We Are Social Asia Tuesday Tune-Up #430
Written by Tricia Lee, Javern Chua and Marie Ng.
TikTok Provides A Virtual Tour Behind Your ‘For You’ Page Content
Back in March 2020, TikTok announced plans to build a Transparency Center located in their Los Angeles office. This facility is meant to “provide outside experts an opportunity to directly view how the Tik Tok teams go about the day-to-day challenging, but critically important, work of moderating content within the platform”.
However, with the ongoing pandemic, there are constraints that do now allow a physical tour of the Transparency Center, hence Tik Tok has made this experience virtual. During this virtual session, visitors are provided with details on how Tik Tok moderates their content through safety classifiers and deep learning models that flag out any potentially sensitive content for their teams to review.
During this experience, Tik Tok also shares details about their algorithm behind the recommendations you see on your ‘For You’ page, these metrics include:
- User Interaction: Videos you like/share/comment on, accounts you follow, and content you create.
- Video Information: Details could include captions, sounds, and hashtags.
- Device and Account Settings: Language preferences, country settings, and the device you’re using.
Based on the above mentioned data points, Tik Tok’s algorithm proceeds to serve fresh content that is in the same realm as the other videos the user has engaged with. This has proven effective as the platform’s users increased over tenfold in the past two years.
On a related note, with the Chinese’s Government’s restriction of the sale of technological advancements in foreign deals, such as TikTok’s algorithm, it is understandable that negotiations of its sale are held up because of this. It’s also estimated that 15 million lines of code would be cut off if the sale goes through, which would mean that the bidding companies would be at a loss as they would just be purchasing the TikTok brand name.
Having covered these informative updates on TikTok, we can only sit tight and await the final outcome on what the buy-out status is. In the meantime, brands can leverage their engagement recommendations to build their platform presence.
TikTok is taking ‘TikTok for Business’ seriously with the new Marketing Partner Program
Presently facing an external regulatory battle, TikTok is also facing an internal challenge to legitimise and cement itself as a top social media platform vis a vis Facebook, Instagram and Snapchat. Such a challenge inevitably follows a strong userbase and similarly strong group of content creators. Failure to do so may see the platform follow the fate of Vine who was unable to capitalise on its popularity by returning adequate profits and in turn, provide its creators with a financial reason to remain on the platform. To address this, TikTok launched a new Marketing Partner Program that features 19 partners, each with their expertise.
This move comes on the heels of the recent TikTok for Business launch, a marketing solution for brands to further find success on the platform. This expansion sees TikTok partner with companies that can help marketers with their campaign development, management and measurement needs. As explained by Melissa Yang, Head of Ecosystem Partnerships, this initiative has the aim of providing “opportunities for marketers to be creative storytellers and meaningfully engage with the TikTok community”.
The 19 certified partners introduced by TikTok consist of organisations that may be new to advertisers but also organisations that many should already be familiar with, such as the likes of Sprinklr and Kantar.
Launch of Facebook Campus for college students: The New Old Facebook
Facebook has officially launched Campus, heralding back to its original version where it is specifically tailored for college students. So far, it is now available with 30 Universities around the US. The platform limits students to only see and interact with other students from the same school through a Campus-only News Feed. Students who have graduated will be prompted to leave the Campus platform as it would be less relevant to them upon graduation.
On the new Campus platform, students can also join Campus Chats which holds information and social networking about campus life and events. Another feature that would be great for networking would be the “Campus Directory” where students can search for other students on the platform.
In order to access Campus, students would have to provide their school-linked .edu email address and graduation year. Campus users can create a new profile for their Campus profile, and choose to hide specific detailed information that they may not want to make public. The more information added, the easier it would be to search for a particular schoolmate or find other students with the same interests. Also, people blocked on your main Facebook profile will also be blocked on the Campus profile as well.
With this launch, there can be more networking opportunities within the campus and foster a better community spirit within the school as students can easily find others with similar interests.
Disclaimer: Featured image taken from TikTok.