Have you ever felt like your social media feed knows you better than your best friend? It’s not coincidence—it’s algorithm-driven manipulation. While these invisible puppeteers promise a tailored online experience, they harbour a sinister side that’s reshaping our digital lives.
The Echo Chamber Effect
Imagine stepping into a room where everyone agrees with you. Sounds comforting, right? That’s exactly what social media algorithms create—digital echo chambers.
“I used to think I was well-informed,” confesses Sarah, a 28-year-old marketing executive. “But I realised my feed was just an endless loop of my own opinions.”
These algorithms analyse your likes, shares, and comments to serve you more of what you already believe. The result? A narrowing worldview that can fuel polarisation and extremism.
The Endless Scroll: A Digital Drug
Ever found yourself mindlessly scrolling at 2 AM, despite your best intentions to sleep? You’re not alone. Social media platforms employ psychological tactics eerily similar to those used in casinos.
The “pull-to-refresh” feature mimics a slot machine, delivering a hit of dopamine with each new post. It’s a digital drug, carefully designed to keep you hooked.
Content Recommendation: A Slippery Slope
While personalised content can be helpful, it can also lead users down dangerous paths. From conspiracy theories to extremist ideologies, algorithms can inadvertently promote harmful content.
A 2019 study found that YouTube’s recommendation algorithm could lead users from neutral news videos to extreme political content in just a few clicks.
A Balanced Perspective
It’s not all doom and gloom. These same algorithms can connect us with like-minded communities, help us discover new interests, and even aid in crisis response. The key lies in awareness and mindful usage.
idea: “The social dilemma”-Netflix
used program: Writesonic
The Guardian. (2019). YouTube’s algorithm promotes inflammatory content.
Artificial intelligence (AI) has become an integral part of the social media landscape, influencing how users interact with platforms, how businesses connect with their audiences, and how content is managed at scale. While AI brings significant benefits, such as personalized experiences and automated moderation, it also raises concerns about ethics, privacy, and misinformation. Let’s explore the transformative role of AI in social media and its implications for the future.
Revolutionizing User Experiences and Business Strategies
AI enhances social media by personalizing user experiences and optimizing business strategies. Algorithms analyze user behavior to recommend tailored content, making platforms like Instagram, Twitter, and YouTube more engaging. For businesses, AI provides invaluable insights, enabling precise audience targeting and data-driven decision-making.
Content creation and scheduling have also been revolutionized. Generative AI tools, such as ChatGPT and DALL-E, help users and brands craft posts, captions, and visuals efficiently. AI automation allows businesses to schedule content at optimal times, ensuring maximum visibility and engagement.
In the advertising world, AI helps marketers by analyzing audience data and optimizing ad campaigns. These tools improve return on investment while offering audiences more relevant and engaging promotions.
The Power and Pitfalls of AI Moderation
AI-driven moderation tools are crucial for managing the vast amount of content on social media. Platforms like Facebook and Instagram use AI to detect hate speech, spam, and other guideline violations. However, while these tools streamline moderation, they are far from perfect. Missteps—such as mistakenly removing content or allowing harmful posts to slip through—highlight the limitations of current systems.
AI also plays a role in combating misinformation, though it often inadvertently reinforces echo chambers. Recommendation algorithms can expose users to content that aligns with their biases, further polarizing public discourse. This risk is particularly concerning given the rise of deepfakes—highly realistic, AI-generated fake media that can spread misinformation and manipulate public opinion.
Emerging Trends and Future Applications
AI’s role in social media is expanding beyond content management and user engagement. It is now being used to detect mental health patterns through user behavior and language, offering opportunities for intervention. Additionally, as metaverse technologies grow, AI is enabling real-time interactions, avatar customization, and immersive experiences.
Another fascinating application is in influencer marketing. AI helps brands identify the most effective influencers for their campaigns, analyzing audience demographics and engagement data to ensure successful collaborations.
Balancing Innovation and Responsibility
Despite its benefits, AI in social media comes with challenges that demand careful consideration. Algorithms often inherit biases from their training data, leading to unfair or harmful outcomes. Additionally, the extensive use of AI raises privacy concerns, as platforms collect vast amounts of user data to refine their algorithms.
To address these issues, the development of ethical AI systems is crucial. Transparency, regular audits, and robust regulation can help minimize bias and protect user privacy. Platforms must also take responsibility for educating users about how AI shapes their online experiences, empowering them to engage critically with the content they consume.
Conclusion:A Balanced Approach
Artificial intelligence is undeniably transforming social media, driving innovation and reshaping how we connect, create, and communicate. From personalized recommendations to automated moderation, AI has become a powerful tool for businesses and users alike. However, to fully harness its potential, we must balance innovation with ethical considerations, ensuring that AI enhances social media while safeguarding its users and promoting a healthier digital environment.
As AI continues to evolve, its impact on social media will undoubtedly deepen, offering exciting opportunities while challenging us to navigate its risks responsibly. The future of this dynamic intersection lies in collaboration, transparency, and a commitment to building an inclusive digital ecosystem.
SOURCES:
SCIENCEDIRECT WIRED TECHTARGET McKinsey & Company AICHAT Made with help of Perplexity AI
In the ever-evolving landscape of social media and marketing, a new phenomenon has emerged: virtual influencers. These AI-generated personas, such as Aitana Lopez and Lil Miquela, have captured the attention of audiences and brands alike, sparking debates and raising ethical questions.
The Disruption of a Market
Virtual influencers have been touted as disruptors in an overpriced market. Traditional human influencers often demand hefty fees for collaborations, making it challenging for smaller brands to access their reach. In contrast, virtual influencers offer a cost-effective alternative, providing brands with the opportunity to engage with audiences at a fraction of the cost.
However, the lack of transparency surrounding the artificial nature of virtual influencers raises ethical concerns. Audiences may not be aware that they are interacting with AI-generated personas, blurring the line between authenticity and deception. As a result, discussions around regulation and disclosure have become increasingly prominent.
The Illusion of Engagement
Virtual influencers strive to create a sense of human-like engagement through their social media presence. They share relatable content, respond to comments, and even develop intricate backstories. However, doubts persist about the depth and authenticity of these interactions compared to genuine human connections. Virtual influencers, after all, are programmed to respond in specific ways, lacking the emotional intelligence and lived experiences of their human counterparts.
The Quest for Representation
One of the significant advantages of virtual influencers is their ability to transcend physical limitations. Their AI-generated nature allows for the creation of racially ambiguous features, presenting a unique opportunity for inclusivity and representation. However, critics argue that this portrayal can be superficial, merely scratching the surface of true diversity. The question of whether virtual influencers truly challenge societal norms or merely perpetuate existing ideals remains a subject of debate.
The Sexualization Debate
An ongoing concern surrounding virtual influencers is the sexualization of their personas. While the fashion and beauty industry have long faced criticism for objectifying women, the emergence of virtual influencers raises additional questions. These AI-generated personas often embody hyper-sexualized characteristics, mirroring industry norms but potentially perpetuating the exploitation of female sexuality under the guise of AI.
Agency and Autonomy
As virtual influencers gain popularity and secure brand partnerships, another contentious issue arises: the clash between human agency and AI-generated profits. Female autonomy over their bodies and the monetization of their images becomes a focal point of discussion. The question of who ultimately benefits from the success of virtual influencers and whether they have control over their digital personas remains unresolved.
The Future of Virtual Influencers
Despite the controversies and debates surrounding virtual influencers, their presence shows no signs of slowing down. As technology continues to advance, AI-generated personas are likely to become even more sophisticated, blurring the line between human and artificial. The influencer landscape will continually evolve, with virtual influencers reshaping the industry’s dynamics and challenging traditional notions of authenticity and engagement.
Conclusion
The rise of virtual influencers driven by AI has undoubtedly reshaped the world of social media and marketing. As these AI-generated personas capture the attention of audiences and brands alike, discussions surrounding ethics, transparency, representation, and agency persist. The clash between human influencers and their AI counterparts raises important questions about the future of the industry and societal perceptions. As the virtual influencer phenomenon continues to evolve, only time will tell how it will shape the landscape and the extent of its impact.
“Doom scrolling” is a playful term used to describe mindless scrolling through social media without purpose. The phrase “dumb scrolling” implies a lack of intellectual involvement or deliberate thinking while scrolling. It emphasizes the automatic and repetitive nature of this behavior, where people may be scrolling out of habit, boredom, or as a form of procrastination.
This constant scrolling can be compared to a state of digital inertia. People mindlessly flick through an endless stream of updates, photos, and videos, often losing track of time.
But what influence do those photos and videos have and how do social media like Instagram and TikTok make you buy?
How the images and media that we are fed daily actually make such an impact on not only what we buy, but also what we choose to pursue, explore, and desire?
In today’s digital age, social media is a powerful force that influences nearly every aspect of our lives, including our purchasing decisions. It’s no secret that businesses, both small and large, have harnessed the potential of social media to boost their sales. But what exactly is it about social media that drives people to make buying decisions, and how can businesses enhance this influence?
This article explores the relationship between social media and sales and discloses in some way what exactly makes people buy.
Ubiquitous Targeting
Nowadays, I guess nearly everybody has heard about targeted ads. Social media provides businesses with the ability to reach their ideal audience through targeted advertising based on data analysis. Advanced algorithms implemented on platforms such as Facebook and Instagram analyze user behavior, interests, and demographics, allowing businesses to create and customize their ads to cater to specific consumer segments.
In personalized marketing, the key is to provide content that speaks to the individual. When a person comes across an advertisement that resonates with their interests and requirements, they are more likely to interact with it and ultimately make a purchase. The sensation of being appreciated and valued as a customer is a critical factor in the decision-making process of buying.
That is a powerful tool for businesses to have a higher chance of reaching potential customers, who are already interested in the product. Nevertheless, sometimes it can be unsettling to see ads for topics you discussed with family during dinner, even when not using your phone. Therefore, read Terms & Use policy carefully.
A “Buy now” button. Social-commerce.
Social Commerce is a term that encapsulates the fusion of e-commerce and social media.
Many social media platforms now offer integrated e-commerce features, allowing businesses to sell products directly through their social profiles. This streamlined approach reduces friction in the purchasing process, making it more convenient for consumers to buy products they discover on social media. Features like “Shop Now” buttons and in-app checkout options are becoming increasingly prevalent.
Therefore, there is no other option for you than to buy a product.
Influencers impact and perfect life effect.
We live in the era of influencers. Nowadays, authenticity and relatability are more vital than ever. Influencer marketing involves partnering with individuals who have a dedicated and engaged following on social media. These influencers can impact purchase decisions by simply recommending a product or service.Therefore, it is functioning as a word of mouth.
The reason why influencer marketing works so well is trust. People tend to rely on recommendations from individuals they admire and follow. Influencers are seen as authentic and genuine, which makes it more likely for their followers to buy products they promote. This trust extends not only to the product itself but also to the brand that stands behind it.
We strive to emulate the lives of our role models by observing their beliefs through our mobile screens. We want to be like them and buying products they allegedly use is the most simple way to do so.
Conclusion
The influence of social media on sales is multifaceted and dynamic. Businesses must understand the factors that drive people to buy in a digital landscape where trust, personalization, social proof, and emotional appeal are paramount.
By effectively leveraging social media and understanding the way customers businesses can thrive in the digital marketplace and achieve remarkable sales growth. The world of e-commerce is evolving, and it’s crucial for businesses to adapt and harness the full potential of social media in driving their sales and customer engagement.
There is no doubt that social media has drastically changed the way we communicate and share information. Unfortunately, the problem of disinformation and misinformation in social media has become pervasive in modern societies, with the spread of fake news, hate speech, and other malicious content. It has become a major issue for social media platforms, as it can be used to manipulate public opinion and spread false information. As a result, it has the potential to create political, economic, and social instability and in turn divides between people, as those who believe the false information may start to see those who don’t as their enemies.
The main source of disinformation are malicious actors who deliberately spread false information in order to achieve their own goals. They use various tactics, such as creating fake accounts, using bots to spread content, hiring influencers and engaging in astroturfing. They usually use sophisticated techniques to make their content appear more credible, such as using false sources, identities and creating sophisticated graphics.
The spread of disinformation is also facilitated by the structure of social media platforms. These platforms are designed to maximize user engagement, which leads to content that is spread quickly and widely. What is more, the algorithms that determine what content is shown to users often favor sensationalist and controversial content, which is more likely to be shared and spread. Since users can post and re-post anything they want without any fact-checking, as a result, false information can quickly go viral, reaching a large audience in a short amount of time.
There are several steps that I believe can be taken to address the problem of disinformation. Social media platforms should verify the identity of users and prevent the creation of fake accounts. They should also take steps to limit the spread of malicious content and ensure that users are aware of the potential disinformation, all of the unverified political and informational content should have a visible warning. Additionally, platforms should work on educating users about the issue, so that they can better recognise and report false information since it is realistically impossible for such platform operators to verify all the content themselves.
Finally, governments should also take steps to regulate social media platforms and ensure that they are held accountable for the spread of false information. This could include setting standards for content moderation and ensuring that platforms step up to preventing the spread of malicious content. Additionally, governments should ensure that users have adequate protection against malicious actors, such as the right to sue for damages caused by disinformation. I sincerely believe, that without adequate legislation, social media platforms will only push the responsibility of verifying content onto the users, washing their hands from the issue, since they will not spend extra resources on something that is not required from them.
Overall, the problem of disinformation in social media is a serious issue that requires a multi-faceted approach. Social media platforms should take steps to prevent the spread of malicious content, while governments should regulate and hold platforms accountable. But regardless of whether the above will be implemented or not, there are some best practices that we all should know and follow:
Always fact-check the information before sharing it in social media and if you are not sure whether the information is credible just don’t share it.
Look for and verify the sources. Stories with only one or no sources are more suspicious than stories with multiple.
Consider the agenda. Keep in mind, that news organizations operate for money. It does not mean all of them will provide false information, it is quite the opposite. Nevertheless, there will be many of them that will want to target a specific group of people and will skew the perspective to better fit this group’s preconceptions. Be aware that many propagandists will very often use seemingly open questions that point to a specific conclusion to push their agenda as a matter-of-fact truth.
Be cautious of stories playing to emotions. They are not automatically false, but keep in mind that propagandists and scammers know very well of the power this tool wields.
Break the chain. If your friend or family member (I know we all have one of those) share some unverified or false information, call them out. It is most likely an uncle or aunt you have not seen in years, what is the worst that can happen?
Sadly, it is really a lot of work to always follow all of the above. Fact is that it takes very little to share a post, while much more to verify it by yourself. That is why, and I cannot stress it enough, if you are not sure about the creditability of a story, please just do not share it.
Few Polish businesses have a plan for managing and enhancing their reputations. Western European companies, on the other hand, do it in a more planned and deliberate manner. Furthermore, especially in today’s digital age, businesses interact through various platforms, which presents several obstacles to consistency and efficiency in communication.
Reputation – an important part of Management
Up to 90% of a company’s market value may come from its reputation. Although a good reputation takes years to build and can be lost in an instant, most companies in Poland only react when a crisis occurs. A strong business reputation leads to superior financial outcomes, client loyalty, and image-building. Reputation is frequently exclusively connected with an organization’s outward appearance, but the image is more about “What do our customers think of us?”. Although superficial, appearance does not accurately represent reputation.
Reputation management has evolved over the years. Today, reputation building is heavily influenced by social media and the internet. For instance, according to research from the Pew Research Center, 91% of individuals trust what they read and see in search results, which is why many companies aim to build a good image in Google’s search results.
The way companies operate can be divided into two types:
Some companies are proactive. In order to improve their image and provide value to their surroundings, they work on image initiatives. They also maintain good communication with the company’s stakeholders and are open to hearing other people’s thoughts. These businesses are frequently quite active on social media, especially professional networks like LinkedIn or Twitter and conventional media. In addition, they take care of their image on the search engine, which is as essential a medium today as Facebook or YouTube. The second category consists of businesses prioritizing protecting their reputations above enhancing them, primarily by keeping an eye on the environment and reducing risks.
A strong reputation means more significant success in the business field and success in achieving goals. Additionally, it translates into stronger client loyalty, dedication, and crisis resilience for the business. Employer image is unquestionably the third factor. After all, we are more likely to submit applications to companies with solid reputations.
Trust is essential to developing an organization’s market position, both from consumers and staff members and partner businesses. It is one of the most critical factors in establishing an organization’s market position, particularly in the era of social media, where one post may define your company’s destiny. According to research presented in ” Managing Your Company’s Most Valuable Asset: Its Reputation,” a company’s reputation is thought to contribute anywhere between 20 and 90% of its market value.
According to the ASAP CARE 24 agency’s report, 23% of internet users interact with brands on social media, and a similar percentage regularly follow brand profiles there. The opinions they discover on these platforms significantly impact consumers’ decisions to purchase products.
However, hackers may quickly access social media platforms and the posted content. It is also harder to respond promptly to hate speech that is not on the record. Therefore, the only things that can prevent a catastrophe are a set strategy and a consistent social media presence. Fake news, however, poses a serious problem since it is so prevalent online.
Such an occurrence has happened recently to many companies after Elon Musk took over Twitter and implemented a paid coveted blue check subscription. As a result, impersonation accounts of well-known people and businesses quickly flooded the platform. Eli Lilly, one of the country’s largest insulin suppliers, was one of the businesses that suffered the most from the increase in fake accounts, with billions of dollars being wiped off its stock due to controversial tweets from impersonation accounts. The Washington Post reported that Eli Lilly saw its stock value fall by more than 4%, or $15 billion, after a fake account using Musk’s verification system tweeted: “We are excited to announce insulin is now free.” The company’s executives had to order a halt to all Twitter ad campaigns. Additionally, they suspended their global corporate accounts’ Twitter publishing schedule.
It is difficult to get out of such situations. Once a fake is released, it is challenging to take it back. That’s why we have to keep in mind that everything we do on the internet is being reflected on society or the social group we are part of and that on the internet, nothing ever disappears completely.
The acquisition of Twitter by Elon Musk began on April 14 and concluded on October 27. In the first month of his saga, he became the largest shareholder with a 9.1 percent ownership stake. He wrote that he wants to create “a common digital town square”, where everyone can speak freely.
Elon’s actions
In the first two days, an eccentric billionaire took over the company he fired half of the employees including the CEO, CFO, and head of legal policy, trust, and safety. A week after he set an ultimatum for the rest of the employees: either work in a “hardcore environment” or leave. Probably he didn’t expect that the next 1200 employees will resign. It led to the closing of whole departments of the company. The funny thing, in Californian law there is a record that says all formalities regarding employee resignation must be done within 72 hours after it. For Twitter, it was hard to do, because the department which was responsible for this action was closed. The CEO of Tesla scrapped the company’s work-from-home policy, but after those events, he had to temporarily close offices. Everything led to lots of bad press on Elon Musk, the creation of #RIPTwitter, and 4 million dollars lost per day.
Funny paradox
Everyone wants to see Twitter dead and it makes this media source as alive as it never was. The platform now is doing very well, besides the internal problems of the company, they are making all-time highs almost every day. Last week there were 1.6 million daily active users. Moreover, a lot of Elon’s fans are ready to work for free just to help their “hero”. I think that Twitter’s mission is the thing that makes it special. The platform is elevating citizen journalism and by that, they are competing with mainstream media oligopoly, forcing them to be more accurate. There is freedom of speech, but as Elon Musk said, not freedom of reach. It means that negative/ hate tweets will be deboosted. You won’t be able to find them unless you specifically seek them out.
What do you think about Elon’s recent moves? Is Twitter going to die or rather thrive?
Have you ever been thinking about the reason why social media was created? Why did people become so engaged in it extremely quickly? Sometimes I am wondering whether the emergence of social media was exactly a step toward social development or in reality it initiated an inevitable threat to the whole population.
Let’s consider Facebook – the most massive social network in the world that gave birth to an unbelievable number of internet communities. Once Facebook introduced its mission statement – the goal to provide thousands of people with the opportunity to stay connected with the world, users got accustomed to it immediately. But the mission of Facebook evaporated as quickly as people became obsessed with this social network. Facebook produced obsession. By using and using it again, people developed a habit of scrolling their feeds every day, that was a certain form of a drug for them. And while having been totally absorbed in the news feed, people did not notice one crucial thing – their behavior, consciousness and emotions were deliberately manipulated. It is not hard to guess that the primary purpose of Facebook’s creation was to control people. Social networks are existing with the strict mission of keeping people’s desires, preferences, intentions, goals, habits and even fears under control. They know us better than anyone else, playing the role of our personal diary. Have you ever noticed that people are much braver to express their opinion particularly via social media, since they feel the freedom for their thoughts to be heard and not punished? Data analysts of Facebook know it for sure. They are able to detect and sort individuals accordingly to their temperament and character features as a result of surveilling and analysing their requests, comments, messages and contributions to society. With the help of Artificial Intelligence systems, developed by Facebook’s data analysts, every user’s individual profile is created to adjust their behavior by producing posts and advertisements, that perfectly fit their desires and interests. People get imprisoned in social networks without comprehending it and are gradually turning into robots who are guided to buy certain products and services or to read certain pieces of news intended especially for them. However, consumer and social behavior is not the only thing, being under the control and manipulation of AI. Artificial intelligence systems significantly affect our morals, preconceptions and values.
I would like to elaborate on the scandal of Facebook with the Cambridge Analytica campaign. In 2015 data of numerous Facebook users were collected without their consent by the data analytics firm in order to create a system that affects people’s choices regarding the presidential election. By spreading perfectly-designed targeted polls, advertisements and posts, Cambridge Analytica managed to influence the consciousness of voters and change their opinion about the election. An extremely similar situation is evolving nowadays in Russia, where citizens are experiencing severe brainwashing caused by the flow of posts and news, developed by the Russian government, which eventually leads to the inability of Russians to consciously perceive information about the war in Ukraine. Because of extreme manipulation tools they are blind to the hazardous nightmare that is happening to millions of innocent Ukrainian people. Unfortunately, these examples of manipulation caused by social media are limitless. Social media users are doomed to be the victims of various types of propaganda, promoted by social networks.
So what is the real purpose of social media existence? Social media is an efficiently-designed and developed digital weapon. By applying Artificial Intelligence , workers of Facebook, Instagram or Twitter are capable of influencing the consciousness and actions of millions of individuals. With the help of Artificial Intelligence systems, social media transforms people into robots, who unintentionally do things they do not want to. It exterminates the autonomy of people’s opinions and mindsets. So is AI really a step toward our world’s development or is it the beginning of humanity’s “death”, the vanishing of people’s independence and freedom? Maybe AI was intended not for creating robots, but for turning people into them? Maybe its most crucial goal was not to alleviate human life but to simplify the control over people, the control of their thoughts and actions? We will probably see it. Or not, because we won’t be able to figure it out, being already under control.
It’s only been a week since the most powerful person in the world bought Twitter, so what’s happened in that time in the bird’s nest?
Let’s start with the fact that all famous personalities who were blocked for various reasons got access to their accounts, which meant that the new head of the company decided to fight against permanent blocking on Twitter. Moreover, he canceled almost the entire set of prohibited content, including racist and homophobic words. The most incomprehensible thing that has happened since Musk’s acquisition of Twitter is the dismissal of a considerable part of the employees, while now he intends to return some of them for the reason that for the upcoming update of the social network
The community had mixed reviews about this, many began to call Twitter the second Reddit with their toxic content, others believe that the social network has returned the concept of free speech. Now everyone is waiting for further actions of the new director. It is already known that Musk plans to revive the long-forgotten “Vine” and make Twitter the most reliable source of information, but it is not clear how this will be implemented.
TikTok has been around for 6 years now. In such a short time it has gained the title of the fastest-growing social network ever in the history of the internet. It not only managed to gain millions of users in a matter of months but also has affected the whole industry of video/photo platforms, and killed millions of brain cells. It is difficult to deny, that TikTok is now virtually in every social media, and the short videos from it even acquired their own name, simply “TikToks”. These short-form videos have a span of up to 60 seconds have overtaken the internet. Instagram is TikTok, Facebook is TikTok, and youtube is TikTok, they just call it in different ways like “reels” or “shorts”. Some would argue that it is great when a new, fun, and useful app gains popularity and the technology is adopted by other companies, it is a natural part of any developing competitive space. Though, let’s take a closer look at why TikTok has made such a boom on the internet, the main reason for which, is it being a real addictive drug.
With TikTok possessing more than a billion active users and its technology being copied and pasted into such giant platforms as Facebook and youtube (promoting it to some of the other hundreds of millions of viewers), it makes me ponder on what makes everyone watching it, and what makes all those companies strive to have the same brainwasher in their software. Though, after a few minutes of active thinking, an answer comes to mind – TikTok is dope.
The essence of its addictiveness (which is truly the highest among all social media platforms), lies in its design. The way the app looks, feels, scrolls, sounds, and the way the buttons are laid out all create a virtual space that lowers the level of our brain’s activity and makes it lose the track of time. It is designed in a way that forces innocent minds to watch hundreds of short videos daily while forgetting what they have seen 30 seconds ago no matter how funny, interesting, or exciting it could seem at the moment. We don’t have to search long for evidence of the effectiveness of such a design, because it has already been given: corporations like Facebook and youtube which used to be the largest social media trendsetters have suddenly adopted the pattern of TikTok app to their own playing fields. Though, the question still stays: why is this design so addictive?
In order to answer that, we first have to figure out how addiction works. As stated in the Harvard Health Article: “Addiction involves craving for something intensely, loss of control over its use, and continuing involvement with it despite adverse consequences. Addiction changes the brain, first by subverting the way it registers pleasure and then by corrupting other normal drives such as learning and motivation.” (Harvard Health Article, Understanding addiction). In other words, addiction makes us lose control over our own actions due to a strong craving to experience this addictive something. Although, for the majority of people when thinking of addiction, some of the first things that come to mind are such substances as cigarettes, alcohol, pills, or marijuana. By way of explanations, those are drugs. However, it is important to notice that those drugs that are used for medical purposes are also called medicaments. At the same time, if we consider the word drug more as a general concept of it being something that causes addiction, then it should not be only restricted to physical substances. Moreover, the addiction mechanism works in the same way for all drugs, be it nicotine, sugar, sex, or TikTok videos. In particular, whenever the brain is exposed to certain external stimuli, which causes it to release a set of hormones that are making it feel good, and starts to crave for that good hormone rush, such as dopamine. Then a pattern emerges, “cue routine reward” (Duhigg, 2016). Whatever can become a cue, say being bored, feeling upset, wanting a distraction, etc. When a cue is touched upon, it then triggers the craving for the reward. The reward is known by the brain, in this case, it is the pleasant hormone rush. Hence, our mind urges a subconscious uncontrolled behavior that, it also knows, will bring the reward it craves for. This is how addiction emerges. Translating it to TikTok, whenever we find ourselves bored we know that we can entertain ourselves in TikTok by watching short funny videos. Whenever we scroll for the next video in the first few seconds we are getting excited by its looks, sound, or contents. This then makes our brain release a little bit of dopamine which makes us feel slightly better. Have you noticed that if the video does not excite you in the first 3 seconds you are very likely to quickly scroll to the next one? This is a clear evidence of you scrolling subconsciously, not even realizing that you are already addicted. Your brain wants more dopamine, hence it traps itself in a loop: scroll, get excited, feel good, crave the good feeling again, scroll, and so forth…
One would say that even if TikTok is addictive, it does not cause any severe consequences to neither individual, nor society. Nevertheless, studies have been conducted which state that the addiction to TikTok, just as for any other addictive essence, does affect our brain activity, especially it lowers the activity of particular part of our brain. This, in turn, might lead to the brain’s certain structures’ gradual atrophy. Especially susceptible to this are people of the age under 25 because the brain is not fully developed up till that time. Ironically, those are the ones that tend to spend the most time on the internet and TikTok due to the lack of interest in the real-world and boring classes in schools and universities.
Just like with addictive substances, addiction to TikTok is very difficult to notice, as it happens very gradually and smoothly. You don’t feel like something is going wrong, unless you check out the time of the day before you clicked on TikTok and right after you finished your daily session, here you get surprised by how much time has flown by. The danger is high, as it is hard to detect the full amount of hours we lose to TikTok, though it accumulates over time. Just the mere thought of us spending an hour daily on watching vids we don’t even remember at the end of the day, makes me think of how much I could have achieved if spent it on reading self-improvement literature or learning a new skill. Lets try to leave a worthy legacy behind and not be left known as the “look at me generation”. 😉
Feel free to share your experiences with tiktok and thoughts on this in the comments down below 🙂
I will be very glad to hear from you!
References:
Duhigg, C. (2016). Power of habit. Penguin Random House Audio Publish.
Understanding addiction. HelpGuide.org. (n.d.). Retrieved October 31, 2022, from https://www.helpguide.org/harvard/how-addiction-hijacks-the-brain.htm
