Turns out TikTok’s coveted algorithm isn’t as algorithmically driven as it would have us all believe. The truth is they can cherry-pick who goes viral by what it terms as “heating”. Needless to say, those in the #CreatorEconomy are upset about this.
I’ve said it before, but I find this over-fixation with TikTok weird… It doesn’t even pay Creators that much! How does it benefit you to go viral and still be broke? Yeah, I said it.
In addition to “heating”, TikTok is intentionally undercutting other digital ad platforms by charging unsustainably low CPMs. But that necessarily means they only pay Creators a fraction of what other platforms pay, because it only charges advertiser a fraction or what other platforms charge. Creators need to marinate on that.
TikTok is certainly no slouch and a force to be reckoned with. But I’ve observed a tendency to overstate things and an almost willful lack of context with regard to how it stacks up against its peers in the broader social media landscape. TikTok’s rise has been nothing short of meteoric; no denying that. But it still has a long way to go before it unseats the market leaders in several categories.
Tuck in, because there are no punches pulled in this episode.
TikTok’s Secret ‘Heating’ Button Can Make Anyone Go Viral
TikTok ‘heating’ revelation suggests the platform isn’t as algorithmically driven as many thought
TikTok undercuts social media rivals with cheap ads in battle for growth
YouTube For The Win
Mario Armstrong IG Reel – Here’s What TikTok Pays
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