TikTok, an app that has 1.59 billion users as of 2025, has changed the social media culture forever. While we all enjoy scrolling through reels catered to our interests, the real question is, why do many apps resemble TikTok? You may have noticed that multibillion-dollar apps such as Instagram, Facebook and YouTube have changed their interface to incorporate a reel sharing platform. While this gives users multiple apps to choose from, it also reduces the diversity provided. In this article, we will explore how the TikTokification of apps impacts consumers, why it matters to companies and how our access to information is manipulated.
Replicating The TikTok Style- Company Perspective:
Collabstr. Published March 4th, 2022. Image of Tiktok App
Each app used to have its own distinct purpose. While all of them allowed people to connect with friends, family, and influencers, they employed different media to portray this system. For instance, Snapchat was used as a messaging platform with fun face filters and the ability to post stories. Fun Fact: Snapchat was the first app to introduce the concept of Stories in 2013. Instagram, on the other hand, originated from sharing square-shaped pictures to your friends and family. Similarly, Facebook was built to connect with one’s family and friends through building profiles and sharing updates. Meanwhile, YouTube was viral for how influencers (YouTubers) provided long videos of their life, a specific topic or videos to inspire viewers. Other apps which have adapted to short videos include LinkedIn, Pinterest, Spotify, Twitter, Triller, etc. Altogether, each app had an identity; however, this changed when the TikTok wave came through in 2020.
TikTok is a popular app in the social media industry, where short reels form an addictive algorithm that attracts the audience to continue to use the app. This feature has been incorporated into other apps we use every day, including Instagram Reels, Facebook Reels, YouTube Shorts, and Snapchat Spotlight. Using the TikTok method of personalized content through short videos has benefited Instagram, YouTube and many other platforms in maintaining competition. Additionally, user attention for a longer time span benefits the increased exposure to ads, which profits multiple companies. Altogether, your time and engagement on a “For You” page is the best way for an app to profit.
What Does This Mean for Us:
Since every app has a similar interface, the uniqueness of each one is blurred out. The majority of the content we are exposed to through social media is reels. This limits the quality of information presented to us. Since reels are made by various content creators, misinformation and propaganda can spread really easily. Every reel, whether you notice or not, has bias. Biased information isn’t healthy for consumption because it creates confusion and overwhelm in one’s mind. You may have noticed that scrolling through reels consumes much of your time; however, after you close your phone, you don’t remember much of the information. This is because your brain is trying to identify what information to pick up on in the large pool of relevant and irrelevant information.
Furthermore, the strategy used by these apps limits your freedom in choosing which form of content you want to consume. As of now, it is harder for long YouTube videos, articles and other sources of media to reach a large audience as influencers and trends are using Reels to increase views. This issue highlights the implications of decreasing attention spans among users. Such barriers in long-form thinking can impact the newer generations, as young children and youth will continue to face barriers in concentration. While previous solutions for short attention spans were deleting the app, this cannot be done anymore, as several apps which are crucial for education have adapted the reel format. For instance, educational YouTube content is often available in YouTube Shorts, and educational apps are adapting to the TikTok method, such as Learnreel and Revyze.
Moreover, constant exposure to short videos causes exhaustion, especially because the algorithm only focuses on reels which you are interested in. For instance, if a global tragedy has occurred and you watch a few reels regarding it, the algorithm will keep feeding you with similar videos. Through this, people can face serious mental health issues as there is a lack of diversity in what they are exposed to. Before the “for you” page became popular, apps gave users the freedom to explore without intense control over the algorithm.
Conclusion:
In summary, the growing popularity of TikTok-inspired reels across several social media apps primarily benefits company revenues, while the impact on users is rather negative. As consumers, we have limited control over the apps and mediums available, in addition to the lack of creativity across all social media forms. The choice of using social media apps should be made by each individual upon comparing the pros and cons of each algorithm and user interface.
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