Video Guide for Creators:

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Pt 2: Breaking down the Algorithm

Oct 2022

Created by: Megan Glastetter, Community Manager

Breaking down the algorithm..

TikTok’s homepage/feed is called the “For You Page” or FYP. No two FYP’s are the same. Instagram’s Explore page and Reels pages are the equivalent of the TikTok FYP.

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Here’s how the algorithm decides what content to serve to users on these 2 platforms:

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1. User activity - the more engagement & views a video receives, the more likely it will be shown to larger audiences. This includes likes, comments, shares, follows and watching the video all the way through or more than once.
2. Subject matter- determined by caption keywords, sounds, hashtags and effects used. So in short, you are rewarded for incorporating those items into your videos.
3. Location & language - your posting location , language preference and type of mobile device. In other words, if you are located in New York City then people in that area will be shown your content first. If you are posting in Spanish then people that have Spanish chosen as their language will be shown your content before English speaking and so forth.
4. Audio - This one is major! Using a trending sound or song will fast track your video to audiences but there’s a catch… More on audio in slide 3.

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Trending Audio & Sounds

The Catch: Zazzle (and all other businesses) can’t typically use “trending” audio because it isn’t licensed for commercial use. We want to encourage you to hop on any audio trends that you come across on TikTok and/or Reels, but Zazzle can not boost any content that doesn’t use commercially licensed music.

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Here are 5 pieces of commercially licensed audio on TikTok we’re digging this month.

FEEL THE GROOVE Queens Road, Fabian Graetz

Pieces (Solo Piano Version) Danilo Stankovic - also available on Instagram Reels

BORN FOR THIS Foxxi - also available on Instagram Reels

Qipao TikTok Assistant

TOO YOUNG Natt Webb

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*If you are unsure what music you can use for Zazzle to potentially feature your video you can email megan.glastetter@zazzle.com and we can work together to find music that works!

What should I create? Here’s some inspiration …

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Captions are key!

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Use your “voice”

Record yourself talking about the product

Get in the holiday spirit! Literally. Make videos seasonally relevant

View Video Here

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View Video Here

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View Video Here

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We want to see your videos!

TikTok:

• Follow the official Zazzle TikTok account
• Tag @zazzle and use the hashtag #zazzlemade in the caption section of your video.
• You may also send the video directly to us via private message by clicking the 3 horizontal dots on the right side of the video.

Instagram Reels:

• Follow the official Zazzle Instagram account
• Tag @zazzle and use the hashtag #zazzlemade in the caption section of your Reel.
• You may also send the video directly to us via private message

Why should Zazzle Creators make videos?

• One of our main objectives this year is to leverage video to showcase products & tell stories.
• Video Guide for Creators: Part 1 Best Practices linked here

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• We want to feature videos created by YOU, our Zazzle Creator Community!

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• Videos that are selected by Zazzle will:
• Be promoted by us with ad spend for FREE
• Potentially increase video views. Some of our top videos have gone from a few hundred organic views to millions of views
• Potential increase in your social media followers
• Ads will drive to Zazzle.com where customers can purchase your products
• Be featured in key placements on site, in email & across social media

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• If you’d like your video to be promoted by Zazzle, follow the tips and instructions outlined here! If you have any further questions, please email megan.glastetter@zazzle.com