TikTok has had meteoric growth since launching internationally in 2017, becoming one of the most downloaded apps with over 1 billion monthly active users as of September 2021. The app allows users to create and share short videos with features like filters, effects, and music. However, in late 2022 many TikTok users noticed their accounts had mysteriously been reset overnight. This meant all of their likes, followers, messages, and other account history had been erased and reset back to zero.
For most users, this reset was unexpected and alarming. Many had spent significant time building up their follower count or had liked thousands of videos bookmarking favorite content. The reset meant all of that viewership data was abruptly wiped clean. While TikTok indicated it was likely an unintended glitch in migrating accounts to new servers, it left users frustrated and served as a reminder of TikTok’s opacity as a platform.
The TikTok Algorithm
The algorithm that powers TikTok’s “For You” page is key to the app’s success and popularity. According to Search Engine Land, TikTok’s algorithm is focused on understanding user preferences and providing a personalized, engaging experience. It does this by analyzing various signals like topics you engage with, accounts you follow or interact with, hashtags and sounds you use, and content you like or share.
As you engage with more content on TikTok, the algorithm gets better at understanding your interests and preferences. It can identify clusters of users with similar interests who are likely to engage with certain types of content. Social Insider notes that the algorithm serves content based on interests, not just follows. This allows new or undiscovered content to gain traction and go viral quickly if it aligns with user interests.
Some key factors the algorithm considers are watch time, completion rates, likes, comments, shares, taps, and more. Videos that keep users engaged and interacting will be shown to more users with similar interests. The ultimate goal is to keep you happily scrolling and engaged with fun, relevant content.
Why TikTok Reset User Accounts
In mid-2022, many TikTok users reported that their accounts had suddenly reset, erasing their personalized For You Page and reverting their settings back to default. This algorithm reset affected users across iOS and Android devices.
According to sources, one of the main reasons TikTok resets user accounts is to retrain the recommendation algorithm using new data. As one of the app’s core features, the For You Page relies on complex AI to serve each user relevant and engaging content. Periodically wiping the slate clean enables the algorithm to learn user preferences again from scratch, ideally resulting in more tailored recommendations [1].
Resetting accounts also gives users more diverse content, counteracting echo chambers formed by the algorithm over time. By observing initial interactions in a fresh user profile, the algorithm can broaden recommendations beyond just videos similar to ones previously liked [2].
User Reaction
When TikTok reset user accounts in early 2023, it caused a wave of backlash and confusion among longtime users of the app. Many users suddenly noticed huge drops in their follower counts, likes, and views, with some losing hundreds of thousands of followers overnight1. For creators and influencers who relied on TikTok for their business, this had major implications. The resetting of accounts meant some had to start rebuilding their followings and viewership from scratch.
Many users voiced frustration and anger about the sudden unexplained drop in their stats and reach. Some felt betrayed by a platform they had invested significant time and effort into building up. The loss of followers, likes, and views translated into lower morale, less income potential, and a sense that their community was taken away without notice2. Overall, the reaction highlighted just how much TikTok’s algorithms control vital metrics, which can be wiped clean at any moment.
Effects on Content Creators
The TikTok algorithm reset had major implications for content creators, especially those still trying to grow their accounts. When TikTok reset itself, it disrupted creators’ reach and growth by essentially wiping their previous views, likes, shares, and comments. This meant starting back at zero for many creators who had worked hard to build an audience and get their content circulating on the platform.
Creators found themselves needing to completely rebuild their follower base after the reset. Even creators with millions of followers saw huge drops, sometimes losing the majority of their audience. This was incredibly disruptive to creators’ growth trajectories. As one Reddit user commented, “I went from 100k to 3k overnight” (Source). Recovering from TikTok resetting itself required creators to re-engage previous followers and find new ones.
Overall, the abrupt reset of the TikTok algorithm was extremely detrimental for many creators who rely on the platform to reach an audience, get discovered, and potentially monetize their content. It disrupted their growth at a foundational level.
Effects on Brands
The TikTok reset had significant impacts on brands using the platform for marketing and engagement. When users reset their accounts, it essentially wiped the slate clean in terms of analytics and ad performance data that brands rely on to understand their TikTok presence.
With the reset, brands’ previous videos, engagement rates, conversions, and other metrics were voided. According to research from Nestscale, this meant brands needed to start from scratch and re-establish their presence on the platform. Brands that had invested substantially in building a TikTok audience and generating traffic from the app found themselves back at square one.
To recover from the reset, brands had to dedicate additional resources to recapturing follower growth, VIEWS, and engagement. Some brands reported feeling frustrated that their previous TikTok efforts were erased so suddenly. Moving forward, marketers emphasized the importance of diversifying across platforms and not relying solely on TikTok analytics.
Security Concerns
There have been significant fears regarding data mining and privacy breaches on TikTok. As the app gained popularity, concerns emerged over the amount of data collected and how it is handled, especially given TikTok’s ownership under the Chinese company ByteDance.
Research has shown the extensive amount of data mining conducted by TikTok to feed its algorithm. A 2021 study found that TikTok harvested biometric data, text entered on the app, and information from users’ devices, beyond what was required for service functionality (Source). There are worries about how this data could be exploited, such as for targeted advertising or state surveillance.
There have also been vulnerabilities found that could enable breaches, like exposing users’ sensitive personal information. In 2022, hackers claimed to have compromised data for over 1 billion TikTok accounts, including private videos (Source). However, TikTok maintained there was no breach of its systems.
Overall, TikTok’s massive data collection paired with security risks has raised alarms over user privacy. But TikTok states it stores US user data in the US and Singapore, not China, to prevent misuse. Still, concerns linger over potential foreign government access and surveillance.
The Future of TikTok
While TikTok has experienced rapid growth and popularity, its future remains uncertain due to the possibility of additional account resets and its constantly evolving algorithm. Users were surprised when the app suddenly reset itself in late 2022, erasing all of their likes, follows, and previously viewed content recommendations. This caused significant frustration for regular users and especially content creators who rely on TikTok for their livelihood.
According to research on the TikTok algorithm, the app is likely to continue introducing major changes as it tries to refine its recommendations and keep people engaged. TikTok has not provided much transparency into how its algorithm works or why it opted to reset accounts. This unpredictability means users cannot feel certain their data and preferences will remain intact going forward.
Experts predict TikTok will evolve rapidly, as most social media networks did in their early years. It remains to be seen whether additional resets or algorithm shake-ups will happen. For now, users and creators may need contingency plans in case their accounts are reset again or the algorithm stops favoring their content.
Tips for Users
One of the best ways to maximize reach after the reset is to focus on making high-quality content that resonates with your audience. According to an ex-TikTok insider, “Have fun. Being a creator is supposed to be fun. Ignore the haters, ignore the bad views videos (you can’t win with every video), and focus on making content you believe in and are proud of” (source).
It’s also important to optimize your content for the TikTok algorithm after the reset. Some best practices include using relevant hashtags, engaging with your audience in the comments, collaborating with other creators, posting consistently, and leveraging trends and viral sounds (source). The algorithm rewards accounts that produce original, high-quality content that resonates with users.
Additionally, look for opportunities to monetize through TikTok’s tipping feature. Fans can send tips to creators as a way to show appreciation and support. To enable tipping, go to your profile and tap “Edit profile” then “Tipping” (source). This can help offset any loss of income from the reset.
While the reset was discouraging, focus on the excitement of creating new viral content, rebuilding your audience, and improving the overall quality of videos. With persistence and optimization for current best practices, creators can regain and even improve their positions after the reset.
Conclusion
In summary, TikTok reset user accounts in late 2022 to refresh the algorithm and provide users with new content. This was done to improve the TikTok experience and revitalize user engagement after many users complained of seeing repetitive videos. While jarring initially, most users adapted to the change and found their For You feeds improving after a short adjustment period. Looking ahead, users can expect ongoing refinements to the TikTok algorithm as the platform strives to balance relevance with novelty. With over 1 billion monthly active users, keeping TikTok entertaining and addictive is clearly the top priority. If user accounts periodically resetting becomes the norm, TikTok stars will need to work harder than ever to rebuild their followings after each reset.
