TikTok is a Chinese app created in 2016 and gained popularity, especially among the youth. The application is known for short, snappy videos ranging from 15 to 60 seconds. The users can create, view, or comment on the videos. The videos have several advantages, such as relaxation of the mind, relieving stress, and conveying educative information. However, the app is highly addictive since users can spend quite some time on it unconsciously. The addictive nature of the app is one reason for its popularity. Several reasons, including the short, snappy nature of the videos, algorithm personalization, social interaction, endless scroll, and variety of content, facilitate the high level of addiction.
The first reason TikTok is so addictive is its short and sweet videos. TikTok’s short videos powerfully capture the users’ attention since human brains are wired to look for novel and fascinating things. With the videos being about 15 to 60 seconds long, the users can swiftly and easily absorb a large quantity of content in a short period (Chen et al. 5). They may need to watch more videos before their attention span decreases. Furthermore, the short videos are ideal for the information-overloaded modern world. Consumers prefer shorter materials since so many items are vying for their attention. This is particularly convenient since TikTok’s format offers a quick and effective method to absorb the content without downloading the videos.
The short video format, instantly accessed without downloading, also plays into the consumer’s love for instant gratification. As each video is only a few seconds long, viewers receive a short rush of information or fun (Chen et al. 7). This incentive system encourages users to consume more material, perpetuating a pattern of app browsing and video watching. The fact that the videos on TikTok are made to be highly entertaining is another aspect that makes them so addicting. With TikTok, many videos focus on catchy music, skillful editing, and attractive images (Chen et al. 12). Users may view more videos than they planned due to the fascinating nature of this auditory and visual stimulus.
The second reason for TikTok addiction is algorithm personalization. Personalization algorithms are collections of code that track one’s online behaviors and anticipate future choices (Montag et al.). TikTok analyzes a user’s watching history, engagement with content, and interactions with other users in order to offer videos that are customized to their interests. The customized algorithm gives TikTok consumers an engaging experience. Users are more likely to use the app for longer lengths of time if they are shown videos that are highly relevant to their interests (Montag et al.). This can be particularly enticing for customers searching for a short diversion or form of entertainment during downtime because the platform can offer highly engaging material catered to their particular interests. Additionally, the tailored algorithm gives consumers a feeling of eagerness and expectation (Montag et al.). The algorithm continually learns and adjusts to a user’s interests; thus, they are never sure of the materials the app will show them. The anticipation provides the users with an exciting and anticipatory experience in their browsing moment as they anticipate the following video that will cater to their interests.
Furthermore, TikTok’s personalized algorithm is compelling because it rewards consumers for using the app. The algorithm learns more about users’ interests as they watch more videos and interact with more information, enabling it to provide them with more pertinent stuff (Montag et al.). Users may feel satisfied and gratified as a result since they believe they are being rewarded for using the app and personalizing their experience. The customized algorithm is also addicting, giving users a sense of exploration and discovery. Users can find new interests and hobbies that they may not have otherwise explored since the algorithm can offer them highly relevant information they may not have found on their own. Those searching for fun and exciting ways to use their leisure time may find this particularly tempting.
The third reason for TikTok’s addictive nature is the social interaction it provides. Firstly, TikTok’s social connection gives users a sense of belonging (Brammer et al. 78). Besides making and uploading videos, the consumers can interact with other users through comments, likes, and shares. Due to the interaction, the users feel connected and part of a community, which is tempting, particularly to people who feel lonely or disconnected offline. TikTok’s social engagement gives users a sense of competition and validation (Brammer et al. 78). The app allows users to display their creativity and ability to others by enabling them to create and share content. They may feel competitive as they compete to provide exciting and entertaining material that is better than others. Also, users may feel validated and recognized when others like, comment, and share their work, which is encouraging.
Furthermore, social connections give users a sense of teamwork. The platform enables the users to create content together, thus facilitating collaboration and production of more exciting content than independent productions (Brammer et al. 78). Those who appreciate cooperating with others to accomplish a common objective may find this to be particularly intriguing because it may foster a sense of camaraderie and collaboration. In addition, TikTok’s social interaction is addictive because it provides a way for users to express themselves creatively and engagingly (Brammer et al. 78). The website gives users a fun and rewarding method to express themselves by enabling them to make and share films that highlight their skills, hobbies, and personalities. It creates a feeling of satisfaction and fulfillment, which may be highly motivating and addicting.
The fourth reason for TikTok’s addictive nature is the endless scroll. TikTok has taken binge-watching a notch higher by facilitating binge-scrolling. Binge or endless scrolling is the act of surfing through a website aimlessly over a long period. The design of TikTok keeps users engaged and scrolling through videos for hours on end (Kendall 44. As users scroll through videos, they are constantly presented with new and exciting content, which can create a sense of anticipation for what comes next. The short-time TikTok videos feature content from any imaginable topic (Kendall 44). The contents have expanded from the initial lip-synching and dances to popular songs to comedy, technical skill training, fitness motivation, and a wide range of other categories.
The infinite scroll on TikTok is also addictive because it induces fear of missing out (FOMO) in the users. Those who stop browsing may feel like they are going to miss something because the site always adds fresh and exciting material (Kendall 45). Customers are under constant pressure to watch for significant, exciting events that might happen at any time. They think TikTok is the best platform for keeping up with the fast flow of information. This impulse to stay connected and the need to stay informed are seen as both a personal obligation and a public duty (Kendall 45). Additionally, the endless scroll on TikTok is also addicting since it gives users a sense of calm and escapism. The platform’s algorithm is made to present users with likely amusing and engaging videos, which might induce relaxation and provide users seeking escapists with a sense of escape.
In conclusion, TikTok has proven to be addictive, especially among users, based on the nature of its design and the variety of content that it offers. Firstly, the videos are short and sweet, firmly catching users’ attention. The short nature of the videos is precisely what the consumers need in these modern times of information flux. It also plays to the instant gratification of the users since they can easily access and consume lots of information over a short time. Secondly, the personalized algorithm of the app provides users with customized content that suits their interests. Thirdly, TikTok provides social interaction, which makes people feel a sense of belonging. In addition, social interaction makes users feel validated by others’ liking, sharing, and commenting on their posts. In addition, social interaction enables users to collaborate with other people and curate engaging content. Lastly, the endless scroll of TikTok is addictive as it ensures access to a variety of information. It instills the feeling of FOMO among the users and keeps them aimlessly scrolling on the app to keep up with timely information.
Works Cited
Brammer, Sydney Elaine, Ryan J. Martinez, and Narissra Maria Punyanunt-Carter. “People on TikTok are Not Afraid to Share Stories”: Examining College Students’ Perceptions Regarding Self-Disclosure Behaviors on TikTok.” Studies in Media and Communication, vol. 11, no. 1, 2023, pp. 77-83. Web.
Chen, Yuhan, et al. “The Effect of Short-Form Video Addiction on Users’ Attention.” Behavior & Information Technology, 2022, pp. 1–18. Web.
Kendall, Tina. “From Binge-Watching to Binge-Scrolling: Tiktok and the Rhythms of# Lockdownlife.” Film Quarterly, vol. 75, no. 1, 2021, pp. 41–46. Web.
Montag, Christian, Haibo Yang, and Jon D. Elhai. “On the Psychology of Tiktok Use: A first Glimpse from Empirical Findings.” Frontiers in Public Health, vol. 9, 2021. Web.