In 2022, TikTok introduced the blue comments feature as part of its suggested searches launch. This feature highlights specific words or phrases in user comments, directing users to related content and enhancing the app's search capabilities. Recognising their influence, online activists have begun using phrases like ‘All eyes on Rafah’ or mentioning Palestinian figures such as Bisan Owda and Motaz Azaiza in video comments. This is part of a larger grassroots initiative called ‘Operation Watermelon,’ aimed at encouraging influencers to engage with the crisis and educate their followers by dominating the comments.

The movement has seen mixed results; some influencers feel pressured to leave the platform, while others have shared their newfound awareness. But with four in ten American social media users saying platforms are very or somewhat important to them when it comes to finding others who share their views about important issues, and with 27% feeling as if social media gives them a venue to express their political opinions, online spaces are transforming how people engage with activism and find like-minded communities.

Social media has become a crucial medium for activists and grassroots movements to communicate issues and rally support. As the use of these platforms grows and trust in Big Tech declines, users are finding ways to outsmart digital systems to maximise their reach. In the face of shadowbans and increased censorship of political content, people are seeking alternative methods to ensure their advocacy is effective. Understanding automated content filtering has led to the rise of ‘algospeak,’ where users alter their language or use emojis to bypass algorithms in online activism.