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Social Networks

TikTok Confirms That Its Own Employees Can Decide What Goes Viral (theverge.com) 41

An anonymous reader quotes a report from The Verge: TikTok has confirmed to Forbes that some of its US employees have the ability to boost videos in order to "introduce celebrities and emerging creators to the TikTok community." The statement comes as part of a report about TikTok's "Heating" button, which Forbes says can be used to put selected videos onto users' For You pages, helping boost views by sidestepping the algorithm that supposedly drives the TikTok experience.

Jamie Favazza, a spokesperson for TikTok, told Forbes that increasing views to particular videos isn't the only reason for heating. TikTok will also "promote some videos to help diversify the content experience," he said. Favazza also suggests TikTok doesn't do it that often, claiming only ".002% of videos in For You feeds" are heated. According to an internal document obtained by Forbes, however, heated videos reportedly make up "around 1-2 percent" of "total daily video views." Heated videos don't come with a label to show that they've been boosted by TikTok like ads or sponsored posts do, according to the report. Instead, they appear like any other videos that the algorithm would've selected for you.

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TikTok Confirms That Its Own Employees Can Decide What Goes Viral

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  • Search engine (Score:5, Insightful)

    by dknj ( 441802 ) on Saturday January 21, 2023 @08:45AM (#63227382) Journal

    I worked for a popular search engine which had a promotions.txt file which would boost the content to the top if it was relevant to your query.

    What makes anyone think facebook twitter Reddit etc are any doing anything different than what TikTok does?

    • Re: Search engine (Score:5, Informative)

      by Anonymouse Cowtard ( 6211666 ) on Saturday January 21, 2023 @08:59AM (#63227402) Homepage
      Of course they all do it. Back in the day, Twitter's Trending Topics pumped or dumped all sorts of shit according to the feel of the moment. You're being manipulated on every platform. The only solution is to disconnect. At first, periodically, then for extended times, and then you're free.
    • by waspleg ( 316038 )

      TikTok is doing it for their CCP masters. I'd say that's different.

    • What makes anyone think facebook twitter Reddit etc are any doing anything different than what TikTok does?

      None is particularly healthy for society. But China has an explicit goal of exploiting US social media for propaganda purposes and to promote friction and social deterioration, as can be opaquely seen from their engagement on Twitter. It's very different to have an actual objective of causing harm vs. to simply to cause some harm incidentally.

  • 0.002% is a huge number when you have the kind of volume tik tok has. That means there are thousands of employees heating videos every day
  • Section 230 isn't working.

  • Random chance? Yeah right.

    Higher quality? Do you really think so?

    Videos, or posts, or products, or radio songs, or politicians, have always "gone viral" due to the efforts of people who have mastered the levers of popularity. It's never been an accident. If you're willing to pay money to the right people, for the right content, you'll go viral. And if you didn't, somebody else did it for you, for their own gain.

    Even on Google itself, which was founded on a principle of counting "votes" of sites that link to

  • Because I kept reading "hating button".
    Oh wel, nothing to spoil my "expericence" I guess.

Whenever people agree with me, I always think I must be wrong. - Oscar Wilde

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