The ‘Group 7’ Creator Still Doesn’t Know How She Hacked TikTok’s Algorithm
If you’ve been on TikTok in the last few weeks, you’ve probably noticed people posting about being in “Group 7.”
This trend is actually an experiment by independent singer Sophia James, who released a series of videos to her song “So Unfair” in an attempt to manipulate TikTok’s algorithm and get more people to listen to her music. After trying different tactics, following typical TikTok formats, James began placing people in exclusive groups. And it worked: Group 7, James’ latest “science experiment” video on TikTok, has garnered more than 76 million views and spawned legions of comments and reaction videos, with even Nobel Peace Prize winner Malala Yousafzai reaffirming her elite status as a member.
James launched the videos on October 17, posting a video that followed the same TikTok formula we’ve seen since the dawn of the platform: herself speaking and dancing to a song—her song – and holding a parking ticket. In her second video, she says “it always has been and always will be me against the algorithm. And today I decided I win,” while “So Unfair” plays softly in the background.
It’s not until the fourth video that she introduces the categories, telling TikTokers: “If you see this, you’re in group 4.”
“I post a bunch of videos and see which ones reach the most viewers,” the text reads as her song resonates. “This is the fourth position in the batch, so you are group 4.”
That statement didn’t do much to shake the algorithm, nor did his group 5 and 6 videos. But sometimes the best is left until last. After his Group 7 video went massively viral, James says: “‘So Unfair’ has definitely seen an uptick in listeners across the board, and that’s spilled over into a lot of my other music as well, which is really fantastic.”
Yet even James seems confused that she managed to hack the algorithm. WIRED asked James why she decided to experiment and use social media as an independent artist.
This interview has been edited for clarity and length.
WIRED: How did you get started in the industry?
Sophie James: I’ve been making music ever since I could. My late mother was a professional singer. And my dad is a touring drummer, so it was sort of, I mean, passed down audibly and also, I guess, coded into my DNA in a way. I kind of won the lottery by being their daughter and just being able to immerse myself in the world of live music and the hustle and bustle of musicians. Right from the start.
