Tick...tock...tick...tock...let’s go on TikTok to see what’s going on right now— my brain tells me as I open the app and scroll mindlessly for the fifteenth time today. TikTok, one of the most popular social media apps right now is named after a play on the word “tick-tock”, an onomatopoeia for countdowns and minute-by-minute action.
And minute-by-minute, TikTok is shrinking our attention span with every swipe. According to this article on Forbes, the average attention span of a Gen-z person is only 8-seconds long.
This can be attributed to the fact that Gen-Zers grew up in a digital age where overstimulation is the norm, and information is handed to us in a matter of seconds. Our options are limitless but our time is not, which is why every second counts when marketing and advertising to the Gen-Z audience.
“TikTok users are exposed to dozens of videos within minutes, activating the reward pathway in the brain. Young users can become addicted to the app and may seek constant stimulation,”- David Barnhart, clinical mental health counselor at the Behavioral Sciences of Alabama
First, let's answer the question: Why do we post on social media? Two words: Instant gratification.
Instant gratification is defined as the experience of satisfaction or rewarding feels as soon as a response is made.
When we post photos and videos we think we look good in or that others will find enjoyable, our minds expect people to act favorably towards them. So naturally, when we receive likes, comments, shares, and audience engagement on our posts, all that translates into positive reinforcement of our positive pre-existing beliefs towards ourselves, giving us a rush of dopamine and gratification.
Researchers have coined the term— 'TikTok Brain' to describe the damaging effects TikTok has on adolescents:
Reduced impulse and self control -> addiction
Inability to value delayed gratification
Short- term memory (attention and concentration problems)
Lack of productive activities
Lack of human interaction
Stunted social and emotional development
In every waking moment, I am consciously aware of how much time I am spending on social media, in particular TikTok and Instagram, where I find most of my fashion inspiration and products to buy.
It’s a love-hate relationship, but one thing’s for sure— avoiding it is not an option. With the digital-centric pathway society is heading towards, more and more companies are hopping on the bandwagon of utilizing TikTok to advertise their products, and Gen-Zers prefer marketing through short-form videos over anything.
The increasing rise of influencer marketing and digital creators can attest to the fact that social media marketing is only going to continue to prevail, as many experience success in becoming full-time content creators and influencers, racking in six-figures or more a year.
While TikTok enhances our life in many ways and offers a creative outlook on self-expression and un-filtered-ness, its booming popularity and neurological impact on children and teenagers are seemingly dangerous.
The Facebook Whistleblower scandal that took place in October last year is a good example of companies taking advantage of people’s well-being in expense of the app’s success.
Frances Haugen, the former product manager at Facebook leaked internal documents that showed the company being aware of the negative impact the platform has on teenagers’ mental health yet took no actions against mitigating any harm caused.
The case led congress to hold multiple hearings with tech executives to enforce protective measures against children on their platforms. Since then, Facebook has paused its plans to launch an Instagram app for kids, encouraging users to take frequent breaks after using social media for a long period of time.
A simple Google search on “TikTok’s negative effects” prompts more than 24 million results in news articles and research studies done on the app.
Shortened attention span, screen addiction, social comparison, mental health decline, and body dissatisfaction are just some of the most prevalent issues caused by the usage of TikTok.
Amidst these findings and the soaring popularity of the app, a group of state attorneys launched a nationwide investigation into TikTok and its possible harmful effects on young users last month, seeking to find out if the viral short-form video app violates state consumer-protection laws.
The investigation is being led by a number of states including California, Florida, Kentucky, Massachusetts, Nebraska, New Jersey, Tennessee, and Vermont.
President Biden also addressed the issue in his State of the Union address, calling explicitly for a ban on targeted advertising to children on social media.
It will be interesting to see whether new legislation and policies will be implemented to minimize the harmful effects social media has on children, and whether they are effective in doing so!
Wonderful observation