"You Have Been Selected as the Winner": Characterizing User-Reported Scams on TikTok

Abstract

Short-form video platforms (SVPs) such as TikTok have grown rapidly in popularity. While online scams have been extensively studied, the extent to which they take new forms on SVPs and the discourses around them remain understudied. Using TikTok as a case study, we analyzed 150 videos in which content creators reported scam experiences and offered anti-scam advice. We focus on how TikTok users (creators, followers, and commenters) discuss scams, rather than analyzing scams. Our analysis surfaces six types of scams, including creator impersonation and account badge verification scams that target TikTok’s influencer-follower ecosystem. Scammers also exploit platform-specific features (e.g., direct messaging or the "For You Page") to lure victims. In response, TikTok users share strategies to identify scammer profiles and communication cues, building community support through anti-scam advice. Based on our findings, we offer recommendations for systemizing platform support to combat scams and leveraging the influencer ecosystem to raise awareness.