Why TikTok Keeps You Scrolling: Baylor Research Explains the Science Behind Social Media Addiction
Short-form video design fuels engagement - and addiction - through ease, accuracy and surprise
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Why is it so hard to stop scrolling TikTok? A new study by Baylor University marketing professors and social media researchers James A. Roberts, Ph.D. and Meredith E. David, Ph.D., reveals that the answer lies not only in the app’s content, but in its design.
Their research, published in the journal Cyberpsychology, Behavior, and Social Networking, is among the first to compare the technological affordances – the built-in design features that shape user behavior – of three leading short-form video (SFV) platforms: TikTok, Instagram Reels and YouTube Shorts. The findings reveal that TikTok’s combination of ease of use, highly accurate recommendations and surprising content variety creates a powerful recipe for user engagement – and, in many cases, addiction.
The power of effortless design
In their study, Roberts and David had participants rate each platform on three key technological affordances: perceived effortlessness, recommendation accuracy and serendipity (the element of surprise) and answer questions measuring their levels of social media engagement and addictive use.
The results were clear: TikTok scored significantly higher than Instagram Reels or YouTube Shorts across all categories. Users in the study said TikTok required the least effort to use, delivered the most relevant videos and surprised them most often with unexpected but enjoyable content.
“It’s the combination of all three that keeps people scrolling,” David said. “But the prerequisite is effortlessness. Without that ease of use, the other two wouldn’t matter as much.”
TikTok’s seamless experience – where videos begin playing automatically the moment the app opens – creates a sense of immersion unmatched by competitors. Other platforms require users to click or select a video before viewing begins, a subtle difference that nonetheless makes TikTok feel faster and more intuitive.
Engagement becomes addiction
The study found that TikTok’s technological affordances indirectly increase addiction by first increasing engagement. The more users engage, the more likely they are to lose track of time – a phenomenon known as time distortion. David said this design is no accident.
“TikTok’s algorithm is intentionally created to be addictive,” she said. “Their own materials acknowledge that users can become hooked after less than half an hour on the app.”
She noted that even users who recognize these patterns often underestimate how long they spend scrolling.
“We all need to be more cognizant of our time on these platforms,” David said. “Check your phone’s screen-time data – you may be surprised.”
Implications for users and policy
Beyond individual awareness, the researchers point to the broader social impact of overuse – particularly for young people. Excessive time on short-form video apps can erode attention spans, foster expectations for instant gratification and displace face-to-face interaction.
“These platforms are designed to hold our attention,” David said. “But the opportunity cost is huge. The more time we spend scrolling, the less time we have for the activities that build real connection and meaning.”
ABOUT THE AUTHORS
JAMES A. ROBERTS, PH.D.
James A. Roberts, Ph.D., is The Ben H. Williams Professor of Marketing at Baylor University’s Hankamer School of Business. An internationally recognized expert on consumer behavior and the effects of consumerism and technology on individual happiness, Roberts is among the "World's Top 2%" most-cited scientists in a database compiled by Stanford University.
Roberts is often called upon by national media outlets for his consumer expertise and latest research on how individual consumer attitudes and behavior impact personal and collective well-being, including the impact of smartphone and social media use on personal well-being. He has appeared on the CBS Early Show, ABC World News Tonight, ABC Good Morning America, NBC’s TODAY and NPR’s Morning Edition, as well as in articles in The New York Times, USA TODAY, The Wall Street Journal, TIME and many others.
He is the author of “Shiny Objects: Why We Spend Money We Don’t Have in Search of Happiness We Can’t Buy” and “Too Much of a Good Thing: Are You Addicted to Your Smartphone?”
MEREDITH E. DAVID, PH.D.
Meredith E. David, Ph.D., is an associate professor of marketing at Baylor University’s Hankamer School of Business, where her research focuses on marketing strategies with an emphasis on consumer behavior and well-being. Recently, her research has explored how new media technologies, including smartphones, impact personal and workplace relationships. She also has published research related to customized pricing tactics, interpersonal attachment styles and the pursuit of health goals.
David's research appears in numerous journals, and she’s been frequently interviewed about her research in national and international news outlets, including ABC News, FOX News, Oprah.com, Redbook Magazine, Consumer Reports and Health Magazine and more. She also has worked on several consulting projects for large consumer product goods companies, including Hanesbrands and Idahoan Potatoes.
ABOUT BAYLOR UNIVERSITY
Baylor University is a private Christian University and a nationally ranked Research 1 institution. The University provides a vibrant campus community for more than 20,000 students by blending interdisciplinary research with an international reputation for educational excellence and a faculty commitment to teaching and scholarship. Chartered in 1845 by the Republic of Texas through the efforts of Baptist pioneers, Baylor is the oldest continually operating University in Texas. Located in Waco, Baylor welcomes students from all 50 states and more than 100 countries to study a broad range of degrees among its 12 nationally recognized academic divisions. Learn more about Baylor University at www.baylor.edu.
ABOUT THE HANKAMER SCHOOL OF BUSINESS
Baylor University’s Hankamer School of Business strives to further God’s kingdom through the realm of business, using God-given gifts and academic talents to do so. Faculty and students conduct purposeful research and participate in experiential learning opportunities, all while operating in a Christ-centered mission. Undergraduate students can choose from 13 major areas of study. Graduate students can earn their MBA on their terms, either through the full-time, online or a Dallas-based executive program. The Business School also offers three Ph.D. programs in Information Systems, Entrepreneurship or Health Services Research. The School’s top-ranked programs make up approximately 25% of the University’s total enrollment. Visit the Hankamer School of Business website for more information.