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TikTok helps spread awareness and news, but an algorithm still drives the app at its core. People can manipulate that algorithm in many ways, mostly by using keywords. Since TikTok’s rise in 2020, many have discovered the algorithm censors or shadowbans certain words and topics. Many creators say this censors important content like health resources, awareness posts, and misinformation prevention, even leading to deletions. This pattern of shadowbanning has left users disheartened about free information, especially during the 2025 Presidential Inauguration and Executive Orders.
Yet, users are finding ways around this censorship. Read on to find out about how users are manipulating the TikTok algorithm for good.
In the wake of bans, be sure to check out TikTok Alternatives: Which Short-Form Platform is Right for You?
Algo-Speak and Keyword Subversion
Placing the right keywords in captions, hashtags, or on-screen text can boost your TikTok video in the algorithm. It’s tough to predict which keyword will go viral—whether it’s text about trends or hashtags like #fyp or #viral. Experimenting with different keywords is paramount to a video’s success.
Keywords can make a video go viral…. Or they can cause a video to completely flip, or even be shadowbanned.
Make sure you assess Long-Form vs Short-Form Content: Which is Better for Your Brand?
Many users claim the TikTok algorithm censors controversial or violent words. For a while now, users have been replacing words such as “die” with “unalive.” Or, users are omitting a replacement term altogether and utilizing emojis instead. While TikTok hasn’t officially recognized the censored word list, many creators still consider it when making videos.
@wearemitu TikTok users have adopted ‘cute winter boots’ as a way to spread messages about the Trump administration and how to fight its policies 📱 Click the LINK IN BIO to find out how people are using this phrase across the platform 🔗 #cutewinterboots
Creators refer to replacing words to avoid censorship as algo-speak. Quite literally, speaking for the algorithm.
Cute Winter Boots are Weathering the Modern Political Storm
Creators use the “cute winter boots” trend as an example of algo-speak to bypass censorship. Users observed the algorithm boosting product-based trends, especially items available for purchase on TikTok Shop. Users found that using “cute winter boots” boosted videos in the algorithm while enabling uncensored discussion of sensitive topics. This is very similar to how users recently used “Dior Bags” to discuss drone activity, circumventing censorship when it came to sharing news about drones.
Read more about the Rivaling Creator Platforms and the Bluesky vs Twitter Debate here.
Users then encourage commenters to comment on other keywords such as “Superbowl,” “Taylor Swift,” or “Ariana Grande,” to name a few. These keywords then boost the video for the algorithm. These keywords also appease advertisers so advertisers don’t pull out of seemingly controversial videos.
Mrs. Frazzled used “cute winter boots” to share info about U.S. President Trump’s Executive Orders on education, immigration, and DEI. Mrs. Frazzled uses the cute winter boots keywords in her caption to share a video on humor and satire as a method of pointing out the contradictions in bigoted and extremist ideology.
@mrs.frazzled Just some light research regarding cute winter boots…unrelated to anything….
Similarly, others used the term to encourage users to memorize their First Amendment Rights in the wake of the Trump administration’s executive orders. One user wrote, “Here’s how to stay safe in your cute winter boots—memorize your First Amendment rights because you’ll need them when you’re out in your boots.”
TikTok users spoke to The Independent, sharing their experiences with shadowbanning and censorship in the wake of the Presidential inauguration.
One TikTok user, Julia, said: “Quite a few people began to notice that when you outwardly say [Trump’s] name in a video, it’s either shadow-banned or censored completely. Creators could only discuss it without removal by using the word “boots.”
Take a look at How Reddit Became The Most Civilized Place on the Internet to Discuss News.
Manipulating the Algorithm with Handwritten Signs
TikTok has historically deleted videos that don’t outwardly criticize President Trump’s MAGA policies. This video about accessible medical bill assistance, negotiation, and forgiveness was mysteriously taken down even as it had high engagement rates and far reach.
@dollarfor Original vid got removed! #moneytok #needtoknow #medicalbills #bills #whatilearned
In this video, there aren’t necessarily keywords that are replaced by algo-speak. If a video is taken down, some users will re-upload, trying to guess the keywords that triggered TikTok’s censorship.
In some videos, creators hold up handwritten signs as an alternative to utilizing TikTok’s text-on-screen feature. This is another way that users are avoiding TikTok’s censorship and sharing progressive messages with their community.
@dannieirvine
Conclusion: What Algo-Speak is Next?
Overall, the “cute winter boots” trend is less of a trend and more of a tactic. For those looking to spread progressive messages, resources for those most impacted by the recent executive orders, and information on demonstrations throughout the country, the use of algo-speak is the way to go.
These words and terms that manipulate the algorithm are only useful until the algorithm catches up. The “cute winter boots” trend is slowly winding down, just as the “Dior Bags” trend did before it. There are many reasons for this – the algorithm either learns to work against those keywords, or creators move on to other keywords. In an ever-changing sea of information, algorithms, and keywords, different topics crop up at different times, finding themselves in the limelight. It is when creators feel that discussion is suppressed online that new algo-speak terms will be invented to manipulate the algorithm.
Be sure to check out From Posts to Polls: The Power of Social Media Creators in U.S. Elections.
