Dive into the dynamic world of TikTok marketing with Milena Traikovich, a seasoned Demand Gen expert who has mastered the art of driving high-quality leads through innovative campaigns. With her deep expertise in analytics and performance optimization, Milena has helped countless businesses navigate the ever-evolving landscape of social media, particularly on TikTok, where virality is both an art and a science. In this insightful conversation, we explore the intricacies of TikTok’s algorithm, the power of strategic content creation, and the importance of community-building to achieve consistent visibility. From cracking the code of search-driven strategies to understanding why replication often trumps originality, Milena shares actionable insights to help marketers turn fleeting viral moments into sustainable success.
How does TikTok’s algorithm determine which videos get pushed to a wider audience, and what makes it so different from other platforms?
TikTok’s algorithm is a fascinating beast—it’s not just about raw numbers like likes or views, but about the depth of user interaction. It prioritizes behaviors that signal genuine interest, such as rewatching a video, saving it, or leaving detailed comments. Unlike other platforms that might lean heavily on follower count or paid reach, TikTok’s system is obsessed with real human engagement. It’s constantly analyzing how viewers stack their actions—did they watch the whole video, loop it, share it with a friend? These layered interactions tell the algorithm that the content is worth amplifying through the For You Page.
What kinds of user actions seem to carry the most weight when it comes to boosting a video’s visibility?
While likes are nice, they’re the least impactful signal. The algorithm puts much more value on actions like saves, shares, and full-sentence comments because they indicate intentional engagement. Rewatching a video or spending a long time on it also sends a strong message of interest. These deeper actions are harder to fake and show the system that viewers are truly invested, which often results in the video being pushed to more users.
How can creators design their content to spark these deeper interactions from their audience?
It’s all about building intentional cues into the video. For example, create content that feels like part of a series so people save it to come back later. Use text overlays that take longer to read than the video’s runtime, encouraging replays. And for comments, craft prompts that ask for specific, thoughtful responses—like “What’s your favorite tip from this video?”—instead of something generic that just gets emojis. These strategies nudge viewers into actions the algorithm loves.
Why do you think consistent posting often outweighs the need for a perfectly polished video on TikTok?
TikTok’s system rewards volume over perfection every time. The more you post, the more chances you have to test different hooks and see what sticks. A rough-around-the-edges video that hits the right engagement signals will always outperform a flawless one that took a week to edit. Consistency keeps feeding the algorithm fresh material, increasing your odds of landing on a winning format. It’s like playing the lottery—more tickets mean better chances.
How has TikTok evolved into a search engine for users, and what does that mean for content creators aiming to go viral?
TikTok has become a go-to search engine, especially for younger audiences who use it to find answers or inspiration instead of Google. Users type in queries, and the platform ranks videos like a search results page. For creators, this is huge—it means visibility isn’t just about the For You Page anymore. If your content aligns with popular search terms, you can capture targeted traffic. Optimizing for search is now a critical piece of the viral puzzle.
What practical steps can someone take to ensure their videos rank well in TikTok search results?
Start by researching trending search phrases in your niche using TikTok’s search bar—see what autocomplete suggests. Then, weave those keywords into the first few seconds of your video, both in speech and on-screen text, and repeat them in captions. Posting multiple videos around the same topic also helps the algorithm recognize a pattern and rank you higher. It’s like traditional SEO—consistency and relevance are key to owning a search category.
Why does replicating popular formats often work better than striving for complete originality on TikTok?
TikTok’s algorithm loves patterns. When multiple creators use a similar format—whether it’s a storytelling style, a specific edit, or a trending sound—the system sees it as a cultural trend and amplifies everyone involved. Replication isn’t copying in a negative sense; it’s a distribution strategy. Originality is great, but it’s riskier because it doesn’t tap into an existing momentum. Jumping on a proven format gets you into the algorithm’s good graces faster.
How does building a community and engaging with others impact a video’s potential to go viral?
TikTok thrives on reciprocity. The algorithm notices when creators and viewers form tight-knit clusters through mutual follows, comments, and duets. This network density signals a healthy community, and TikTok rewards it by pushing content further. Engaging with others isn’t just nice—it’s strategic. A video from a creator who actively interacts will often get prioritized over one from someone posting in isolation.
What are some effective ways to foster a small network of creators for mutual support on the platform?
Start by finding creators in your niche with similar audience sizes and goals. Engage authentically—comment on their videos with meaningful feedback, not just generic praise. Propose collaborating on duets or stitches to cross-promote content. You can even form small pods where everyone agrees to interact with each other’s posts within the first hour of uploading. These consistent interactions build relational data that TikTok uses to map and boost your community.
What’s your forecast for the future of TikTok marketing strategies as the platform continues to evolve?
I think TikTok will lean even harder into search-driven content and community dynamics. As more users treat it like a search engine, optimizing for keywords and topical clusters will become non-negotiable for marketers. At the same time, the algorithm will likely keep rewarding authentic, reciprocal engagement over paid or forced reach. Brands that build genuine ecosystems—where creators and audiences interact naturally—will have the edge. It’s going to be less about one-off viral hits and more about owning searchable niches with consistent, community-backed content.
