It can lead to addictive behaviors that affect cognitive function and emotional health
Posted Date – Monday, 4/24/23 at 12:30pm
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By: Dr. Garima Rajan, Ishika Dhanjal
Hyderabad: Short videos like Instagram Reels, Facebook Shorts and YouTube Shorts spread like wildfire across their respective social media platforms and beyond. Short videos are usually around 60 seconds or less. These videos are an efficient and engaging form of communication, and given their very short duration, they are designed to be consumed quickly by viewers. Such videos can be easily shared with just a tap of the “Share” or “Send” button. The sole purpose of such videos is to share them with other users as a means of online interaction. (Hong, 2022)
addictive nature
TikTok and other short video apps can be addictive thanks to the dopamine generated by social validation. When users receive likes, comments and shares on their content, the reward system in the brain is activated. The format of these videos is designed to be fast, beautiful, and accompanied by catchy music, which also contributes to their addictive nature. The app’s algorithms are constantly filtering content for users, providing a consistent stream of new and interesting videos.
Additionally, the influencer culture on these platforms creates a sense of desire and FOMO, or fear of missing out, among users who feel pressured to stay up to date and copy influencer content. (Petrillo, date unknown)
A study using a functional MRI paradigm to simulate the “Instagram experience” of viewing “liked” photos found increased neural activity in reward-associated regions such as the nucleus accumbens, suggesting that virtual peer recognition through liking could serve as a rewarding mechanism. Quantify the form of social recognition among users. Getting likes on social media also satisfies the human urge to be accepted by others, especially those whose opinions they admire and value. (Gauss, 2015)
easy entertainment
TikTok and other short video apps enable creative expression that increases fun and attachment. These entertainment features provide a way of relaxation and emotional release, enhancing the relationship between the user and the application. (Zhang et al., 2019) This need for quick and easy entertainment may arise from a respite from the stress of everyday life coupled with a desire for instant gratification.
Individual differences in personality traits and demographics may be related to the need for quick and easy entertainment. According to research, those who score high on neuroticism, for example, traits associated with emotional lability and poor emotional management, are more likely to develop social media addiction (Moon et al., 2014; Blackwell et al., 2017; Hong et al. People, 2014). Some people may be drawn to short-video apps as a way to regulate mood and experience a sense of connection. Additionally, gender and age have been identified as risk factors for Internet addiction, with women more likely to be avid social media users (Foregger, 2008).
The desire for quick, easy entertainment may also be related to the increased demands of modern life, where people may have limited time and energy for leisure activities that require more effort and dedication. Therefore, the simplicity and accessibility of short-form video apps may make them more attractive to people looking for a quick and easy alternative to entertainment. (Zhang et al., 2019) Ultimately, a complex interplay of individual differences and situational circumstances may influence the need for quick and easy entertainment.
user generated content
According to Dong et al. (2020), user-generated content (UGC) is a useful resource for destination marketing. Users’ social media videos offer an honest and personal perspective on travel experiences, which viewers find more engaging than professional marketing content.
Unique and exotic locations are more likely to be shared on social media as survey participants express a desire to share their amazing experiences. It is a source of inspiration and encouragement for travelers who rely on UGC to plan their trips and find new activities, making UGC extremely attractive.
Negative Effects
Short videos impair executive function, leading to stress and reduced productivity, which is especially important in today’s fast-paced society with countless distractions. It can lead to addiction-like behaviors that affect cognitive function and emotional health.
Adverse effects of social media use and other activities must be identified and prevented to preserve efficiency and cognitive function. Excessive use of electronic devices and social media can impair cognitive function, especially executive function.
Short videos with bright colors and fast-paced action can cause us to procrastinate and have problems with time management. On the other hand, however, it offers an engaging way to express creativity and develop relationships. While excessive consumption can lead to addiction and limit the development of social skills, moderate use can positively impact social interaction and creative expression.
