “On the importance of social media & the irrelevance of social media marketing.” More headlines of the week:

• Why hashtags, locations & tags won’t save your Instagram content
• Chronological Instagram feed is back
• About the importance of social media & the triviality of social media marketing

W&V: Elon Musk takes over Twitter

This week, W&V has interesting topics like “On Twitter: Katjes is now doing NFTs – and reaping fierce headwinds” and “Brand valuation: How social media influences brand value” on the blog. The posts and more tips can be found here:

• On Twitter: Katjes now makes NFTs – and reaps fierce headwinds
• Battle for Twitter: Financial investor could help Musk with Twitter takeover
• Brand valuation: How social media influences brand value

Insta wants to stay number 3

After Facebook and YouTube, Instagram is number 3 among social networks with well over a billion users. PS: Number 3 apart from the Chinese market, where other apps are used. But TikTok is catching up and approaching the 1 billion user mark.

#foodporn and #travel – in the past, you remember?

Instagram has become famous as the social media network for photos. No matter if it is delicious food #foodporn or photos from the last vacation trip #travel. But since TikTok is gaining more and more market share and especially since the billion dollar investments are now also building up in Europe and the United States, I have to change Instagram as well.

However, unlike Instagram, TikTok is investing heavily in its own marketing. In Europe, they are even showing advertising on TV at the moment. This in turn shows that TikTok wants to expand its users. Currently, almost all users are under 20 years of age.

TikTok Download Figures current

The trend clearly goes in one direction, when looking at the current download numbers:

Number of TikTok downloads from the Apple App Store worldwide from January 2017 to October 2020(in millions)

You can find more statistics at Statista

TikTok impresses above all with its many video contents. Users can use songs by stars and sing or dance about them. The app was formerly called Musical.ly. Since re-branding, things have been going uphill. Of course, you could say that this already exists on YouTube! Right, but in the proven format for 4K TV, desktop, notebook, tablet or at most the smartphone in widescreen mode. Video content in upright format (i.e. mainly mobile) is consumed (new generation) especially on TikTok.

Now that Instagram has already placed the shopping function very present in the app, directly in the main menu, there is another change.

Data capacities and streaming behavior

As already described, photos in particular have made up the social network. So usually the algorithm preferred to play photos and photo galeries. In between there were small videos from time to time, but the focus was clearly on the image material of the users. At that time we hadn’t even reached the 3G network yet, today we were almost at 5G. Real-time data transmission is standard and so, with increasing bandwidth, the streaming behavior of the users has changed.

TikTok has been extremely successful with its mini video clips. Due to the high competition from TikTok, or rather their concept, Instagram is probably forced to play more video content. A very important aspect, after all it means that from now on you need more videos for your Instagram Marketing if you want to be considered by the algorithm.

Only a few days ago, 60% of your photos were saved, currently 95% are videos. So depending on which channels you follow, your own stream consists almost exclusively of videos. So if you do not only follow private accounts, e.g. of friends, you will see more and more videos due to the algorithm. This allows Instagram to stand up to TikTok.

To ensure that you don’t lose reach for your Instagram channel, whether for your own brand or for customers, you should increasingly rely on small videos. Of course, videos are much more challenging than creating visuals. But the change in the algorithm shows that the reorientation is worth it.

Why must Instagram take TikTok seriously?

User migration is now well known due to the development of social networks. In the past, kids used to meet at savings banks or on sports fields; today, people look for their own social network.

As the users of the social network grow older, the next generation will look for a new social network. To prevent users from migrating completely, technical innovations that are very popular must be adopted by the established social networks. The normal game of innovation.

Evolution of social networks

1. Ebay (comment function, social network 0.9)
2. MySpace
3. Facebook
4. Instagram
5. TikTok
6. … Next?

What is TikTok? Users and Marketing

If you haven’t visited the What’s TikTok? app yet, it’s quickest to explain than a video platform. It is specially designed for smartphones. The TikTokkers dance to songs known from Spotify, Charts & Co. This enables a special cooperation between TikTok and the music industry. That’s exactly why the app used to be called Musical.ly. Videos that are published here are usually 10 to 20 seconds long and very entertaining. Colorful filters are used, music is played, dancing and fun is made.

TikTok has now for the first time published numbers for Europe. According to its own information, there are over 100 million users and accounts. Worldwide there are currently about 800 million users, with more than half of the users coming from China.

Advertising on TikTok: Little competition

Proportion of companies using the following social media platforms worldwide in January 2020

TikTok Marketing Agency: Certified

Did you know? We are one of the few certified TikTok marketing agencies in Europe and Germany. If you want to learn more about the social network, read on here: TikTok Marketing.

Search algorithm: Google Updates

How does the Google algorithm work? How does Google sort the search results? How does the page rank work?

Every year, Google makes hundreds of changes to the search algorithm. In 2018, they reported an incredible 3,234 updates, averaging nearly 9 per day. Although most of these changes are minor, Google occasionally makes major algorithmic updates (like Panda and Penguin) that significantly impact search results.

For search engine marketers, knowing when major Google updates occurred can help explain changes in rankings and organic website traffic, and ultimately improve search engine optimization.

Many who only maintain a single domain do not know the impact that such an update of the algorithm has on different sites. To give you a little insight into how such a change affects the rating of pages or the number of impressions, i.e. the display within the search results, we have some interesting screenshots for you.

Effect on Google.de: 4 days later

These screenshots show Google Search Console. It shows what successes a single domain has in the Google search engine. All rankings are listed, i.e. all keywords or keywords for which your website or e-commerce is placed.

Some sites benefit from such updates in the algorithm, while others lose extremely in value. Without digging too deep into the sewing box, there have been some worried calls in our agency.

The tenor is then mostly relatively the same, our site suddenly crashed! -40%, -50% in range. Circa 100 live visitors, suddenly there are only 50. Accordingly, the update of the algorithm has a big impact on website operators.

Who wins, who loses?

The effects refer to the general content quality standards. Who offers his reader the most added value?

1. Unique Content – Unique Content
2. Visual media – increase retention time
3. Sharing – How often is your site shared
4. Left – Outgoing and incoming links
5. …

Those who make the most effort benefit from such updates.

How does an algorithm work?

Why don’t we ask Google… How does an algorithm work?

Now let’s look at some examples.

Best Practice: SEO impact

Here you see pages from our (so to speak, private portfolio). This includes our companies. Here you can see how such an update affects domains.

• 65% of our domains are constant
• 25% increased moderately in range (approx. ~5% growth)
• 5% increased strongly in range (approx. ~20% growth)
• 5% dropped in the ranking (test projects including scraping)

Test projects that were not filled with qualitative content decreased in reach. All others (95%) for which we put a lot of effort (as you can see in this article) went up.

Loser: Example real estate (scraped data)

Project: Confidential.

This is how things can go down when test projects are based purely on data, not on “human” texts. One of our side has been hit extremely hard!

Consistent

65% of our domains have hardly changed or, as can be seen here, have remained the same in terms of organic growth.

Winners with strong increase: Example fashion magazine

Here you can see our modemagazine.

The first day I thought, why?! Then, after 3, 4 days it went steeply uphill!

This testing in the first few days was also the case for other domains, which also recovered but did not receive an additional push.

Winners with strong: example real estate

Project: Confidential.