TikTok bets on “high-quality content” as social media faces its “Big Tobacco moment”
TikTok is increasingly focusing on high-quality content as social media platforms face growing criticism over addiction, excessive screen time and their impact on young users.
What does “high-quality content” mean?
According to TikTok’s MENA head of creators, quality is broader than simply watch time. It can include whether people:
- watch the video;
- engage, comment or share it;
- follow the creator;
- return to watch more content;
- find the content useful, entertaining, authentic and relevant.
TikTok says its internal data shows that creators producing high-quality content can achieve significantly better engagement and follower growth.
🚬 What does “Big Tobacco moment” mean?
The expression compares the current situation of social media companies with the tobacco industry's legal and regulatory reckoning. Platforms are increasingly facing lawsuits and public pressure over allegations that certain aspects of their design can encourage excessive or addictive use, particularly among young people.
In short: TikTok is trying to shift the focus from simply keeping users scrolling toward creating content that users actively choose because they find it valuable.