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TikTok hopes the prompt will encourage “a pause for people to think about their next move before they choose to ‘undo’ or ‘share anyway.'” The company says early testing of the warnings reduced the share by 24%. The additional friction is similar to the Twitter experience, which encourages users read articles before sharing them (a test according to the company success.)
In some ways, TikTok has taken a more aggressive approach to disinformation than other social media platforms. The company works with a number of third parties fact-checking organizations, and remove the videos they demystify. But some messages are doomed to slip through the cracks, and the company has sometimes been forced to catch up, as in the wake of the election and violence in Washington DC. For its part, TikTok notes that the new warnings should help it better deal with content that appears “as events unfold.”
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