Author(s)

Jibo Li

Corresponding Author

Jibo Li

ABSTRACT

Conclusion: There are many types of research focusing on short-form videos, but they actually discuss how these platforms thrive, and studies are seldom talking about the addiction of SVFs, which does matter. This article uses a questionnaire as the first step to explore the reasons and then articulates the reasons by some secondary researches and hypotheses. Specifically, the questionnaire results are collected, and the mentioned reasons people are addicted to TikTok are listed from the most frequently referred to the less. Based on the list, the analysis divides the reasons into three parts: the external, the internal, and the audiences to specify how these reasons gradually contribute to the phenomenon by adding related secondary researches. The reasons roughly are pandemic, the fast pace of life, short-video format, clever algorithm, and young audiences. Next, the study shows some solutions based on these three-part reasons to users, the brand, and the whole industry. We know that social media addiction is not a minor deal right now, and it has become a common social behavior. Solving it effectively needs all of us taking actions rather than just somebody. As users, we should be determined to try our best to manage our usage time properly. Brands and other companies in this category can launch some ads and campaigns to call on people using social media rationally. With the development of social media, the situation will intensify, and it may be late in paying attention to the problem at that time. Therefore, this analysis fathoms the reasons behind this phenomenon and gives solutions and insights to address this problem.

KEYWORDS

Factor, Addiction, SVFs, TikTok