Why is TikTok so addictive? (+ a technique from neuroscience)3 min read
After in a previous blog I shared how you can limit the negative impact of social networks, it's our turn to put on the research glasses and find out why exactly they engage our daily lives so much.
To that end, we'll jump deep into TikTok's algorithm, and for dessert, you'll read an engaging content technique from Neuroscience. It's no coincidence that the example of the Chinese social network has totally changed the game and has legitimately started to be copied even by Facebook, Instagram and YouTube.
Come on, admit it, you've at least once glanced at the TikTok feed without being able to tear your eyes away for minutes or even hours. And if you haven't yet, know that I warned you...
But why is TikTok so addictive?
Briefly about the TikTok algorithm:
- Videos give us constant access to dopamine, which is one of several neurotransmitters strongly linked to mood and feelings of pleasure.
- The algorithm adapts to the user's interests extremely quickly, literally in 5-10 minutes you will see videos just to your taste.
- A sense of "urgency" is created, that is, if you don't see the video now, almost, there is no other time.
It seems that TikTok can directly "hack" the human psyche. Parallel to this goes the increased interest in short-form videos, both from consumers and marketers.
I first heard this technique from Carmen Simon (CSO at Corporate Visions) who emphasized the keyword "Variability". Use it wisely and do not fall into its trap.
What is meant?
The human brain seeks to engage with content that is variable and hides an element of unpredictability. Conversely, the more predictable it is, the more chance there is for the user to fall into a routine and begin to lose interest. The bad (or good) news is that our brains get used to a stimulus very quickly, and this is the point at which content becomes predictable, or - boring.
What does this mean for our marketing - that we don't want our content to become routine, to feel like the noise of cars outside or the sound of the fan in our room. We'd like it to surprise.
Come to think of it, this is exactly the direction Hollywood has been going for decades. If we compare the length of a scene in a film in 1930 and one after 2000, we will notice an obvious trend - it has become much shorter. That's how it is in TikTok, isn't it?
And neuroscience confirms - our attention span is significantly reduced.
And here's how to achieve variation in our content by starting to diversify:
- Text with 👉 graphics
- Static photos with 👉 videos
- Monologues with 👉 dialogues
- Facts with 👉 stories
- Formal with 👉 Informal
How often do you use these formats?
And something interesting to finish, Carmen also warns that we should not overdo the variation, we should look for balance. So our brain often likes to see familiar things, similarities (imagine for example a PowerPoint presentation with the same colors and style), and in combination with that to look for variation. Again using the PowerPoint example - we would hardly be happy with dozens of slides in completely different styles and no connection between them.
I hope this week's article has got you thinking.
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Etienne Yanev
Etienne Yanev is a digital marketer with over 12 years of experience, including working on projects for a number of startups and B2B companies. He has taught in Softuni Digital's core program as well as at the largest student entrepreneurship campus in the world - RANEPA International. He is the author of the Facebook learning community - "Digital Marketing for Entrepreneurs". He is also part of the Association of Bulgarian Leaders and Entrepreneurs (ABLE).