ONLINE NETWORKS AND SOCIAL MEDIA STREAM

By Lexis L

In the digital era, social media platforms have become essential to daily life, with Tiktok approaching as a dominant force because its very engaging short-form video content. Its success is helped by algorithm personalisation, easy consumption, and fast dopamine communication. However, concerns grow about its impacts on cognitive functions, especially attention span. This paper argues that excessive Tiktok usage contributes to addictive behaviors by affecting attention span and promoting escapism.

TikTok’s short-form videos are designed to instantly get attention, providing quick entertainment with minimal effort (Kohler, 2023, p.1). The platform recommendation algorithm add longer engagement by continuously presenting personalised content (Dong & Xie, 2024, p.12). With constant scrolling and a mobile-friendly interface, users can easily lose track of time, promoting compulsive usage habits.

This paper first explores how Tiktok’s short-form content and algorithm encourage more engagement by influencing users to expect instant gratification. The seamless flow of content supports constant consumption, making it hard for users to let go. Next, it examines Tiktok’s impact on attention span. Studies indicate that repeated exposure to fast-paced videos may reduce users’ ability to focus on longer tasks (Kohler, 2023, p.7). The effortless scrolling system encourages bad consumption, which weakens sustained attention (Qin et al., 2022, p.5). Finally, the paper discusses how Tiktok facilitates escapism, allowing users to disconnect from real-life responsibilities. Its immersive content and personalised recommendations makes it easy for users to spend hours on the app without realizing (Qin et al., 2022, p.3). This section highlights how escapism add excessive usage, contributing to digital addiction. By analyzing these factors, this paper demonstrates how TikTok’s design causes addictive behaviors, influencing user habits and cognitive processes.

Short-form videos, characterized by their shortness, are designed to capture attention instantly and maintain user engagement through continuous playing of highly stimulating content. Unlike traditional long form media, these videos need little cognitive effort but still provide immediate gratification, making them extremly addictive. Kohler (2023) explains that short-form videos “require minimal cognitive effort and provide immediate gratification,” making them appealing to users seeking quick entertainment (p.1). This instant reward system makes users seek continuous stimulation, adding repeated engagement with the platform. Instead of like watching a television show or reading an article, where engagement requires sustained focus, short-form videos deliver instant entertainment without any significant mental efforts.

A major help of Tiktok’s success is its highly advanced recommendation system which ensures that users receive content personalised to their interests. Dong and Xie (2024) highlight that Tiktok’s algorithm “ensures that users receive content tailored to their preferences, reinforcing prolonged engagement” (p.12). This personalisation not only increase the watch time but also creates loop where users become more relying on the app for entertainment. Unlike traditional social media, where users must search for content themselves, Tiktok eliminates effort by curating an endless stream of videos that matches to their individual preferences. This constant reinforcement of personalised content can make it difficult for users to disengage, as every swipe provides something new and might be rewarding.

Additionally, Tiktok’s mobile friendly design improves this engagement by making content consumption effortless. Dong and Xie (2024) state that “users can effortlessly scroll through content with minimal effort” (p.2). The easy access means users can engage with Tiktok from anywhere, like waiting in line to lying in bed, reducing difficulty to longer usage. Unlike other platforms where users might pause to compose posts or read very long captions, Tiktok requires nothing more than a simple swipe to stay entertained. This level of convenience promotes a behavior that forms habits where users often turn to the app during lazy moments, further strengthening their reliability.

Another significant part of short-form video addiction is the platform’s rely on an endless availability of fresh content. Unlike traditional social networking sites, where users usually engage with static text or images, Tiktok’s video format demands immediate attention. Dong and Xie (2024) note that “short-form videos demand immediate attention and prompt fast decision-making regarding whether to continue watching or scroll past” (p.3). This fast consumption cycle makes impulsive behavior, where users feel they have to keep scrolling rather than pause and reflect. Because each video last only a few seconds, there is always an need to watch just one more, leading to prolonged usage.

As Kohler (2023) states, “Short-form videos make users spend more time on social media than ever before” (p.6). This highlights the addictive environment of TikTok, because the platform’s design pushes users to stay engaged for longer time periods. The more time users spend consuming these fast burst of entertainment, the more they become used to short, high-intensity content. Over time, this can condition users to search for constant stimulation, making it difficult to focus on less immediately gratifying activities, such as reading or studying.

Ultimately, TikTok’s short-form video format stimulate a cycle of compulsive engagement by the algorithmic personalization, effortless consumption, and an infinite content stream. By delivering instant entertainment constantly with less cognitive effort, the platform encourages repeat usage, making it very difficult for users to let go. This habits engagement plays a key role in reinforcing addictive behaviors, prepare for wider cognitive function, including reduced attention spans and a rely on escapism.

Attention span means a persons ability to focus on a task for an long period without getting distracted. However, the rise of social media platforms such as TikTok has significantly changed how people engage with information, adding concerns about shortened attention spans. Marathe and Kanage (2024) highlight that TikTok’s dominance in digital consumption has contributed to shifts in how users process information, making it harder to maintain focus on longer tasks (p.2). This shift is especially concerning in a time where the ability to concentrate is important for academic and professional success.

One of the most extreme findings is that the average attention span has decreased dramatically in recent years. Kohler (2023) states that “there has been a decrease in our attention span from 12 to 8.25 seconds” due to the increase of short-form content consumption (p.7). This decline can be attributed to the rapid nature of TikTok videos, which train users to expect instant gratification and constant entertainment. Unlike reading a book or watching a film, engagement needs sustained attention, Tiktok influence users to absorb tiny content before quickly moving on. Over time, this pattern can make it hard to do tasks that need more focus, such as studying or working on complicated projects.

Another critical factor is the app’s design supported by the algorithm, which supports continuous content viewing with minimal user effort. Qin et al. (2022) explain that “users only needed to swipe up the screen with low effort to glance at short videos, therefore, indulging TikTok and extending the usage time unconsciously” (p.5). This effortless interaction removes any obstacle in content consumption, making users remain engaged for long periods without realising how much time has passed. Unlike platforms that require particular content selection, Tiktok automatically presents videos based on user preferences, making it easy to stay trapped in an endless scrolling loop. This frictionless engagement can diminish a user’s ability to concentrate on single tasks, as they become accustomed to rapid, fragmented consumption rather than deep, focused thinking.

Other than reducing attention span, short-form video consumption can contribute with deeper cognitive processing. Long form content, like documentaries or articles, need analytical thinking and constant engagement, while TikTok’s format prioritizes quick, emotionally engaging content that requires minimal concentration. Kohler (2023) notes that TikTok videos “prioritize quick, emotionally engaging snippets that do not require in-depth contemplation” (p.11). This shift in content consumption habits will make it hard for users to engage with things that need reflection or complex thought, especially affecting learning and information learning.

This issue is especially significant among younger generation, who are still in critical stages of cognitive development. Kohler (2023) reports that “41% of all TikTok users are people between the age of 16 and 24,” a demographic particularly influenced to the platform’s negative effects (p.14). Since younger users are still developing important cognitive skills such as attention control and critical thinking, their Tik tok expose them to  fast paced content might shape their long term ability to focus and process information. If their brains become wired to expect instant gratification, they may struggle with tasks that require patience and maintained effort.

Furthermore, TikTok’s impact on attention spans is a growing concern as it makes a culture of instant gratification and short content consumption. By conditioning users to expect fast stimulation and effortless engagement, the platform introduces habits that decide the ability to focus for extended periods. This shift not only affects productivity and learning but also raises more concern about the long-term cognitive effects of short form video consumption on digitally surrounded generations.

Other than its impact on attention span, TikTok’s appeal is extremely reliant in its ability to provide users with an escape from reality. Escapism, which is tendency to seek distraction from real-world problems through entertainment, is a significant driver of social media engagement (Kohler, 2023, p.9). With its unending stream of content and personalised recommendations, Tiktok creates an immersive environment where users can forget about daily responsibilities. Unlike traditional forms of entertainment, such as reading or watching a movie, Tiktok demands little effort but providing instant gratification, making it an easy and accessible escape from stress, boredom, or negative emotions.

A consequence of this escapism is time distortion, where audience lose track of much time they spend on the platform. Research shows that heavy TikTok users often underestimate their time spent on the app, mainly due to its good design (Qin et al., 2022, p.3). Since there are no clear stopping points unlike television episodes or books users are continuously provided new content, making it hard to consciously let go. Qin et al. (2022) explain that “the app’s design encourages continuous scrolling without clear stopping points,” leading users to extend their screen time without realising it (p.5). This unconscious overuse can bother real-world obligations, such as school, work, or personal relationships, because they may delay responsibilities to watch more content.

In addition to changing perceptions of time, Tiktok’s ability to make a “flow” state increases its addictive potential. The flow state means a deep sense of immersion where people become completely absorbed in an activity. Qin et al. (2022) note that “when the user was immersed in an activity, the flow experience was regarded as an emotional state, arousing the user’s curiosity” (p.5). While flow can be useful in tasks that require creativity or problem solving, in the topic of Tiktok, it keeps users mindlessly focused for a long time. This increased engagement makes users less aware, preventing them from recognising when their usage has become too excessive. In extreme cases, TikTok can become a digital escapism that replaces real life interactions, leading to no social interaction and reduced productivity.

Furthermore, TikTok’s reliance on reward based learning system adds to its addictive qualities. The platform’s algorithm delivers odd rewards in the form of engaging content, stimulating dopamine release in the brain’s pleasure center (Kohler, 2023, p.11). This process is similar to the motivation found in gambling, where users are pressured to keep playing for the next rewarding experience. Kohler (2023) explains that this pattern of dopamine caused reinforcement “mirrors the mechanisms underlying other behavioral addictions” (p.12). By constantly providing new and satisfying content, Tiktok keeps users interested, encouraging habitual usage even when they want to stop.

Additionally, Tiktok’s ability to provide an effortless escape from reality adds to its addictive potential. Its immersive content, never ending design, and psychological motivations make it hard for users to control their engagement. While escapism can be a temporary coping mechanism, extreme reliance on TikTok as a distraction can lead to compulsive behaviors, leading to digital addiction.

The rise of Tiktok has changed digital entertainment but also made new cognitive and behavioral challenges. This paper argues that excessive TikTok usage decreases attention span, promotes escapism, and encourage compulsive engagement. Its fast paced, algorithm focused content controls users to seek instant gratification, making it harder to focus on sustained tasks (Kohler, 2023, p.7). Tiktok’s immersive platform encourages long term usage, as users lose track of time in a never ending  personalised content (Qin et al., 2022, p.3). While some claim short form content has minimal impact, research suggests it mess with cognitive engagement over time. Despite TikTok’s creative and social benefits, excessive use promotes addictive behaviors. As social media evolves, learning mindful digital consumption is crucial to avoid these effects.

Dong, Z., Xie, T. (2024). Why do people love short-form videos? The motivations for using Chinese TikTok (Douyin) and implications for well-being. SSRN Electronic Journal, 43(26), 22283–22296. https://doi.org/10.1007/s12144-024-05927-4.

Kohler, T. J. (2023). Caught in the loop: The effects of the addictive nature of short-form videos on users’ perceived attention span and mood (Bachelor’s thesis). University of Twente. https://essay.utwente.nl/96577/.

Marathe, A., Kanage, R. (2024). Decrease In Attention Span Due To Short-Format Content on Social Media. Multi disciplinary journal, 1(1). 1-8. http://mahratta.org/CurrIssue/November_2024/1.%20Decrease%20in%20attention%20span%20due%20to%20short%20format%20content%20on%20Social%20Media%20_Marathe_Kanage.pdf.

Zhang, X., Wu, T., & Liu, H. (2022). The addiction behavior of short-form video app TikTok: The information quality and system quality perspective. Frontiers in Psychology, 13, 932805. https://doi.org/10.3389/fpsyg.2022.932805.