The Addictive Nature of TikTok
One of the main reasons why TikTok is so addictive is because of how its algorithm works. The TikTok algorithm is incredibly advanced and serves each user personalized content based on their interests and engagement. According to a New York Times article, “How TikTok Reads Your Mind”, the app’s algorithm is “astonishingly good at revealing people’s desires even to themselves” (NY Times).
The TikTok algorithm analyzes each user’s activity – the videos they like, share, and engage with – to discern their interests and preferences. It then feeds them an endless stream of personalized content to keep them endlessly scrolling. This is why users often lose track of time on the app – they are served engaging content catered specifically to them. As experts from Health Tech Digital explain, “TikTok’s algorithm selects content suitable for users which coincides with an individual’s interests” (Health Tech Digital). This creates a feedback loop that keeps users coming back.
FOMO (Fear of Missing Out)
TikTok is designed to make users feel like they’re missing out if they don’t check the app constantly. The platform’s algorithm quickly determines what content each user engages with most, and then feeds them more of that specific type of content. This creates a constant stream of tailored videos that triggers FOMO.
Users worry they will miss out on going viral, connecting with friends, or taking part in the latest viral meme or challenge. TikTok serves users videos similar to the ones they’ve already liked and interacted with. This reinforces the feeling that they need to stay on the app to keep seeing more of the content catered just for them.
According to a New York Times article, teens report feeling socially excluded and left out when they miss TikTok trends that their peers participate in. The cycles of challenges and viral memes make TikTok an endless stream of inside jokes – if you miss even one, you’re on the outside.
Peer/Social Pressure
One of the main reasons why it’s challenging to quit TikTok is due to peer and social pressure. Seeing friends and peers regularly using TikTok can influence a person to continue using it as well. A 2023 study found that peer pressure was positively correlated with increased social media addiction and negatively correlated with self-esteem and self-concept clarity (https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10126400/). Adolescents in particular are susceptible to peer influence on social media. Research shows that the excessive behavioral display and reinforcement from peers on platforms like TikTok can dramatically amplify the social desirability and acceptance teenagers feel when conforming to the same behaviors (https://youthmedicaljournal.com/2022/01/12/the-impact-of-social-media-on-peer-pressure-in-adolescents/). The fear of missing out and desire for social validation are major factors that peer pressure impacts relating to continual TikTok use.
Boredom
One of the top reasons many find it challenging to delete TikTok is that the app provides endless entertainment and stimulation during moments of boredom. As psychologist Perpetua Neo notes, “TikTok fills moments of boredom seamlessly” by offering an infinite stream of new videos tailored to each user’s interests (Neo 2022). The TikTok algorithm is highly effective at determining what content will keep users continually engaged. As a result, whenever someone feels bored, TikTok can immediately provide novel, entertaining videos, making it hard to pull away.
Studies show boredom may spur increased social media use as people seek stimulation (Wang et al. 2019). With millions of new videos uploaded daily, TikTok presents the perfect boredom cure. However, continually relying on TikTok for entertainment when bored can become problematic. As Dr. Neo cautions, using TikTok to escape boredom may prevent developing skills to self-soothe during moments of boredom in daily life.
Escapism
Many find TikTok so addictive because it provides an entertaining escape from reality. The endless stream of short, often humorous videos can transport users into a different world and distract them from stresses or boredom in their regular lives. As one journalist noted, “TikTok offers the kind of escapism that nostalgic activities like watching old Disney movies or listening to throwback songs brings” (escapism).
The app makes it easy to lose track of time and avoid responsibilities while scrolling through lighthearted content. TikTok’s algorithm quickly learns what makes you laugh or brings joy, and serves up more of that personalized content. As a result, it can be hard to pull yourself out of the TikTok rabbit hole once you go down it. The convenience and entertainment it provides leads many users to open TikTok when they want a quick escape, even if they don’t intend to spend an hour mindlessly watching videos.
The ‘TikTok Made Me Buy It’ Effect
Seeing products on TikTok triggers impulse purchases. The “TikTok Made Me Buy It” trend refers to users purchasing products they see featured or recommended on TikTok videos. Short-form video content on TikTok provides a constant stream of new products, life hacks, beauty tips, and more. Viewers quickly develop a fear of missing out on the latest viral sensations. When bombarded with tempting products and creative uses for them, it’s easy for viewers to get caught up in the hype and make impulse buys without thinking through the purchases.
According to Forbes, the hashtag #TikTokMadeMeBuyIt has over 5 billion views and counting (source). Brands are actively working to have their products go viral and get featured in TikTok haul videos. The peer endorsement from influencers and everyday users packs a powerful punch. TikTok’s algorithm is highly tuned to determine which products individual users are most likely to purchase. The constant personalized recommendations make it difficult to resist trying out new viral products.
Impulse shopping on apps like TikTok can become a mindless habit. The ease of one-click purchases means little forethought goes into buying decisions. While some TikTok trends lead to smart purchases that enrich lives, others result in buyers’ remorse down the line. Setting a TikTok shopping budget and evaluating if a purchase aligns with financial goals can help counteract impulses. The fear of missing out will always be there, but with self-control the regret doesn’t have to be.
FOLO (Fear of Logging Out)
One major reason why it’s so hard to delete TikTok is FOLO, which stands for Fear of Logging Out. FOLO refers to the worry about missing notifications, messages, comments, and other social interactions if you log out of TikTok or other social media platforms.
TikTok’s endless scroll and algorithm work hard to keep you engaged, reacting, and commenting. This creates a worry that if you log off you’ll miss something important, whether that’s notifications that you got new followers or comments, messages from friends, or the latest viral video or meme. FOLO leads many TikTok users to stay perpetually logged in so they don’t miss anything happening on the app.
According to research, FOLO has become especially common during the COVID-19 pandemic as more interaction has shifted online. With so much socializing now happening through apps like TikTok, the fear of missing out by logging off can make the app incredibly habit-forming and hard to quit for some users.
Liking the Attention
Many users thoroughly enjoy receiving positive feedback and attention on TikTok, which can make the app hard to quit. The instant gratification from likes, comments, new followers, shares, etc. triggers the brain’s reward system, releasing feel-good chemicals like dopamine and oxytocin.
Seeing the view counters rapidly rise as more people watch your videos provides a powerful rush. Users crave the validation they receive from viral videos and interactions in the comments. Having an audience engaged with your content gives a sense of social connection.
According to psychologists, consistent positive feedback on social media can become addictive over time. Users chase the next viral video or popular sound in hopes of repeating the thrill of recognition. TikTok’s algorithms are designed to keep people engaged by showing them more of what receives positive engagement.
The joy of entertaining an audience and feeling admired or influential within the TikTok community can override the desire to use time and attention differently. But unhealthy dependence on external validation from the app may indicate low self-esteem or lack of fulfillment in real-life relationships.
Creative Outlet
Many users find TikTok to be an appealing creative outlet that allows them to express themselves through challenges, trends, and other features unique to the platform. TikTok’s short video format lends itself well to showcasing talents like comedy, dance, music, and more. The app’s massive user base means trends and challenges can spread quickly, allowing creators to gain a large audience for their creative expression.
TikTok encourages user participation through hashtags and prompts like “Show us your #OOTD” or “Check out the latest dance challenge.” Creators can put their own spin on trending content. Features like Duet and Stitch make it easy to riff off other videos. Many users find it gratifying when their creative videos are appreciated through Likes, Shares, and supportive Comments (TikTok Newsroom).
The addictiveness stems from TikTok empowering users to unlock their creativity. The platform provides an engaged audience and tools to create fun, viral content. Users keep coming back because TikTok offers endless inspiration for showcasing their talents and connecting through shared creative expression.
Hard to Break Habits
For many TikTok users, checking the app has become an ingrained habit over time. As experts note, “Habits form from repetition and reinforcement. When you repeat an action in a stable context, you reinforce a mental association between the situation and action”. (source) With TikTok’s infinite scroll and constant new content, users get into the habit of mindlessly opening the app whenever they have a spare moment.
Since the habit is automatic at this point, it can be challenging to break. But with intention and effort, habits can be rewired over time. To break the TikTok habit, experts recommend finding a replacement habit, using obstacles, and tracking progress. The key is being patient and consistent in order to form new habits to replace regular TikTok use.
