C&B Notes

TikTok Targeting

The Wall Street Journal’s findings from its recent investigation of TikTok’s algorithm helps reveal how the company drives engagement – for better or for worse.  The approaches that companies take to build and leverage their algorithms will have competitive ramifications across a wide variety of industries.  

The Wall Street Journal created dozens of automated accounts that watched hundreds of thousands of videos to reveal how the social network knows you so well…[the] investigation found that TikTok only needs one important piece of information to figure out what you want: the amount of time you linger over a piece of content. Every second you hesitate or rewatch, the app is tracking you. 

 

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