TikTok is buzzing in 2025 with creators finding new ways to capture attention and ride the wave of ever-evolving trends. One of the hottest changes is how the TikTok algorithm is rewarding those who jump on new features and adapt to trending content quickly. TikTok recently tweaked its algorithm again, and creators who post through these updates, especially right after algorithm changes, are being rewarded with more visibility and engagement, according to discoveries on the TikTok trending page. Posting around the time of big algorithm shifts seems to give videos an extra boost as the system tests and rewards fresh approaches.

Authenticity and creativity rule the platform, with users gaining followers by keeping videos short, using trending audios, and showing genuine personalities. The competition to gain followers has never been more fierce, so even those just getting started are urged to optimize profiles with quality pictures and catchy bios, and to engage directly with followers. Video quality matters more than ever—good lighting, clear audio, and sharp visuals are key.

Trending sounds still dominate TikTok culture, but some notable voices are calling out the downsides. Pop star Lizzo recently blasted TikTok’s algorithm, saying its unreliability deprived her of a summer hit. Lizzo expressed her frustration over new music launches not reaching her millions of followers due to the algorithm’s unpredictable filtering, which she says has left the music industry in a state of chaos. To connect more intimately, she’s started a private TikTok account, @LizzoIRL, where she shares music directly with dedicated fans, bypassing public algorithm blocks. According to her, there’s no official song of the summer because the algorithms are holding artists back, and she isn’t alone in voicing concerns.

On the headlines front, TikTok continues to find itself at the center of tech and pop culture. High-profile artists use the app to launch major projects, while controversies—like Jay-Z being exposed for paying creators on rival platforms to boost his songs—spark viral debates. And all eyes are on TikTok’s impact on the music charts and influencer marketing as thousands of new creators join the frenzy each week.

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