How TikTok Knows What You Like, TikTok’s Algorithm Explained

How TikTok’s Algorithm Works (And Why It Matters for Marketers)

TikTok’s video recommendations aren’t random. At the core is a system called the Twin Tower Retrieval Model, where user and content data are transformed into vectors—mathematical fingerprints in a shared space. The algorithm doesn’t care what the video means, just how closely it matches your data pattern.

This system helps TikTok quickly surface content users are likely to engage with—long before any detailed ranking happens.

Understanding this isn’t just useful for tech teams—it’s key insight for content creators, marketers, and product leads building engagement at scale.

📌 If your strategy involves attention, you should care how the feed decides what lives or dies.