TikTok Won. Now Everything Is 60 Seconds. As of September 2025, around 170 million Americans spend about one hour daily on TikTok, an app engineered to capture and hold attention through advanced psychological techniques. While much debate surrounds TikTok’s data collection, less scrutiny has been given to how it industrializes human attention using a continuous, machine-learning-driven feedback loop. TikTok's Innovation in Attention Economy TikTok did not invent short videos or algorithmic feeds but combined previous elements (like Vine's six-second clips, YouTube’s recommendations, Instagram Stories, MTV's rapid cuts) into a powerful, attention-grabbing system. Unlike other platforms, TikTok’s "For You" feed quickly adjusts content based on micro-behaviors, including how long a user lingers before swiping, making its algorithm exceptionally responsive and personalized. Engagement is measured more granularly per video rather than by long-term user profiles, enabling rapid feed reshaping within minutes. Impact on Culture and Media Consumption Previous media reshaped thinking: the printing press fostered linear thought, television created shared cultural moments, and the internet encouraged hyperlinked exploration. TikTok has changed that dynamic, setting a new cultural norm: Newsrooms like The Washington Post use TikTok to create viral, short-format content. Education sees students accustomed to rapid, visual learning bursts struggling with longer assignments. Comedy shifts from buildup punchlines to instant absurdity designed for viral clips. Songs and trailers have shortened dramatically, often resembling fast-forward TikTok compilations. Algorithmic Training of Cultural Consumption Instead of browsing content independently, viewers use TikTok to teach the algorithm what they want next. TikTok rewards hyper-specialization, encouraging creators to excel in narrow niches optimized for engagement signals. This optimization evolved because platforms compete fiercely for user attention, treating attention as an engineering problem solved through data and constant iteration. The Trade-offs TikTok offers immediate satisfaction, personalized content, and endless novelty. But it also diminishes: The ability to tolerate boredom. Sustained focus or wrestling with complex ideas. The serendipity of discovering content beyond algorithmic prediction. Most users are unaware their habits train algorithms designed to maximize psychological grip, not meaning. Reflection Mastering sustained attention amid overwhelming distraction may now be a rare skill, highlighted by the fact you have read this in-depth analysis. --- Article by Natalie Pang, published Wednesday, 10 September 2025 on The Nexus. Photo credit: Solen Feyissa on Unsplash Subscribe to receive weekly insights on China’s tech culture often missed by Western media.