For a lot of us, we survived COVID-19 lockdowns thanks to one app: TikTok. It’s been more than a year since most of us gave into the dangerous world of TikTok. I’m sure we’ve all asked ourselves this question at least once, why is TikTok so addictive? Currently TikTok has more than 800 million active users, this surpasses the active users of Twitter, Snapchat, Reddit and many other social networking apps, illustrating the sheer success of this app. A key ingredient to maintaining such a wide audience is the powerful algorithm of the app that recommends videos to its users.
Like many other social media apps, TikTok’s algorithm selects videos that match your habits on the app which are displayed on your “For You Page,” referred to as FYP by users. These videos can include video’s you’ve liked, hashtags you’ve interacted with, posts you’ve shared and even just videos you’ve watched in full. If you’ve watched the same TikToks as some of your friends, you are likely to be recommended the videos they have watched on your FYP. This algorithm helps the app predict the user’s interests better, which helps them remain on the app longer.
Unlike other social media apps that also use algorithms to provide users with personalized content, TikTok creates a personal emotional connection with its users through the “For You Page.” Besides this, content is key to assure that users get hooked onto the app. TikTok does not lack even one bit in this aspect. The creative content on the app is so diverse that quite literally everyone can find something on the app. TikTok is also an app anyone can get famous on- whether you love reviewing food, shopping, or building your own furniture. There’s different sides of TikTok that can appeal to the tastes of almost everyone, making it easy for users to spend so much time on it.
Another part of the app which leads to an optimal user experience is the app’s design layout itself. The content on TikTok is short, eye-grabbing- compared to other apps, ads are less frequent because user attention can be lost very quickly. The rise of TikTok reveals a new, much bigger revolution in the world of media: infinite media. Infinite media necessitates endlessness on two fronts: supply and demand, which TikTok most definitely meets. Infinite media involves all media, from news to entertainment to communication to create this endlessness. For example, TikTok has the ability to turn songs into memes, memes which can then be seen across on other social media platforms, creating an infinite loop.
TikTok’s feed is endless, and it’s dangerously easy to lose hours watching videos on the app. Ironically, as I sat to write this article, I found myself getting distracted multiple times by the endless feed of this major cultural force, TikTok.
Now, my question to you is, are you addicted to TikTok?