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TikTok Launches New Tools to Help Protect Users from Potentially Offensive and Harmful Content

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Amid various investigations into how it protects (or doesn’t) younger users, TikTok has announced a new set of filters and options to provide more ways to limit unwanted exposure in the app.

First off, TikTok has launched a new way for users to automatically filter out videos that include words or hashtags that they don’t want to see in their feed.

As you can see in this example, now, you can block specific hashtags via the ‘Details’ tab when you action a clip. So if you don’t want to see any more videos tagged #icecream, for whatever reason (weird example TikTok folk), now you can indicate that in your settings, while you can also block content containing chosen key terms within the description.

Which is not perfect, as the system doesn’t detect the actual content, just what people have manually entered in their description notes. So if you had a phobia of ice cream, there’s still a chance that you might be exposed to disturbing vision in the app, but it does provide another means to manage your experience in a new way.

TikTok says that the option will be available to all users ‘within the coming weeks’.

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TikTok’s also expanding its limits on content exposure relating to potentially harmful topics, like dieting, extreme fitness, and sadness, among others.

Last December, TikTok launched a new series of tests to investigate how it might be able to reduce the potentially harmful impacts of algorithm amplification, by limiting the amount of videos in certain, sensitive categories that are highlighted in user ‘For You’ Feeds.

It’s now moving to the next stage of this project.

As explained by TikTok:

“As a result of our tests, we’ve improved the viewing experience so that viewers now see fewer videos about these topics at a time. We’re still iterating on this work given the nuances involved. For example, some types of content may have both encouraging and sad themes, such as disordered eating recovery content.”

This is an interesting area of research, which essentially seeks to stop people from stumbling down rabbit holes of internet information, and becoming obsessed with possibly harmful elements. By restricting how much on a given topic people can view at a time, that could have a positive impact on user behaviors.

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Finally, TikTok’s also working on a new ratings system for content, like movie classifications for TikTok clips.

“In the coming weeks, we’ll begin to introduce an early version to help prevent content with overtly mature themes from reaching audiences between ages 13-17. When we detect that a video contains mature or complex themes – for example, fictional scenes that may be too frightening or intense for younger audiences – a maturity score will be allocated to the video to help prevent those under 18 from viewing it across the TikTok experience.”

TikTok censored content

TikTok has also introduced new brand safety ratings to help advertisers avoid placing their promotions alongside potentially controversial content, and that same detection process could be applied here to better safeguard against mature themes and material.

Though it would be interesting to see how, exactly, TikTok’s system detects such content.

What kind of entity identification does TikTok have in place, what can its AI systems actually flag in videos, and based on what parameters?

I suspect that TikTok’s system may be very well advanced in this respect, which is why its algorithm is so effective at keeping users scrolling, because it’s able to pick out the key elements of content that you’re more likely to engage with, based on your past behavior.

The more entities that TikTok can register, the more signals it has to match you with clips, and it does seem like TikTok’s system is getting very good at figuring out more elements in uploaded videos.

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As noted, the updates come as TikTok faces ongoing scrutiny in Europe over its failure to limit content exposure among young users. Last month TikTok pledged to update its policies around branded content after an EU investigation found it to be ‘failing in its duty’ to protect children from hidden advertising and inappropriate content. On another front, reports have also suggested that many kids have severely injured themselves, some even dying, while taking part in dangerous challenges sparked by the app.

TikTok has introduced measures to combat this too, and it’ll be interesting to see if these new tools help to reassure regulatory groups that it is doing all that it can to keep its young audience safe, in more respects.

Though I suspect it won’t. Short-form video requires attention-grabbing gimmicks and stunts, which means that shocking, surprising and controversial material generally performs better in that environment.

As such, TikTok’s very process, at least in part, incentivizes such, which means that more creators will keep posting potentially risky content in the hopes of going viral in the app.
 

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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