TikTok has revolutionized social media with its endless, short, entertaining videos. However, many content creators have recently raised concerns about
why did TikTok video suddenly stop getting views and diminished engagement on the platform. Despite this overarching trend, a select few TikTok videos perform remarkably well and maintain high view counts over time. So, what sets these viral sensations apart? This article delves into why some TikTok content can defy the view-dropping phenomenon.
Exploring the Views Dropping Trend
TikTok experienced meteoric growth since its launch, with over 1.7 billion monthly active users as of August 2023. The app's algorithmically curated For You page proved masterful at keeping users glued to their screens, effortlessly serving engaging videos tailored to individual interests. However, numerous popular TikTokers have reported drastic declines in their average views per video over the last year. Metrics that once easily reached the millions have dropped by as much as 90% for some users.
Industry experts have confirmed that this widespread dip in TikTok engagement is not imagined. According to Socialinsider's analysis, the average views per TikTok post decreased from 18,500 in June 2021 to 11,500 in June 2022. Competition has grown fierce as hordes of new users try their hand at going viral. At the same time, viewer retention is plummeting, with the average watch time per TikTok video falling by over 20%. With these trends, creators are understandably concerned about the viability of their content and careers. However, some videos perform just as well as ever amidst the doom and gloom. What magic formula do these outliers use to maintain their view counts?
Source: Statista, Backlinko, TikTok
Factors Contributing to Views Dropping
Several developments on TikTok have made it harder than ever to capture viewer attention. The platform's algorithms determining which videos to feature on the For You page are infamously secretive and subject to frequent changes. Significant algorithm shifts in early 2020 led to a more personalized, user-specific For You page. While this improved the overall user experience, it shrank any video's potential audience pool.
TikTok's stratospheric growth also bred competition, saturating high-interest content niches faster than creativity can fill them. Categories like cooking, dancing, comedy, and life hacks all attract broad appeal; standing out requires endless innovation. Furthermore, TikTok caters to an audience with an increasingly scattered attention span. Most users casually scroll through videos rather than actively engaging with content. Grabbing and holding their focus for even 60 seconds has become improbable for many.
Case Studies of High-Performing TikTok Videos
However, some videos power through tougher algorithms, saturated niches, and fleeting attention. Take Spencer X, for example. With his unique vocal performances, the beatboxer gained over 51 million TikTok followers and 1.7 billion likes. His mesmerizing beatbox renditions of popular songs continue earning tens of millions of views. Canadian magician Nate Staniforth captivated audiences during the pandemic with his close-up card tricks and sleight-of-hand illusions. His TikTok views remain steadily high, with some videos like his "Imaginary Card" trick crossing 35 million views.
Rife with drama, cliffhangers, and plot twists, several TikTok serials have also avoided the views decline curse. Branden Hooper's "WestWillow" series about small-town conspiracies still reels in an average of 30 million views per video while only releasing episodic content sporadically. Heartfelt storytelling helped Oscar Hong maintain strong viewership; his tear-jerking tale of raising his autistic brother tops 348 million views and counting. These edge-of-your-seat narratives and memorable characters keep the masses hooked on each new development.
Lessons from Successful Content
After analyzing these TikTok unicorns that have tamed the volatile algorithm, common strategies emerge. Here are some lessons content creators can incorporate:
Captivating Introductions
Reeling viewers in within the first 5 seconds is critical. A strong opening hook, whether it's dramatic acting, an eye-catching visual, or intriguing first words, demands attention and entices viewers to stay.
Emotional Resonance
Content that evokes laughter, shock, sadness, inspiration, or other heightened emotions enjoys higher engagement. People are more likely to comment, like, follow, and share videos they connect with on a deeper level.
Trend Integration
Leveraging trending audio, hashtags, or concepts can help videos get discovered by those looking for the latest viral content. However, cookie-cutter trend riding often backfires. Successful videos incorporate trends in a unique, distinctive way.
Consistent Branding
A cohesive aesthetic, tone, and style make content instantly recognizable to an audience. Viewers who vibe with a creator's signature brand actively seek out their newer videos.
Call to Action (CTA)
Clear calls to like, comment, follow, or check out a link drive higher engagement. Even a simple "Part 2 tomorrow?" at the end prompts viewers to stay tuned for more.
Insights from Content Creators
TikTok experts who have managed to sustain high views despite the wider slump share their strategies. Justin Flom emphasizes originality. "If you're doing something that is completely different than anything else on TikTok, it's going to perform well," says the magician, whose clever tricks continue attracting millions of eyeballs. UK TikToker LadBaby credits collaborations with keeping content fresh and expanding reach. Co-creating videos with family members sparked their viral food parody songs.
Other creators warn against formulaic thinking. "Don't feel pressured to stick to one niche or category," says comedian Caitlin Reilly, encouraging experimentation. Celia Cruz selects novel audio and savvy editing to maximize short time limits. According to dancer Yvng Quan, the key to longevity is passion above all else. "I don't do this for the numbers or views, but because I love to dance and create." This authenticity and joy keep audiences returning for more of his trademark moves.
Addressing Algorithm Changes
With TikTok's closely guarded algorithms dictating so much, it's important to be aware of impactful updates. Keeping current helps position content to capitalize on shifts. When TikTok began prioritizing original, user-generated content in early 2020, creators pivoted to more personalized videos with better results. Staying on top of new features like TikTok Pulse and community posts allows tailoring content for optimal visibility.
Paying attention to subtle changes like hashtags suddenly yielding less discovery or longer videos getting boosted provides valuable intel. Being among the first to adapt content to algorithm modifications gives an advantage. Avoid overly relying on trending sounds and piggybacking on viral moments. By leading rather than following, creators take control of their trajectory.
Leveraging Collaborations and Duets
The collaborative culture of TikTok lends itself to engaging crossovers. Duets allow creators to respond to and build off someone else's content, accessing their fanbase. The recent Ratatouille musical got its start from a TikTok duet chain. Intentional collaborations also unite diverse audiences. The Hype House collective amassed over 260 million followers through choreographed dances and co-created sketches.
Even simple guest appearances can lengthen viewer attention spans and broaden shared viewership. Noodle the Pug captivated fans when he began appearing in popular TikTok Wisdom Kaye's dance videos. Cameos feel natural and authentic when creators synergize based on complementary content or real-life connections. Strategic partnerships breathe new life into profiles at risk of stagnating.
Engaging With the TikTok Community
The social interaction and sense of community-enriching platforms like TikTok can bolster content performance. Responding to comments, hosting Live sessions to engage directly with followers, and participating in platform-wide challenges lead to higher general interest and investment in videos.
Duet and stitch options allow community members to get creative and generate user-generated content related to original videos. This extends reach and lifespan organically. Simple practices like using captions, hashtags, fonts, and effects popular with the current TikTok audience also help videos blend seamlessly into their For You feeds. Cultivating two-way communication and connections makes fans more active supporters.
Experimentation and Adaptability
According to Khabane Lame, TikTok's most-followed creator, his variety of content and flexibility to pivot styles keep viewership consistent. Regularly assessing performance metrics and audience responses reveals what resonates. Creators can then double down on successful concepts and return to the drawing board for underperforming niches.
Staying ahead of the curve takes trying new formats like live streams or song parodies before they saturate. Willingness to tweak formulas prevents content from going stale. For chef Tabitha Brown, expanding beyond her vegan recipe niche into motivational speaking and comedy allowed her to keep engaging her 4.5 million followers. Maintaining a test-and-learn mindset and avoiding complacency helps creators ride each new TikTok wave.
Conclusion
TikTok's ephemeral, unpredictable nature makes it difficult for even the savviest creators to keep up. Yet there are lessons to draw from those resilient videos that continue enjoying viral traction through smart strategy. Authenticity, innovation, and community drive content that stands the test of time. Adapting to ever-changing algorithms and zeitgeists injects longevity, too. For creators discouraged by declining view counts, keep hope. Consistent effort to surprise and delight your audience can still unlock TikTok magic. The platform rewards those bold enough to define new trends rather than chase them. As long as your passion remains intact, lasting success remains within your creative grasp.
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