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How TikTok decides who to make famous

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So what do we mean when we say “then, the post is reviewed by an AI?” TikTok is the most extensive content moderation system that has ever existed.

The 411 on content moderation

To make that claim, we need to understand the status quo in moderation today. Content moderation was one of the first product problems of user-generated content that computer-vision scientists were tasked with solving (ie. filtering out porn). With very little content moderation on one end of the spectrum (like 4chan) and heavy moderation on the other end (like TikTok), “what’s the right balance?” is a complex product question that touches all the major platforms today — especially when you as a consumer might not even be aware that it’s being filtered out because of the “content bubbles” we live in.

From a product perspective, designing for content usually only involves three variations on a theme:

  1. Search: goal-oriented, I know what I’m looking for (Google)
  2. Browse: aimless, not sure what I want, anything good? (Netflix)
  3. Contextual: finding something else along the way (Wikipedia)

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