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TikTok has confirmed to Forbes that some of its US employees have the ability to boost videos in order to “introduce celebrities and emerging creators to the TikTok community.”
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The announcement is part of an article about TikTok's "Heating" button, which Forbes claims is a way to post certain videos on the users' For You pages, aiding in increasing views by avoiding the algorithm believed to be driving the TikTok user experience.
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Jamie Favazza, a spokesperson for TikTok, told Forbes that the growth in views of specific videos isn't the sole reason behind the rise in popularity.