It's undeniable how far social media platforms will go to keep our attention span short yet focused on the endless stream of content circulating around the digital sphere. Platforms like X (formerly Twitter), Instagram, Facebook, and the primary culprit, TikTok, are masterfully engineered to hold our focus. If it hadn’t been these platforms, it would likely be some other sophisticated technology grabbing our attention in similar ways. Every like, share, and comment feeds into a behind-the-scenes mechanism that shapes personalised algorithms designed to keep us engaged. But as we become more aware of how the algorithm influences our daily routines, do we start taking steps to resist its influence, or are we conditioned to feed it even more, letting it serve us endless content that keeps us hooked?
It’s likely both. While greater awareness of algorithms like TikTok’s may give us more control, it’s also true that this awareness sometimes turns into wilful ignorance. The more we understand that these algorithms tailor content to our tastes, the more tempting it is to give in, letting them unconsciously scratch an itch we didn’t know we had. For example, we may not start our day actively seeking videos of dancing cats, but when they appear, we like them on impulse, fuelling the algorithm’s data pool and ensuring more cat videos come our way - how can we seriously resist cat videos? The TikTok “For You” page epitomises this cycle: an endless, curated feed designed by a sophisticated algorithm. While we might influence what appears through our interactions, the control we hold is limited. Simple actions like liking, sharing, or favouriting don’t equate to full control, and even options to block or mark content as uninteresting don’t grant true authority. Real control lies in the subtleties of marketing techniques at play beneath the surface.
One word: cookies. A funny name, but not the kind we’d eagerly devour. These digital cookies pop up on every website, subtly pushing us to accept terms and conditions most of us don’t read, knowing we likely won’t filter through the long text to make an informed choice. While social media platforms technically allow us to curate our feeds, multiple third-party companies have found ways to access and use our preferences. Amazon, for instance, uses browsing and purchasing history to peer into our minds, nudging us toward specific items. In the case of TikTok, it’s a bit more layered. TikTok engages us through the Creator Program, where influencers can monitor data on viewer engagement, and TikTok Shop, where users can seamlessly purchase various products. Both are subtly integrated into the “For You” feed, often promoted by influencers who use and endorse these products in relatable, everyday settings. This marketing strategy is highly effective, with some products achieving tens of thousands of sales in a short time.
As Andy Warhol famously didn't say - though many people don't know...
"In the future, everyone will be famous for 15 minutes."
In today’s world, that 15 minutes often comes via TikTok.
Despite the influence of TikTok’s algorithm on our lives, we, as consumers, hold some power to manage the content we consume. We can block, follow or unfollow, comment, and repost (though interestingly, there’s no dislike button). We (aka Gen Z) might not realistically eliminate these platforms from our lives—social media is too embedded in our social circles and remains genuinely entertaining. However, by understanding how these platforms operate behind the scenes, we can make more informed choices about our consumption. While many may not care, TikTok’s influence on our psyche and habits is pervasive, affecting us in ways we’re still beginning to understand.
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