Hook – The addictive nature of TikTok
TikTok’s algorithm is designed to keep users endlessly scrolling by showing them videos that keep them engaged. The app learns users’ interests based on the videos they like, comment on, share and follow, and uses this to recommend new videos (Should TikTok Be Banned? – YouTube). The more a user interacts with certain types of content, the more the algorithm will feed them similar content.
This creates a feedback loop where users are shown videos that match their tastes and keep them watching continuously. TikTok purposely shows clips that are entertaining, funny or shocking rather than informative. The quick cuts, visual effects and catchy music are crafted to grab attention (Anjana Susarla). Users often lose track of time as video after video autoplays.
While this algorithm is highly effective at increasing engagement, it promotes endlessly scrolling through entertaining content rather than more meaningful interactions. Critics argue TikTok prioritizes addiction over user well-being.
What is an algorithm?
According to Geeks for Geeks, an algorithm is “a set of finite rules or instructions to be followed in calculations or other problem-solving operations.” An algorithm is essentially a procedure or formula for solving a problem in a finite number of steps. Algorithms act as precise specifications for performing calculations and data processing tasks in computing.
As defined by TechTarget, an algorithm is “a procedure used for solving a problem or performing a computation.” At its core, an algorithm takes input data, follows a sequence of steps, and produces output. Algorithms are central to computing and help automate and optimize processes.
Some key characteristics of algorithms are:
- They have a finite set of instructions
- The instructions are precise and unambiguous
- They accept input data
- They produce output based on the inputs and sequence of steps
- They terminate after a finite number of steps
How TikTok’s Algorithm Works
TikTok’s algorithm is designed to determine which videos to show each user on their personalized For You page. According to an analysis by the Hootsuite blog, there are several key factors that influence which content you see:
Watch time – Videos that hold your attention and keep you watching are promoted by the algorithm. If you watch a video all the way through, you’re more likely to see similar content.
Likes and comments – Videos with high engagement in terms of likes, shares, and comments are prioritized. The more you interact with certain types of videos, the more you’ll see them.
Search history and interactions – The algorithm takes note of how you interact with content, including your searches, likes, clicks etc. This helps it serve you more relevant videos.
Device and account settings – Factors like your language preference, device type, and privacy settings also play a role in determining your For You page.
Video information – Details like captions, sounds, hashtags also influence recommendations. TikTok looks at each video’s metadata to match it to suitable users.
Promoting harmful challenges
TikTok’s powerful algorithm is excellent at surfacing and spreading viral content, but this has enabled dangerous challenges to spread rapidly on the platform. Some of the most concerning challenges promoted by TikTok include the blackout challenge, the milk crate challenge, the corona challenge, the ice cream licking challenge, and the Kia challenge.
The blackout challenge, for example, encourages users to choke themselves until they pass out (Dailyo, 2023). This challenge has been directly linked to numerous deaths and hospitalizations. The milk crate challenge involves stacking milk crates in a pyramid shape and then attempting to climb them, often resulting in painful falls (New York Post, 2023). The corona challenge encouraged users to lick random objects and surfaces to mock the Covid-19 pandemic (MakeUseOf, 2023). These are just a few examples of the incredibly dangerous challenges that have spread rapidly thanks to TikTok’s powerful recommendation algorithm.
Spreading misinformation
One of the major issues with TikTok’s algorithm is the spread of misinformation and conspiracy theories on the platform. Large amounts of inaccurate or misleading content can go viral on TikTok very quickly. According to a 2022 study, nearly 20% of videos presented in TikTok’s search results contained misinformation on topics like COVID-19, the war in Ukraine, and the 2020 US presidential election.
Much of this misinformation takes the form of conspiracy theories, unsubstantiated rumors, and fake news. Videos promoting QAnon conspiracy theories, COVID-19 hoaxes, and election fraud claims have all gone viral on TikTok. The platform’s powerful recommendation algorithm can quickly amplify this content, exposing millions of users to potentially harmful misinformation.
Experts criticize TikTok for not doing enough to curb the spread of misinformation. While TikTok does have policies prohibiting certain types of misleading content, critics argue these policies are inadequately enforced. The sheer volume of content uploaded daily makes it difficult for TikTok to effectively moderate misinformation. This allows conspiracy theories and fake news to continue circulating unchecked on the platform.
Data privacy concerns
TikTok has faced scrutiny over its data collection practices and security issues. Critics argue that TikTok collects large amounts of data on its users, including browsing history, location data, and biometric data like faceprints (Kaspersky). There are concerns that this data could be shared with the Chinese government or stolen by hackers.
According to a report from Congress, TikTok collects more data than necessary for its services and may not delete this data when accounts are closed (Congressional Research Service). TikTok is also not transparent about how it uses data for advertising purposes. Its privacy policy allows it to collect data for “targeted advertising” and “marketing purposes” without user consent.
While TikTok says it stores U.S. user data in the U.S. and Singapore, its parent company ByteDance is still based in China. This raises fears that the Chinese government could pressure ByteDance to hand over data on U.S. users (Time).
TikTok claims it protects user data and does not share it with the Chinese government. However, cybersecurity experts say weaknesses in TikTok’s code could allow its servers to be breached. There are also concerns that China-based employees could access U.S. user data (Kaspersky).
Impact on mental health
Research shows that excessive TikTok usage can have negative effects on mental health, particularly for young people. The platform’s addictive algorithm is designed to keep users endlessly scrolling, which can lead to increased anxiety, depression, and body image issues.
A 2021 study by the Digital Wellness Lab found that 1 in 3 TikTok users reported feeling significant anxiety after using the app for an hour or more. The constant comparison and self-consciousness promoted by the app can worsen feelings of inadequacy and depression (The Guardian).
The prevalence of edited and idealized content on TikTok also contributes to negative body image, especially among teenage girls. A survey by the Wall Street Journal found that over half of teen girl TikTok users felt unattractive and that their body did not meet beauty standards (WSJ). This type of negative social comparison is linked to low self-esteem and disordered eating.
Experts warn that TikTok’s algorithmically personalized feed means young users can quickly encounter content related to depression, anxiety, self-harm and other mental health issues. A recent Amnesty International study found that after just a few hours of use, nearly 50% of videos shown to a teen user promoted negative well-being topics (Amnesty International). This creates an echo chamber effect that can exacerbate existing mental health conditions.
Promoting overconsumption
One of the more insidious effects of TikTok’s algorithm is how it encourages overconsumption and excessive shopping. The constant stream of new, short-form content leads many users to endlessly scroll through videos showcasing products and hauls. According to one Business Insider article, TikTok has created a “problematic culture of overconsumption,” with some users buying items just for social media content and then returning them.
The algorithm learns what types of shopping and haul content keeps users engaged, then serves up more of it. This results in many feeling compelled to constantly buy new items just to keep up with the latest TikTok trends. Seeing non-stop consumption normalized on the app can be especially impactful on younger users. TikTok’s algorithm essentially “gamifies” shopping by making it performative.
Some creators have begun speaking out about the overconsumption effect of TikTok shopping trends and hauls. However, the constant churn of new viral content makes it difficult to escape the pressure to buy more in order to gain likes and views. This undersides how TikTok’s powerful algorithm can negatively impact spending habits and promote excessive consumerism.
Censorship
TikTok has faced criticism for censoring certain types of content and creators on its platform. In 2020, TikTok was accused of censoring transgender users following reports of transgender users having videos removed or muted [1]. The platform has also been known to temporarily ban users who post content considered inappropriate or that goes against its community guidelines. According to a report by The BBC, videos mentioning politically sensitive topics like Tiananmen Square or Tibetan independence are often removed by the platform [2].
Critics argue that TikTok’s censorship policies tend to target marginalized groups and limit freedom of expression. There are concerns that the platform’s Chinese ownership influences what content gets promoted or suppressed. TikTok’s opaque censorship practices have made some wary of relying on it as a primary platform for sharing information and creative expression.
What can be done?
While TikTok’s algorithm has led to addictive usage and concerning effects, steps can be taken to improve oversight and accountability:
Governments can enact regulations requiring transparency into how the algorithm works and limiting addictive design tactics that exploit human psychology. For example, in 2022 the EU passed the Digital Services Act, which requires online platforms to disclose how their algorithms recommend content (1).
Independent audits by third parties could analyze TikTok’s algorithm to identify harms. Civil society groups have called for such audits (2).
TikTok itself could open up the algorithm for scrutiny by researchers. Allowing access to data and code could promote accountability while protecting user privacy.
Users can try to be more mindful of how the addictive design impacts their usage. Setting time limits, taking breaks, and diversifying content sources can help mitigate potentially harmful effects.
With coordinated efforts, TikTok’s platform could become safer while still enabling creative expression.
