Tiktok Employees Can Decide What Goes Viral, confirms company
TikTok claims only .002% of videos in 'For You feeds' are heated
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. The news isn’t necessarily a surprise. There have been reports for years that TikTok used promises of promoted content to convince politicians and businesses to use its platform, and companies, especially in the music industry, have made no secret of using the platform to promote their brands.
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