I find TikTok new policies highly identifiable as they swing the pendulum of the greater authenticity and transparency. The need to detect the AI-generated content is a move in the right direction. It serves as a reminder that we should not be deceitful to our audiences and the importance of trust in any type of relationship both on- or off-line. The updated requirements relating to the eligibility and monetization of TikTok LIVE are not positioned as a radical change. It also offers both brands and makers an attractive opportunity of collaborating with those that may appeal to the fans because they are not just jumping into the bandwagon. There is of course stricter moderation of content and accountability of the creators, and altogether it is clear that TikTok is demanding everyone to be responsible. We as marketers now have the chance to align to the new benchmarks of this platform making our content not only safe but also meaningful and trustworthy. A change I personally look forward to is that it would help us to build long-term and genuine relationships with our communities.
Founder & Community Manager at PRpackage.com - PR Package Gifting Platform
Answered 5 months ago
1. AI-Generated Content: TikTok requires clear labelling of AI content to avoid misleading audiences. TikTok adding the AI label is needed because right now anyone can spin up accounts with AI UGC, get views, and people can't always tell what's real (yet). Most users don't realize how far AI content has gone, so without labels it's easy to mislead, but with the pace that AI is evolving, it's hard to tell even if you are up-to date. The pace of new accounts + AI clips makes it hard to keep up so this rule at least gives some transparency for audiences who aren't caught up yet.
Most UK marketers do not understand how TikTok compliance quietly eliminates campaign reach well before any publicly announced penalties. In a campaign with 12 influencers, engagement decreased by 18 percent in three days because of a lack of proper disclosure tags on the captions though the content had passed brand checks. That hidden limits increased the cost per click by approximately 15% and cost us approximately $1,500 in ad spend until we fixed it. The question is not the legal action but automated filters that are operating in the background and penalize non-compliant posts in real time. To avoid such losses, I run live compliance tests before I expand any campaign. My team shares some sample content to a small group and monitors how TikTok responds to captions, tags, and video edits. It costs an additional three hours of work per week but allows finding out about hidden rule changes early and saving hundreds of traffic wasted. Companies that use this continue to shine as others find it hard to keep up.