Shadow Banning is Wage Theft

Shadow Banning as Modern Form of Wage Theft

In the age of social media, platforms like TikTok have become significant sources of income for content creators. With the promise of fame, influence, and monetary rewards, creators invest time, energy, and creativity into producing content that resonates with audiences. However, the same platforms that offer these opportunities also wield immense control over the visibility and profitability of creators' work. Shadow banning on TikTok is a prime example of this control, representing a modern form of wage theft that exploits creators by manipulating the distribution of their content and, consequently, their earnings.

The Power of Distribution Control

TikTok operates as a gatekeeper, controlling the distribution of every video uploaded to the platform. Unlike traditional media, where content is distributed through multiple channels and networks, TikTok centralizes the distribution process, making it the sole authority on who sees what content and when. This control allows TikTok to determine which videos gain visibility and which ones remain in obscurity, regardless of the content's quality or relevance. This centralized distribution model means that creators are entirely dependent on TikTok's algorithms to reach their audience.

This control is particularly significant because TikTok only compensates creators for views generated from the For You page—a highly curated feed that is the primary source of content discovery on the platform. Videos that do not make it to the For You page are unlikely to reach a broad audience, and as a result, the creators of those videos receive little to no compensation. By controlling who gets featured on the For You page, TikTok essentially dictates which creators can earn money and which cannot.

The Impact of Shadow Banning

Shadow banning is a practice where a platform intentionally limits the visibility of a user's content without notifying the user. On TikTok, this means that a creator's videos may be suppressed, preventing them from appearing on the For You page or in search results. The creator may continue to post content, but their videos receive fewer views, likes, and shares. This reduction in engagement directly impacts the creator's income, as they are paid based on the number of views their videos receive from the For You page.

Shadow banning is particularly insidious because it is often invisible to the creator. Unlike a traditional ban or suspension, where the user is notified of the action taken against them, shadow banning occurs without any formal communication. Creators may continue to produce content, unaware that their work is being systematically suppressed. This lack of transparency makes it difficult for creators to challenge the decision or adapt their content strategy, leaving them in a position of powerlessness.

Manufacturing Success: Heating and Cooling Videos

In addition to shadow banning, TikTok has the ability to "heat" or "cool" videos, artificially manufacturing their success or failure. "Heating" refers to the practice of boosting a video's visibility by promoting it to a larger audience, often through the For You page. Conversely, "cooling" a video involves suppressing its reach, preventing it from gaining traction. TikTok's control over these processes means that the platform can decide which videos go viral and which ones fade into obscurity.

This manipulation of content success is a form of wage theft because it undermines the creator's autonomy and the organic reach of their work. When TikTok chooses to heat or cool a video, it distorts the natural metrics of success that should be based on audience engagement and content quality. Creators who might have earned substantial income from a heated video may see their earnings dwindle if their next videos are cooled. This arbitrary control over content success deprives creators of the ability to predict and maximize their earnings, leaving them vulnerable to the whims of the platform.

The Broader Implications of TikTok's Practices

TikTok's control over content distribution, combined with practices like shadow banning and the artificial heating or cooling of videos, creates an environment where creators are subject to unpredictable and often unfair treatment. This lack of transparency and accountability allows TikTok to exploit creators, extracting value from their labor while controlling the extent to which they can benefit from it. The platform's ability to suppress or promote content at will effectively turns creators into unpaid or underpaid laborers, dependent on the platform's favor for their livelihood.

Wage theft is traditionally understood as the denial of wages or benefits that are rightfully owed to workers. In the context of TikTok, wage theft occurs when the platform manipulates the visibility and success of content, thereby controlling the income that creators can generate from their work. By shadow banning creators and artificially managing the success of videos, TikTok is engaging in a modern form of exploitation that deprives creators of their rightful earnings.

Conclusion

Shadow banning on TikTok is more than just a technical glitch or an arbitrary decision by the platform—it's a deliberate practice that has significant financial implications for content creators. By controlling the distribution of videos and compensating creators only for views from the For You page, TikTok wields immense power over who succeeds and who doesn't. The platform's ability to shadow ban creators and manipulate the success of videos through heating and cooling practices further exacerbates this power imbalance, resulting in a form of wage theft that exploits creators' labor without fair compensation. As the gig economy continues to evolve, it is crucial to recognize and address these exploitative practices to ensure that creators are treated fairly and justly compensated for their work.