You can no longer favorite a TikTok in peace.
Earlier this month, TikTok made an update that notifies creators when someone favorites their video on the app. This means your favorites aren’t as anonymous as they used to be, which frankly sucks the fun out of the favorites feature. Previously, creators could only see the number of favorites a video had but not the users who favorited it, making it possible to lurk and like content without being perceived. Other social media apps with similar features, like Twitter’s Bookmarks and Instagram’s Saved, don’t notify creators when someone favorites their videos.
“We’re always thinking about ways to add value to the community and enrich the TikTok experience, as we continue to build a safe place that entertains, inspires creativity, and drives culture,” a TikTok spokesperson told Mashable. “With Favorites notifications, we’re exploring new methods for deeper community engagement and creator analytics.”
While this new feature may be helpful for creators, it’s making more passive TikTok consumers like myself second-guess before favoriting someone’s content.
A favorite feels so much more intimate than a like because there is the implication that I liked the video so much that I’ll be returning to it later. It’s a step further than a like, and therefore knowing the creator can see I favorited their video is a little bit humiliating. The anxiety just isn’t worth it.
Previously, favorites was my favorite function on the app, thanks to Collections. In February, TikTok launched Collections, which allows users to organize their favorites into folders. The feature revolutionized the favorites feature and made it so much more useful. Gen Z uses Collections like Pinterest, returning to the app for cooking, travel, and shopping inspiration.
At this time, TikTok has no plans for future updates to favorites, but something about this decision feels like a larger shift on the app. It signifies a turn towards less user anonymity on the platform. In June, TikTok debuted Profile Views, a function that allows users to see who has viewed their profile.
TikTok no longer feels like a weird little corner of the internet, a place where you can passively engage with content tailored to your interests; with these updates, it’s starting to feel like a place of surveillance.
