Our old strategy and video formats have stopped generating high numbers of views. Previously, every second video would reach more than 100,000 views. Now, only the occasional video manages to get 15,000–20,000.
I’ve noticed the same trend across other channels I follow. It feels as though TikTok has changed its algorithms and the way it ranks content in the feed. On top of that, despite receiving around 300,000 views per month, our follower count is declining — it has dropped from 40,800 to 40,500.
Instagram is completely different in this regard. With 25,000 followers, each video consistently receives around 10,000 views, while approximately every third video performs even better. In other words, our videos are regularly shown both to our existing followers and to new users in the recommendations feed.
TikTok works differently: nearly all views come from recommendations, while our 40,000 followers appear to have almost no influence on reach. In March, we’re going to introduce new video formats, including quizzes and other interactive ideas designed to encourage more comments.
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