TikTok, the popular short-form video-sharing platform, has taken the world by storm. Millions of users spending hours on the app every day. But what is it about TikTok that makes it so addictive? Why do so many users use it so intensively? To understand this, it’s helpful to look at the psychological principles at play.
One key factor is TikTok’s use of gamification.
The platform employs several game design elements to keep users engaged, such as points, levels, rewards, and competition. For example, TikTok’s algorithm rewards users who create popular videos with more visibility, which can lead to a “vicious cycle” of addiction, as users strive to create more and more popular content.
Other elements center around the use of variable rewards. TikTok’s algorithm delivers a randomized stream of content, which creates a sense of unpredictability and excitement. This unpredictability is what keeps users coming back for more, as they never know what they might see next. A good example of Octalysis Core Drive 7 (Unpredictability and Curiosity) design. This Core Drive is intrinsically motivating, so the activity itself (finding out new content) is the reward. It is “Black Hat” so that it creates urgency to act and creates obsession, even addiction.
The platform’s short-form format is also crucial to its addictive nature. TikTok videos are usually only 15 seconds long, which is just enough time to capture users’ attention and create a sense of urgency. This short format makes it easy to keep scrolling and watching video after video, as the time commitment is low. And because the time commitment is low, you don’t feel like you have wasted your time when you encounter a video you do not like.
TikTok’s use of music and lip-syncing is also a major factor in its popularity. The platform’s ability to create a sense of community and belonging through music and dance is a powerful motivator, as users can see others enjoying similar interests and participate in trends. This sense of community creates a sense of belonging and connection, which can lead to increased engagement on the platform.
In conclusion, TikTok’s addiction is driven by a combination of Octalysis Gamification Design, behavioral psychology, and the platform’s unique format. Understanding these factors is crucial for marketers and businesses looking to create engaging and addictive experiences for their customers. By harnessing the power of Octalysis gamification, behavioral science, and short-form video, companies can create engaging experiences that keep users coming back for more.
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