If your TikTok strategy is based on advice from 2023, you're probably wondering why your views have dropped. The platform has evolved significantly, and what worked before doesn't necessarily work now.
I've spent the last six months testing different approaches across multiple accounts. Here's what the data actually shows about the 2025 algorithm.
The Biggest Change: Watch Time is King
TikTok has shifted from prioritizing completion rate to total watch time. This means longer videos that keep people engaged are now outperforming short clips with high completion rates.
The sweet spot in 2025? Videos between 60-90 seconds that maintain engagement throughout. This is a significant shift from the 15-30 second meta of previous years.
A 90-second video with 50% completion (45 seconds watched) now outperforms a 15-second video with 100% completion (15 seconds watched). Total seconds matter more than percentages.
What the Algorithm Prioritizes in 2025
1. Saves Over Shares
Saves have become the most powerful engagement signal. When someone saves your video, they're telling the algorithm this content has lasting value. Create content people want to reference later.
2. Comments That Spark Conversation
Not just comment count - the algorithm now weighs comment threads and reply depth. Videos that generate actual discussions get boosted significantly.
3. Profile Visits After Viewing
If people visit your profile after watching a video, that's a strong signal that you're building an audience, not just creating one-hit content.
4. Watch-Through to Other Videos
When viewers watch one video and then continue to watch more of your content, that session time benefits all your videos.
Content Strategies That Work Now
- Hook + Payoff + Bonus: Structure videos with a strong hook, deliver the promised value, then add unexpected extra value that makes people save
- Series content: Multi-part content that encourages profile visits and follow-along viewing
- Educational entertainment: Content that teaches something valuable while being genuinely engaging
- Conversation starters: End with questions or controversial takes that spark comment discussions
What Doesn't Work Anymore
- Engagement bait ("Comment X if you agree")
- Trend-hopping without adding value
- Generic hooks without payoff
- Posting multiple times per day at the expense of quality
Quality has officially beaten quantity. Two great videos per week outperform fourteen mediocre ones.
The Bottom Line
The 2025 TikTok algorithm rewards creators who provide genuine value and build real audiences. Quick-hit tactics are being deprioritized in favor of content that earns saves, generates discussion, and keeps viewers watching.
Adapt your strategy accordingly, and you'll find the algorithm working with you, not against you.
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