HomeTikTokDo TikTok Employees Have The Power To Choose Which Videos Go Viral?

    Do TikTok Employees Have The Power To Choose Which Videos Go Viral?

    In the current generation, TikTok is probably the most popular platform for videos (sorry, YouTube!). The app is well-liked because it makes it simple for users to make and share videos using many artistic tools. Also, the app’s algorithm customizes material for each individual. This makes it simple for users to find new creators and sources of content.

    The platform also offers a strong sense of community, allowing users to follow and communicate with their favorite artists as well as take part in viral challenges and trends.
    However, a recent Forbes article published showed that TikTok’s mechanism is not as egalitarian as its users may have assumed.

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    Can Employees Actually Choose Which Videos Go Viral On TikTok?

    Investigation reveals that some of its U.S. workers have the ability to enhance videos and influence what material becomes popular on Tiktok. This is done in order to “introduce celebrities and emerging creators to the TikTok community.”

    The company states, “The heating feature refers to boosting videos into the For You feed through operation intervention to achieve a certain number of video views.” This comes from an internal TikTok document “MINT Heating Playbook” that was acquired by Forbes. “The total video views of heated videos accounts for a large portion of the daily total video views, around 1-2%, which can have a significant impact on overall core metrics.” the statement reads.

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    What Is The Purpose Of Using This ‘Heating’ Button?

    The heating function on TikTok is frequently utilized to draw companies and influencers to the app. This implies that heating may have benefited some influencers and brands. Particularly those with whom TikTok desired to establish ties. This was done at the price of others.

    Forbes stated that there have been instances where staff misused the heating function. They have used it to advertise videos from acquaintances, partners, and even from their own accounts. This allegedly violates corporate rules. These heated videos do not even come with a label for users to know that it has been boosted. They appear like any other video.

    “We promote some videos to help diversify the content experience and introduce celebrities and emerging creators to the TikTok community,” Jamie Favazza, a spokesperson for TikTok says. The disclosures coincide with growing calls for TikTok to be more open about their algorithm from activists.

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    Nibir Konwar
    Nibir Konwar
    Nibir is nineteen, an autumn lover, and a poetry enthusiast. She loves Taylor Swift, Jeff Buckley, Sally Rooney and everything that's blue. She has had one year of experience as a content writer at First Curiosity and writes poetry and researches on literary criticism in her free time. Nibir is also an ardent reader and a fierce feminist. She aspires to author books someday and be an advocate for mental health.

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