'Misinformation on TikTok is a whole different beast': How publishers are tackling the Ukraine-Russia war disinformation problem on TikTok

Misinformation ricochets around the internet during any world event or political conflict — that’s nothing new — but TikTok poses new challenges, thanks to an algorithm that doesn’t favor breaking news and how it limits users’ interactions with each other. So when misleading videos or false accounts of what’s happening on the ground in Ukraine get posted as the war with Russia unfolds, they can circulate quickly thanks to their shock value and go unchecked indefinitely. Read more below.

• Falsified videos and propaganda are circulating social media, but publishers have to take a specific approach on TikTok to try and combat this issue.
• Some marketers are keen to prove their marketing and advertising tactics are working, so they'll turn to marketing mix modeling to do so. More in this WTF breakdown.
• Though it remains largely a regional business today, high-school sports media coverage and advertising feel like it’s at a point where college sports was 20 years ago. More in this Digiday+ Media Buying Briefing.
• Publishers like CNN, Quartz, The Post and The Times can use newsletters geared toward an international audience to grow readership and subscribers.
• In response to an influx of brand activity, creators have had to balance their new opportunities with the needs of their meticulously cultivated communities.