It started out as simple curiosity. Never in a million years did I think I would develop an addiction to TikTok. For all my rants about the invasiveness of data-mining communication platforms, for all my push to get my friends to use Signal, (which is not for profit), instead of apps like Messenger and WhatsApp, here I am scrolling daily through endless videos. And what goes hand-in-hand with data mining? Algorithms.

The purpose behind the algorithms on streaming apps is to keep you scrolling longer on their site instead of a competitor’s site. Like a good old-fashioned ad war: Coke versus Pepsi, Instagram versus TikTok. The longer you scroll, the more they learn about your likes and dislikes, the more ad revenue they earn.

“Soothing Stupefaction” is how I describe my scrolling habit. TikTok doesn’t care if my habit is good for me or not, it cares that I scroll longer each day. Like a jealous spouse, it wants to know that I’m not on Instagram or YouTube. TikTok was sly and quick to discern my preferences. Like a heroin-dealing Pusherman, it gave me a little taste to start, just a taste, no harm in that… and then, Bam! TikTok’s my habit. It’s neuroscience meets capitalism.

Admittedly, I’ve seen some engaging content, from academic and political commentary, to street fashion, to stand-up comedy, and don’t get me started on the dancing. Someone tap dancing to Smoke on the Water? Well, blog-writing be damned, I need to watch this. Give creative people a platform and they will bring it. It’s fun, it’s entertaining and an easy distraction from boredom, stress, anxiety, whatever ails you.

I’ve noticed I tend to hit the follow button most often when a creator pauses their usual content to tell their personal story. It’s ridiculous I know, but it’s easy to feel a kinship with someone being authentic regardless of the medium. 

All of these creative people have the potential to make money from their content. But the payouts are minimal. I had thought that one million views must earn a decent monetary reward. Apparently not. One million views results in about $400 to $1000. How challenging is it to get one million views? Imagine how exciting that would be for a creator. Consider then, that TikTok’s algorithm will deliberately boost specific content from a creator to get them close to that one million mark, giving them just a little taste of fame. Any creator, myself included, if ever a post of mine went viral, would be tempted to try harder after that, to keep building those numbers. But the algorithm has all the power; the flip side of keeping me hooked on watching is to keep creators hooked on churning out content. Sounds exactly like the Pusherman getting hooked on easy money, doesn’t it?

In the interest of keeping this blog short, I have not even touched on the potential for mass manipulation behind boosting political content. That’s an entirely different discussion.

I can snub WhatsApp in favour of Signal and feel good about my choice, but TikTok is unique. Currently, there are no ethical alternatives. For the curious among you, let me sound the warning bell: TikTok is like heroin, it’s easiest to quit before you start.

Keep your joy.

Contentment is for Cows: Short and sweet reflections on life’s complications.

Posted every Sunday, unless it’s a holiday, or summertime.