China’s TikTok has confirmed that some of its employees have the ability to make certain videos go viral.
The company claims it wields this power to “introduce celebrities and emerging creators to the TikTok community.”that the company’s startling admission came as a result of TikTok’s “Heating” button, which Forbes claims can be used to add particular videos to users’ “For You” pages, thereby boosting views by avoiding the algorithm that is supposed to be the driving force behind the platform’s experience.
Favazza claims that only “.002% of videos in For You feeds” are heated, which is another indication that TikTok doesn’t do it very frequently. But an internal document that ForbesAccording to the report, heated videos don’t have a label indicating that they have been promoted by TikTok. Instead, they resemble any other videos that the algorithm might have chosen for users, including the American teenagers that overwhelmingly favor the platform.
Furthermore, TikTok is not the only social media platform that artificially boosts video views. According to reports, Facebook knew it was displaying false view counts but delayed fixing it in order to draw advertisers and media companies to its platform. Mark Zuckerberg paid a $40 million settlement to advertisers in that case.Variety.
Attorneys believe that the settlement only accounts for 40 percent of the $100 million that they estimate advertisers “may realistically have been able to recover” in court. The basis of the lawsuit was over Facebook’s method of calculating video viewing time. Facebook had a policy to not count video views that lasted less than three seconds but by discarding shorter view views, the company arrived at higher average watch times.
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