• Tracking and analysing fast-moving TikTok content was simplified
• AI-powered transcription and intuitive hashtag visualisations helped to conduct research faster
• CSV export features streamlined internal workflows, allowing data integration for further analysis.
• Depth and credibility of findings were enhanced, leading to impactful, data-driven reports.

The team at FactCheck.BY discovered Exolyt through a combination of research, professional reading, and word-of-mouth recommendations at industry conferences. The team was searching for a high-quality tool to analyse social media activity on TikTok, particularly as part of their work assessing media ecosystems in Central and Eastern Europe. 

The need came about after the team observed a significant decline in YouTube traffic. But based on their quantitative research conducted in August 2023, they realised TikTok had a higher surge comparatively; it emerged as a key platform for news consumption, especially in countries with restricted media freedom like Belarus, so they sought to understand the content on the platform in-depth and address the challenges related to disinformation - identify sources of misleading content and understanding the role of bot networks via this social channel.

Some of the challenges faced by FactCheck.BY was related to accessing TikTok data for understanding and analysing political environments, because functionalities and data democracy were limited when it comes to TikTok among most tools:

1. Assessing Media Ecosystems in Restricted Environments: FactCheck.BY focused on understanding media dynamics in authoritarian regions with limited media freedom, such as Belarus.
2. Decline in YouTube Traffic: A significant drop in YouTube traffic prompted the need to shift attention to TikTok, which had become a primary platform for news and information consumption.
3. Identifying Disinformation: The team sought to understand how disinformation spreads on TikTok, including the role of coordinated bot networks in disseminating misleading content.
4. Analysing Political Campaigns: FactCheck.BY aimed to explore how TikTok was being used, particularly in countries like Romania, Albania, and Poland, and evaluate its influence on elections.

Exolyt provided a comprehensive solution for FactCheck.By offering several key features that greatly enhanced their analysis process. The AI-powered transcription capabilities saved significant time, allowing the team to focus on high-quality analysis. Additionally, the ability to export data in CSV format proved invaluable for further processing, modelling, and visualisation within their internal workflows. 

What truly stood out, however, was Exolyt’s hashtag visualisation feature. ‘It’s hands down the most intuitive and insightful implementation I’ve ever seen. Hashtag charts are often messy and difficult to interpret — but your approach is simply brilliant. It turns a typically chaotic data space into something immediately understandable and analytically rich.’ - Mikhail Doroshevich, Researcher, FactCheck.

Unlike other tools, which often present hashtag data in a chaotic and difficult-to-interpret manner, Exolyt’s intuitive approach turned this complex data into clear, insightful, and actionable visuals, making the analysis process much more efficient and effective. 

Exolyt played a pivotal role in helping FactCheck.BY achieving key research goals with speed and confidence. By using the platform to analyse TikTok-based disinformation patterns and political communication strategies across countries like Romania, Albania, and Poland, FactCheck.BY was able to produce impactful, data-driven reports. These reports were well-received by major fact-checking networks and think tank platforms, elevating the credibility of their findings. In short, some of the results observed by the organisation were:

• The platform helped FactCheck.BY meet key objectives with efficiency and confidence.
• Exolyt facilitated a thorough analysis of disinformation and political communication on TikTok.
• Published reports were praised by leading fact-checking networks and think tanks.
• Exolyt not only streamlined workflows but also improved the depth and credibility of their findings.

Work References:

Check out this publication by FactCheck, which illustrates their work on analysing toxic digital narratives and highlights the various data points and resources gathered from Exolyt that helped in the process.