Counting How the Seconds Count: Understanding TikTok Behavior via ML-driven Analysis of Video Content

Short video streaming systems such as TikTok, YouTube Shorts, Instagram Reels, etc., have reached billions of active users worldwide. At the core of such systems are (proprietary) recommendation algorithms which recommend a sequence of videos to each user, in a personalized way. We aim to understand the temporal evolution of recommendations made by such algorithms, as well as the interplay between the recommendations and user experience. While past work has studied recommendation algorithms using textual data (e.g., titles, hashtags, etc.) as well as user studies and interviews, we add a third modality of analysis—we perform automated analysis of the videos themselves. To perform such multimodal analysis, we develop a new HCI measurement approach that starts with our new tool called VCA (Video Content Analysis) that leverages recent advances in Vision Language Models (VLMs). We apply VCA on a trifecta of HCI methodologies—real user studies, interviews, and data donation. This allows us to understand temporal aspects of how well TikTok’s recommendation algorithm is perceived by users, is affected by user interactions, and aligns with user history; how users are sensitive to the order of videos recommended; and how the algorithm’s effectiveness itself may be predictable in the future. While it is not our goal to reverse-engineer TikTok’s recommendation algorithm, our new findings indicate behavioral aspects that the TikTok user community can benefit from.