Why is scrolling through Tiktok addictive?

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The user behavior path of Tiktok is actually similar to that of other apps and websites. However, when conducting product testing, Tiktok must have gone through data analysis and verification through A/B testing before formulating the following addictive product strategies:

1. Promote user repeat behavior - 15-second video duration limit

Presumably, you often watch the same short video repeatedly while scrolling through Tiktok, because Tiktok videos are limited to 15 seconds in length, which usually cannot fully present a soundtrack and content;

Therefore, it gives people a sense of abrupt end, and many people will involuntarily watch it multiple times, even forming a deep impression of these incomplete videos.

2. Predict user perception in advance - automatic loop playback

One of the important interactions in video playback on Tiktok is automatic loop playback.

Because our brain first receives the music and images from Tiktok videos, and only then does it rationally consider: What is this video about? Should I like it or swipe away?

Things like the automatic loop playback of Tiktok videos, the red dots in WeChat Moments, and the brightly colored, animated floating icons used in many apps all capture attention and time in a "sudden and unexpected" manner.

3. User active feedback mechanism - heart-shaped like and thumbs-up

In Tiktok, short videos typically stimulate your brain with a quick and positive feedback mechanism, prompting you to interact with the video in a short period of time:

For example, the red heart icon for liking, along with its colors and appearance, can provide a positive feedback to the liker in a timely manner, making people feel that liking is also a happy thing to do.

This is the charm of studying user behavior, and Tiktok has already fulfilled these elements, bringing varying degrees of irresistible rewards and stimuli to users, making some people "behaviorally addicted."