Analysis of the website shows
Posted: Tue Jan 21, 2025 4:49 am
TikToker Alina Volik ( @alina__volik ) is one of many examples who want to show “The truth about Ukraine” using the platform for this purpose. The 18-year-old had 22,000 subscribers before the war in her country; today, more than 77,000 people follow her on TikTok. Among other things, she has posted videos about her emergency backpack or sirens in the morning and has given an insight into her new everyday life: empty shopping shelves or destroyed streets and houses.
Meanwhile, the Ukrainian lives in Spain, having fled her home country of Zaporizhzhya. She also shares videos of her trips with her followers, such as those in the south of France.
But while users get unfiltered information and thus an authentic impression of the vp safety email database situation, misinformation also filters through TikTok . As a rule, this (fake) news, which is intended to influence public opinion, comes from Russia, according to WDR and the fact-checker NewsGuard, which regularly monitors fake information that goes viral from five countries on private initiative.
that in the context of the conflict and for search queries such as “Ukraine” or “Donbas”, the first 20 results suggested by TikTok include several videos with both pro-Russian and pro-Ukrainian misinformation or disinformation ( NewsGuard, March 2022 ).
TikTok launched its TikTok Transparency Center in 2020, promising insight into the AI-powered system behind the video platform. The mission : “foster creativity and bring joy,” saying that a major concern of the app was “building it responsibly, equitably, and openly.” However, as the website shows, the last transparency updates occurred in 2021; reports on various topics , such as community guidelines, are nevertheless published at regular intervals.
What does it mean for brands that TikTok is becoming an important source of information?
The facts and figures we have just mentioned make it clear how important it is for brands to reflect on content on TikTok and therefore on any social network and online source. But even though a large proportion of young people ( 65% ) get their news from their families, it is an important fact that users primarily seek out opinions and rankings of topics on social platforms. They want to understand how the world works and, in addition to their families, they are increasingly guided by the attitudes of their favourite influencers .
Besides the war in Ukraine, other hotly debated topics include Black Lives Matter, the Covid-19 pandemic, the climate and LGBTQIA+ rights. It is also clear that social media can certainly influence social and historical events and inspire and mobilise people.
But while awareness of the bad and sometimes “dangerous” sides of platforms is essential, interest and trust in social media can also be used as an opportunity for brands, NGOs, educational institutions and public administrators to reach and inform young people.
In 2022, videos about self-care and mindfulness, creative thinking, health and sustainability are particularly popular. Brands whose values lie in these themes can create a TikTok profile and launch an educational campaign . Whether it's a social message or commercial information you want to communicate, you'll find an interested audience on TikTok.
The reasons for these investments and collaboration with TikTok influencers are diverse. TikTok has shown that the potential of the app is great and the interest in creating a safe and educational space is there. Brands and companies can build authority and improve their reputation in the long term , through original and engaging content. At the same time, they must be aware of trends that go viral on the platform and how they can influence their communication strategy. Of course, one never wants to be associated with accusations of misinformation. That's why we recommend subscribing, for example, to NewsGuard , which is also trusted by publications such as The Guardian , or networking with Kolsquare on LinkedIn , because that's where we regularly publish news about everything related to social media and influencer marketing .
Meanwhile, the Ukrainian lives in Spain, having fled her home country of Zaporizhzhya. She also shares videos of her trips with her followers, such as those in the south of France.
But while users get unfiltered information and thus an authentic impression of the vp safety email database situation, misinformation also filters through TikTok . As a rule, this (fake) news, which is intended to influence public opinion, comes from Russia, according to WDR and the fact-checker NewsGuard, which regularly monitors fake information that goes viral from five countries on private initiative.
that in the context of the conflict and for search queries such as “Ukraine” or “Donbas”, the first 20 results suggested by TikTok include several videos with both pro-Russian and pro-Ukrainian misinformation or disinformation ( NewsGuard, March 2022 ).
TikTok launched its TikTok Transparency Center in 2020, promising insight into the AI-powered system behind the video platform. The mission : “foster creativity and bring joy,” saying that a major concern of the app was “building it responsibly, equitably, and openly.” However, as the website shows, the last transparency updates occurred in 2021; reports on various topics , such as community guidelines, are nevertheless published at regular intervals.
What does it mean for brands that TikTok is becoming an important source of information?
The facts and figures we have just mentioned make it clear how important it is for brands to reflect on content on TikTok and therefore on any social network and online source. But even though a large proportion of young people ( 65% ) get their news from their families, it is an important fact that users primarily seek out opinions and rankings of topics on social platforms. They want to understand how the world works and, in addition to their families, they are increasingly guided by the attitudes of their favourite influencers .
Besides the war in Ukraine, other hotly debated topics include Black Lives Matter, the Covid-19 pandemic, the climate and LGBTQIA+ rights. It is also clear that social media can certainly influence social and historical events and inspire and mobilise people.
But while awareness of the bad and sometimes “dangerous” sides of platforms is essential, interest and trust in social media can also be used as an opportunity for brands, NGOs, educational institutions and public administrators to reach and inform young people.
In 2022, videos about self-care and mindfulness, creative thinking, health and sustainability are particularly popular. Brands whose values lie in these themes can create a TikTok profile and launch an educational campaign . Whether it's a social message or commercial information you want to communicate, you'll find an interested audience on TikTok.
The reasons for these investments and collaboration with TikTok influencers are diverse. TikTok has shown that the potential of the app is great and the interest in creating a safe and educational space is there. Brands and companies can build authority and improve their reputation in the long term , through original and engaging content. At the same time, they must be aware of trends that go viral on the platform and how they can influence their communication strategy. Of course, one never wants to be associated with accusations of misinformation. That's why we recommend subscribing, for example, to NewsGuard , which is also trusted by publications such as The Guardian , or networking with Kolsquare on LinkedIn , because that's where we regularly publish news about everything related to social media and influencer marketing .