TikTok: Algorithmic Data Slurping
November 14, 2022
There are several reasons TikTok rocketed to social-media dominance in just a few years. For example, Its user friendly creation tools plus a library of licensed tunes make it easy to create engaging content. Then there was the billion-dollar marketing campaign that enticed users away from Facebook and Instagram. But, according to the Guardian, it was the recommendation engine behind its For You Page (FYP) that really did the trick. Writer Alex Hern describes “How TikTok’s Algorithm Made It a Success: ‘It Pushes the Boundaries.’” He tells us:
“The FYP is the default screen new users see when opening the app. Even if you don’t follow a single other account, you’ll find it immediately populated with a never-ending stream of short clips culled from what’s popular across the service. That decision already gave the company a leg up compared to the competition: a Facebook or Twitter account with no friends or followers is a lonely, barren place, but TikTok is engaging from day one. It’s what happens next that is the company’s secret sauce, though. As you scroll through the FYP, the makeup of videos you’re presented with slowly begins to change, until, the app’s regular users say, it becomes almost uncannily good at predicting what videos from around the site are going to pique your interest.”
And so a user is hooked. Beyond the basics, specifically how the algorithm works is a mystery even, we’re told, to those who program it. We do know the AI takes the initiative. Instead of only waiting for users to select a video or tap a reaction, it serves up test content and tweaks suggestions based on how its suggestions are received. This approach has another benefit. It ensures each video posted on the platform is seen by at least one user, and every positive interaction multiplies its reach. That is how popular content creators quickly amass followers.
Success can be measured different ways, of course. Though TikTok has captured a record number of users, it is not doing so well in the critical monetization category. Estimates put its 2021 revenue at less than 5% of Facebook’s, and efforts to export its e-commerce component have not gone as hoped. Still, it looks like the company is ready to try, try again. Will its persistence pay off?
Cynthia Murrell, November 14, 2022
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