An exclusive excerpt from “Every Screen On The Planet” unveils the origins of TikTok’s highly influential recommendation engine, which was crafted by a group of ordinary, twentysomething curators, including a pivotal figure named Jorge Reyes. This revelation comes as President Donald Trump announced a deal permitting ByteDance to sell TikTok’s U.S. operations to American investors, though the powerful For You algorithm remains a key asset not fully transferred in the agreement.
When users first engage with TikTok, the app has limited knowledge about them, relying on basic data like location and language preferences. Initially, it presents a curated selection of popular videos, gauging user reactions to tailor future recommendations. This process is crucial in shaping the personalized experience that TikTok is known for, and it all began with the efforts of early content curators.
The Role of Curators in Algorithm Development
In late 2018, ByteDance assembled a team of content curators in Mexico City to introduce TikTok to Latin America. Among them was Jorge Reyes, whose selections of cooking tutorials, dance routines, and soccer highlights significantly influenced TikTok’s For You algorithm. Jorge’s instincts helped determine the content seen by millions of users across the region.
Jorge was part of a quartet of Mexican content operators tasked with curating TikTok’s feed for Latin America and Spain. They operated from a WeWork office, reporting to a team in China, and served as “cultural translators,” educating their Chinese colleagues on content that would resonate with Latin urban youth. Their choices were instrumental in refining the algorithm’s ability to recommend relevant videos.
Heating: The Secret Weapon
One of the tools at Jorge’s disposal was “heating,” an override that ensured a video received a predetermined number of views, effectively boosting its visibility. This practice, while an open secret within ByteDance, was kept hidden from users to maintain the illusion of an unbiased platform. The algorithm, however, was far from meritocratic, as it encoded the biases of its human creators.
Maureen Ohlhausen, a former FTC commissioner, highlighted the human element in algorithms, suggesting that they should be scrutinized like any human decision-making process. In TikTok’s case, the algorithm was partially shaped by individuals like Jorge, whose subjective judgments influenced the platform’s content recommendations.
Expanding TikTok’s Appeal
Jorge’s role extended beyond curating content; he was also tasked with diversifying TikTok’s offerings. Initially dominated by lip-syncing and dance videos, the platform aimed to become more like YouTube, catering to a wide range of interests. Jorge promoted diverse content, using tools like hashtag promotion and the Discover page to encourage new types of creators.
Data science teams in China provided weekly reports on trending topics, guiding curators like Jorge in their content selection. Despite restrictions on political and religious content, the goal was to maximize diversity and user satisfaction, contributing to TikTok’s rapid growth.
The Marketing Blitz and Global Expansion
To drive downloads, ByteDance launched TikTok Rewards, incentivizing user referrals with cash rewards. This strategy, combined with a massive advertising budget, propelled TikTok to become one of the most downloaded apps worldwide by 2019. The influx of new users enriched the For You algorithm, enhancing its predictive capabilities across diverse cultures.
ByteDance’s approach mirrored its acquisition strategy, using substantial financial resources to acquire users and build a global presence. The company’s investment in advertising, particularly on rival platforms, underscored its commitment to establishing TikTok as a dominant force in social media.
Implications and Future Prospects
The development of TikTok’s algorithm highlights the intricate interplay between human curation and machine learning. As the platform continues to evolve, the balance between algorithmic recommendations and human oversight remains crucial. TikTok’s success underscores the importance of understanding cultural nuances and leveraging local expertise to create a truly global platform.
As TikTok navigates its future under new ownership, the role of algorithms in shaping user experiences will remain a focal point. The platform’s ability to adapt and innovate will determine its continued success in the competitive landscape of social media.
Adapted from “Every Screen on the Planet: The War Over TikTok” by Emily Baker-White. Published by arrangement with W.W. Norton. Copyright © 2025 Emily Baker-White.
