As it seems that using its live streaming option will evolve into e-commerce, as part of a wider monetization, TikTok adds a new control option for live broadcasters that will allow them to turn off comments from individual viewers within the broadcast at different times.
As you can see in this example, live stream hosts will now have the option to mute certain viewers during a broadcast – or the entire broadcast, if they so choose.
As TikTok explained:
“Now, the host or theirs a reliable assistant may temporarily turn off the annoying viewer for a few seconds or minutes, or for LIVE. If the account is turned off at any time, that person’s entire comment history will also be removed. The hosts on LIVE can already turn off comments or limit potentially harmful comments with keyword filters. We hope that these new controls will further empower the hosts and audience to have safe and fun live broadcasts.”
The added capacity to remove all previous user comments is a great add-on that could help manage live interaction and reduce unwanted interference that overwhelms the flow of comments.
Which has always been a problematic element. Twitter was forced to update its rules on live interaction during 2018, after various investigations showed that women and young people, in particular, attracted all sorts of offensive remarks and comments during their shows.
And as mentioned, with TikTok exploring live commerce, through various partnerships with big names, it is necessary to provide both a protective environment for the brand and consumers, in order to increase attractiveness. With this in mind, the ability to quickly dissuade inappropriate commentators and deny their impact could be a valuable addition.
TikTok also added a new live moderator option in July, to provide additional management options in this regard.
The announcement is contained in a broader overview of TikTok’s latest report on the implementation of the Community Guidelines, which describes all the actions TikTok took to violate the platform’s rules between April and June this year.
TikTok notes that in that period it removed more than 81 million videos, which is less than 1% of all videos posted on the platform – which would suggest that TikTok now sees more than 90 million videos posted on the platform every day. Which makes sense, given that the app now has a billion users, but adds additional scope to the platform’s growth.
“Of these videos, we identified and removed 93.0% within 24 hours of posting and 94.1% before the user reported them. 87.5% of the removed content had zero views, which is an improvement over our last report (81.8%).”
TikTok also notes that his new warnings which encourages users to reconsider potentially offensive comments, which she added back in March, also have an impact.
“The effect of these inquiries has already been felt, as almost 4 out of 10 people have decided to withdraw and edit their comment. While not everyone decides to change their comments, we are encouraged by the impact of such features and continue to develop and test new interventions to prevent potential abuse.”
Twitter and Instagram have also implemented similar queries, which, based on this data, could in some way reduce the anger in the responses.
User safety is the main focus of TikTok, and the application is liked by younger audiences, and potentially facilitates unwanted exposure and connection, if not checked. The platform has been under scrutiny in several regions in the past due to its failure to protect young users from harm, and due to concerns about its previous moderation processes, defined by Chinese regulations, TikTok knows it is under great scrutiny in this area and needs hard work. work to maintain trust.
This is why such measures are important, but will also, ultimately, help the app to increase advertiser interest by providing a safer and more comfortable environment.
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