In a world of short attention spans, the latest viral social media app, TikTok, is taking the internet by storm with the quick 15 second video clips that are applicable to any user. These video clips have the reputation of fun, entertaining, cringe-worthy or radical content which includes but not limited to lip syncing songs or viral memes, challenges and comedy sketch content. This platform is widely used by Generation Z but is still acknowledged by millennials. The appeal to this platform is free, and short form videos that captivate your attention.

TikTok than other social media platforms in that fact this platform focus’ on the “For You” page rather than the content from the celebrities, influencers, and friends that you follow. There is a heavy focus on the algorithm that directs you the content based on what you click, follow and share.

According to Digital Innovation and Transformation, “Its special algorithm to determine the exposure of videos grants every user’s video chances to go viral, regardless of how many followers a user has. Moreover, having teenagers as the main users augments the advantage since many teenagers have dreams of becoming famous and that TikTok is the platform that may make their dreams come true.”

While TikTok is increasing their audience due to this algorithm and its uniqueness, users are receiving a wider range of content that they would not normally lean towards but have the potential to enjoy watching. There are flaws in this algorithm because one’s feed is created if the app continues to give a viewer videos that they enjoy rather than bring new content. If viewers are constantly consuming content that is geared towards them, it leaves watchers isolated to the same opinions and thoughts of topics, including politics.

According to intelligencer, “Just as adults face the terrible habit of getting all of their information from the Facebook News Feed or their Twitter timeline, younger users face the stultifying allure of social-media accounts that do their browsing for them — and just like algorithmic feeds, those accounts surface the content most likely to get a substantial emotional reaction.”

Providing users with the likelihood to go viral or become famous is why many younger kids gravitate towards this app. This is a way that can make anyone go viral, famous and make their content more accessible to a larger audience. Contributing in the hashtags and challenges has everyone in the loop of the respectable copycat style and bringing in more involvement and appeal to the app.

The New York Times reflects on the popularity of the app, stating, “So maybe you’ll sit TikTok out. But these things have a way of sneaking up behind you. Maybe you never joined Snapchat — but its rise worried Facebook so much that its prettier product, Instagram, was remade in its image, and copied concepts from Snapchat reached you there.”

Additionally, TikTok uses these algorithms to keep the users addicted, providing the users with consistent content of their liking that will having them scrolling all day long.

To avoid constant use of the app, it is important to be cautious of what is being put onto your feed and the reason as to why it is there. Content that you do not want on your feed can be done through avoiding clicking the videos that do not appeal to your page or use the button “not interested” in the share option and this will also help get rid of content that is not for the viewer.  Be mindful of the addictive factors that not only TikTok but other social media platforms such as Facebook and Youtube have; these specific algorithms are formulated to keep users coming back,after all.