EZULWINI – TikTok creators in Eswatini have been urged to focus on quality, originality and platform rules if they want their content to reach wider audiences and gain greater visibility.
This emerged during a Content Creators Workshop hosted by the Ministry of Information, Communication and Technology at the Eswatini Revenue Service auditorium in Ezulwini, where TikTok Head of Government Relations and Public Policy for Southern Africa, Tholoana Mahlaela, delivered a masterclass on how the platform’s algorithm works and what determines content success.
Mahlaela told aspiring and established creators that many users mistakenly believe there are shortcuts to making content go viral. Instead, she said TikTok prioritises content that keeps viewers engaged, encourages interaction and complies with community guidelines.
She explained that one of the biggest factors influencing content visibility is the amount of time viewers spend watching a video.
According to Mahlaela, creators should critically assess whether someone unfamiliar with them would watch a video from beginning to end before posting it.
“The watch rate and finish rate are important indicators. If people immediately swipe past your content, the platform interprets that as a lack of interest. If they watch it to the end, TikTok is more likely to recommend it to similar users,” she said.
She added that comments, shares, likes and follows all contribute to how the platform assesses the popularity and relevance of content.
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