TikTok just made its most significant algorithm change since 2023. In July 2025, the platform quietly shifted its ranking priorities, fundamentally changing how content gets distributed to users' For You pages. The result? Comments and saves now carry more weight than likes in determining reach.
The Algorithm Shift That Changes Everything
This isn't just another minor tweak—it's a fundamental reimagining of what TikTok considers valuable engagement. Brands that adapt quickly will see improved reach, while those stuck in the "likes-focused" mindset may watch their organic performance decline.
What Actually Changed in July 2025
TikTok's algorithm now prioritizes "meaningful engagement" over "passive consumption." This means the platform is looking for signals that users are genuinely interested in and want to interact with content, not just scroll past it.
Higher Priority Signals
Now weighted 3x more heavily than before
Strongest signal for content value
Indicates content worth spreading
Shows content is engaging enough to replay
Lower Priority Signals
Still positive but less influential
Basic engagement, lower weight
Important but not the top factor
Valuable but secondary to engagement
How This Impacts Brand Reach
Early data shows dramatic shifts in organic reach patterns. Brands creating "saveable" and "comment-worthy" content are seeing 40-60% increases in reach, while those relying on passive consumption are experiencing 20-30% declines.
+45%
Average reach increase for educational content
3x
Weight increase for comment engagement
5x
Algorithm boost for highly saved content
| Content Type | Reach Change | Primary Driver |
|---|---|---|
| Educational/Tutorial Content | +40-60% | High save rates |
| Behind-the-Scenes Content | +25-40% | Comment discussions |
| Product Showcases | +10-25% | Mixed engagement |
| Entertainment/Dance | -5-15% | Passive consumption |
| Generic Promotional | -20-35% | Low engagement |
Why TikTok Made This Change
This shift reflects TikTok's evolution from entertainment platform to comprehensive social ecosystem. The platform wants to foster genuine community engagement and position itself as a place where users discover valuable, actionable content.
User Retention Strategy
TikTok wants users to spend more time actively engaging rather than passively scrolling. Comments and saves indicate deeper investment in the platform's content ecosystem.
Advertiser Value Proposition
By prioritizing meaningful engagement, TikTok can offer advertisers audiences that are more likely to take action, not just consume content passively.
Platform Differentiation
As competition intensifies with Instagram Reels and YouTube Shorts, TikTok is positioning itself as the platform for meaningful, actionable content discovery.
How Brands Should Adapt Their Strategy
The brands winning on TikTok post-algorithm change are those creating content that sparks conversations and provides genuine value. Here's your strategic roadmap for adapting to the new ranking signals.
Create Educational & Tutorial Content
Educational content naturally drives saves and comments. Users save tutorials for later reference and comment with questions or their own experiences.
Content Ideas:
Use Strategic Conversation Starters
Design content that naturally invites comments through questions, controversial takes, or relatable scenarios that encourage sharing experiences.
Engagement Tactics:
Partner with Engagement-Focused Creators
Work with creators who consistently drive comments and saves, not just likes. Look for creators with active comment sections and high save rates.
Creator Selection Criteria:
Focus on "Save-Worthy" Value
Create content that users want to reference later: recipes, tips, templates, checklists, or inspirational content they'll want to revisit.
Save-Worthy Content Types:
Content Examples That Work in the New Algorithm
Here are real examples of content formats that are thriving under TikTok's new algorithm priorities. Notice how each example naturally drives the engagement signals TikTok now values most.
High-Performing Examples
"5 Things I Wish I Knew Before..."
Drives saves (reference value) and comments (sharing experiences)
"Rate My Setup/Routine"
Generates comments with ratings and suggestions
"Behind the Scenes: How We Actually..."
Sparks curiosity and discussion in comments
"Free Template/Checklist in Comments"
Drives both saves and comments for the resource
Avoid These Formats
Generic Product Showcases
Low engagement, mostly passive viewing
Pure Entertainment/Dance
Gets likes but limited comments/saves
"Like if You Agree" Posts
Optimized for old algorithm signals
Overly Promotional Content
Users scroll past without engaging
Frequently Asked Questions
What changed in TikTok's algorithm in July 2025?
TikTok's July 2025 algorithm update shifted ranking priorities to favor comments and saves over likes. The platform now weighs meaningful engagement (comments, saves, shares) more heavily than passive engagement (likes, views) when determining content distribution.
How do the new TikTok ranking signals affect brand reach?
Brands need to focus on creating content that drives meaningful conversations and provides value worth saving. Content that generates comments and saves will see better organic reach, while content that only receives likes may see reduced distribution.
What should brands do to adapt to TikTok's algorithm changes?
Brands should create conversation-starting content, provide educational or entertaining value worth saving, use strategic calls-to-action for comments, collaborate with creators who drive engagement, and focus on community building rather than vanity metrics.
Are likes still important on TikTok after the algorithm change?
While likes are still a positive signal, they carry less weight in the new algorithm. Comments, saves, and shares are now more valuable for content distribution. Brands should focus on driving these higher-intent engagement actions.
How can creators adapt to TikTok's new algorithm priorities?
Creators should focus on creating educational content, tutorials, behind-the-scenes content, and posts that spark discussions. Using conversation starters, asking questions, and providing valuable information that users want to save will improve performance.
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