TikTok videos that appear on the "For You" page are usually based on the videos you search, like, and watch often. However, it appears that TikTok employees may have a hand in your video recommendations after all.
Overriding the Platform's Algorithm
It was admitted by no other than a TikTok executive that the company would sometimes alter the app's algorithm at a South by Southwest Conference on Saturday. TikTok's head of cyber and data defense Jeff Louisma stated that it was similar to Netflix promoting its content.
Some of the posts that TikTok boosted on purpose were on the topic of the World Cup and Taylor Swift as she finally joined TikTok. Louisma said that the boost will put the videos beyond the rating they would have normally received from the recommendation system.
The TikTok executive also clarified that the boosting only applies to a small percentage of the videos on the platform. He added that it was subject to TikTok's business rules which are transparent inside the company, as mentioned by Gizmodo.
Although, the push of particular content is not decided independently. It was noted in the conference that the boost, which was done out of the Los Angeles office, is based on what the users of the app were already searching for.
Technically, the move does not violate any protocols. To assuage some of the anxiety toward the pushing of recommendations, Louisma said that Oracle, which manages the US data for TikTok, can review the content being boosted.
Why It Might be a Bad Idea
Jeff Louisma admitting that TikTok actually does this may just add fuel to the already brightly burning fire as governments become increasingly suspicious of TikTok, especially with the way it handles its private user data.
There had already been previous concerns about how TikTok can be used by the Chinese government to highlight content that will sway the audience toward their viewpoints, given that TikTok is owned by Beijing-based parent company, ByteDance.
Reports say that TikTok employees are able to make certain videos be recommended to more users in a process called "heating." It was said to be used to court influencers as well as brands by adding exposure to their videos for more views.
This means that the others who have no business with TikTok will unfairly be pushed aside to prioritize those who do. Not only are "For You" pages not entirely up to you as it was advertised, but you might also see content that you might not even like.
According to three sources, there are even instances when TikTok employees would heat their own accounts, as mentioned by Forbes. The same goes for the said employee's own relatives, which is against the company's policy.
This could add to the tension that the US government already has with TikTok, especially with the short-form video app being possibly banned for all US users due to a bill that has already been advanced by the House Committee.
