The algorithm embedded in the app, which delivers new content to users in a tailored 'For You' page, is designed to pinpoint the niche interests of TikTokers as it gathers data on them. Users are now viewing a wider breadth of videos from more people. — AFP
In August 2020 professional dancer Brian Esperon posted a 15-second video to TikTok of choreography set to WAP, an explicit new song from Cardi B and Megan Thee Stallion, which was viewed more than 100 million times. Today he can struggle to reach even 1% of that audience.
Esperon was one of the TikTok creators that helped ignite a dance-video craze on the app that turned it into a staple of US digital life. But like all trends, it’s now losing steam.
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