TikTok Shop: Social Commerce For Brands And Influencers via @sejournal, @kristileilani

TikTok invited select users in the United States to an early testing phase of TikTok Shop. It includes an affiliate marketplace, connecting brands to influencers who can help them sell to their target customers.

What Is TikTok Shop?

TikTok Shop allows merchants to sell products to audiences directly on TikTok through video content, LIVE streams, and a product showcase profile tab.

TikTok Shop: Social Commerce For Brands And InfluencersScreenshot from TikTok, April 2023

It’s in the early testing stage for users in the U.S., U.K., Indonesia, Malaysia, Thailand, Philippines, Vietnam, and Singapore.

There is no follower requirement for merchants that want to sell through TikTok Shop.

How Can Brands Work With Influencers?

Brands can work with influencers to drive more TikTok Shop sales through an exclusive affiliate marketplace.

Creators can become affiliates for their favorite brands. Once the brand approves, creators can promote products to their audience.

Each time a creator facilitates a sale through TikTok Shop, they will earn a commission.

TikTok Shop: Social Commerce For Brands And InfluencersScreenshot from TikTok, April 2023

This would allow creators to monetize TikTok content while promoting their favorite products.

Creators must be at least 18 years old and have over 5,000 followers.

Why Should Merchants Consider TikTok Shop?

While there are some concerns about the future of TikTok in the U.S., the platform has over one billion users worldwide, including 130 million Americans.

70% of its ad audience is between 18 – 34 years old. That’s almost 750 million TikTok users.

Over half of TikTok users discover new brands and products through advertainment – entertainment content created to promote the sale of a product or service.

Over a third of TikTok users buy something after seeing it in an ad or video. Shoppers from TikTok spend up to 14% more than other users from other social networks.

A popular hashtag, #tiktokmademebuyit, and its variations have over 50 billion views.

According to the TikTok Shop page, access to sales data will allow TikTok to send qualified traffic to your content.

Considering that TikTok will make a to-be-determined commission from each sale, it’s in TikTok’s best interest to ensure that TikTok Shop content reaches the audiences most likely to buy.

TikTok offers an Academy where merchants, brands, and creators can find video courses and guides for starting and growing their businesses.

TikTok Shop: Social Commerce For Brands And InfluencersScreenshot from TikTok, April 2023

TikTok also partners with ecommerce services that can support brands and creators to ensure they sell more through TikTok Shop and the affiliate marketplace.

How Can You Apply For TikTok Shop?

Merchants and brands can wait for an invitation to arrive in your inbox or use this link.

TikTok Shop: Social Commerce For Brands And InfluencersScreenshot from TikTok, April 2023

Documentation requirements vary based on local regulations. U.S. residents must have a U.S. phone number, email address, and TikTok account.

After submitting an application and proof of identity or incorporation, TikTok should review and respond within a few days.

Creators, affiliates, and ecommerce partners should follow respective links to learn more.

Is This The Future Of Social Commerce?

Insider Intelligence predicts a continued rise in U.S. social commerce revenue for several years.

TikTok joins Meta platforms Instagram and Facebook, hoping to attract younger social shoppers and encourage brands and influencers to generate more advertainment revenue.


Featured image: Ascannio/Shutterstock

11 Popular Apps, Products, And Services Potentially Affected By The RESTRICT Act via @sejournal, @kristileilani

The recently-introduced bipartisan legislature may give users and lawmakers alike a bit more than they bargained for.

The Restricting the Emergence of Security Threats that Risk Information and Communications Technology (RESTRICT) Act would allow the U.S. Department of Commerce the power to review information and communications technology (ICT) products and services used by Americans.

If an ICT product (like TikTok) with millions of U.S. users (150M, specifically) is made by an entity (ByteDance) tied to a country labeled as a foreign adversary (China) – it may fall under this 55-page bill, introduced by Sen. Mark Warner (D-VA).

But What Does The RESTRICT Act Aim To Prevent?

Fundamentally, the Act aims to stop foreign adversaries from sabotaging ICT products or services, damaging critical infrastructure, interfering with Federal elections, steering U.S. policies and regulations for foreign benefit, or posing other risks to national security or the security of U.S. persons.

As for the risks these ICT products and services might pose, the main objective of the RESTRICT Act is to presumably shield critical infrastructures (like telecom and energy, for instance) that support national defense, government, and the economy from sabotage by so-called foreign adversaries.

It could protect the U.S. from risks associated with a foreign adversary having access to the content Americans share publicly and “privately” with technology that processes, stores, retrieves, or communicates information or data electronically.

But those technologies go far and beyond the likes of, say, TikTok.

They could include risks to:

Individuals who use a smartphone (like an iPhone with Chinese components) are secured with Kaspersky (Russian ties) at hospital workstations that store patient medical data.

Individuals may have their smartphone’s microphone and cameras enabled for the Telegram messenger or Badoo dating app (used by millions and developed in Russia) while working at a bank discussing consumer financial and credit information.

Individuals at organizations rely on Lenovo, a company founded in Beijing, for government, healthcare, and large enterprise solutions that process sensitive, personal information.

Individuals who discuss legal cases from a home office using a TP-Link router, founded in China, in a home secured with Blink cameras, assembled in China.

Individuals with businesses hosted on Amazon Web Services or Rackspace services in China.

What Happens To Risky Technology Under The RESTRICT Act?

While millions of U.S. shoppers may fear a ban on their favorite Chinese fashion app, SHEIN, that’s just one potential outcome for technology reviewed under the RESTRICT Act.

It’s worth noting that countries like China, Russia, and Iran block citizens from using Facebook and Twitter based on privacy concerns, what is perceived as misinformation, and national security. India blocks TikTok for similar reasons.

The U.S. Secretary of Commerce could use the Act to pressure entities from certain countries to sell holdings in technology Americans use – much like other areas of the U.S. government trying to get ByteDance, founded in Beijing, to separate TikTok U.S. from its current Chinese parent company.

Or, the Act could put pressure on companies to update data handling processes and create transparent policies.

TikTok’s latest commitments to safety and transparency seem not to affect politicians who want it banned.

Compliance with regional law can become costly for companies with global users. Those who want to succeed must have enough resources to meet all local data laws and regulations.

Bipartisan support for the RESTRICT Act includes 25 cosponsors, the Department of Commerce, and the White House.

It follows other bills recently introduced by the House and Senate to stop China from accessing U.S. citizens’ personal sensitive information, spying via the Internet, censoring American values, influencing American politics, or training algorithmic systems with Americans’ personal data.

While national security and infrastructure stability should be top priorities, the language in the RESTRICT Act leaves Americans with concerns.

What Type Of Technology Could Be Included Under The RESTRICT Act?

Unlike its predecessors, such as the DATA Act and Averting the National Threat of Internet Surveillance, Oppressive Censorship and Influence, and Algorithmic Learning by the Chinese Communist Party Act, the RESTRICT Act’s reach goes beyond a social media app.

It could be any hardware, software, product, service, or app linked to an entity in a foreign country deemed adversarial.

That encompasses various activities: web hosting, content delivery networks, cloud-based storage, artificial intelligence and machine learning, webcams, drones, desktop and mobile applications, gaming, payments, ecommerce, marketplaces, managed services, data transmission, and more.

What Data Could Be Available To The Government During Its Review Of Foreign ICT?

Each company has guidelines concerning the circumstances under which it will offer user data to law enforcement and government agencies.

TikTok outlines guidelines while acknowledging user rights. Apple offers a 20-page document on its process. Blink adheres to Amazon policies. Badoo manages a law enforcement portal.

Given that, data made available to the U.S. during this investigation could include information, documents, and reports related to an activity under investigation. The Secretary could release information unavailable to the public or commercially available if it’s of national interest or authorized by Federal law.

Would the government punish people who try to use an app banned by the RESTRICT Act through virtual private network (VPN) or onion services?

According to a Tweet from Warner:

“This bill wouldn’t enable criminal or civil penalties against anybody – regardless of their age – just for using a VPN to access a banned app. This bill is aimed squarely at corporations, not users.”

This likely means the government would punish the VPN services allowing people to connect to the banned app.

But the wording in the RESTRICT Act’s penalties section uses the word “person” 12 times before listing civil penalties (up to $250,000) and criminal penalties (up to $1,000,000 and/or 20 years in prison)”

“It shall be unlawful for a person to violate, attempt to violate, conspire to violate, or cause a violation of any regulation, order, direction, mitigation measure, prohibition, or other authorization or directive issued under this Act, including any of the unlawful acts described in paragraph (2).”

Persons are defined as citizens or nationals of the U.S. or any foreign country.

The bill has eight unlawful acts (violations), one of which is as follows:

“No person may engage in any transaction or take any other action with intent to evade the provisions of this Act, or any regulation, order, direction, mitigation measure, prohibition, or other authorization or directive issued thereunder.”

In civil and criminal cases, the United States can seize any real or tangible property or proceeds related to the unlawful acts defined in the Act.

Why Does All Of This Matter?

Data privacy and security concerns affect technology companies on a global scale.

Italy’s recent ban on ChatGPT is a reminder that anyone’s favorite product could become harder and more expensive to access if a government agency decides it’s a risk.

The RESTRICT Act is one of the most viewed and tracked bills in the U.S.


Featured image: mark reinstein/Shutterstock

TikTok’s US Future Uncertain: CEO Faces Congress via @sejournal, @MattGSouthern

During a five-hour congressional hearing, TikTok CEO Shou Zi Chew faced intense scrutiny from U.S. lawmakers about the social media platform’s connections to its Chinese parent company, ByteDance.

Legislators from both sides demanded clear answers on whether TikTok spies on Americans for China.

The U.S. government has been pushing for the divestiture of TikTok and has even threatened to ban the app in the United States.

Chew found himself in a difficult position, attempting to portray TikTok as an independent company not influenced by China.

However, lawmakers remained skeptical, citing China’s opposition to the sale of TikTok as evidence of the country’s influence over the company.

The hearing was marked by a rare display of bipartisan unity, with the tone harsher than in previous congressional hearings featuring American social media executives.

The Future of TikTok In The US

With the U.S. and China at odds over TikTok’s sale, the app faces two possible outcomes in the United States.

Either TikTok gets banned, or it revisits negotiations for a technical fix to data security concerns.

Lindsay Gorman, head of technology and geopolitics at the German Marshall Fund, said, “The future of TikTok in the U.S. is definitely dimmer and more uncertain today than it was yesterday.”

TikTok has proposed measures to protect U.S. user data, but no security agreement has been reached.

Addressing Concerns About Societal Impact

Lawmakers at the hearing raised concerns about TikTok’s impact on young Americans, accusing the platform of invading privacy and harming mental health.

According to the Pew Research Center, the app is used by 67% of U.S. teenagers.

Critics argue that the app is too addictive and its algorithm can expose teens to dangerous or lethal situations.

Chew pointed to new screen time limits and content guidelines to address these concerns, but lawmakers remained unconvinced.

In Summary

The House Energy and Commerce Committee’s hearing on TikTok addressed concerns common to all social media platforms, like spreading harmful content and collecting massive user data.

Most committee members were critical of TikTok, but many avoided the typical grandstanding seen in high-profile hearings.

The hearing aimed to make a case for regulating social media and protecting children rather than focusing on the national security threat posed by the app’s connection to China.

If anything emerges from this hearing, it could be related to those regulations.

The hearing also allowed Congress to convince Americans that TikTok is a national security threat that warrants a ban.

This concern arises from the potential for the Chinese government to access the data of TikTok’s 150 million U.S. users or manipulate its recommendation algorithms to spread propaganda or disinformation.

However, limited public evidence supports these claims, making banning the app seem extreme and potentially unnecessary.

As events progress, staying informed is crucial as the outcome could impact the digital marketing landscape.


Featured Image: Rokas Tenys/Shutterstock

Full replay of congressional hearing available on YouTube.

TikTok CEO To Testify In Hearing On Data Privacy And Online Harm Reduction via @sejournal, @kristileilani

TikTok CEO Shou Chew will testify in a hearing before the U.S. House Committee on Energy and Commerce this Thursday, March 23, at 10:00 a.m. ET.

As CEO, Chew is responsible for TikTok’s business operations and strategic decisions.

The “TikTok: How Congress Can Safeguard American Data Privacy and Protect Children from Online Harms” hearing will be streamed live on the Energy and Commerce Committee’s website.

According to written testimony submitted by Chew, the hearing will focus on TikTok’s alleged commitment to transparency, teen safety, consumer privacy, and data security.

It also appears to broach the topic of misconceptions about the platform, such as its connection to the Chinese government through its parent company, ByteDance.

Chew shared a special message with TikTok yesterday from Washington, D.C., to thank 150 million users, five million businesses, and 7,000 employees in the U.S. for helping build the TikTok community.

@tiktokOur CEO, Shou Chew, shares a special message on behalf of the entire TikTok team to thank our community of 150 million Americans ahead of his congressional hearing later this week.♬ original sound – TikTok

The video has received over 85k comments from users, many describing how TikTok has allowed them to interact with people worldwide and find unbiased news, new perspectives, educational content, inspiration, and joy.

TikTok Updates Guidelines And Offers More Educational Content

TikTok has been making significant changes to its platform to address many of these concerns before this hearing to evade a total U.S. ban on the platform.

Below is an overview of some efforts by TikTok to rehab its perception before the hearing.

Updated Community Guidelines – TikTok updated community guidelines and shared its Community Principles to demonstrate commitment to keeping the platform safe and inclusive for all users.

For You Feed Refresh – TikTok recommends content to users based on their engagement with content and creators. For users who feel that recommendations no longer align with their interests, TikTok introduced the ability to refresh the For You Page, allowing them to receive fresh recommendations as if they started a new account.

STEM Feed – To improve the quality of educational content on TikTok, it will introduce a STEM feed for content focused on Science, Technology, Engineering, and Mathematics. Unlike the content that appears when users search the #STEM hashtag, TikTok says that Common Sense Networks and Poynter will review STEM feed content to ensure it is safe for younger audiences and factually accurate.

This could make it more like the version of TikTok in China – Douyin – that promotes educational content to younger audiences over entertaining content.

Series Monetization – To encourage creators to create in-depth, informative content, TikTok introduced a new monetization program for Series content. Series allows creators to earn income by putting up to 80 videos with up to 20 minutes in length, each behind a paywall.

More Congressional Efforts To Restrict TikTok

The TikTok hearing tomorrow isn’t the only Congressional effort to limit or ban technologies like TikTok.

Earlier this month, Sen. Mark Warner (D-VA) introduced the RESTRICT Act (Restricting the Emergence of Security Threats that Risk Information and Communications Technology), which would create a formal process for the government to review and mitigate risks of technology originating in countries like China, Cuba, Iran, North Korea, Russia, and Venezuela.

Organizations like the Tech Oversight Project have pointed out that Congress should look beyond TikTok and investigate similar risks to national security and younger audiences posed by other Big Tech platforms like Amazon, Apple, Google, and Meta.

We will follow tomorrow’s hearing closely – be sure to come back for our coverage to determine how this will affect users and predict what will happen next.


Featured Image: Alex Verrone/Shutterstock

TikTok Updated Community Guidelines To Include AI Content via @sejournal, @kristileilani

TikTok has updated its Community Guidelines, which will go into effect on April 21, 2023.

The updated guidelines introduce TikTok’s Community Principles, which guide content moderation to uphold human rights and international legal frameworks.

TikTok worked with over 100 organizations globally to strengthen its rules to address new threats and reduce potential user harm.

Key changes to Community Guidelines apply to synthetic media, tribes, and civic and election integrity.

AI-Generated Content

TikTok defines “synthetic media” as content created or modified by AI. While AI and related technologies allow creators to express themselves in many new ways, they can also blur the line between fact and fiction for viewers.

Creators must label synthetic or altered media as such to mitigate the potential risks of spreading misinformation.

To reduce potential harm, synthetic media featuring real private individuals is prohibited. Private individuals include anyone under 18 and adults who are not public figures. The use of public figures over 18 – government officials, politicians, business leaders, and celebrities – is permitted, but with restrictions.

Creators must not use synthetic media to violate policies against hate speech, sexual exploitation, and severe harassment. They must also clearly disclose synthetic media and manipulated content that depict realistic scenes with fake people, places, or events.

Public figures cannot be used in synthetic audio or video for political or commercial endorsements to mislead users about financial or political issues.

You can, however, use synthetic media in artistic and educational content.

Protection Of Tribes

TikTok policies already include rules meant to protect people and groups with specific attributes from hateful behavior, hate speech, and hateful ideologies.

With new guidelines, the platform added Tribes to the list of protected attributes, including ethnicity, gender, race, religion, and sexual orientation.

While TikTok allows critical content on public figures, as defined above, it prohibits language that harasses, humiliates, threatens, or doxxes everyone.

Users can consult resources and tools provided by TikTok to identify bullying behavior and configure their settings to prevent it from affecting them further.

Civil And Election Integrity

Noting that elections are essential to community dialogue and upholding societal values, TikTok recently emphasized its alleged efforts to encourage topical discussions while maintaining unity.

To achieve this goal, paid political promotion, advertising, and fundraising by politicians or parties are prohibited. This policy applies to traditional ads and compensated creator content.

TikTok claims to support informed civic idea exchanges to promote constructive conversations without allowing misinformation about voting processes and election outcomes. Content that includes unverified claims about election results will not be eligible to appear in the For You Feed.

Before these changes go into effect next month, moderators will receive additional training on enforcing them effectively.

Will Recent Changes Prevent More TikTok Bans?

TikTok’s refreshed Community Guidelines and explanation of Community Principles appear to attempt greater transparency and foster a safe, inclusive, and authentic environment for all users.

TikTok plans to continue investing in safety measures to encourage creativity and connection within its global community of one billion users globally.

TikTok’s latest changes to improve transparency, reduce harm, and provide higher-quality content for users may be part of efforts to prevent the app from being banned in the U.S.

This week, the House Energy and Commerce Committee will hold a full committee hearing with TikTok CEO Shou Chew on how congress can protect the data privacy of U.S. users and children from online harm.

Organizations like the Tech Oversight Project have also expressed concerns about risks that big tech companies like Amazon, Apple, Google, and Meta pose.


Featured Image: BigTunaOnline/Shutterstock

Should Congress Investigate Big Tech Platforms? via @sejournal, @kristileilani

This week, the House Energy and Commerce Committee will hold a full committee hearing with TikTok CEO Shou Chew to discuss how the platform handles users’ data, its effect on kids, and its relationship with ByteDance, its Chinese parent company.

This hearing is part of an ongoing investigation to determine whether TikTok should be banned in the United States or forced to split from ByteDance.

A ban on TikTok would affect over 150 million Americans who use TikTok for education, entertainment, and income generation.

It would also affect the five million U.S. businesses using TikTok to reach customers.

Is TikTok The Only Risk To National Security?

According to a memo released by the Tech Oversight Project, TikTok is not the only tech platform that poses risks to national security, mental health, and children.

As Congress scrutinizes TikTok, the Tech Oversight Project also strongly urges an investigation of risks posed by tech companies like Amazon, Apple, Meta, and Google.

These platforms have a documented history of serving content harmful to younger audiences and adversarial to U.S. interests. They have also failed on many occasions to protect users’ private data.

Many Big Tech companies have seen TikTok’s success and tried to emulate some of its features to encourage users to spend as much time within their platforms’ ecosystems as possible. Academics, activists, non-governmental organizations, and others have long raised concerns about these platforms’ risks.

To truly reduce Big Rech’s risks to our society, Congress must look beyond TikTok and hold other companies accountable for the same dangers they pose to national security, mental health, and private data.

Risks Posed By Big Tech Companies

The following are examples of the risks Big Tech companies pose to U.S. users.

Amazon

Amazon has made several controversial moves, including a partnership with a state propaganda agency to launch a China books portal and offering AWS services to Chinese companies, including a banned surveillance firm with ties to the military.

Apple

Independent research found that Apple collects detailed information about its users, even when users choose not to allow tracking by apps from the App Store. Over half of the top 200 suppliers for Apple operate factories in China.

Google

The FTC fined Google and YouTube $170 million for collecting children’s data without parental consent. YouTube also changed its algorithm to make it more addictive, increasing users’ time watching videos and consuming ads.

Meta

Facebook allowed Cambridge Analytica to harvest the private data of over 50 million users. It also failed to notify over 530 million users of a data breach that resulted in users’ private data being stolen.

It also allowed Russian interference in the 2016 elections. The influence operation posed as an independent news organization with 13 accounts and two pages, pushing messages critical of right-wing voices and the center-left.

TikTok 

TikTok employees confirmed that its Chinese parent company, ByteDance, is involved in decision-making and has access to TikTok’s user data. While testifying before the Senate Homeland Security Committee, Vanessa Pappas, TikTok COO, would not confirm whether ByteDance would give TikTok user data to the Chinese government.

Conclusion

While the dangers posed by TikTok are undeniable, it’s clear that Congress should also address the risks posed throughout the tech industry. By holding all major offenders accountable, we can create a safe, secure, and responsible digital landscape for everyone.


Featured Image: Koshiro K/Shutterstock

TikTok Will Allow Users To Refresh The For You Feed For Fresh Recommendations via @sejournal, @kristileilani

TikTok introduced a new feature allowing users to refresh their For You feeds if they feel the current recommendations are no longer relevant to their interests. This comes as part of the company’s ongoing efforts to provide an enjoyable viewing experience while balancing the goals of self-expression and content diversity.

TikTok offers various ways to discover new content, from personalized recommendations in the For You feed to trending content in the Explore feed. Users craft recommendations for the For You feed when they follow creators, search for content, and engage with videos (likes, comments, and bookmarks).

How Refresh Encourages Content Diversity

The new refresh feature will allow users to reset their For You feeds as if they had just signed up for a new TikTok account with a fresh start on content recommendations. TikTok will begin surfacing new content recommendations based on new interactions with creators and videos.

This feature will not erase any settings you have in existing content preferences, such as filters for specific keywords, restricted content, and hidden creators.

TikTok hopes this move will reduce repetitive content so users can continue discovering new things. The platform typically avoids recommending consecutive videos by the same creator or using the same sound.

TikTok is committed to creating a safe and enjoyable viewing experience for its users by removing content that violates community guidelines, minimizing harmful topics in recommendations, and filtering mature themes for younger audiences using Content Levels, a system similar to movie and tv ratings.

Additionally, TikTok limits content that may adhere to community guidelines but negatively impact the user experience if viewed repeatedly, such as videos with themes of sadness, excessive exercise, restrictive dieting, or sexually suggestive material.

While TikTok encourages users to express themselves, even during difficult times, it also wants to prevent the promotion of self-injury or other harmful content to others.

Additional Ways To Reset Your Content Recommendations

Users who want to update the recommendations in the For You feed can still do so, even without the new refresh feature. Under your account settings and privacy, in the comment and watch history, you can select and delete some or all of the videos you have watched.

TikTok Will Allow Users To Refresh The For You Feed For Fresh RecommendationsScreenshot from TikTok, March 2023

This has two benefits: it removes your account from the video’s watch history and removes the video from being factored into your future recommendations.

You can also visit your content preferences and filter out specific keywords and hashtags. This will remove videos with those keywords and hashtags from your For You and Following feeds.

To continue shaping the recommendations in your For You feed, you can use the “not interested” option when you see a video you do not want to see again. You can find this option when you tap the share arrow on a video.

TikTok Will Allow Users To Refresh The For You Feed For Fresh RecommendationsScreenshot from TikTok, March 2023

Improvements In Educational Content

The new refresh feature follows TikTok’s recent announcement of a STEM feed. The new feed dedicated to Science, Technology, Engineering, and Mathematics videos will be evaluated by third parties to ensure it is safe for kids and includes accurate information for educational purposes.

Douyin, the version of TikTok available in China, already emphasizes educational content over entertainment for younger audiences to influence the next generation positively.


Featured Image: nikkimeel/Shutterstock

TikTok Introduces STEM Feed: Safe, Educational Content For Teens via @sejournal, @kristileilani

To make TikTok more valuable to its users and celebrate Pi Day (3.14), it announced the release of a new feed dedicated to STEM – Science, Technology, Engineering, and Mathematics topics.

This will appear alongside the Following and For You feeds available when you log into your TikTok account.

TikTok STEM Feed Vs. STEM Hashtags

Users can find billions of STEM-related videos on TikTok using #STEM and related hashtags. But like any hashtag, #STEM and related hashtag results include any video that has added a STEM hashtag to the description. TikTok creators can include a STEM-related hashtag in any video, regardless of whether the content is actually about STEM topics or is factually accurate.

On the other hand, the new STEM feed will be reviewed by TikTok partners Common Sense Networks and Poynter.

Common Sense Networks will evaluate the content to ensure it is appropriate for teens and not harmful to their social, emotional, or cognitive development. Poynter will evaluate STEM content for factual accuracy, ensuring that what users will learn will help them further their STEM studies.

tiktok stem feedScreenshot from TikTok, March 2023

The new STEM feed will only contain videos that pass both checks, making it safe for students to utilize the information for educational purposes.

The new STEM feed is set to launch in the US in March.

Why Would TikTok Launch A STEM Feed?

The new STEM feed feature comes after speculation that TikTok is utilizing its algorithm to push propaganda and misaligned information to specific audiences, leading legislators to draft a bill called the RESTRICT Act. This would allow them to review technology from certain countries to ensure it does not threaten national security.

Numerous reports also note the differences between content shown to TikTok audiences in the US and Douyin audiences (China’s version of TikTok).

Videos promoted to teen audiences on Douyin focus more on educational and patriotic content, including science experiments and virtual museum visits. Douyin excludes videos containing pranks, superstitions, and entertainment venues for its teen audiences.

What could be the potential impact of this kind of targeting in the long run?

Lego surveyed 3,000 pre-teens in the US, UK, and China, asking what career they wanted to pursue when they grew up. A third of the respondents aspired to be vloggers/YouTubers.

Half of the respondents in China aspired to be astronauts.

STEM-focused content for younger audiences in the US could help turn the trend, encouraging more teens to focus on their studies rather than aspiring to be social media influencers. This is important, considering that only 20% of content creators earn livable wages.

Douyin also enforces a maximum of 40 minutes per day for younger audiences to prevent users from becoming addicted to social media. Time-limiting features exist for TikTok users, but they are optional.

As with any social network, parents in the US should take the time to communicate with their teens about the content they are viewing. TikTok offers a guide for guardians to learn more about the ways they can manage their teens’ activity on TikTok to ensure it won’t have a negative impact on their lives.


Featured Image: diy13/Shutterstock

Social Media Engagement Rates Dropping Across Top Networks via @sejournal, @kristileilani

Do you know what social media success looks like for your business?

Like most areas of marketing, results vary based on industry, target audience, and the ability to create content that attracts customers.

Rival IQ released its annual Social Media Benchmark Report for 2023, where brands in 14 industries compare their social media performance against other brands in the same competitive landscape.

The data set covers social media engagement on Facebook, Instagram, TikTok, and Twitter for 2,100 companies across numerous industries, ranging from food & beverage to tech.

The Facebook following of the companies analyzed ranges from 25,000 – 1,000,0000, and all have over 5,000 followers on Instagram, TikTok, and Twitter.

The following are the top insights marketing professionals need to know.

Overall Engagement

Between 2019-2022 all industries have seen a drop in overall engagement on Facebook, Instagram, and Twitter.

Facebook and Twitter only showed a slight change in engagement.

For Facebook, it dropped to 0.06% in 2021, maintaining that rate the following year. For Twitter, it dropped  0.01% between 2019-2022.

Weekly posting over time for both networks has fallen from 5.8 to 5 posts per week on Facebook and 5.4 to 3.9 posts per week on Twitter.

On the other hand, Instagram saw a much larger drop, from 1.22% to 0.47%. But unlike Facebook and Twitter, weekly posting on this platform has increased from 4.3 to 4.5 posts per week.

Facebook Engagement

Across all industries, Facebook’s median engagement rate per post by followers is 0.06%.

The median number of weekly posts across all industries is 5.04, with media posting the most at 73.5 times weekly. This is likely because media companies publish more news content than brands in other industries.

Instagram Engagement

Across all industries, Instagram’s median engagement rate per post by followers is 0.47%.

The median number of weekly posts across all industries is 4.6, with sports teams posting the most at 15.6 times weekly.

TikTok Engagement

Across all industries, TikTok’s median engagement rate per post by followers is 5.69%.

The median number of videos per week across all industries is 1.75, with media posting the most at 4.2 times weekly.

Twitter Engagement

Across all industries, Twitter’s median engagement rate per post by followers is 0.035%.

The median number of weekly tweets across all industries is 3.91, with media tweeting the most at 70.2 times weekly.

Top Post Types

The best types of posts on each social network vary by industry.

Photo and video posts drive the most engagement on Facebook, while link and status posts have the least.

Social Media Engagement Rates Dropping Across Top NetworksScreenshot from Rival IQ, March 2023

For Instagram, the data indicates that businesses should focus content creation efforts on Reels, carousels, and photos. Video posts not uploaded as Reels tend to have the least engagement.

On Twitter, posts with photos, videos, and statuses show the most engagement, while Tweets with links tend to have the least.

Top Hashtags

Hashtags vary significantly across industries and platforms. Holiday hashtags tend to generate the most engagement across all industries, while contests and giveaways have dropped in popularity compared to previous years.

Social Media Engagement Rates Dropping Across Top NetworksScreenshot from Rival IQ, March 2023

Key Takeaways

The key takeaway is that each industry’s audience is slightly different. While food & beverage brands see the best engagement with Instagram Reels, higher education brands see the best engagement with Instagram carousels.

To get the most out of your social media strategy, find ways to transform your content into the format that gets the best engagement on each of the top social networks. This will ensure you reach the most potential customers with the content they enjoy consuming.

For 100+ pages of industry-specific insights, visit Rival IQ and download the 2023 Social Media Bookmark Report.


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How China takes extreme measures to keep teens off TikTok

China Report is MIT Technology Review’s newsletter about technology developments in China. Sign up to receive it in your inbox every Tuesday.

As I often say, the American people and the Chinese people have much more in common than either side likes to admit. For example, take the shared concern about how much time children and teenagers are spending on TikTok (or its Chinese domestic version, Douyin).

On March 1, TikTok announced that it’s setting a 60-minute default time limit per day for users under 18. Those under 13 would need a code entered by their parents to have an additional 30 minutes, while those between 13 and 18 can make that decision for themselves. 

While the effectiveness of this measure remains to be seen (it’s certainly possible, for example, to lie about your age when registering for the app), TikTok is clearly responding to popular requests from parents and policymakers who are concerned that kids are overly addicted to it and other social media platforms. In 2022, teens spent on average 103 minutes per day on TikTok, beating Snapchat (72 minutes) and YouTube (67). The app has also been found to promote content about eating disorders and self-harm to young users. 

Lawmakers are taking notice: several US senators have pushed for bills that would restrict underage users’ access to apps like TikTok.

But ByteDance, the parent company of TikTok, is no stranger to those requests. In fact, it has been dealing with similar government pressures in China since at least 2018. 

That year, Douyin introduced in-app parental controls, banned underage users from appearing in livestreams, and released a “teenager mode” that only shows whitelisted content, much like YouTube Kids. In 2019, Douyin limited users in teenager mode to 40 minutes per day, accessible only between the hours of 6 a.m. and 10 p.m. Then, in 2021, it made the use of teenager mode mandatory for users under 14. So a lot of the measures that ByteDance is now starting to introduce outside China with TikTok have already been tested aggressively with Douyin. 

Why has it taken so long for TikTok to impose screen-time limits? Some right-wing politicians and commentators are alleging actual malice from ByteDance and the Chinese government (“It’s almost like they recognize that technology is influencing kids’ development, and they make their domestic version a spinach version of TikTok, while they ship the opium version to the rest of the world,” Tristan Harris, cofounder of the Center for Humane Technology and a former Google employee, told 60 Minutes.) But I don’t think that the difference between the two platforms is the result of some sort of conspiracy. Douyin would probably look very similar to TikTok were it not for how quickly and forcefully the Chinese government regulates digital platforms. 

The Chinese political system allows the government to react swiftly to the consequences of new tech platforms. Sometimes it’s in response to a widespread concern, such as teen addiction to social media. Other times it’s more about the government’s interests, like clamping down on a new product that makes censorship harder. But the shared result is that the state is able to ask platforms to make changes quickly without much pushback.

You can see that clearly in the Chinese government’s approach to another tech product commonly accused of causing teen addiction: video games. After denouncing the games for many years, the government implemented strict restrictions in 2021: people under 18 in China are allowed to play video games only between 8 and 9 p.m. on weekends and holidays; they are supposed to be blocked from using them outside those hours. Gaming companies are punished for violations, and many have had to build or license costly identity verification systems to enforce the rule.

When the crackdown on video games happened in 2021, the social media industry was definitely spooked, because many Chinese people were already comparing short-video apps like Douyin to video games in terms of addictiveness. It seemed as though the sword of Damocles could drop at any time. 

That possibility seems even more certain now. On February 27, the National Radio and Television Administration, China’s top authority on media production and consumption, said it had convened a meeting to work on “enforcing the regulation of short videos and preventing underage users from becoming addicted.” News of the meeting sent a clear signal to Chinese social media platforms that the government is not pleased with the current measures and needs them to come up with new ones. 

What could those new measures look like? It could mean even stricter rules around screen time and content. But the announcement also mentioned some other interesting directions, like requiring creators to obtain a license to provide content for teenagers and developing ways for the government to regulate the algorithms themselves. As the situation develops, we should expect to see more innovative measures taken in China to impose limits on Douyin and similar platforms.

As for the US, even getting to the level of China’s existing regulations around social media would require some big changes.

To ensure that no teens in China are using their parents’ accounts to watch or post to Douyin, every account is linked to the user’s real identity, and the company says facial recognition tech is used to monitor the creation of livestream content. Sure, those measures help prevent teens from finding workarounds, but they also have privacy implications for all users, and I don’t believe everyone will decide to sacrifice those rights just to make sure they can control what children get to see.

We can see how the control vs. privacy trade-off has previously played out in China. Before 2019, the gaming industry had a theoretical daily play-time limit for underage gamers, but it couldn’t be enforced in real time. Now there is a central database created for gamers, tied to facial recognition systems developed by big gaming publishers like Tencent and NetEase, that can verify everyone’s identity in seconds. 

On the content side of things, Douyin’s teenager mode bans a slew of content types from being shown, including videos of pranks, “superstitions,” or “entertainment venues”—places like dance or karaoke clubs that teenagers are not supposed to enter. While the content is likely selected by ByteDance employees, social media companies in China are regularly punished by the government for failing to conduct thorough censorship, and that means decisions about what is suitable for teens to watch are ultimately made by the state. Even the normal version of Douyin regularly takes down pro-LGBTQ content on the basis that they present “unhealthy and non-mainstream views on marriage and love.”

There is a dangerously thin line between content moderation and cultural censorship. As people lobby for more protection for their children, we’ll have to answer some hard questions about what those social media limits should look like—and what we’re willing to trade for them.

Do you think a mandatory daily TikTok time limit for teenagers is necessary? Let me know what you think at zeyi@technologyreview.com.

Catch up with China

1. Over the weekend, the Chinese government held its “two sessions”—an annual political gathering that often signals government plans for the next year. Li Keqiang, China’s outgoing premier, set the annual GDP growth target as 5%, the lowest in nearly 30 years. (New York Times $)

  • Because the government is often cryptic about its policy priorities, it becomes an annual tradition to analyze what words are mentioned the most in the premier’s report. This year, “stability,” “food,” and “energy” took center stage. (Nikkei Asia $
  • Some political representatives come from the tech industry, and it’s common (and permissible) for them to make policy recommendations that are favorable to their own business interests. I called it “the Chinese style of lobbying” in a report last year. (Protocol)

2. Wuxi, a second-tier city in eastern China, announced that it has deliberately destroyed a billion pieces of personal data, as part of its process of decommissioning pandemic surveillance systems. (CNN)

3. Diversifying from manufacturing in China, Foxconn plans to increase production in India from 6 million iPhones a year to 20 million, and to triple the number of workers to 100,000 by 2024. (Wall Street Journal $)

4. Chinese diplomats are being idolized like pop-culture celebrities by young fans on social media. (What’s on Weibo $)

5. China is planning on creating a new government agency that has concentrated authority on various data-related issues, anonymous sources said. (Wall Street Journal $

6. Activists and investors are criticizing Volkswagen after its CEO toured the company’s factories in Xinjiang and said he didn’t see any sign of forced labor. (Reuters $)

7. Wuling, the Chinese tiny-EV brand that outsold Tesla in 2021, has found its first overseas market in Indonesia, and its cars have become the most popular choice of EV there. (Rest of World)

8. The US government added 37 more Chinese companies, some in genetics research and cloud computing, to its trade blacklist. (Reuters $)

Lost in translation

As startups swarm to develop the Chinese version of ChatGPT, Chinese publication Leiphone made an infographic comparing celebrity founders in China to determine who’s most likely to win the race. The analysis takes into consideration four dimensions: academic reputation and influence, experience working with corporate engineers, resourcefulness within the Chinese political and business ecosystem, and proclaimed interest in joining the AI chatbot arms race. 

An infographic comparing 7 Chinese founders' strength in developing an AI chatbot.

The two winners of the analysis are Wang Xiaochuan, the CEO of Chinese search engine Sogou, and Lu Qi, a former executive at Microsoft and Baidu. Wang has embedded himself deeply in the circles of Tsinghua University (China’s top engineering school) and Tencent, making it possible for him to assemble a star team quickly. Meanwhile, Lu’s experience working on Microsoft’s Bing and Baidu’s self-driving unit makes him extremely relevant. Plus, Lu is now the head of Y Combinator China and has personal connections to Sam Altman, the CEO of OpenAI and the former president of Y Combinator.

One more thing

Recently, a video went viral in China that shows a driver kneeling in front of his electric vehicle to scan his face. An app in the car system required the driver to verify his identity through facial recognition, and since there’s no camera within the car, the exterior camera on the front of the car was the only option.