What TikTok Prioritises Now vs Six Months Ago

28 May

How the algorithm quietly grew up and what creators need to change

If your TikTok views feel less predictable than they did six months ago, it is not because the algorithm is broken. It is because the platform has matured.

TikTok has not announced a dramatic update or overhaul. There has been no official “new era” moment. But behind the scenes, the way content is evaluated, distributed, and sustained has shifted. Quietly. Intentionally. And if you are still posting the way you did earlier this year, you are probably feeling the difference.

Six months ago, TikTok rewarded speed. Today, it rewards substance.

Then: Hook first, think later

Earlier this year, TikTok was still heavily optimised for rapid discovery.

The priority was simple. Stop the scroll.

Aggressive hooks, fast cuts, loud text, exaggerated reactions, and trend hopping dominated the feed. Content could be rough, unpolished, or shallow and still perform if it grabbed attention quickly enough. Posting frequently often mattered more than posting intentionally.

Virality was easier to chase, but harder to sustain.

Creators could rely on trends to carry reach, even without a clear niche or long-term direction. Engagement spikes came fast and disappeared just as quickly.

Now: Watch time, relevance, and intent

Today, TikTok behaves less like a slot machine and more like a long-term media platform.

Watch time, completion rate, replays, and meaningful engagement now matter more than raw attention grabs. A strong hook still helps, but what happens after the first second carries far more weight.

TikTok is actively prioritising content that:

Holds attention beyond the opening moment
Feels deliberate rather than rushed
Has a clear topic or purpose
Encourages saves, replays, comments, or profile visits
Signals credibility, personality, or expertise

This shift matters because TikTok is no longer optimised for one-off virality. It is optimised for trust.

TikTok’s push into search is changing everything

One of the most important developments in the last six months is TikTok’s move toward search-led discovery.

Users are no longer just scrolling passively. They are actively searching for answers, recommendations, explanations, reviews, and local insights. TikTok has leaned into this behaviour and now treats many videos like searchable content, not just feed-based entertainment.

This is why:

Spoken keywords matter more
On-screen text is more valuable
Captions written in full sentences outperform vague phrases

Content that clearly answers a question or explains a concept now has longevity. Instead of peaking for 24 hours and disappearing, videos resurface days, weeks, or even months later through search.

TikTok is no longer just a discovery platform. It is becoming a search engine.

Originality is outperforming trend dependence

Six months ago, trends were often essential for growth.

Now, originality carries more weight.

TikTok is favouring creators who repeat themes rather than formats, who build recognisable narratives, and who develop a clear point of view. Trends still work, but only when adapted with intention. Simply copying what is already performing is far less effective than it used to be.

The accounts growing consistently now tend to:

Create series instead of isolated posts
Reinforce a clear identity
Speak to a defined audience
Give viewers a reason to return

TikTok wants to understand who you are, who your content is for, and why someone should see more of it.

Engagement quality matters more than quantity

Another subtle but important change is how engagement is evaluated.

Likes alone no longer carry the same weight. TikTok looks more closely at how users interact with content. Saves, replays, profile taps, and comments that show intent are stronger signals than passive engagement.

A quieter video with high retention and saves will often outperform a louder video with surface-level likes.

This is TikTok rewarding usefulness and relevance over noise.

What this means for creators and brands

The takeaway is not to post more or post less.

The takeaway is to post with intent.

TikTok is shifting away from chaotic virality and toward sustainable visibility. The creators and brands winning now are not chasing every trend. They are building libraries of content that answer questions, tell stories, and reinforce who they are.

Six months ago, TikTok rewarded noise.

Now, it rewards signal.

And that shift is only accelerating.

Final thought

TikTok has grown up.

It still values creativity. It still rewards bold ideas. But it now expects clarity, consistency, and value. If your strategy has not evolved in the last six months, that is likely why your results feel unpredictable.

The platform is no longer asking if you can grab attention.

It is asking if you are worth staying for.