TikTok

The Science Behind Short-Form Content

K. Ma

SHORT-FORM CONTENT IS KING IN TODAY’S WORLD. It appears innocuous, yet its potential long-term ramifications are often overlooked. Companies like Instagram and YouTube have witnessed such an explosive surge in popularity in TikTok that it would be unwise for them not to develop their own versions to capitalise on. While social media platforms undeniably offer numerous advantages in terms of connecting communities and creating a space for individuals to have their say, the underlying issues associated with all short-form content are deeply rooted in how it controls and manipulates  consumers.

Short-form content is literally killing your ability to focus. Have you ever sat down for a study session and can’t help yourself to use your phone? Platforms such as TikTok, along with Instagram, Snapchat and Facebook, have embraced the same principles that render slot-machines addictive. When you’re scrolling, sometimes you come across a photo or something that captures your attention. You experience an immediate small dopamine rush in the brain which compels you to continue scrolling. If you’ve ever used TikTok, you’ll know just how easy it is to get caught in a scrolling loop. It’s like falling down a rabbit hole that you can’t get out of—but why would you ever want to? With its personalised feed, almost every video you see is tailored to your exact topic preferences. 

If that isn’t alarming, we can delve deeper into the inherent problems with Tiktok and the actual science behind the control it has over its consumers. TikTok has practically an endless amount of videos, therefore the dopamine-induced feelings of reward are at our fingertips. We have unlimited access to unearned satisfaction; did we really do anything to acquire the happiness we felt from that amusing video, or did we just tap the screen and turn the volume up?

I believe the two most prevalent consequences are how it affects our happiness and also how it affects our ability to focus. If we have access to artificially-made sources of endless dopamine, and all we need to do is scroll to get a new hit each time, there is no way to authentically replicate that in reality. As such, scrolling endlessly fries your dopamine receptors and intrinsically kills your ability to  focus which can cause inherent problems in your day-to-day life

To truly have an academic comeback in 2024 – next time you pick up your phone,  think twice about scrolling.