TikTok has started a month-long test in Australia has caused frustration among the app's Australian users, as it resulted in the sound being removed from their videos. The test is made to analyse how music is accessed and used on the platform but instead of just the background music being removed, entire audio tracks, including those used in educational and news content, have been muted.
This has made 50% of some user's previous content unwatchable to a significant part of audiences due to the lack of audio. Even worst...creators and users received zero warning from TikTok indicating the existence of the test or their participation in it, causing stress and confusion.
The alienation of these users comes at a crucial time for the platform, as a number of large TikTokers have been approached by other short-form video platforms and offered lucrative deals for exclusive content. Some creators have now said that this test may be the "final straw" and some may make the switch.
TikTok has developed a close relationship with the music industry in recent years, and the use of popular songs in videos has become an essential part of the app's appeal. According to reports by Bloomberg, TikTok has been in lengthy negotiations with various large record labels over the share of ad revenue they receive in exchange for allowing the use of their tracks on the app. This test is being viewed by some as an attempt by TikTok to see if usage remains steady despite limited access to music, thereby strengthening the bargaining position of its parent company, ByteDance.
With changes to the algorithm, it is true that Tik Tok is prioritising original audio and this test may be also in relation to that. A lesson for creators would be not to rely heavily and primarily on music and trending audios but creating their own sounds. These videos using your own audio will help build a community as well as establish your credibility.
Is your account affected? TikTok has now set up a feedback form for affected creators and issued a public statement apologising for any disappointment caused and looking forward to restoring the full catalogue at the conclusion of the test period.