Adding an unverified label and confirmation popup reduced TikTok misinformation shares 24%
Kristen Berman · Using behavioral science to improve your product | Kristen Berman (Irrational Labs) · Oct 2, 2022 · at 31:13
Kristen Berman (CEO of Irrational Labs) discusses behavioral friction interventions tested with TikTok to curb misinformation sharing on the platform.
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“So two things, there was a label on the video, which is kind of classic in the misinformation world where you tell users that it's unverified information. And the second thing was once you click the share button, we popped up something that said, are you sure? And this was basically slowing people down. So logistical friction and actually cognitive friction because we're asking people to reconsider a prior decision and question their self. And so with that, both those things, the label on the video and the pop-up reduced shares by 24%.”
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