![]() ![]() The user inputs are less clear (“liking” something doesn’t transmit precise information) However, to improve its algorithm, TikTok has made its product a bit less user-friendly (users scrolling through multiple pieces of content like Twitter is a more frictionless experience than just a single-video view that TikTok affords)Įugene calls the product decision to have a single-video an “algorithm-friendly” designĬompare this with a traditional social feed (Twitter, Facebook), both of which offer an endless scroll of content. Typically, UX design is meant to be user-friendly. To get the most valuable inputs possible for its algorithm, TikTok’s design is very unique: It is only one video at a time with a number of indicators as to whether or not the user likes it (length of viewing, re-watches, likes, comments, song choice, video subject, shares) However, the data inputs into TikTok’s algorithm are differentiated and - all things equal - better data inputs create better algorithms TikTok’s actual machine learning (ML) recommendation algorithm is not out of the ordinary Here’s a summary I wrote for The Hustle : It’s impossible to summarize Wei’s three - essay explainer on TikTok, but I’ll tease out two relevant points.įirst, Wei writes that TikTok has an “ algorithm-friendly design ”, which allows the app to quickly figure out - and then recommend - the exact type of content a user likes. The best text to understand TikTok’s algorithm comes from Eugene Wei, a tech veteran and widely-read industry commentator. ![]() The algo is unmatched in giving users exactly what they want to see. But the combination has morphed into a multi-sensory dopamine drip that colonizes attention.Įven if you don’t use TikTok, you have probably heard about the app’s very effective recommendation algorithm. The stitching of Family Guy with other videos began as a way to dodge copyright takedowns. Some time last year, users started flooding TikTok with clips of Family Guy stitched together with muted footage from mobile video games - usually Subway Surfers - and sensory or DIY videos. Since I’ve been off the app, a wild attention-hogging trend has taken off: it’s been dubbed the "Family Guy TikTok Pipeline" (also been called "Family Guy Overstimulation Videos" and "Family Guy ADHD Videos"). Instagram Reels, YouTube Shorts, Snap Spotlight). TikTok’s algorithm and user interface are so effective at keeping people hooked that every social media company has tried to ape its format (e.g. I deleted TikTok from my phone about a year ago because it’s a massive time suck (and I'd 93.6% be addicted to it otherwise). And these companies employ the world’s top engineers, designers, product marketers and UI/UX experts to get us to spend as much time as possible in their digital worlds. In the 21st century, our attention is the most scarce asset. TikTok : 95 minutes ( it’s 80 minutes per day in the US, which is more than Instagram/Facebook combined ) And recent Sensor Tower data from Q2 2022 shows TikTok topping global average minutes spent per day for social platforms, almost as much as Facebook and Instagram combined. ![]() But the Chinese-owned app saw usage explode during the pandemic. TikTok - which launched in 2016 - was still an up-and-comer when Burnham made those comments. They are now trying to colonize every minute of your life." They’re coming for every second of your life. " coming for every second of your life.And it's not because anyone is bad, it's not because anybody in this company has evil plans or is trying to do this, they're not even doing it consciously. Bo Burnham has one of the best insights on the business of social media.ĭuring a conference panel in 2019, the musician comedian said : ![]()
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