Why TikTok keeps users hooked
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An analysis by The Washington Post of data from more than 800 U.S. TikTok users shows how the app’s design encourages long viewing sessions. Its algorithm quickly learns user preferences and delivers a constant stream of highly personalized, short-form videos that are easy to keep watching. Combined with features like endless scrolling and rapid content turnover, this creates a habit-forming experience that can lead some users to spend hours on the app each day.
Source
Roberts, J. A., & David, M. E. (2025). Technology Affordances, Social Media Engagement, and Social Media Addiction: An Investigation of TikTok, Instagram Reels, and YouTube Shorts. Cyberpsychology, behavior and social networking, 28(5), 318–325. https://doi.org/10.1089/cyber.2024.0338
Additional Reading
https://harvardindependent.com/tiktok-or-tiktoxic-scrolling-ourselves-sick/