If you want outsized reach, optimize for completion rate and replays.
What changed in 2024
TikTok now weighs session contribution more heavily. That means content that keeps people on-platform ranks higher.
Key shifts
- Shorter hooks, faster payoffs
- Loops and callbacks
- Serial content formats
Format blueprint
| Step | Detail |
|---|---|
| Hook (0-2s) | Pattern interrupt, explicit promise |
| Delivery (2-12s) | Fast cuts, on-screen text, artifact continuity |
| Callback (12-18s) | Fulfill promise, cue replay |
Creators who script callbacks see up to 27% higher replays.
Action plan
- Write 3 hooks for every idea
- Film in batches of 10
- Analyze last 20 posts for 3-second drop-off
Metrics to track
- 3s hold rate
- Average watch time
- Replays per view
That’s the engine. Now iterate weekly.