What role does user engagement play in TikTok's advertising algorithms?

User engagement significantly enhances ad visibility and performance on TikTok. The platform's advertising algorithms prioritize content that resonates well with users, which means that ads that generate higher levels of engagement—such as likes, shares, comments, and views—are more likely to be shown to a broader audience. This engagement signals to the algorithm that the content is appealing and relevant, resulting in better placement and reach among users.

When an ad captures the attention of viewers and encourages interaction, it not only elevates its immediate visibility but can also create a ripple effect, leading to more organic reach and further engagement as users share engaging content with their networks. Therefore, effective user engagement acts as a crucial factor in determining how well an ad performs on the platform, directly correlating to improved outcomes for advertisers.