TikTok's mysterious recommendation algorithm has long fascinated and confounded fans who may feel unsettled by the app's eerie accuracy or worry about its covert influence.
A new feature, however, shines the light on content suggested in For You feeds, providing fans with an inside look at why they see certain videos.
"At TikTok, we want people to feel empowered creating, connecting, and engaging on our platform," according to a company blog post. "That's why we equip creators and viewers with a range of features, tools, and resources so they can stay in control of their experience. Today we're adding to that toolbox."
Next time you're curious about how that makeup tutorial or comedy sketch found its way into your usual home renovation and dance trend videos, click on the share panel, tap "Why this video," and read all about TikTok's reasoning.
"Our recommendation system is powered by technical models," the blog said. "So we tried to make the technical details more easily understandable by breaking down reasons," like user interactions (content you watch, like, or share; comments you post, searches you make), accounts you follow, and recent or popular videos in your region.
"The feature is one of many ways we're working to bring meaningful transparency to the people who use our platform, and builds on a number of steps we've taken towards that goal," TikTok said. "Looking ahead, we'll continue to expand this feature to bring more granularity and transparency to content recommendations."
The new function is rolling out now amid backlash from US lawmakers, who are concerned about spying and data collection, given that the app's parent company is based in China. A pending $1.7 trillion spending bill currently includes a ban on using TikTok on government-issued devices. A number of states have already banned it on official devices. Sen. Marco Rubio (R-Fla.) is also pushing a bill that ban the app outright unless it divests itself of Chinese ownership.