TikTok Makes The Big Announcement That Now Employees Can Decide What Goes Viral

To introduce celebrities and emerging creators to the TikTok community – TikTok has confirmed to Forbes that some of its US employees have the ability to boost videos. They will also promote some videos to help diversify the content experience.

This confirmation comes as part of a report about TikTok’s “Heating” button, which Forbes says can be used to put selected videos onto users’ For You pages, helping boost views by sidestepping the algorithm that supposedly drives the TikTok experience.

The Heated videos don’t come with a label to show that they’ve been boosted by TikTok like ads or sponsored posts do. Instead, they appear like any other videos that the algorithm would’ve selected for you.

This move might have many repercussions as it means TikTok is picking winners and losers and creators might also lose interest in the platform if their videos underperform compared to ones that are being boosted.