The power of the For You Feed
March 2023

By Emily Ryan

TikTok has revolutionised the way we consume video content, with its For You Feed algorithm becoming the cornerstone of the app’s success. The For You Feed, which provides personalised video recommendations to each user, has become a powerful tool for user engagement and content discovery. Even music apps, like Spotify and Soundcloud, are now taking note of the power of video content and tailored recommendations, and are adapting their platforms to incorporate these features.

The For You Feed algorithm on TikTok is designed to show users videos that are likely to be of interest to them. The algorithm considers factors like the user’s viewing history, likes, shares and comments to provide personalised recommendations. This makes it easy for individuals to discover new content and keep coming back for more, which leads to increased engagement on the app.

Spotify and Soundcloud are now incorporating similar bespoke recommendation features into their platforms. Spotify, for example, has introduced video content into its platform, with music videos and behind-the-scenes footage now available to listeners.

Additionally, Spotify’s video content is personalised to each user, featuring recommendations based on their listening history. In the updated Spotify mobile app, users and subscribers will gain access to a handful of new features, including the vertically scrolling ‘discovery’ feeds, a new ‘Smart Shuffle’ mode for playlist recommendations, a new podcast autoplay feature and more.

Soundcloud has also recognised the power of personalised recommendations and video content, introducing a feature called ‘Repost by Soundcloud’. This feature allows listeners to repost and share tracks with their followers, similar to the way TikTok’s For You Feed encourages users to share content with their followers.

The power of personalised video recommendations lies in their ability to keep users engaged and coming back for more. By providing individuals with content that’s tailored to their interests, these apps can increase user satisfaction and loyalty. This, in turn, leads to increased revenue for the platforms, making bespoke recommendations a win-win for both the user and the platform.

In conclusion, the power of TikTok’s For You Feed and short-form video content lies in their ability to keep users engaged and coming back for more. Other apps like Spotify and Soundcloud are now recognising the potential of these features and are adapting their platforms to incorporate tailored recommendations and video content. As more apps continue to adopt these features, we can expect to see this era of personalised and engaging video content sticking around for the foreseeable.

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