Creating a viral video on TikTok is the goal of a large number of users, especially young people who want to get known among their idols on the social network. There’s been a lot of talk about how to create the perfect viral video, attract audiences, and get everyone who sees it to share it with their friends.
[La gente joven prefiere usar el buscador de TikTok e Instagram: sangría total para el de Google]
For some users, going viral is much easier: it just takes someone pushing a button. This is the revelation of a report published by Forbeswhich forced the company to confirm that its platform is not as “organic” as believed.
The button that makes videos viral on TikTok
If you’ve ever opened TikTok and come across a video that you’re not sure how it got to the app, the reason is simple: the company forced it there. It turns out that some employees have access to a button called “Chauffage” (for “heat”) that automatically shows video in users’ apps even if it was not shared by any of your contacts and was not really popular.
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As if it were a “trick” of a video game, andthis button skips the algorithms, which will always select the “heated” video to appear as many times as possible; all of this, no matter how viral it really is. From there, it’s easy to go viral, as more people will inevitably share it, not knowing it’s a company-sponsored video.
The great beneficiaries of this function have been emerging personalities and creatorswho saw how their videos went viral without having to do anything.
After the publication of the Forbes article, TikTok publicly admitted to the existence of this button, but clarified that only a small number of employees have access to this tool, and that only 0.02% of the videos which appear on our ‘feed’ have been promoted in this way; however, according to the researchers, between 1 and 2% of all daily views are achieved through this feature.
Secret TikTok feature ignores ‘official’ reasons to go viral
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TikTok defends itself by stating that this tool exists for “promote videos that diversify the experience »; In other words, to not always have the same videos each time the application is opened, and this allows us to discover new creators. However, the fact that these videos are not tagged in any way could be misleading; TikTok is famous for being an “organic” app where successful content does so through its users, and where anyone can become famous overnight.
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