In the study, TikToks where users spoke in political terms performed three time worse than nearly identical videos where the same terms weren't used.
the social media giant’s not doing enough to encourage voter engagementIn an email sent to Gizmodo, a TikTok spokesperson questioned various elements of Accelerate Change’s research methodology and said the company does not have any special guidelines for “political content” broadly.
In an email exchange with Gizmodo, Murray acknowledged one the the influencers had indeed deleted a verbal post in error after it had amassed around 15K views, but said it, when combined with a reposted version of that video still amassed far fewer views than the nearly identical version with the written out election words. As for the methodology criticisms, Murray said he and his team randomized the influencers’ posting in an attempt to control for those variables.
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