By Dennis Hasanovic
We’ve all made the mistake of opening YouTube or TikTok after getting into bed at night. First you think you’ll just watch a couple of videos, then suddenly you can feel how heavy your eyes are, because it’s 3am and you have work at six.
You ask yourself, “What happened?” After all, you accumulated more videos watched than hours of sleep.
The rabbit hole of bingeing videos is deceivingly shallow at first glance, but the power of an engaging social media app can leave viewers hooked for hours upon end.
TikTok, Twitch and YouTube constantly keep us stuck to the screen and, unfortunately, they have invited us to experience the disappointing repercussions that come with social media.
These three popular forms of content are universal, and all have their unique strategies to keep audiences watching without boredom.
@themaskedmortal D4vds song “feel it” has such a unique vibe but here are some songs that give off that same energy!🔥 @d4vd @😘🙈☺️ @will paquin @rocco @nimstarr @re6ce @B U P P Y @kanii ♬ Feel It – d4vd
TikTok
TikTok as an app encapsulates content in a way that is short and sweet to consume for the viewer. The constant swiping from one exciting video to the next keeps dopamine high and audiences entertained.
Music is a universal, shared experience that is not bound by language or culture. It is for this reason that it connects people around the world so seamlessly.
The combination of an emphasis on scrolling and popular trending music makes for a format that is addictive and collaborative in such a unique way.
Content creators go to great lengths to keep their consumers entertained on a regular basis. TikTok users utilise templates that become popularised and trendy, as this is necessary in a generation that struggles with attention span.
This, along with a healthy dose of sound effects, transitions and even just a caption, all harmonise to create an enticing environment for social media users to return to every time.
Twitch
As the pioneer of live content, Twitch relies on creators to provide an experience to their audience through real-time engagement.
The boom in popularity within Twitch has the streamers to thank as new personalities have dominated social media.
Popular streamers such as CaseOh, Jynxzi, IShowSpeed and recent sensation Sketch have rocketed to worldwide recognition with unlikely consumers quoting and referencing their witty content.
The average person would jump to the assumption that Twitch is more of a “gamers” platform. Whilst this makes sense considering the home page is flooded with game titles, “Just Chatting” is the most popular category as it offers a diverse range of content and direct interaction between the creator and the audience.
Twitch really ignites the feeling of transforming viewers from spectators to active participants through features such as live chat which sinks the audience into the deep sea of immersion like any good YouTube or TikTok video.
YouTube
Unlike TikTok, YouTube has more of a reputation to be professional both in engagement and production.
Focusing on larger scale video concepts, YouTube replicates features that make TikTok enjoyable but also implements other unique aspects that are distinct to spreading and building a brand within YouTube.
Before someone clicks on a video, what do they see? A Thumbnail. Bright colours, large text across the thumbnail and exaggerated expressions or visuals can increase the chances of a video being clicked on.
The human brain subconsciously filters through thumbnails and reels us in to interact with a piece of content which creates a competitive race for a more eye-catching cover.
Video editing software dominates most of the content produced because of the endless creativity someone can compile and express. The higher standard of video effects and sound quality within YouTube helps communicate a piece of content directly and execute more engaging levels of storytelling.
Featured image: Social media apps deliver a dopamine rush. Photo: RDNE/CC/Pexels
Incredible stuff! I never realised how these apps grab you by surprise!