TikTok's algorithm just got a major update.

Written By JON CARNEY

In a world where AI is evolving faster than most people care, TikTok is optimising the human experience.

To tackle content fatigue and enhance content quality, TikTok is rewarding fresh, authentic videos that offer more value (detail) than the product listing itself - or performance and views will be impacted.

Here’s how to work with the algorithm in 2025
🚨 No more reposting old content. Re-editing and re-uploading your own videos will be flagged as duplicate content (limiting reach)
🎯 Product based content needs to add real value and not just information on the TikTok Shop product page (share your own insights!)
📦 Product based content MUST showcase the actual product, failing to do so will put the creator in risk of ‘Irrelevant Promotion’
2025 the year of authenticity, creative relevance and value.

How will you adapt?


JON CARNEY
Previous

See our work with Nivea X Liverpool FC

Next

Viral F.O.C is baked into Social 2.0