The Myth of the “Broken Algorithm”

Every week, we hear the same thing: “TikTok’s algorithm must be broken – our content isn’t getting views.”

But here’s the truth: the algorithm isn’t broken. Your content just isn’t clicking with the audience. TikTok’s For You Page (FYP) is ruthless. It doesn’t care about your budget, your logo, or how much effort you put into that edit. It only rewards what people watch, share, and act on. If your content flops, it’s not the algorithm’s fault. It’s your signal to rethink your TikTok marketing strategy.

Why Most Brands Flop on TikTok

Most brands struggle because they’re playing the wrong game:

• Copy-paste content from other platforms. TikTok isn’t Instagram or YouTube. Native-first wins.
  
• No hook in the first three seconds. No hook = no hope. If you don’t stop the scroll instantly, you’re invisible.
  
• Content made for “brand,” not for “buyer.” People don’t want ads. They want stories.
  

And that’s the brutal truth: your TikTok ads don’t fail because of the algorithm. They fail because they don’t feel TikTok-native.

Winning the FYP Game

Want to win? Respect the platform’s rules of attention:

• Hook fast. The first three seconds decide your fate.
  
• Native, not corporate. Shoot like a TikTok content creator, not a boardroom pitch deck.
  
• Value over vanity. Don’t just show off your brand — show what matters to your audience.
  

Do that, and suddenly, your TikTok cost per lead drops, your TikTok conversions climb, and your brand stops fighting the algorithm.

The GrowthCharter Lens

At GrowthCharter – South Africa’s TikTok-first agency – we help brands stop blaming the algorithm and start building content that works with it.

We’ve seen it firsthand:

• Ads that focused on stories, not scripts, drove 2x TikTok leads.
  
• Brands that ditched polish for personality cut their CPL (cost per lead) by 40%.
  
• Campaigns built on TikTok trends scaled faster than any “TV-style” ad.
  

The algorithm isn’t against you. But if your content doesn’t perform, it’s definitely not for you either.

Looking Ahead

The trends of TikTok will keep evolving – new sounds, new challenges, new transitions. But one rule never changes:

Brands that treat the algorithm as a partner, not a problem, will keep winning.

Your competitors aren’t waiting. Why should you?

The Final Word

Your competitors aren’t waiting. Why should you? Let’s turn TikTok into your most profitable channel.