The Internet Is TikTok Now

Hana Kiros: “Although it was not the first app to offer an endless feed, and it was certainly not the first to use algorithms to better understand and target its users, TikTok put these ingredients together like nothing else before it. It amassed what every app wants: many users who spend hours and hours scrolling, scrolling, scrolling (ideally past ads and products that they’ll buy). Every other major social platform—Instagram, Facebook, Snapchat, YouTube, X, even LinkedIn—has copied TikTok’s format in recent years …”

“The new social media that TikTok ushered in isn’t really about your actual social circle anymore. Platforms such as Snapchat, Facebook, and Instagram were built on connections to people you’d met before; now using them feels more and more like scrolling through channels, or peeping into 1 million glass houses. In 2022, Kate Lindsay wrote for The Atlantic that this is the era of [‘performance’ media](https://www.theatlantic.com/technology/archive/2022/11/instagram-tiktok-twitter-social-media-competition/672305/), ‘in which we create online primarily to reach people we don’t know instead of the people we do.’

“… ‘Every designer knows that retention for an app, how engaged users are, is directly correlated with how fast the next thing loads,’ Aza Raskin, who purportedly invented infinite scrolling in 2006 and now speaks about the dangers of social media, told me. In other words, apps are harder to tear yourself away from when they quickly present you with more. The design exploits the human urge for a visual cue that a task is through—an empty plate, say, or the bottom of a page—and hooks us because it never delivers. ‘It hits below the belt,’ Raskin said.

“The unpredictable and immediate reward of a post you like encourages more hunting. Marrying short videos with rapid context-switching, research suggests, interferes with our ability to act on our prior intentions. We struggle to even remember them. TikTok is especially good at lulling users into a flow state where they are so engrossed that ‘little else seems to matter to them,’ researchers at Baylor University, in Texas, have found. Genuine delight drives that feeling. People report having more fun on TikTok than on Instagram, and experiencing more serendipity than what they find on Shorts or Reels: The app, the researchers found, erodes our self-control in a way those competitors just don’t.

“… TikTok’s ultimate legacy is convincing other major social-media apps that people aren’t interested in seeing just people they know. We also appreciate videos that, like little windows, let us peek briefly into the lives of strangers. FCC Commissioner Brendan Carr has said that this aspect of TikTok makes it ‘uniquely replaceable’—any app can show you a bunch of strangers. Still, those strangers need to actually like the app enough to use it.

“Researchers have already pointed out that the motion we use to scroll past videos kind of resembles pulling the lever of a slot machine. That rhetoric can fuel loose language around social-media addiction, confusing unhealthy use with genuine, debilitating craving. But it does seem very possible that, if TikTok ends up banned, people who have developed the impulse to scroll will continue to pull the lever in search of a dopamine rush, or a video you’d actually send to a friend. Without TikTok, we might just hit the jackpot less.”

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