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You may not know Jorge Reyes, but if you're in Latin America and you're using TikTok,

you've seen his work.

His choices had a sort of spillover effect into what users saw, what users sought out,

what users were liking.

That's Emily Baker-White. She's a senior writer at Forbes and the author of Every Screen on the Planet, The War Over TikTok, which just came out this week.

In her book, Emily describes the early days of Bite Dance, the company that would go on to own TikTok.

In 2018, ByteDance hired a small team of content creators and sent them to Mexico City

to try to figure out how to appeal to the kids of Latin America, Mexico, and Spain.

BiteDance says, all right, what we need is some people to tell us what's cool.

Tell us what's funny.

Tell us what's trending.

And so they hire a bunch

of 20-something cool kids who know how the internet works to tell them what their algorithm should be

showing people. One of those cool 20-somethings was Jorge. The earliest people who served as for content curators for Bight Dance,

...