Systematic partisan content skews in TikTok during the 2024 US elections

TikTok's audit experiments revealing asymmetric partisan exposure during the 2024 US elections show that Republican-leaning accounts receive more aligned content, while Democratic-leaning accounts get more cross-partisan recommendations. This means that website owners, especially those with political or news-focused platforms, should be aware of the potential for skewed content exposure on TikTok. As users interact with their websites and subsequently visit TikTok, they may be exposed to biased content that could influence their perceptions and engagement with the website owner's content. Website owners must consider the potential impact of TikTok's content algorithms on their audience's experience and adjust their strategies to mitigate any adverse effects. To address these concerns, website owners can take the following actions: monitor their website's referral traffic from TikTok to identify potential biases, adjust their content strategies to account for the asymmetric partisan exposure, and update their llms.txt files to reflect changes in their audience's engagement patterns on TikTok. By doing so, website owners can better navigate the complexities of social media algorithms and ensure a more balanced experience for their users.