1.1 Introduction

Social media has now taken the storm. An estimated 4.9 billion people use social media across the world (Wong 2023), which is nearly 60% of the world population. With this continuous growth, social media platforms want to continue their growth, in order to generate a greater profit through monetization methods such as ad revenue. In recent years, many social media platforms have tried to become the next big thing, however most are unsuccessful. TikTok was an exception. What made TikTok stand apart from the rest was its short form content. Other platforms such as Youtube, Instagram, and Facebook and other companies saw its popularity, and implemented their own version of this short form content, leading to Youtube Shorts, Instagram Reels, and Facebook Reels.^[1] It’s short form content is very addicting, that it led to the creation of the term Brain Rot which “is a slang term used to describe content that has little to no artistic, educational or substantive value, painting it as having a negative impact on the viewer and thus leading to the degradation and ‘rot’ of their brain” (Hamilton 2024, under “About”). However, there is some validity to the statement. While there is no actual rotting of the brain, there is a negative impact on the viewer. While these platforms may offer entertainment and convenience, growing evidence suggests that they are having a profound and concerning impact on the human brain.

2.1 Addiction and Dopamine Reward

At the heart of the issue is the way these platforms are designed to captivate our attention. The algorithms powering platforms like TikTok are masterfully crafted to identify our preferences and serve us a never-ending feed of personalised, short-form videos. The algorithm uses artificial intelligence (AI) to find what the user likes, making the user use the app longer than they had intended (Montag, Yang, and Elhai 2021). This endless scrolling is known as Doomscrolling, which “refers to a state of media use typically characterised as individuals persistently scrolling through their social media news feeds with an obsessive focus on distressing, depressing, or otherwise negative information” (Sharma, Lee, and Johnson 2022, under “Abstract”). Doomscrolling is very addictive, and it was shown that when watching these short videos, the substantia nigra, a part of the brain that created dopamine, showed significant activation (Su et al. 2021). Dopamine has a very important role for this addiction. Grogan et al. (2017) found that higher dopamine levels tend to improve the expression of positive reinforcement, making people more likely to repeat behaviours that led to a rewarding outcome. This is backed in a study done by Ye et al. (2022), they found a strong correlation between short video flow and short video addiction. This is what makes continuously scrolling on TikTok so addicting and difficult to disengage from.

2.2 Echo Chamber Effect

That is the whole point of the app, to trap you in, and make it hard for you to get out of the loop (Montag, Yang, and Elhai 2021). The algorithm keeps on feeding people what they want to see, accelerating the echo chamber. An echo chamber is “a situation in which users [are] mostly… exposed to content from – like-minded others” (Terren and Borge 2021, 100–101). This can lead to the amplification and reinforcement of those beliefs, as the person is not challenged to consider different perspectives. This is quite dangerous for a couple of reasons. Firstly, the user is exposed to a lack of diverse perspectives. Echo chambers limit exposure to dissenting opinions and opposing viewpoints, reinforcing existing beliefs and biases. This can lead to a lack of original thoughts, challenging ideas, and healthy debate. With this lack of exposure, it reinforces your attitudes, negativity, and hostility towards other groups, which makes individuals more polarised or extreme (Benson 2023).

3.1 Cognitive Impacts

The addictive, dopamine-fueled nature of TikTok’s algorithmically-driven feed has been linked to decreased attention spans, disrupted sleep, and increased risk of mental health issues. This is particularly concerning given TikTok’s immense popularity among younger users, whose developing brains may be more vulnerable to these impacts. As our society becomes increasingly immersed in short-form content, understanding the cognitive and mental health consequences of platforms like TikTok is crucial for promoting healthy digital habits and safeguarding individual and community well-being.

3.1.1 Decreased Attention Span

The rapid-fire nature of short-form content trains the brain to have a shorter attention span. Multiple studies have shown a negative correlation between time spent on short videos and attention span (Chen et al. 2022; Kohler 2023). In addition to decreased attention span, heavy use of TikTok’s has also been associated with lower self-regulated learning abilities, as the very distracting environment created by these platforms affects the development of the brain and its attention and memory functions (Mills and Mark 2023; Sterling 2023). Using data from Cardoso-Leite et al. (2021), it supports a relationship between ADHD-like behaviour, and how much they spend on media.^[2] However, Mills and Mark (2023) did not find a direct correlation between short-form content use and decreased attention in certain age groups; experts argue that the overall prevalence of short-form content and digital distractions is impacting attention spans across society. On top of that, heavy TikTok users are more easily distracted when reading or studying compared to light TikTok users (Siehoff 2023). In addition, heavy TikTok users also had problems diverting their attention from the distracting back to the task at hand, compared to light TikTok users (Siehoff 2023). This suggests that the cognitive impacts of heavy short-form content use, such as decreased attention span and increased distractibility, can negatively affect an individual’s ability to focus and engage in deeper learning and information processing.

3.1.2 Impaired Information Comprehension

Most students say that since they grew up with easy access to technology, that they are able to direct their attention to several tasks, without impacting their academic performance (Henderson et al. 2016, as cited in Siehoff 2023). But evidence shows otherwise. Cardoso-Leite et al. (2021) found that there is an inverse relationship between grades received in class and time spent on media. Another study found that students will distract themselves with short-form videos from doing their homework, which leads to a decrease in academic performance (Mu et al. 2022). Mu et al. (2022) further suggests that a drop in academic performance may take a hit to students’ happiness. This is due to the fact that individuals who watch short-form videos may be less likely to remember the information presented compared to those who engage with longer-form content or other learning methods. It was found “that short video streams such as TikTok have a significant detrimental impact on prospective memory performance.” (Chiossi et al. 2023, under “Abstract”). Ye et al. (2022) had also found that short-form content addiction had indirect negative effects on learning well-being. The increase in academic performance is due to the fact that excessive use of TikTok is associated with memory loss (Sha and Dong 2021). Parry and Roux (2021) found that individuals with longer periods of media multitasking demonstrate more distractibility and more problems with cognitive control compared to those with lower levels of exposure to media multitasking. Researchers hypothesise that this is due to the short nature of the video, the brain has less time to digest the information for long term memory, and short form content should be used to introduce new information (Technology Org 2023). The implications of these findings suggest that while short-form content may not directly impair information, it can lead to negative consequences for long term learning and academic performance if consumed excessively.

3.2 Mental Health Impacts

The addictive nature of shorts have also been linked to the risk of mental health issues, particularly in young users, whose brains are still developing. As society becomes immersed with short-form content, understanding and addressing the mental health consequences is crucial. Promoting healthy digital habits, media literacy, and age-appropriate content guidelines can help safeguard individual and community well-being, particularly for vulnerable populations.

3.2.1 Stress, Depression, and Anxiety

The reason why people turn to reels is to release their stress; however, it is just a temporary fix (Liu, Ni, and Niu 2021). Instead of turning to short-form content, people should try to find a more healthier alternative to “curb the anxiety” (Akomolafe 2023, under “The Attention Span”). Maguire and Pellosmaa (2022) and Sha and Dong (2021) found that higher rates of depression, anxiety, and stress were positively correlated with more social media use and TikTok addiction. Huang, Hu, and Chen (2021) also supports the relationship between stress and problematic short-form content applications. However, the entire this is a positive feedback loop as college students with psychological disorders, such as depression and anxiety, often turn to short-form video content as a way to alleviate their negative emotions and stress, but consequently further exacerbate their mental health issues (Wang et al. 2023). This suggests that individuals experiencing these mental health conditions may be more susceptible to the addictive qualities of short-form content platforms like TikTok. The studies’ highlight the complex relationship between short-form content use and mental health problems. While people may initially use these platforms to manage stress and negative emotions, the addictive design and cognitive impacts can ultimately worsen symptoms of depression, anxiety, and stress, creating a vicious cycle that is difficult to break. Addressing this issue requires a greater approach that promotes healthier coping mechanisms and limits problematic short-form content consumption.

3.2.2 Sleep Disruption

Multiple studies have found an inverse relationship between TikTok usage and sleep quality (Cardoso-Leite et al. 2021; Demirci, Akgönül, and Akpınar 2015; Zhang et al. 2022). Cain and Gradisar (2010) suggests that this relationship is due to “using electronic media devices may be associated with cognitive, emotional or physiological arousal” (Demirci, Akgönül, and Akpınar 2015). But it could also be due to the blue light coming from the phone as Silvani, Werder, and Perret (2022) found that blue light exposure decreases sleep quality and sleep duration. Dong et al. (2019) found that blue light exposure tricks the body into thinking it is daytime. This will delay the body onto when to sleep as it disrupts the circadian rhythm. Not only that, but it also suppresses melatonin (Wright and Lack 2001), the hormone that regulates the circadian rhythm (Cleveland Clinic Medical, n.d.). It takes just over an hour for people to fall asleep after looking at TikTok’s, and just under an hour for those who look at Instagram (Chambers 2023). This demonstrates how blue light exposure and the addictive design of short-form entertainment platforms such as TikTok can impair sleep quality and length. Sleep disruption can have serious effects for a person’s entire health and well-being.

3.2.3 Misinformation and Self-Diagnosis

With the rise of social media, more information can be easily sought out for. However, anyone can claim to be a doctor, or in today’s day and age and the rise of AI, create deep fakes of other doctors to spread misinformation. Misinformation is able to spread six times faster than real information does (Greenemeier 2018). The problem with social media is that people will overgeneralize the diagnosis and this will lead to viewers prematurely self-diagnosing without proper medical evaluation (Dewak 2023). Short-form content has been found to trivialise the seriousness of mental disorders, making them seem less grave and more easily self-diagnosable (Dewak, 2023). This can contribute to a lack of understanding about the true nature and severity of mental health conditions. Another fault of misdiagnosis is that it will lead an individual to emotional reactions such as anxiety (Dewak, 2023). The trivialization and overgeneralization of mental health conditions can have serious consequences, potentially delaying or preventing individuals from receiving the appropriate treatment and support they need. The issue is concerning as viewers may become too scared to seek the professional help that they may need due to the false impressions and self-diagnoses they form based on short-form content. This shows how the unique characteristics of short-form content, such as its simplified presentation and lack of regulation, can contribute to the spread of misinformation and the normalisation of self-diagnosis, ultimately undermining individuals’ understanding of mental health and their ability to seek proper medical care.

4.1 Effect on the Brain

The research on the impact of short-form content and habitual social media use on adolescent brain development paints a concerning picture. Several studies have found significant changes in brain structure and function associated with excessive exposure to this type of digital media during a critical period of brain maturation.

4.1.1 Functional Changes

In a study by researchers at the University of North Carolina, students who habitually checked social media more than fifteen times per day showed increased sensitivity in brain regions involved in anticipating social rewards and punishments (College of Arts and Sciences 2023). This is backed by Falk et al. (2015) who found that adults with higher self-affirmation scores would have more activity in their ventromedial prefrontal cortex, than those who had lower levels of self-affirmation. This increased sensitivity to social cues and feedback could promote obsessive social media checking behaviours develop as the brain gets overly sensitive to the dopamine-fueled pleasures of peer approval and social validation.

4.1.2 Structural Changes

Körte (2020) suggests that digital media usage has detrimental effects on our brains. Adolescence is a particularly important time for brain development, a period when brain areas involved in emotional and social aspects are undergoing intense changes (Körte 2020). It was found that those with heavy media multitaskers showed a reduced volume in the anterior cingulate cortex (Körte 2020). The anterior cingulate cortex is important in performing higher-level functions, such as attention allocation, reward anticipation, decision-making, impulse control, and emotion (Wikipedia contributors 2024). Weng et al. (2013) also found structural changes in the brain due to online gaming addiction, specifically atrophy in the frontal cortex. These structural changes suggest that excessive short-form content consumption and addictive gaming behaviours may have lasting impacts on social cognition, emotional regulation, and overall brain development in young people.

5.1 Conclusion

The increase of short-form content which include TikTok has had a large and disturbing impact on the human mind. From the addictive nature of dopamine-fueled algorithms to the echo chamber effect, which limits publicity to numerous perspectives. These media platforms endanger cognitive abilities, mental health, and even brain development. As society becomes more engaged in this form of virtual exchange, we must understand and properly address any challenges it raises. Promoting good digital behaviour, media literacy, and age-appropriate content material suggestions can help to defend character and network well-being. While cutting off all social media isn’t always the solution, rather it is beneficial to understand both sides of the tale.

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1. Unless explicitly stated otherwise or from a study, the terms “short-form content,” “TikTok’s,” “YouTube Shorts,” and “Instagram/Facebook Reels” will be used interchangeably throughout this essay ↩︎

2. Media is counted as time spent reading, watching videos, listening to music, creating content (e.g., images), writing, playing video games, using the internet, and talking to others using technology ↩︎