You know when you go on TikTok intending to fill a mere 10 minutes of your time with fun content, and before you know it an hour or two of your time was wasted mindlessly scrolling into a black hole of never-ending content? Â If you are someone that regularly uses social media, especially TikTok, you must know the feeling all too well. There are a few explanations to explain why the app is able to have such a strong grasp on user screen time.
The Power of the Algorithm
The Chinese-owned app introduced a game-changing formula to the way we consume social media today. Truthfully, the concept of an endless "For You Page" is nothing new; A predecessor known as Vine had a similar format but shut down due to the lack of financial planning and failure to monetize on their part.
 However, TikTok is the first to be able to pull off the format of an endless "For You Page", where every single video appears based on the recommendations of your algorithm. The contents of a For You Page, or famously referred to as the FYP, may differ from one person to another. The majority of TikTok's popularity and success can be attributed to the efficiency of this algorithm that keeps its users so entertained for hours and hours on end.
Instant and Secure Satisfaction
Another feature that also likely propelled the success of TikTok is how the content differs from other major social media such as Instagram or Twitter. TikTok can integrate more relatable and interactive content for less effort. For instance, a 280-character tweet or a selfie on Instagram does not bring the average user as much satisfaction as it would from short video clips filled with either music, comedy, or information.Â
For many users, TikTok can induce a feeling of escapism. Whereas other social media apps we are constantly interacting with people we know in real life, TikTok is a space where users can consume or post without the fear of it being viewed by people in their life. According to Forbes, John Lincoln, CEO of Ignite Visibility, believes that "What further propelled the growth of TikTok was the need for teenagers to get off Facebook, Instagram, and Snapchat and have a place of their own where their parents couldn't see what they were up to."
The Marketing Potential for Businesses
A double-edged sword can also be said about the seamlessness and ease of sneaky advertising that is made possible by the app. For businesses, there are heaps of opportunities to create relatable content that can slyly advertise their product. TikTok allows for casual advertising, subtle enough to sell their products without it feeling like a marketing ploy. In comparison to blatant and more formal advertisements such as those found in other social media apps, brands can advertise by hiring TikTok content creators who know exactly how to cater to their target audience.
The Introduction of "Micro-Trends"
