TikTok has a button to viralize content

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A button labeled “Heating” is capable of boost views of the content published on TikTok. It is a button that only employees of the social network can press.

Contents where the “Heating” button is clicked increase the number of views in the “For You” tab

The secret of the TikTok algorithm, which turns content published on a social network into a viral product capable of reaching thousands of people in minutes (and from there to millions) is that, a secret. But sometimes it turns out that there are small recipes or tricks capable of achieving a voluntary impulse that does not depend on the secrets of viewers who do not even follow the account that originated the content.

This is what a recent investigation into internal TikTok documentation has discovered, which has detected this button capable of increase views of featured content in the “For You” tab. Apparently the social network has developed this button to be able to actively increase the figures for viewing content, boosting the total number of viewers, with the aim of attracting a greater number of viewers. influencers.

ByteDance, the parent company of TikTok, has incorporated into various internal documents a guide that allows employees of the social network to activate that button, in addition to offering a guide that details the situations in which it can be used. Among other issues, one of its uses is the promotion of certain issues of social inclusion, but of course it is also used in some commercial campaigns.

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The average repercussion of the use of the “Heating” button would mean, according to this internal TikTok documentation, an increase of between 1 and 2% of the daily visits to the videos to which it is applied, thus skipping the work of the TikTok algorithm that, supposedly, would be solely responsible for showing users the published content. From TikTok it is stated that this practice of using the “Heating” button applies only to 0.002% of the content displayed in the “For You” tab.