If there’s one thing on TikTok that’s worth more than the views, it would be the insights. TikTok might not be known to have the best analytics, but it does do a good enough job to still be viable. On that note, TikTok’s looking to provide more insight into why users are seeing what they’re seeing through a new ‘Why Am I Seeing This?’ explainer tool that aims to provide some of the likely reasons that guide its algorithmic decisions. 

The Holy Grail of Insights

Here’s how the sequence goes: clicking on the ‘Share’ menu on any video in your Feed will now cause a new ‘Why This Video?’ prompt to pop up in the row beneath your social sharing options. Tap on that and you’ll then be presented with several possible reasons as to why that specific video is appearing on your display. Huh, well isn’t that rather neat? It’s as if TikTok is allowing you a couple of sneak peeks into how its algorithm works. 

Do note that it’s not a full explainer. The prompt notes that the reasons for displaying these specific clips ‘may include’ these qualifiers. It at least provides some additional information to help you understand how TikTok’s algorithm ticks and why it thinks you might like these clips. 

Do know that this isn’t something that’s wholly native to just TikTok. Other platforms also have their own ‘Because you like [example]’ notes when displaying recommended content in-stream. This is, however, the first time TikTok has provided more specific in-app insight as to the machinations of its renowned algorithm. 

Here’s what the new TikTok explainer says: 

“Our recommendation system is powered by technical models, so we tried to make the technical details more easily understandable by breaking down reasons like:

  • user interactions, such as content you watch, like, or share, comments you post, or searches

  • accounts you follow or suggested accounts for you

  • content posted recently in your region

  • popular content in your region”

While TikTok’s algorithms go way deeper than these suggestions, it’s at least something to go by. Again, at the very least, it could help you better understand how your interactions in the app guide what you would later see in your ‘For You’ Feed.

The Wrap

The notes could end up being highly beneficial for marketers, helping them better understand the key amplification drivers in the app, which might also help them better map out their strategic plan. Amidst increasing scrutiny over its security and internal processes, TikTok is looking to improve transparency as a means to better integrate itself with local authorities. Hopefully, more updates like these help alleviate some of the pressure being thrown by the different regulatory bodies both in and outside of the US. 

Sources 

https://bit.ly/3YHCtXm