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ByteDance is currently estimated to be worth over $100 billion.7 The company’s core product in China is Toutiao, which means “Headlines.” Toutiao began as a mobile news recommendation engine, but has evolved into a platform to deliver content and targeted advertising in other formats as well (e.g., text messages, images, question-and-answer posts, microblogs, videos). TikTok’s Recommendation Engine TikTok’s appeal relies on what has been called its “addictive” video feed, For You.8 The app builds this feed through a “recommendation engine” using artificial intelligence (AI) technologies and data mining practices. How each user’s feed is constructed had been a tightly held secret until recently. On June 18, 2020, TikTok published a blog post, “How TikTok Recommends Videos #ForYou.”9 The company says its algorithm relies on a complex set of weighted factors to recommend content based on user preferences, including hashtags and videos watched; videos “liked,” shared, and commented on; as well as the kind of device a person is using. Each user’s feed is unique. Table 1 lists the specific factors the company says it uses. Table 1. “For You” Feed Factors and Elements Factors Elements TikTok: Technology Overview and Issues User interactions Videos liked or shared Accounts followed Comments posted Content created Video information/details Captions Sounds Hashtags Device and account settings Language preference Country setting Device type These factors are included to make sure the system is optimized for performance, but they receive lower weight in the recommendation system relative to other data points because users don’t actively express these as preferences. Source: “How TikTok Recommends Videos #ForYou,” TikTok Blog, June 18, 2020, at https://newsroom.tiktok.com/en-us/how-tiktok-recommends-videos-for-you. 7 “ByteDance, the Chinese Company Behind Tiktok, Is Now Reportedly Worth over $100 Billion,” Business Insider India, May 20, 2020, at https://www.businessinsider.in/stock-market/news/bytedance-the-chinese-company-behind- tiktok-is-now-reportedly-worth-over-100-billion/articleshow/75850118.cms. 8 John Hermann, “How TikTok Is Rewriting the World,” New York Times, March 10, 2019, at https://www.nytimes.com/2019/03/10/style/what-is-tik-tok.html. 9 “How TikTok recommends videos #ForYou,” TikTok Blog, June 18, 2020, at https://newsroom.tiktok.com/en-us/how- tiktok-recommends-videos-for-you. Congressional Research Service 2PDF Image | TikTok: Technology Overview and Issues Updated October 21, 2020 Congressional Research Service
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