Misinformation on TikTok – How credible is the platform?
TikTok has consistently struggled to battle the spread of disinformation and misinformation. From fake news regarding coronavirus, US elections to hoaxes about the Ukraine War, deceptive information has been rampant on the platform. In 2020, TikTok removed around 350,000 misinformation videos regarding the US 2020 presidential election and more than 50,000 videos about misleading Covid-19 information. Despite the platform’s attempt, misleading information does not fail to go viral. The question at hand now is ‘How credible is the information on TikTok for brands and consumers?’
Brand Advertisements in Jeopardy
TikTok has become a global phenomenon in a relatively short period. Brands & businesses, marketers and media houses have begun their advent into the platform to capitalize on the mass presence. However, pervasive misinformation in the platform raises doubts of credibility to both consumers and brands. Advertisements are bound to not deliver the optimum ROI if TikTok is to be labeled as a platform full of deceptive news.
Detrimental nature of viral & fake TikTok videos
The platform’s algorithm is such that viral videos are prioritized on viewers’ news feed to flow the information swiftly. Interestingly, a research at MIT also concluded that false news spread faster, farther, deeper and more broadly than truth in all categories of information. To aggravate the matters, people from all walks of life can easily upload their videos without much hassle. Now, imagine an unsatisfied & angry customer of a business who is puerile yet sly enough to defame your brand on TikTok. The brand might reconcile the news soon enough but its image is tarnished within that time sphere.
Conclusion
All things said, brands and marketers cannot afford to ignore mass presence. Albeit deceptive information infesting the platform, TikTok has made efforts to restrict and remove unlawful and deceitful ads. As per its transparency report, during 6 months from July 1st to December 31st of 2020, TikTok restricted and removed 3,501,477 ads brought by advertisers. However, yet another concern lies in the matter – Can TikTok monitor disinformation before it engrosses viewers in countries like Nepal where it lacks corporate presence?
