The Internet Is TikTok NowNEWS | 17 January 2025There are times when, deep into a scroll through my phone, I tilt my head and realize that I’m not even sure what app I’m on. A video takes up my entire screen. If I slide my finger down, another appears. The feeling is disorienting, so I search for small design cues at the margins of my screen. The thing I’m staring at could be TikTok, or it could be one of any number of other social apps that look exactly like it.
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 app might get banned in the United States, but we’ll still be living in TikTok’s world.
I recently made a game out of counting how many swipes it takes for each of my apps to try to funnel me into a bottomless video feed. From the default screen on the YouTube app, I swiped only once, past a long (five-minute) video, before it showed me a split screen of four “Shorts,” the first of which tried baiting me with a few seconds of looping, silent footage. Tapping any would have led me down the app’s vertical-video pipeline. I’m confronted with an array of “Reels” almost immediately upon opening Facebook, and need to swipe only once or twice before hitting similar “Videos for you” on LinkedIn. Both of these apps also have dedicated video tabs; Snapchat and Instagram do too. X eschews the carousel, but clicking any video leads to the entry point of something common to all these platforms: the wormhole. The app expands into full-screen mode to serve me an infinite scroll of videos.
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, “in which we create online primarily to reach people we don’t know instead of the people we do.”
Read: The age of social media is ending
Not everyone has loved this transition. In the summer of 2022, hundreds of thousands of people signed a petition declaring that “We The People” wanted to return to the “dawn” of Instagram, when timelines were chronological and the algorithm favored photos. Kendall Jenner and Kim Kardashian each shared a plain graphic reading “MAKE INSTAGRAM INSTAGRAM AGAIN (stop trying to be tiktok i just want to see cute photos of my friends.)” The head of Instagram, Adam Mosseri, responded: “If you’re seeing a new, full-screen version of a feed or you’re hearing about it, know that this is a test,” he said. Instagram’s video feed clearly passed. Photos, which he called part of Instagram’s “heritage,” are still on the app, but they are being drowned out by vertical video. On a call with investors last year, Mark Zuckerberg shared that the videos account for half of the time people spend on Instagram.
Why this particular feature—new videos surfaced by the flick of a finger? “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.
Read: The government’s disturbing rationale for banning TikTok
Some users get so hooked on TikTok in particular that they seem to welcome the possible ban: “I have an addiction to this app. There’s nothing that could stop me. They need to take it away,” one recently posted. “I might actually get my life back,” another said. “I average 14 to 15 hours a day … It’s not just like screen time; it’s the constant doomscrolling.” Similarly: “yesss phone detox.” Last year, Fast Company ran a piece with the headline “I’m Addicted to TikTok. I'm Begging the Government to Ban It.” A recent poll found that 44 percent of American adults support a TikTok ban, but only 34 percent view the app as a national-security threat; maybe the rest just want to be saved from themselves.
TikTok’s secret sauce is its famously—even uncannily—smart algorithm, which none of the copycats have totally been able to replicate. Much of the app’s success might also come from the less professionalized, more unhinged culture that its users have cultivated: I’m just more likely to stumble upon someone doing an impression of how a prepubescent Justin Bieber would have performed the role of Glinda the Good Witch, or covering their head with Nair, than I am anywhere else. If the app goes, I’ll have to find another way to check up on a 20-something who has been learning to play the same song on the trumpet since Christmas. She’s bad, but she’s getting better.
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.Author: Hana Kiros. Source
