TikTok creators are noticing a drop in views—and it’s not just in their heads. The algorithm has shifted away from random virality and now leans more toward rewarding content that resonates with existing followers. This change makes it harder for newer creators or smaller accounts to break through using the old “post and hope” method.
The article explores how TikTok now favors community-based engagement, retention, and content that keeps users on the app longer. It emphasizes that chasing viral hits without building real connection leads to stagnation. Instead, creators should focus on:
- Making content that reflects what they actually enjoy
- Offering value in every post (entertainment, insight, relatability)
- Posting consistently even when motivation is low
- Watching key metrics like retention, shares, and saves
- Using their small audience as a testbed for improvement
The takeaway? Growth on TikTok is still possible—but creators need to prioritize connection over clicks, intentional content over trends, and consistency over hype.