What is a good view-to-like ratio on TikTok?

What TikTok says drives recommendations

• User interactions: videos people like or share, accounts they follow, comments they post and content they create.
• Video information: captions, sounds and hashtags.
• Device and account settings: language, country and device type, which carry less weight.

TikTok gives more weight to strong signals, such as watching a longer video from start to finish. It also says that neither follower count nor past high-performing videos are direct factors.

Why a fixed ratio misleads

The old one-like-per-ten-views rule does not come from TikTok. A video with fewer likes can still travel if people finish it or share it.

What it means for app advertisers

For paid TikTok campaigns, likes are not the goal. Judge ads on cost per install, cost per in-app event and retention. TikTok’s creative guidance suggests refreshing ads when results decline steadily, which is a better signal than any engagement ratio.

See how we run TikTok for apps and games on our TikTok ads agency page.