Getting your TikTok videos in front of as many eyes as possible is one of the most important goals for creators and brands. And for good reason: 69% of TikTok users in the UK say they feel a deeper connection to brands on the app, and nearly half are open to making a purchase after engaging with content there. 

So, what happens when your videos aren’t getting views? When you’re putting time, energy, and creativity into your content only to see low numbers, it can be frustrating. But don’t panic. TikTok’s algorithm is complex, and there are specific reasons why your reach might be lagging.

Here are seven reasons your TikTok videos might be underperforming and what you can do about it.

1. Your video just went live — give it time

TikTok doesn’t always push content immediately. The algorithm tests your video with a small audience first, gauges how they react, and then decides whether to promote it further.

If you posted an hour ago and only have a handful of views, that’s normal. Many videos that “flop” on day one gain traction days later once the algorithm finds their audience.

Pro Tip: Leave your video up. Deleting and reposting resets all of the data TikTok uses to rank your content and delays its growth potential.

2. Your videos aren’t resonating with your audience

This is one of the biggest reasons for low views. Your content might look great, but if it doesn’t match what your target audience actually wants, it won’t perform.

TikTok users open the app for entertainment, inspiration, or education. Instead of selling directly, focus on storytelling and value.

Example:
- If you’re a skincare brand, show a morning routine for oily skin using your product. If you own a café, share behind-the-scenes latte art moments or the making of your signature drink.

Ask yourself whether your audience would watch this video even if they weren’t a customer. If not, rethink the concept.

3. Your hook isn’t strong enough

On TikTok, the first three seconds make or break a video. That’s when viewers decide whether to keep watching or swipe away.

Start every video with a hook that instantly captures curiosity or emotion.

Examples of good hooks:
- “This is why your TikTok videos aren’t getting views.”
- “Here’s the trick every small business needs to grow on TikTok.”
- “I tested this viral trend for seven days. Here’s what happened.”

Avoid long introductions or generic openings like “Hey guys, welcome back.” Viewers scroll before you finish your sentence.

4. You’re not putting paid support behind your best videos

Organic reach is great, but sometimes a small budget can make a big difference. Spark Ads on TikTok are an effective way to boost your best organic videos while keeping comments, likes, and engagement visible.

Start with a small budget. Even a $20 per day campaign can introduce your content to thousands of new viewers and help TikTok’s algorithm learn who your ideal audience is.

5. You’re not using trending sounds

TikTok is built around audio. Even when visuals shine, trending sounds drive discoverability. If you’re only using original sounds, you’re missing one of the easiest ways to get picked up by the algorithm.

How to find trending sounds:
- Browse your For You Page for repeating sounds.
- Use the TikTok Creative Center to check trending audio by region.
- Search “viral sounds” directly in TikTok to see what others are using.

Blend trending sounds with original voiceovers to stay authentic while still benefiting from the algorithm’s reach.

6. You’re posting at the wrong times

TikTok rewards videos that get engagement quickly. If you’re posting when your audience is inactive, your video may lose momentum before it has a chance to grow.

Solution:
- Check your TikTok Analytics under Followers → Activity. Post just before your audience’s peak times so your video appears fresh on their For You Page when they log in.

Example: If most of your viewers are active at 7 PM, post around 6:30 PM to maximize visibility.

7. You’re using trends incorrectly

Trends are powerful when used strategically. Jumping on every viral sound or challenge can make your content feel forced or off-brand.

Choose trends that naturally fit your niche or message.

Examples:
- A real estate agent can use a trending sound to showcase a new listing.
- A clothing brand can show a “pack an order with me” video.
- A café can feature a new menu item with a sound that matches its vibe.

Relevance always wins over randomness.

Final Thoughts

TikTok success isn’t about luck. It’s about alignment — between your content, audience, and timing. The algorithm rewards creators who stay consistent, experiment, and keep things authentic.

Focus on improving your hooks, learning from analytics, and posting what your audience genuinely enjoys.

If you’re ready to take your TikTok strategy further, SocialHunt can help. Our platform tracks trends, measures engagement, and reveals what’s working in your niche so you can focus on creating content that performs and converts.