Being popular on social media isn’t as natural as you might think — at least not Tik Tok.
Forbes confirmed this week that TikTok’s U.S. employees could identify a “virus” on the social media platform. The statement surfaced with the announcement of a new “heating” feature that helps bring emerging influencers on the platform.
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TikTok spokesperson Jamie Favazza told Forbes Increasing views on a particular video isn’t the only reason to heat up. TikTok will also “promote some videos to help enrich the content experience,” he said.
Favazza also said that TikTok doesn’t do this very often, claiming that only “.002% of videos in For You feeds” are heated.According to an internal document obtained by ForbesHowever, trending videos reportedly make up “approximately 1-2%” of “total daily video views.”
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Rumors of improved video capabilities have been swirling for years. TikTok’s parent company, Facebook, allegedly knew it was showing too many views, but didn’t immediately address the issue to help attract advertisers and media companies to its platform.
The report comes as TikTok faces stiff competition from platforms such as YouTube and Instagram. TikTok lacks transparency when it comes to popularity, making it hard to tell which videos organically made it to the top.