A TikTok exec says it's gamed its own algorithm to boost views for the World Cup and Taylor Swift, comparing the strategy to Netflix's recommendations
TikTok overrode its algorithm to boost views on the World Cup and Taylor Swift, a company exec said.Putting guardrails on TikTok's algorithm is a focus for US officials that fear influence campaigns.
TikTok has manipulated its own algorithm to promote certain tentpole moments such as the World Cup or when Taylor Swift first joined the platform, a company cybersecurity exec said on Saturday, speaking at the South by Southwest conference in Austin, Texas. "We do promote content like the World Cup or when Taylor Swift joined, and at times boost it beyond the rating it would have ordinarily received from the recommendation system, much like Netflix promotes a featured video or movie on the homepage," Jeff Louisma, head of cyber and data defense for TikTok's US Data Security division, told SXSW attendees.
"This boosting applies to a very small percentage of videos and is subject to our business rules that are transparent inside the company," he continued. He said boosting is controlled by the company's Los Angeles-based editorial team and can be reviewed by its data-management partner Oracle to"ensure that no one has introduced any unexpected rules or behavior into the system."
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