TikTok, a short video platform, has not only become an integral part of the lives of millions of users around the world, but has also fundamentally changed the social media ecosystem. Its unique content format and innovative algorithms have captured the attention of millions by offering an endless feed of personalized videos. This has made the platform a magnet for users who spend hours scrolling through content, avoiding the pauses inherent in other forms of media.
TikTok combines elements that previously existed separately: intuitive design, algorithms that quickly adapt to user preferences, machine learning, and a constant stream of videos that stimulate the brain’s dopamine system. This approach has taken content engagement to a new level.
All the major social platforms – Instagram, Facebook, Snapchat, YouTube, X (formerly Twitter), and even LinkedIn – have been forced to copy TikTok’s format by creating their own versions of short videos, such as Instagram Reels, YouTube Shorts, or Snapchat Spotlight. This is not just a coincidence. TikTok has set a new standard where social media is less and less about the real-life social circle of users and more and more about platforms for a wide audience. This has led to an era that Kate Lindsay has called “performance media” – where the main goal is to reach strangers rather than communicate with people you know. The Internet has become a kind of exhibition hall where every user is both a creator and a consumer of content.
Has TikTok really invented our future?
Despite the revolutionary impact of TikTok, the question arises: is this the platform that “invented” the short video format that now dominates other apps? The short video format itself is not new. Vine, popular in the 2010s, and Snapchat laid the foundation for fast, concise content. However, they lacked the powerful personalization algorithms that have become the foundation of TikTok’s success. Bytedance, the company that developed TikTok, has perfected these ideas, creating a platform where users stay for long periods of time, absorbed in a continuous stream of video.
A key component of TikTok’s success is its algorithm, which not only adapts to user preferences but also actively shapes them. It analyzes data on viewing duration, interactions, pauses, etc. For example, if a user stays on a video about a certain topic for several seconds, the platform starts filling their feed with similar content, stimulating even greater immersion. This leads to the creation of information bubbles that can not only influence individual preferences but also manipulate public sentiment.
In addition, TikTok has a significant potential for misuse. The platform has become a powerful tool for political influence, disinformation and interference in democratic processes. For example, in Romania, TikTok was used to promote a pro-Russian candidate through bots, disinformation campaigns, and manipulation of users’ emotions. In Ukraine, the platform has become a tool for spreading panic to mobilize and create distrust of the authorities.
In short, TikTok has not only invented the short video format, but has also laid the groundwork for a new social media paradigm. However, its growing role in global politics, culture, and economics raises important questions: are democratic institutions able to withstand this influence, and how to regulate platforms that have such a significant impact on society?
TikTok’s influence and democratic institutions
The impact of TikTok on democratic institutions goes far beyond individual disinformation campaigns. The platform has become a powerful tool for systematically manipulating public opinion and undermining trust in traditional democratic processes.
The main mechanism of TikTok’s influence is the creation of an alternative information reality. The platform creates closed information spaces where users receive carefully selected content that confirms their prejudices and increases their distrust of official sources of information. TikTok’s algorithms facilitate this process by offering more and more similar content and limiting access to alternative points of view.
The ability of TikTok to influence the youth audience is particularly dangerous. Studies show that young users are increasingly receiving political information through this platform. At the same time, they rarely check the sources of information and trust emotional, but often untrue, videos more. This makes young people particularly vulnerable to manipulation.
TikTok also contributes to the polarization of society. The platform’s algorithms amplify content that evokes strong emotional reactions, which often leads to radicalization of views and deepening of social divisions. This is especially noticeable during election campaigns, when the platform becomes a battleground for different political forces.
Narratives about the ineffectiveness of democracy, corrupt electoral processes, and the general ineffectiveness of government structures are actively spread through TikTok. This creates a favorable environment for spreading anti-democratic ideas and supporting authoritarian tendencies. Traditional media are losing their influence on shaping public opinion, as they cannot compete with the viral spread of content on TikTok. This leads to a situation where truthful, but less emotional information loses in the struggle for audience attention to bright, but manipulative videos.
TikTok’s technical infrastructure
TikTok’s technical infrastructure is designed to maximize user engagement through a complex system of personalization and recommendation algorithms. The basis of influence is TikTok’s algorithm, which analyzes all aspects of user interaction: views, likes, comments, and time spent on videos. This data is used to create a “For You” (FYP) page that is customized to the unique preferences of each user.
Unlike other platforms, TikTok makes the most of machine learning to constantly improve its recommendations. Even details such as the audio track or hashtags in a video are taken into account when creating a feed. This technology provides such precise personalization that the user feels as if each video was created specifically for him or her. There are also suspicions that the intelligence services of non-democratic states, including Russia, may have in-depth access to the details of the platform’s algorithms, which opens up additional opportunities for manipulation.
TikTok’s system uses the principle of “dopamine loops” to keep users interested through short but emotionally charged videos. Each new video creates an expectation of reward, similar to gambling mechanisms. This creates a strong habit of constant content consumption. Researchers also note the emergence of a “withdrawal syndrome,” or withdrawal, very similar to alcohol and even drug addiction.
The platform also uses “social proof” mechanisms: when content gains a certain number of interactions, the algorithm starts showing it to a wider audience. This creates a snowball effect, especially for politically charged content.
Research has shown that TikTok has built-in mechanisms to bypass standard moderation systems. For example, minor modifications to video or sound can avoid automatic duplicate detection, which is actively used to spread disinformation.
In addition, the platform collects a significant amount of metadata about users, including geolocation, devices, network connections, and usage patterns. This information is used to precisely target content to specific demographics and regions.
TikTok and mental health – challenges of the modern digital world
The growing craze for TikTok is raising growing concerns among experts about its impact on mental health. Can a platform designed for entertainment cause serious cognitive and psychological consequences?
Research conducted by the Wall Street Journal found that TikTok analyzes user behavior based on one key indicator: the time they stay on a particular piece of content. Every second, the platform collects data on views, likes, comments, and pauses to create an endless personalized feed. This mechanism ensures maximum immersion of users in the content, but at the same time creates serious risks for their mental health.
The problem goes far beyond just scrolling. According to research, prolonged use of TikTok is not only addictive, but can also cause irreversible changes in the brain. This phenomenon is called “short video addiction,” which is accompanied by both physical and psychological consequences that affect all aspects of users’ lives.
Dependency mechanisms: how TikTok works
Addiction to short videos is characterized by uncontrolled consumption of content, which the platform’s algorithm adapts to individual user preferences. The main trigger is dopamine, a neurotransmitter responsible for the feeling of pleasure. Each new video creates an unpredictable reward that encourages users to keep scrolling through the feed, losing control over time. This mechanism is similar to the way slot machines work: a person cannot predict when exactly they will receive a reward, which stimulates even more immersion in the process.
TikTok affects the brain not only through the release of dopamine, but also through the activation of other important chemicals:
- Adrenaline and norepinephrine. Almost any exciting or disturbing content on TikTok can stimulate the body to react quickly, increasing alertness and energy levels. For example, videos of unexpected events or extreme situations activate the release of these neurotransmitters, which constrict blood vessels and increase your heart rate, preparing you for action.
- Serotonin. Watching soothing or inspiring content, such as videos of green gardens under the hashtag #gardentok, can trigger the release of serotonin, a hormone that stabilizes mood and promotes a general sense of happiness.
- Oxytocin. Videos that evoke an emotional connection, such as heartwarming stories of reunions, for example, between a person and a rescued animal, promote the release of oxytocin. This hormone is associated with feelings of trust, love, and emotional closeness.
Thus, TikTok not only entertains, but also actively influences the chemical balance of the brain, causing a wide range of emotions and physiological reactions. This explains why the platform can be so addictive and hard to quit.
Research shows that TikTok is more successful than other platforms, such as Instagram or YouTube Shorts, at keeping users’ attention. The unpredictability of the content and the rapid change of context create the illusion of “flow” – a state where the user is so absorbed in the process that they lose track of time and control.
Unlike TikTok, other platforms such as YouTube are focused on longer and more structured content. YouTube actively supports scientific, evidence-based, and educational videos, while TikTok focuses on short, emotionally charged videos that quickly change context and create an “addictive” effect.
The neurobiological impact of TikTok
A study published in NeuroImage shows that compulsive TikTok use causes structural and functional changes in the brain. Participants with high levels of addiction showed:
- Increased activity of the orbitofrontal cortex, which is responsible for reward processing and emotional regulation.
- Changes in the cerebellum related to cognitive and emotional processing, as well as motor functions.
- Increased activity of the dorsolateral prefrontal cortex, indicating impaired cognitive control and decision-making ability.
These neural changes form a predisposition to compulsive behavior. The person seeks to return to the platform to get a new dose of pleasure, reinforcing the cycle of addiction.
Study participants who spent significant time on TikTok also demonstrated:
- Reduced gray matter volume in critical brain areas responsible for cognitive control and memory.
- Impaired attention function, which reduced the ability to concentrate on tasks for more than 47 seconds.
- Increasedanxiety levels and the development of depression symptoms.
The psychological impact of TikTok includes increased levels of anxiety, depression, and stress. Constant social comparisons inspired by idealized images in videos reduce self-esteem, especially among young people. Studies show that users with dispositional envy are more likely to become addicted to TikTok, looking for a way to compensate for their feelings of inferiority.
Genetic analysis has identified more than 500 genes involved in synaptic signaling and neuroplasticity. These genes are expressed most actively during adolescence, making young people particularly vulnerable to developing behavioral addictions.
What is the TikTok brain and why is it important?
“TikTok brain” is a term that describes changes in cognitive processes and brain activity caused by excessive use of this platform. The essence of this phenomenon lies in the impact of short, highly stimulating content that causes regular releases of dopamine, a chemical responsible for feelings of pleasure and reward.
Every interaction with TikTok, whether it’s a like, a comment, or a new video, activates the reward system in the brain. The platform’s algorithm is specially tuned to constantly feed the user’s interest by offering personalized recommendations. This mechanism creates a continuous cycle of expectation and pleasure, which resembles the way slot machines work. Each new video is a small but unpredictable reward that keeps the user on their toes, constantly forcing them to look for the “next hit”.
Constant exposure to fast-paced and rich content changes the brain’s ability to focus for long periods of time. Researchers claim that this affects the development of critical thinking, emotional regulation, and overall cognitive potential. In particular, users experience a decrease in patience and the ability to concentrate on tasks that require time and effort.
For young people, whose brains are still developing, this has particularly disturbing consequences. Frequent comparison of themselves with others, fueled by idealized images on social media, leads to lower self-esteem and increased anxiety. Parents often note that children accustomed to rapidly changing content can no longer watch full-length movies or focus on reading books.
The key to the TikTok brain phenomenon is dopamine cycles, which form a behavioral addiction. Dopamine releases occur every time a user receives pleasant content or a positive reaction to their activity. Over time, the brain gets used to this level of stimulation, which creates a need for even more content consumption to achieve the same level of pleasure.
As a result, dependence is formed, which manifests itself in the following behavioral patterns:
- Uncontrolled increase in the time spent on the platform at the expense of other important things.
- Constant pursuit of short-term gratification, even when it interferes with long-term goals.
- Social isolation due to a focus on virtual interaction instead of real relationships.
Social impact and cultural impact
TikTok not only affects individual mental health, but also transforms the way we perceive information and interact in society. The platform’s algorithms create an environment where instant gratification and fast-paced content become the norm, reducing the ability to think critically. This causes not only personal problems, but also broader social challenges, including the spread of disinformation, the formation of superficial social ties, and a decrease in trust in traditional sources of information.
TikTok is not just an app. It is a platform that changes not only our perception of content, but also the way we think, making us addicted to quick and superficial pleasures. Short video platforms like TikTok have changed the way we interact with information. Algorithms focused on maximizing engagement create an environment that supports an unrelenting cycle of content consumption, impairing the brain’s ability to concentrate on complex tasks.
This not only affects individual mental health, but also creates new challenges for society. These include manipulation through disinformation that spreads rapidly through viral content. In addition, the platform promotes the formation of superficial social ties, where real interaction is replaced by virtual likes and comments.
Although research has not yet established a causal link between addiction and brain changes, there is a clear understanding: TikTok is more than just entertainment. It’s a platform that transforms our habits, behavior, and way of thinking. It is shaping a new digital culture where speed and emotional impact prevail over depth and critical analysis.
Elections in Romania as a final warning
The 2024 presidential election in Romania demonstrated an unprecedented case of using the social network TikTok to influence the electoral process. This case has become an illustrative example of how digital platforms can radically change the political landscape of a country.
The unexpected victory of pro-Russian candidate Kelin Georgescu in the first round of elections with 22.9% of the vote shocked political experts and observers. Before the election campaign began, Georgescu’s rating did not exceed 5%, and opinion polls did not even include him in the list of potential race leaders. The second place was taken by pro-Western candidate Elena Lasconi, who received 19.17% of the vote.
The investigation revealed that behind Georgescu’s success was a large-scale TikTok campaign that included several key components:
- Massive involvement of influencers. Through the specialized platform FameUp, bloggers were offered approximately 100 euros for creating videos that had to use the specific hashtags #echilibrusiverticality and #alegeriiprezidentiale2024. Many influencers were not informed about the political nature of the campaign, disguising it as a regular advertising activity.
- A network of coordinated accounts. More than 2000 accounts were created that simultaneously spread pro-Russian narratives and supported the candidate’s messages. These accounts used patriotic symbols to disguise their origin and actively redirected users to Telegram channels for further targeted audience processing.
- Financial aspect. Officially, the Georgescu team reported “zero expenses” for campaigning, although the facts showed significant unofficial payments through the reward system and intermediary platforms. The lack of proper labeling of political advertising further complicated the tracking of the real scale of the campaign.
The success of this operation was largely due to TikTok’s algorithm, which quickly identifies and amplifies viral content. The platform focuses on the emotional component, creates “information bubbles” and ensures accurate personalization of content for different audiences. This allowed Georgescu’s team to effectively target messages to specific groups of voters, amplifying their impact through the platform’s mechanisms.
This case was a wake-up call for democratic institutions across Europe, demonstrating the vulnerability of electoral processes to new forms of digital influence. It also showed the need to develop new approaches to regulating political activity on social media and protecting democratic processes from manipulation.
Ukraine as a testing ground for TikTok’s malicious influence
The use of TikTok as a disinformation tool in Ukraine demonstrates a systematic approach to undermining public trust and creating panic. The main focus of the campaigns was to discredit the mobilization process and the activities of territorial recruitment centers (TCCs).
The platform regularly posts videos spreading false information about the actions of military registration and enlistment offices. Typical stories are about allegedly illegal methods of conscription, “hunting” for potential recruits, and abuse of power by representatives of the TCC. These materials are often accompanied by emotional comments and calls to avoid mobilization.
The peculiarity of such campaigns is their coordinated nature. Studies have revealed networks of bots that simultaneously spread the same narratives. The use of cross-platform coordination is typical: content appears simultaneously on TikTok, Telegram, and Facebook, creating the effect of massive and truthful information.
Technical analysis revealed a complex system of spreading disinformation. Bots use Ukrainian symbols and patriotic design elements to disguise their origin. They actively interact with the content through likes, comments, and shares, which helps TikTok’s algorithms promote this material to a wider audience.
An important element is working with hashtags and trends. Coordinated networks create artificial popularity of certain topics using both general hashtags (#Ukraine, #Ukraine2024) and specific ones for specific campaigns. This allows them to reach the widest possible audience and create the appearance of a massive discussion of the topic.
Disinformation campaigns are also aimed at undermining trust in state institutions in general. Manipulative materials about corruption, abuse of power, and ineffective governance are disseminated. Quotes from officials or distorted interpretations of official statements are often used.
A particular danger is that TikTok’s algorithms facilitate the rapid spread of emotional content. The platform automatically promotes videos that evoke a strong reaction from users, regardless of the veracity of the information. This creates a favorable environment for the spread of panic and disinformation.
How to reduce the negative impact of TikTok?
Countering the negative impact of TikTok requires a comprehensive approach at the institutional, technical and educational levels. Using data collected through the Osavul Malicious Information Narrative Tracking Platform, the European Commission has already conducted an investigation into TikTok’s role in the Romanian elections, which shows a growing understanding of the scope of the problem.
New requirements for labeling political advertising are being introduced at the regulatory level.
The platforms are required to clearly label paid political content and disclose information about their customers. At the same time, systems for early detection of coordinated influence campaigns are being developed to allow for a prompt response to manipulations.
Legal mechanisms include increased liability for spreading disinformation. Courts are beginning to consider cases of manipulation of the electoral process through social media. International cooperation in countering digital threats to democracy is developing, allowing countries to share experiences and coordinate efforts.
On the technical level, new systems are being introduced to detect bots and coordinated activity. The algorithms are learning to recognize the characteristic behavioral patterns of fake accounts, which allows them to quickly block their activities. Mechanisms are being developed to verify real users, which reduces the possibility of manipulation through anonymous accounts.
An important area is to increase the media literacy of users. Educational programs on critical thinking and recognizing manipulations in social media are being introduced. Special attention is paid to the youth audience as the most active users of TikTok. Teaching young people to distinguish between reliable information and disinformation is becoming a key element in countering the negative impact of the platform.
Experts emphasize the need for international coordination of efforts. Romania’s experience has shown that local countermeasures can be ineffective against global influence campaigns. A coordinated approach at the level of the EU and other international organizations is needed to counter transnational threats.
Recommendations for parents and users
It is important for parents to control the time their children spend on TikTok. The use of timers and parental controls can help avoid excessive use of the platform. It is also important to teach children the basics of media literacy, explaining how to recognize manipulative content and avoid addiction.
Tips for users
To minimize the negative impact of TikTok, users should follow these recommendations:
- Set clear limits on the time spent on TikTok. For example, limit the use of the platform to a certain number of hours per day.
- Take regular breaks while using the platform to avoid getting sucked into a continuous scrolling cycle.
- Engage in activities that contribute to long-term satisfaction, such as reading, sports, or socializing in real life. This helps to balance time spent in the digital environment with real-life social interactions.
Tips for parents
- Use parental control features that allow you to limit the time you use TikTok and control the available content.
- Discuss with children the risks of excessive use of social media and teach them to critically evaluate the information they consume.
- Encourage children to engage in alternative forms of leisure, such as reading, sports, or art, which promote critical thinking and emotional intelligence.
Conclusions.
TikTok is a powerful tool that has primarily negative effects. While the platform seems to open up new opportunities for self-expression and entertainment, its excessive use can lead to serious cognitive, psychological, and social problems.
The growing popularity of TikTok demonstrates the need for a more conscious approach to its use. As noted in the studies, the platform can influence not only individual choices but also political processes, jeopardizing the stability of democratic institutions. It becomes a tool for manipulating public opinion, spreading disinformation and undermining trust in traditional sources of information.
These findings emphasize the need to develop media literacy and digital culture that will allow users to recognize manipulation and avoid the negative impact of the modern digital environment. In addition, at the state level, it is necessary to introduce regulatory mechanisms and restrictions that will reduce the risks of coordinated malicious influence through platforms such as TikTok.
TikTok is not just entertainment, but a powerful tool that transforms our habits, behavior, and way of thinking. To counter its negative impact, a comprehensive approach is needed, including education, regulation and international cooperation.
Materials used:
- Neuroanatomical and functional substrates of short video addiction and its association with brain transcriptomic and cellular architecture
- TikTok Brain Explained: Why Some Kids Seem Hooked on Social Video Feeds
- A cross-national study on the excessive use of short-video applications among college students
- TikTok Brain: Understanding the Impact on Modern Attention Spans
- Here’s What Happens to Your Brain on TikTok, According to a Neuroscientist
- Does TikTok really cause brain rot?
- The Internet Is TikTok Now
- The Use of Instagram and TikTok in Relation to Problematic Use and Well-Being
- How TikTok became a weapon: from Romanian electoral shock to Ukrainian realities
Leave a Reply