Why is TikTok so Addicting?
In this video, we explore the strategies that TikTok uses to keep its users "addicted" to the platform. It should be noted that most social media networks make use of similar strategies. I'm overall of a fan of the TikTok platform, this video should not be used as an excuse to negatively disparage the company. Stay positive y'all.
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Video Structure:
0:00 - Skit
2:01 - App Design
4:26 - Content Designed for Engagement
6:07 - The TikTok Algorithm
7:03 - Social Drivers
8:34 - App Philosophy
10:08 - Conclusion
EXCERPT:
You open up the TikTok app and you are instantly greeted by an auto-played video in your “For You” page. This is entirely by design. By having a video autoplay as soon as you enter the app, TikTok is quickly sucking you into its engagement system. Unlike other social media networks, on TikTok you don’t need to make any decisions to be entertained. You simply open the app … and entertainment begins.
From here, you are greeted by your first decision point. Should I keep watching this video? Or should I find a different video? If you decide to keep watching, you will notice that the video instantly loop when it ends. Time to find a new video.
You now have three options … you can either scroll down on your “For You” page … shift to the “Following” page … or shift to the “Discover.” At this point, most people choose the first option. A new video appears.
Your first decision point repeats again, and you continue watching videos for a while. It never takes you more than 5 seconds to watch your next video, and for this reason … you just KEEP. WATCHING. VIDEOS.
But that’s not the end of the story … there is something deeper at play here. The reason why this constant scrolling is so addicting is due to a psychological concept called “random reinforcement.”
TikTok, and all social media networks for that matter, use the concept of random reinforcement to keep you hooked to their platforms.
To put it simply, Random reinforcement describes the delivery of a reward at irregular intervals. To put it in the context of TikTok, you aren’t going to enjoy every video you watch, but when you do, a small hit of the feel good chemical dopamine is released. But not every video you watch releases this chemical … for this reason, you continue scrolling … always searching for your next dopamine hit. It has been proven that rewards at irregular intervals are much more addicting than rewards at constant intervals, hence why social media platforms … and casinos … use irregular interval rewards.
You keep scrolling … searching for a video that satisfies your cravings.
You take a moment to appreciate the TikTok video platform. It is a fact of life that TikTok videos are incredibly engaging. The videos are typically short, stimulus packed, and filled to the brim with positivity. In many ways, the content posted on TikTok reminds you of the now-defunct Vine App. Much like Vine creators, TikTok creators know that their audiences have short attention spans. For this reason, TikTokers rarely waste time when entertaining their audience. Every second of successful TikTok videos are filled to the brim with entertainment.
In addition, TikTok videos all feel familiar to each other due to the fact that most videos on the platform are made in the app. This means that the same tools, fonts, and graphic overlays are being used on every TikTok video. In addition, the prevalence of viral trends and song options in the app adds an additional layer of familiarity.
All of these factors together create a filmmaking experience that is uniquely TikTok. There is no wonder that this short form of filmmaking has caught on. It is incredibly fun to make TikToks. The templates, effects, filters, and overall ease of customization allow for a wonderful experience.
Just thinking about creating a TikTok makes you excited, so you decide to use your favorite song … Lalala by bbno$ and y2k to make your first TikTok.
Music:
Night In Venice by Kevin MacLeod
Link: https://incompetech.filmmusic.io/song...
License: http://creativecommons.org/licenses/b...
Sources:
Intercept Article: https://theintercept.com/2020/03/16/t...
The footage and images featured in the video were for critical review and commentary, which are protected under the Fair Use laws of the United States Copyright act of 1976. It is our interpretation that the original meaning of the clips were clearly altered.
Other sources:
https://pastebin.com/p01Wbnpu
Images and Videos:
Select images are taken from Unsplash, Pexels, and Dreamstime licensed. Videos are from TikTok.
#tiktok #videoessay #socialmedia
A masterclass in retention.
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