Researchers James Roberts and Meredith David asked 555 college students to compare TikTok, Instagram Reels, and YouTube Shorts. They examined three traits that define how these platforms work: ease of use, how accurately they recommend content, and how often they surprise users with new material. These are called technological affordances, in simple terms, the ways a platform invites people to act.
The findings were clear. TikTok scored higher than both rivals on every measure. On average, participants rated TikTok’s ease of use at 6.6 out of 7, while Instagram reached 6.3 and YouTube 5.5. TikTok’s recommendation accuracy averaged 5.9, ahead of Instagram’s 5.0 and YouTube’s 4.5. For surprise and variety, TikTok again led the field with 5.5 compared to 4.8 for Instagram and 4.5 for YouTube. These gaps explain why people often say the app feels effortless and strangely personal.
The research showed that design plays a major role in how people engage. TikTok opens directly into a video that begins playing instantly. No search, no click, no pause. Every swipe feeds the algorithm new data, which quickly learns preferences and fine-tunes what appears next. The system feels intuitive but quietly removes decision-making friction, turning interaction into reflex.
This simplicity matters. The study found that TikTok’s easy interface increases engagement, and that engagement predicts addiction. In plain terms, the more natural the scrolling feels, the harder it becomes to stop. Instagram and YouTube also use recommendation systems, but their design still demands more effort — users must choose a video before watching. That small step slows down the feedback loop and makes self-control slightly easier.
Numbers from the study and outside sources underline the difference. TikTok has 1.6 billion active users who spend about 54 minutes a day watching videos. YouTube Shorts attracts 1.5 billion users averaging 49 minutes, and Instagram Reels, despite reaching a larger audience overall, holds attention for roughly 33 minutes. Roughly one in four TikTok users shows signs of addiction based on the same psychological scale used for gaming and social media studies.
The design rewards the brain with constant small wins. Each new clip either confirms what someone enjoys or surprises them with something unexpected but still satisfying. That mix of predictability and novelty creates a loop of reward and anticipation. The result is what psychologists call time distortion, users think only a few minutes have passed when half an hour has slipped away.
Beyond the numbers, the implications reach into daily life. The more time people spend scrolling, the less they devote to activities that build real connections or require focus. The researchers link heavy use to shorter attention spans, lower self-control, and reduced well-being. The harm isn’t just emotional; it’s about opportunity cost. Every hour spent inside the feed replaces an hour of sleep, study, or face-to-face interaction.
TikTok’s design success also highlights a paradox. What makes it popular is the same thing that makes it difficult to quit. The algorithm grows more accurate the longer someone stays on the app, learning behaviors in fine detail. This tightens the feedback cycle, keeping people engaged even when they intend to stop. Other platforms have tried to copy this structure, but TikTok’s mix of speed, accuracy, and surprise remains unmatched.
The study doesn’t point fingers. It simply shows that engagement is built into the system. When platforms compete for watch time, they naturally evolve toward designs that keep attention locked in. TikTok happens to have refined that formula first and most effectively.
For users, awareness is the only real safeguard. Checking screen-time data or setting reminders may sound simple, but even those small steps can interrupt the scrolling trance. The researchers suggest paying attention not just to how often you use these apps, but how they make you feel afterward.
TikTok’s rise has changed how billions consume video, shaping habits that now feel instinctive. The Baylor study exposes the quiet engineering behind that habit, the combination of ease, accuracy, and novelty that keeps fingers swiping long after intention fades. It’s not magic or mystery. It’s design working exactly as planned.
Notes: This post was edited/created using GenAI tools. Image: Unsplash
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by Irfan Ahmad via Digital Information World
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