1/3/2024 0 Comments Blue tik tok logo002% of videos in For You feeds.”ĭocumentation about heating within TikTok and ByteDance is substantial, but poorly organized. Only a few people, based in the U.S., have the ability to approve content for promotion in the U.S., and that content makes up approximately. In response to a detailed set of questions about how and by whom heating has been used, TikTok spokesperson Jamie Favazza wrote: “We promote some videos to help diversify the content experience and introduce celebrities and emerging creators to the TikTok community. A document called TikTok Heating Policy says that employees may use heating to “attract influencers” and “promote diverse content,” but also to “push important information” and “promot relevant videos that were missed by the recommendations algorithms.” Two sources told Forbes employees have often felt left to their own devices to determine whether a video fell within these guidelines. Moreover, documents show that staff - including those at TikTok’s parent company, ByteDance, and even contractors working with the company - exercise considerable discretion in deciding which content to promote. Email Emily Baker-White at or reach out on Signal at 34. Got a tip about TikTok or ByteDance? Or about Chinese state media’s social media strategy? We'd like to hear from you. According to one document, a heating incident of this type led to an account receiving more than three million views. Documents reviewed by Forbes showed that employees have heated their own accounts, as well as accounts of people with whom they have personal relationships. Three sources told Forbes they were aware of instances where heating was used improperly by employees one said that employees have been known to heat their own or their spouses’ accounts in violation of company policy. And without labels, like those used for ads and sponsored content, it’s impossible to tell which is which.Įmployees have also abused heating privileges. Heating also reveals that, at least sometimes, videos on the For You page aren’t there because TikTok thinks you’ll like them instead, they're there because TikTok wants a particular brand or creator to get more views. “To some degree, the same old power structures are replicating in social media as well, where the platform can decide winners and losers to some degree, and commercial and other kinds of partnerships take advantage.” But that’s not always true, she cautioned. “We think of social media as being very democratizing and giving everyone the same opportunity to reach an audience,” said Evelyn Douek, a professor at Stanford Law School and Senior Research Fellow at the Knight First Amendment Institute at Columbia University.
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