This paper analyses TikTok’s selection algorithm, a dynamic and opaque recommendation system that controls the content displayed to users on their For You Pages. By applying concepts such as algorithmic awareness, folk theories and algorithmic imaginary, it analyses how the algorithm influences user interaction and engagement. It is argued that TikTok’s algorithm is not only a technical but also a social and cultural entity that shapes users’ behaviour and expectations. The study shows that improved transparency and a better understanding of the algorithm are necessary to promote responsible use of the platform.