Is TikTok Choosing What Goes Viral?

While TikTok faces unprecedented challenges and growth at the same time, the app is doubling down on both fronts: taking charge of what becomes popular and what becomes banned. Meanwhile, Instagram is looking to increase its value through lead generation in its latest step to become a more welcome home for SMBs. 

Here’s a quick roundup of what’s new….

TikTok Admits to “Heating” Videos

TikTok has confirmed that some of its employees have implemented the process of "Heating" videos. Heating is the ability to put selected videos on users' For You pages, bypassing the algorithm. While TikTok says only 1-2 percent of videos are heated, the platform has been accused of manipulating trends by artificially boosting viral videos. But TikTok insists that these boosts add appeal and value to potential partnerships. 

A New Way to Capture Leads on Instagram?

We’ve seen the same end of funnel contact options such as “Book now” or “Purchase tickets” on brand’s IG pages for quite a while now. But now the platform has finally introduced a lead generation option to profiles: Instagram is testing a new 'Lead Form' option to your business profile action buttons. This provides new ways to generate direct response from your presence in the app. 

TikTok Introduces Revamped Account Enforcement System 

TikTok is introducing a revamped “strikes based” system that will alert users if they continually violate platform guidelines. The shift is also meant to help regulate the unauthorized use of licensed audio and copyrighted media, and will help determine an account’s standing chances of being featured to users. The changes come amid a broader push from TikTok to increase transparency around how it handles content moderation as scrutiny increases from government organizations worldwide.