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Did you know that on TikTok (and almost all social platforms) there is a thing called “warming”? This is (allegedly) where employees at an app will find a creator or account that they like and they will “heat them up” in the algorithm. There is also an alleged button where they can “cool down” an account or have it slow down in the algorithm if they do something they deem unacceptable or they want a trend to die down on the platform. This has never been confirmed by TikTok but it was discussed in a Forbes article from 2023 titled, “TikTok has a secret button to make anything go viral”. 

In the article, Forbes spoke to six current and former employees of TikTok and reviewed internal documents. The article states that some employees can hand pick creators or specific videos and “supercharge” their distribution on the FYP. 

While this might sound unfair, and in some ways it is. One employee was thought to have violated company policy when they heated their spouses account on the FYP. But this is a common practice for large platforms. One reason for “heating” is when the platform wants users to begin using a particular feature on the app so they will hand pick and promote creators who are early adopters and leaning into the feature when everyone else is afraid to. 

In today’s episode, I am going to talk about my theories about how the TikTok algorithm is shifting right now using the Brooke Schofield vs. Clinton Kane viral storytime as a great case study. Why did TikTok push out the story now vs when it was told on the Canceled Podcast with Tana Mongeau or the Zach Sang podcast multiple times? I have a few theories.

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In this episode, we talk about;

Introduction — 0:00 

Quick Life Updates — 5:09 

Brooke Schofield Vs. Clinton Kane Timeline — 9:56 

Why did TikTok push out Brooke’s videos — 14:29 

What creators will TikTok make famous in 2024 and 2025 — 17:32

Why Reesa Tessa got pushed by TikTok — 19:10

Why the Brooke Schofield story went viral now vs when she told it in the past — 20:38 

Extended Episode (Paid Members Only)

What will TikTok change in the next year — 23:44 

How to fix your TikTok if videos are not uploading and sitting a 0 views 30:35 

One hack to get your recent TikTok on the FYP — 32:57

“Leave hawk tuah girl alone!” — 35:02

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