Do TikTok Likes Still Matter in 2025? Here’s What You Need to Know

Do TikTok Likes Still Matter in 2025? Here’s What You Need to Know

In the early days of TikTok, likes were often viewed as the primary indicator of success. The more likes a video had, the more popular it seemed—and the more likely it was to go viral. But fast forward to 2025, and the landscape has shifted dramatically. While likes still play a role in signaling engagement, they are no longer the most important factor in determining a video’s reach or impact. That doesn’t mean they’re irrelevant; it just means creators need to understand the full picture.

TikTok’s algorithm has become significantly more nuanced. Watch time, completion rate, replays, shares, and comments are now considered far stronger indicators of quality. These metrics show not just whether someone liked your video at a glance, but whether they were invested enough to stay, engage, and return. In that sense, likes are now more of a surface-level signal—important, but not definitive.

However, this doesn’t mean you should ignore likes entirely. In fact, they still serve an important psychological and social function. When a viewer lands on a video and sees thousands of likes, it creates social proof. It tells the brain, “Other people thought this was worth it—maybe I should too.” That’s powerful. Especially for new viewers, a high like count can spark curiosity and increase the likelihood of watching or following.

For brands and influencers, likes remain part of the credibility equation. While savvy marketers now prioritize deeper engagement metrics like saves and average watch duration, many still view like counts as a baseline KPI. This is especially true for first impressions, media kits, and brand collaborations. A high like ratio compared to views shows that your content is not only being seen, but also appreciated on a broad level.

Another key aspect in 2025 is how likes impact TikTok’s in-app feedback loop. The platform still uses likes as one of many inputs to determine whether your video should be tested with wider audiences. If a video receives a burst of likes within the first hour of posting—especially from your core followers—it may get a second push on the For You Page. This makes early engagement critical. Encouraging your audience to double-tap or drop a quick reaction can still benefit your reach, even if it’s not the main driver.

What has changed is the strategy around how creators approach likes. Instead of chasing them, successful TikTokers now create with retention and emotional connection in mind. When viewers feel something—surprise, joy, recognition—they’re more likely to engage in multiple ways, including liking. The like becomes a natural response to value, not a goal in itself. That subtle shift is where modern TikTok strategy really begins.

Final Thoughts

In 2025, TikTok likes matter—but not in the way they used to. They’re part of a larger engagement puzzle, where watch time, interaction, and emotional impact take the lead. Smart creators understand this and use likes as a supportive metric—not the only one that defines success. Rather than asking, “How can I get more likes?”, the better question is, “How can I create content people genuinely want to engage with?” Because when you do that, the likes will follow—and so will the growth.