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  • Meerelle Cruz

TikTok Experiments New Repost Option to Help Increase Clip Distribution

This is intriguing: TikTok is now testing a new 'Repost' feature with a select group of users, which allows them to re-share TikTok films with their followers, with the re-posted clip appearing in their connections' feeds.


Some users can now see a new 'Repost' button in their sharing options, as shown in this screenshot uploaded by user Kev Adriano (and shared by Matt Navarra), which essentially magnifies that clip by re-posting it in both the 'Following' and 'For You' feeds of your contacts. Your contacts will be able to see that you've re-posted a clip in the video details, as well as any comments you've contributed to the clip.


So it's another way to boost clips you like by sharing them with all of your friends at once, rather than sending each clip individually – though it's interesting to see TikTok experimenting with re-sharing in this way while other social and messaging platforms consider the negative effects on user engagement.


In the run-up to last year's US election, Twitter, for example, disabled straight re-tweets as an option to slow the blind amplification of political messaging and misinformation. According to Twitter's analytics, this strategy resulted in more thoughtful tweets, and WhatsApp has also set controls to limit the re-distribution of communications within its systems to prevent the propagation of viral hoaxes and misinformation about the pandemic.


Making it easier to re-distribute posts raises the likelihood of misinformation spreading further, as it's only a tap away. While TikTok isn't recognized for being a major source of false information or destructive hoax campaigns, the ability to re-share content more quickly provides more potential on this front, which might be troublesome. However, it's possible that TikTok merely views this as a way to boost engagement by amplifying videos between friends that they all know will be enjoyed.


The option isn't available to all users yet, so TikTok could yet remove it, but if you can persuade users to re-post your clips, it could be another approach to improve re-distribution.


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