While the Chinese platform is known for its unpredictability, a recent study by Buffer has shed some light on the complex world of algorithms, specifically focusing on TikTok’s.

The study analyzed over 11 million posts from 150,000 accounts and revealed a clear conclusion: consistency is key on TikTok.

Posting Multiple Times a Week: The Key to Increased Visibility

According to data collected by Buffer, accounts that post two to five times a week see an average increase of 17% more views per video compared to those that post only once a week. For accounts posting six to ten times a week, the increase jumps to 29%, and it surges over 34% for those posting more than eleven times weekly.

However, it’s important to note that the benefits do not increase linearly. Julian Winternheimer, a Data Scientist at Buffer, indicates that the most significant impact occurs when an account increases its posting from once a week to several times a week.

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In other words, there is no need to aim for an overwhelming posting schedule; instead, consistency and repetition appear to be the primary drivers of growth.

More Posts, Greater Chances of Going Viral

The study also shows that posting more frequently doesn’t necessarily improve overall performance, but it does significantly increase the likelihood of having a breakout content hit.

The researchers found that the median views per post remain relatively stable at around 500 views, regardless of how often posts are made.

However, videos in the top 10% of performance see their views skyrocket, with up to 14,000 views for the most active accounts.

Buffer summarizes this phenomenon by stating that frequent posting on TikTok doesn’t raise the “floor,” but it does raise the “ceiling.” In other words, increasing your posting frequency on TikTok enhances your chances of success without guaranteeing that every video will be a hit.

Focus on Quality, Not Just Quantity

While volume helps increase visibility, quality remains crucial on TikTok. The study advises creators and brands to maintain a steady yet sustainable posting frequency, focusing on consistency over saturation.

If you’re looking for balance, three to five posts per week seem to provide the best compromise between effort and reach. In a saturated ecosystem where attention spans are short, this logical approach underscores a simple truth: on TikTok, success is not just about mastering the algorithm, but also about perseverance…