How the TikTok Algorithm Ranks Content in 2025 and What Luxury Brands Can Learn from It

The algorithm now prioritises content that holds attention, speaks to specific communities, and offers something unexpected. Luxury brands are leaning into this with more confidence.

From ASMR-style craftsmanship to casually relatable storefront clips and astrology-led drops, the most effective posts aren’t chasing trends. They’re clear on who they’re for and what they want to offer.

Here’s how the TikTok algorithm works in 2025 and the creative cues helping brands stand out.

How the TikTok algorithm works in 2025

TikTok’s For You Page is still built on individual user signals, but the strongest inputs have evolved. In 2025, the platform ranks content based on:

• Watch time: are people watching to the end, or replaying it?
  
• Relevance: does it match what the user normally watches or engages with?
  
• Video information: captions, sounds and visuals help TikTok understand who to show it to
  
• Relationships: repeated interaction between users, creators or brands can increase visibility
  
  

TikTok doesn’t favour one format over another. Instead, it prioritises content that’s engaging, personal or shareable. The best-performing brand content is designed for discovery, not just awareness.

What works on TikTok in 2025

1. Optimise for Rewatchability

Retention is still one of the most valuable signals. If someone chooses to replay your video, to catch something they missed or simply to experience it again, TikTok sees it as worth surfacing to more people.

That doesn’t mean you need to explain everything. It’s often more effective to build curiosity or add small details that make viewers want to watch it again.

Jacquemus posted a video captioned “Just another day at the jacquemus los angeles boutique 😭🐐”, showing a goat casually eating on top of a tree outside the store. No setup, no explanation; just an unscripted, funny clip that’s easy to rewatch or send to a friend.

These kinds of posts often avoid polished editing. Instead, they rely on surprise, tension or visual payoff to keep people watching to the end.

2. Build ongoing narratives

TikTok rewards consistency. When people know what to expect, whether it’s a storyline, a specific format or a recurring creator, they’re more likely to engage. That repeated engagement also signals quality to the algorithm.

A complex storyline isn’t necessary. Even a simple concept or ongoing format can keep people coming back.

Miu Miu collaborated with creator, Amelia on Art, to introduce its Tales & Tellers exhibit in New York. In a multi-part series that’s highly educational, Amelia explained why the exhibit is a must-see, sharing the history behind, what to expect and look for at the exhibit, etc. The result felt more like an unfolding narrative than a one-off brand feature.

Multi-part content gives the algorithm more chances to surface your posts and gives viewers a reason to return.

3. Use recognisable formats

TikTok is built on familiar structures. A sound, a text overlay, or a specific type of transition sets the scene quickly, helping content feel relevant from the first few seconds.

But the best-performing videos don’t stop there. They often add personality or humour to keep people watching and make the post more shareable.

BMW used a classic TikTok text-overlay format in this “you’re a girl, you should get something cute and girly” video. After that text lead-in, the video cuts to a vivid neon green car. The format is familiar, with a tone that’s playful and relatable.

This kind of content doesn’t rely on surprise. It works because viewers understand the setup and then enjoy the payoff. In 2025, the most effective branded posts often use humour to stand out while staying true to the platform’s style.

4. Lean into sensory content

TikTok isn’t just visual. Sound, rhythm, texture and movement all shape how long people watch. In 2025, slow, sensory content is a clear algorithmic winner.

Luxury brands are especially well placed here. Craftsmanship, material and detail already play a central role in storytelling, especially in fashion, watches and interiors.

IWC Schaffhausen created an ASMR watch assembly series, each video showing a watchmaker at work. The soft clink of tools, the rhythmic gestures, the close-up focus - it turned a technical process into something quietly mesmerising.

This kind of content encourages longer watch times and deeper attention, both important for algorithmic reach.

5. Collaborate to amplify relevance

TikTok thrives on authentic voices and communities. Partnering with creators who already have an engaged audience helps brands connect with niches and subcultures that might otherwise be hard to reach.

Good collaborations feel natural and extend beyond sponsored posts; they build stories and shared experiences that resonate with both the creator’s and the brand’s followers.

Loewe collaborated with creator Chris Zou, who previously made viral videos about their Tomato Leaves Scented Candle in a style quite different from Loewe’s usual aesthetic. Chris isn’t the typical luxury or lifestyle influencer you might expect for a brand like Loewe, which makes the collaboration feel unexpected and authentic.

For the launch of their latest tomato clutch, featuring a tomato-shaped hot air balloon in Turkey, Chris attended the event and created a new TikTok video in collaboration with Loewe. The video connected his earlier viral candle content to this unique experience, creating an engaging “full circle moment.”

Collaborations that tap into existing narratives deepen relevance and help the algorithm connect content with communities primed to engage.

6. Speak to niche identity

TikTok thrives on specificity. From fashion historians to astrology girlies to niche aesthetics, the most engaged audiences tend to be deeply invested in a particular identity.

Luxury brands are learning how to speak to these communities without diluting their own voice.

Marc Jacobs posted a TikTok featuring different people describing their star sign traits, as part of a campaign for its Zodiac Tote Bags. The product had a clear link to the theme, but the video let the identity take the lead. It felt like content first, marketing second.

When brands create for a specific subculture or identity, it signals that the content is made for someone, not just made to sell something.

Summary and tips for visibility

TikTok’s algorithm in 2025 prioritises authentic engagement over gimmicks. To improve visibility, luxury brands should:

• Prioritise watch time and retention by creating content that hooks viewers early and encourages full plays.
• Use familiar formats and humour to capture attention quickly.
• Incorporate sensory-rich elements like ASMR or detailed craftsmanship to invite viewers to stay longer.
• Collaborate with creators to tap into existing communities and build genuine stories.
• Target niche audiences by celebrating specific interests or identities relevant to your brand.

Applying these strategies will help luxury brands connect with TikTok’s highly engaged audiences and thrive in the platform’s evolving landscape.

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