The Fate Of Your Viral TikTok Videos Are Decided By Employees
Does this come as a surprise??
TikTok has officially confirmed that some of its US employees have the ability to boost videos in order to "introduce celebrities and emerging creators to the TikTok community."
This statement comes from a report about TikTok’s newest feature,, the “Heating” button, which is used to push selected videos onto a user’s ‘For You’ page. However, the platform claims that it will also “promote some videos to help diversify the content experience”.?
‘Heated’ videos don’t come with a label to show that they’ve been boosted by TikTok, like ads or sponsored posts do, so they come off as organic when in reality they aren’t.
While it is not a surprise that TikTok used promises of promoted content to convince politicians and businesses to use its platform, it means that TikTok is picking winners and losers. Creators and brands may lose a spot on someone’s ‘For You’ page to someone that has a tighter relationship with the company.?
What are your thoughts on this? Is this type of promotional content tainting the reputation of the platform? Reply to this email or tell us on Twitter!?