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All Journal Proceedings of The International Conference on Business and Economics
Fatma Ayu Widyoputri, Yohana Maritza
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Decision Sciences, Operations Research & Management

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The Role of TikTok and Instagram Reels Algorithms in Short-Form Video Content Distribution: A Systematic Literature Review Fatma Ayu Widyoputri, Yohana Maritza; Atika Mutiarachim
Proceeding of The International Conference on Business and Economics Vol 4 No 1 (2026): Vol. 4 No. 1 (2026): March : Proceeding of The International Conference on Busine
Publisher : Universitas 17 Agustus 1945 Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/icbe-untagsmg.v4i1.3525

Abstract

This study aims to analyze how the TikTok and Instagram Reels algorithms play a role in the distribution of multimedia content and their implications for content visibility, user engagement, and digital marketing practices. The research method used is a qualitative approach through a Systematic Literature Review by analyzing articles from accredited national journals and reputable international journals published in the period 2020-2025. The literature search process was carried out systematically through openly accessible scientific databases, then selected using inclusion and exclusion criteria to ensure the relevance and quality of the sources. The research findings show that the TikTok and Instagram Reels algorithms both rely on analysis of user behavior, initial engagement levels, and the characteristics of short-form audiovisual content in determining content distribution. TikTok emphasizes an interest-based recommendation system that allows content from new creators to gain broad reach, while Instagram Reels combines algorithmic recommendations with established social networks. The implications of this study emphasize that understanding the mechanics of algorithms is a strategic factor for content creators, business actors, and digital marketing practitioners in designing effective, adaptive, and sustainable multimedia content distribution strategies.
Co-Authors Atika Mutiarachim