Why Your TikTok Views Suddenly Dropped – and How to Fix It

Have you noticed your TikTok views plummeting or found your latest videos frequently trapped under review? If so, you're not alone. TikTok recently rolled out substantial changes to its algorithm, dramatically affecting content visibility and user engagement across the platform.

For brands aiming to maintain and enhance their reach, understanding these changes is absolutely crucial. Here’s everything you need to know and how to leverage the changes to your benefit:


Prioritisation of Content for New Audiences

TikTok's algorithm now emphasises showcasing content to users who don't already follow you. This shift aims to enhance content discovery and broaden user engagement. While this strategy can increase your potential reach, it may result in your existing followers seeing less of your content in their feeds.​

Using TikTok Stories to Engage Followers

So in order to maintain a connection with your current audience, consider leveraging TikTok Stories. These 15-second videos disappear after 24 hours and are effective for sharing updates or ‘behind-the-scenes’ content. Stories appear with a blue icon on your main feed, making them easily accessible to your followers. Additionally, they include a public comment section, which can foster open engagement. ​

Embracing SEO Strategies for Enhanced Visibility

Search Engine Optimisation (SEO) has become increasingly vital on TikTok. This means the platform's algorithm favours videos that perform well in search results. To optimise your content you should consider:​

• Keyword Integration: Incorporate relevant keywords into your video captions and descriptions to enhance discoverability.
• Trending Topics Exploration: Utilise tools like TikTok's Creator Search Insights to identify and engage with trending subjects.
• SEO Best Practices: Implement fundamental SEO techniques, such as using descriptive titles and appropriate hashtags, to optimise your content's visibility.

Focusing on Consistent Content Themes

The algorithm shows a preference for videos with clear and consistent topics. While maintaining a niche isn't necessarily mandatory, ensuring each video centres around a specific theme can lead to stronger engagement. Consistent thematic content establishes a strong first impression for non-followers coming across the content on their feed, letting them know exactly what to anticipate from your channel. ​

Adhering to Community Guidelines

With increased content moderation, strictly following TikTok's community standards is essential to avoid videos being flagged or stuck in review. Regularly reviewing TikTok’s updated Community Guidelines, Terms of Service, and Advertising Policies can help you understand what content is allowed. ​

Prioritising Quality Production

Creating high-resolution (1080p or higher), well-edited videos with creative execution meets the platform's quality expectations. High-quality content is more likely to engage viewers and perform well within the algorithm.​

Crafting Engaging Hooks and Calls-to-Action (CTAs)

Start your videos with compelling openings to quickly capture attention and include clear CTAs to encourage viewer interaction. Engaging hooks and CTAs can significantly boost engagement rates.​

It’s a lot to take in, but if you can align your content strategy with these insights, you’ll be able to reap the benefits of navigating the evolving TikTok landscape more effectively, enhancing all things reach and engagement.