‘Tik Toking’ Clock: Short-Form Videos and their Negative Impacts on Executive Functioning

Short-form videos such as TikToks, Instagram Reels and YouTube Shorts have been spreading across their respective social media platforms and others like wildfire. Short-form videos are usually around 60 seconds or less. These videos are efficient and engaging forms of communication, intending to be consumed quickly by the audience, given their incredibly short duration. Such videos could be shared with the ease of just a tap on the “share” or “send” buttons. The sole intention of such videos is for sharing with other users as a means of online interaction (Hong, 2022).

Overview of the Situation at Hand 

Short-form videos such as TikToks and Reels provide their users with content that would not ideally be considered to be their preference. The reason behind this is to diversify the consumer’s feed to increase user engagement. User engagement is targeted since such platforms seek to provide their audiences with a high level of satisfaction, which would in turn be profitable for them. Studies show that TikTok increases its user engagement with the aid of persuasive technology such as personalisation and recommendations, namely their “For You Page” (Kaya, 2022).

Tik Tok in a way, set the path for the rise of short-form videos. The format of such videos, however, could have adverse effects on its consumers. Frequent disruptions and interruptions have been observed at a high frequency in studies and their presence has proven to be evident. Due to its usage, online interruptions occur, leading to unfortunate consequences such as an increase in burdens, mental fatigue, chronic stress and a noticeable impairment in cognitive function and task performance. In the study, it was found that the constant flow of audiovisual content on social media platforms tends to exhaust and overburden our Mental Buffer. And, that causes us to ignore information that could be useful to us, and focus on superficial and unnecessary content (Chiossi et al., 2023).

The paper mentions that Prospective Memory (PM) has an important role in this context since it is negatively and much noticeably affected by excessive consumption of short-form videos. The authors define PM to be responsible for performing planned activities while also executing other tasks, improving knowledge and work efficiency, and taking part in everyday chores.

The purpose of this article is one, beyond academic interest.The paper intends to show and explain how the consumption of short-form videos, though extremely appealing, comes with its price. The price being the detrimental impact on one’s cognitive development and executive functioning. In today’s fast-paced digital world, where there are rarely any individuals that do not consume such content daily, it is crucial to study its adverse effects. Most individuals resort to social media as a means to unwind from their stressful and burdensome lives, not knowing that excessive usage could inhibit their cognitive abilities.

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It is particularly important to look into how these videos negatively impact cognitive abilities, because the current newer generations, Generation Alpha are born in the age of short-form videos. They consume short-form videos at an alarmingly high and dangerous pace. Recognizing and acknowledging the negative impacts of excessive short-form video consumption can help protect the individuals of the younger generations, who are ultimately our future.

The Phenomenon of Tik Toks and Reels

Overview of Tik Toks and Reels 

Short-form videos on social media platforms have made it incredibly convenient for creating and sharing content. TikTok, one of the most well-known platforms for such videos, was founded in 2016, in China. TikTok has become exceptionally popular amongst Generation X, Millennials and of course, Generation Z. Users can access the platforms’ user-friendly features of recording, editing and sharing such videos with great ease. Reels, on the other hand, is an Instagram feature that was introduced in 2020, it is a competitive alternative to Tik Tok since it has all the similar features, and since Tik Tok is banned in India, it the one of the most in-demand Short-Form Videos provider in the country. (Menon, 2022)

TikTok and Reels provide users with a variety of audio-visual editing tools and effects to showcase their creativity. To capitalise on Tik Tok’s success, Instagram and other social media platforms have invested in short-form video-sharing features. In India, where Tik Tok was banned, Reels arose as an alternative. Despite its recent growth, Reels distinguishes itself from other social media platforms by its users’ increasing participation in content creation, consumption, and conversation. (Menon, 2022).

The Rise of Short-Form Video Content and its Impact on Cognitive Function 

There have been reports concerning the influence of short-form video material on sites like TikTok and Instagram Reels on consumers’ cognitive performance. According to studies, around 22% of TikTok users spend more than an hour every day on the app, which can lead to addiction-like behaviour and have a detrimental influence on productivity and efficiency. The fast-paced nature of short-form videos can also make shifting focus to more demanding jobs difficult, affecting memory, retention, and problem-solving skills. (Zhang et al., 2019).

The Impact of Tik Toks and Reels on Younger Generations 

Short-form video content on applications like Tik Tok and Instagram Reels has influenced younger generations, with Fear of Missing Out (FoMO) being a crucial cognitive component influencing their behaviour. FoMO has been connected to excessive social media usage and smartphone dependence, negatively harming their well-being and quality of life. Excessive consumption of these videos can lead to a deterioration in cognitive function over time, especially in tasks that require prolonged attention and mental energy (Chung, 2022).

Executive Function in the Digital Age

Explaining Executive Functions 

Executive functions are cognitive processes that enable people to respond proactively and adaptively in unfamiliar situations. They include making decisions, choosing responses based on past knowledge and goals, and reacting in a non-routine and flexible manner. These functions, which discriminate between automatic and regulated processing, are supported by the frontal lobes of the brain. Executive functions are higher-level processes that alter lower-level processes, allowing people to behave freely and adaptively (APA Dictionary of Psychology, n.d.).

Factors that Affect Executive Function in the Digital Age 

Concerns have been expressed regarding the potential harmful consequences of children’s increasing usage of digital media games on their cognitive processes, notably executive functions (EF), which are critical for adaptive behaviour in novel and complicated settings. In the digital era, factors such as media content quality, device usage time, and context of use may all have an impact on EF development. High-quality media content, such as instructional games, has been proven in studies to improve EF, however excessive screen time can reduce attentional control and working memory. Environmental influences, such as parental supervision and views, may also influence EF development (Yang et al., 2020).

The Impact of Tik Toks and Reels on Executive Function

Observations on the Potential Negative Effects of Tik Toks and Reels on Executive Functions 

In the study by Chiossi et al. (2023), social media interruptions affected prospective memory (PM) retrieval and monitoring was studied. Participants were exposed to emotional and multimodal stimuli in the form of short-form videos, such as those seen on TikTok and Reels. The study sought to uncover the important design aspects of technology that would help to reduce the negative impacts of social media interruptions on executive function. The study revealed that short-form video interruptions reduced PM cue detection accuracy by around 40%.

Short-form videos significantly raised participants’ memory demand, making it more difficult to analyse each choice and make a decision. The study’s findings imply that PM is prone to context switching, especially when presented in the form of engaging short-form videos. These findings have important implications for technology design and emphasise the need of limiting the harmful impact of social media interruptions on executive function.

Contrasting Views on the Impact of Tik Toks and Reels on Executive Function 

Social networking and short-form video applications have made it simpler to keep in touch with friends and family, but excessive use can lead to addiction and impair social skills. Some applications include elements such as “likes” and comments that aid in maintaining online friendships. Nonetheless, for strong interpersonal interactions, it is critical to find a balance between online and offline social interactions (Zhang et al., 2019).

Site attachment, which refers to the emotional connection a user forms with a website, is critical in retaining client loyalty to websites. The influence of site attachment on client loyalty has been explored on retail and vacation sites. Attachment helps online communities by increasing member participation and retention. Short-form video applications include creative tools such as filters and visual effects, which have enhanced their appeal and dependence. Yet, frequent engagement with these applications could lead to addiction (Zhang et al., 2019).

Understanding the appeal of Tik Toks and Reels

Analysis of the Addictive Nature of Short-Form Video Content 

TikTok and other short-form video applications may be addicting due 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, which are meant to be quick, aesthetically pleasing, and paired with catchy music, also contributes to their addictive character. The app’s algorithm is constantly filtering content for users, delivering a consistent stream of new and interesting videos. Furthermore, the influencer culture on these platforms generates a sense of desire and FOMO among users, who feel pressured to stay current and replicate influencer content (Petrillo, n.d.).

A study that used a functional MRI paradigm to simulate the “Instagram experience” of viewing “liked” photos discovered increased neural activity in reward-related regions such as the nucleus accumbens, implying that virtual peer endorsement through likes can serve as a form of quantifiable social endorsement among users. Receiving a like on social media also satisfies the human drive for acceptance by others, especially those they admire and whose opinions they value (Ghose, 2015).

Psychological Theories on Why We Crave Quick and Easy Entertainment!

TikTok and other short-form video apps enable creative expression, which increases enjoyment and attachment. These entertainment functions provide a way of relaxation and emotional release, enhancing the relationship between users and the app. (Zhang et al., 2019)  This need for quick and simple amusement may be motivated by a desire for respite from the stresses of daily life as well as a desire for instant gratification.

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Individual differences in personality traits and demographic features may be linked to the need for quick and easy entertainment. Those who score high on neuroticism, a feature associated with emotional instability and poor mood management, for example, are more prone to develop social media addiction, according to research (Moon et al., 2014; Blackwell et al., 2017; Hong et al., 2014). Some people may be lured to short-form video applications as a way to regulate their mood and experience a sense of connection. Moreover, gender and age have been identified as risk factors for internet addiction, with women being more prone to become avid social media users (Foregger, 2008).

The desire for quick and easy entertainment may also be related to the rising demands of modern living, in which people may have limited time and energy for leisure activities that take more effort and dedication. As a result, the simplicity and accessibility of short-form video applications may make them more enticing to people looking for quick and simple entertainment alternatives. (Zhang et al., 2019) Ultimately, a complex interaction of individual variations and contextual circumstances may impact the need for rapid and simple amusement.

The Role of User-Generated Content and Its Appeal 

According to Dong et al. (2020), user-generated content (UGC) is a useful resource for destination marketing. Users’ social media videos give an honest and personal perspective on travel experiences that viewers find more appealing than professional marketing content. Participants in the survey expressed a desire to share their amazing experiences, therefore unique and exotic locations are more likely to be shared on social media. For travellers who rely on UGC to plan their journeys and find new activities, it is a source of inspiration and encouragement. Hence, making UGC highly appealing.

Short-form videos can impair executive functioning, resulting in mental strain and lower productivity, which is especially important in today’s fast-paced society with a myriad of distractions. It could lead to addiction-like behaviour, affecting cognitive function and emotional well-being. It is essential to recognize and prevent the adverse influences of social media usage and other activities to preserve efficiency and cognitive functions.

Read More: Is Social Media Addiction Real?

Excessive use of electronic devices and social media can harm cognitive functions, specifically executive functions. Short-form videos with vibrant colours and fast-paced actions might cause us to procrastinate and have problems with time management. However, on the other hand, it provides an engaging approach to expressing creativity and developing relationships. While excessive consumption can lead to addiction and limit social skill development, moderate use can have a positive impact on social interaction and creative expression.

Enhancing Executive Functioning in the Digital Age 

Short-form videos and the digital era have made it more difficult to sustain our executive functioning, but there is always a solution. Pretend play, martial arts, and language switching are all activities that can help with executive function development. Promoting underlying developmental mechanisms and addressing issues such as parenting, nutrition, and other important variables can also support promoting healthy brain development and executive functioning (Doebel, 2020).

To promote executive function, interventions can be targeted to specific aims and mental content, such as values and beliefs. They may include goal-oriented preschool activities, personalised parental interventions, and values-based training. Managing factors that affect executive functioning, such as stress, sleep, and nutrition, can also help children with neurological problems (Doebel, 2020).

Final Thoughts on the Importance of Mindful Technology Use 

In the digital age we live in, mindful technology usage has become increasingly crucial. As we spend more time using digital devices, we must acknowledge the possible effects on our executive functioning. Being attentive to our technology use may assist us in maintaining and improving our capacity to manage our thoughts and behaviours, plan and organise, and focus our attention. This has the potential to boost our productivity and general well-being.

Setting precise goals and limiting our screen time to minimise distractions is one strategy to practise mindful tech usage. We can also practise executive functioning-enhancing activities such as meditation or mindfulness. Furthermore, it is critical to understand that not all technology is the same and that some apps or gadgets may be more advantageous than others in terms of enhancing executive functioning. We may enhance our capacity to govern our thoughts and behaviours by being attentive and careful about how we use technology. And, hence, live a more rewarding life.