Swipe, Swipe… Stop: It’s Time for TikTok to Nudge, Seriously.

If you ask any active TikTok user whether they’ve ever opened the app to “just check one thing” but ended up still scrolling hours later, I bet they all could unanimously relate to that. TikTok’s rocket-fueled growth as a global entertainment giant has transformed how we consume content: short, punchy, and fun videos delivered in a never-ending stream of dopamine hits. Each swipe feels like pulling a lever on a slot machine. You never know what you’ll get on the next swipe. If you ‘win’ with highly interesting content, it feels immensely pleasurable, and if you don’t, it doesn’t hurt to pull another lever, does it?

Sure, high user engagement is in every social media platform’s wildest dream. But TikTok’s runaway success may have exposed a growing concern: people are getting stuck in the scroll, often far longer than they intend to, and they’re self-reportedly not happy about it [1].

TikTok’s official stance is “we care about your well-being,” and it does offer digital well-being tools like screen time limits for teens. But let’s be honest, these tools are easily bypassed and have minimal impact on perpetuating mindful usage. Moreover, this isn’t just a youth issue, but it’s a growing cross-generational concern. A surveyed adult has shown regret over wasted hours, poor sleep, declining productivity, and a creeping sense that they’re losing control of their time [2].

The Real Costs of Endless Scrolling

These consequences aren’t just anecdotal. Research shows that excessive TikTok use is linked to real, tangible harms. Studies have found that spending too much time in the app’s endless loop can erode productivity, disrupt sleep cycles, and even impair cognitive functioning [3]. In addition to these physical impacts, users also report higher levels of stress, anxiety, and in some cases, depressive symptoms [1,4,5]. As a result, feelings of guilt, fatigue, and self-disgust are surprisingly common once the phone is finally put down.

And this isn’t just a “kids these days” problem either. While Gen Z is definitely the most notorious for being glued to TikTok, older generations are falling into the same trap. A recent study showed that nearly half of Gen Z and millennial respondents wish TikTok had never been invented at all [6]. Another qualitative study with similar demographics, aptly titled “TikTok Too Much?”, captures how many people describe their scrolling habits as outright compulsive, interfering with daily routines and mental focus [2]. This says a lot about how conflicted people feel about their usage. Hence, without meaningful intervention, TikTok risks long-term reputational harm and user attrition.

Moreover, despite the commercial incentive to maximise user engagement, TikTok now faces growing reputational and regulatory risks that demand intervention. As global concern over digital mental health grows, TikTok may face increasing scrutiny from regulators and advocacy groups. Public backlash, media criticism, or even formal policy action could follow if the platform is seen as neglecting its duty of care [7]. Therefore, it’s in TikTok’s long-term interest to take a more active role in safeguarding user well-being. This proposal aims to demonstrate how the platform can support healthier engagement while preserving brand trust and sustainability.

The Psychology of TikTok: A Crash Course in Behavioural Science

So why is the platform so sticky? TikTok is the embodiment of behavioural science in action. The app uses a perfect cocktail of psychological levers to turn “just one more video” into an hour lost in the feed. Its compulsive use is shaped by a combination of behavioural and non-behavioural design elements. Understanding these drivers helps explain why users often struggle to disengage and why current interventions fall short. The key drivers are, but not limited to, the following factors:

• Default Bias: TikTok’s autoplay feature keeps videos rolling by default, unless you actively choose to close the app (and who wants to do that when your brain is loving the dopamine drip?). This frictionless experience removes natural opportunities to pause and reflect [8].
• Habit Formation: Habit loops also play a huge role. Once people start scrolling, they have two choices: exit the platform or continue swiping with a simple gesture. The first is painful, while the second is easy and rewarding. And as you continue swiping and get better over time (duh?), a reflex-like habit is formed. Nir Eyal (2013) argues in his book that habit-forming digital products are designed to create automatic behaviours, and TikTok exemplifies this by encouraging near-reflexive interaction.
• Flow State Induction: There’s also the flow state effect. TikTok’s endless stream of highly engaging, personalised clips is designed to pull you into a state where time loses meaning [2]. Minutes turn into hours before you even realise it.
• Variable Rewards: And don’t forget the variable rewards. With TikTok’s short-form videos (averaging just 16 seconds), you’re always just moments away from something hilarious, shocking, or surprising. But you don’t know what you’re going to get in each swipe. And you’ll get more relevant videos as you keep swiping, feeding the algorithm. The unpredictability mimics a slot machine, keeping you hooked for the next dopamine hit, which grows stronger over time [10,11].
• Social Norms & FOMO: In the social dimension, the fear of missing out is another secret ingredient that keeps people scrolling. No one wants to be left out of the latest viral trend, which is at the heart of TikTok, which focuses on disseminating user-generated content [12]. It is essentially a trend-making platform.
• Self-Control Failures: Finally, the infinite scroll buries any natural stopping cues. With no clear “end,” TikTok’s infinite scroll undermines users’ ability to regulate their time, contributing to compulsive use and digital fatigue [1].
• Non-Behavioural Factors: While behavioural mechanisms hook users, non-behavioural elements reinforce prolonged engagement through platform architecture and interface design. Behind all this is TikTok’s powerful algorithm, which tailors the feed perfectly for you. In addition, a full-screen, immersive design that blocks out distractions and keeps you focused on nothing but the next clip [13,14].

Why Current Well-Being Tools Aren’t Cutting It

TikTok is aware of the growing concern about user engagement, which is why it has rolled out some well-being tools. These include a 60-minute daily screen time limit for users under 18, weekly usage summaries, and parental controls [15].

However, it might not be effective because self-regulation in such highly stimulating environments remains extremely difficult; the time limit can be easily overridden by entering the passcode [16].

For adult users, TikTok occasionally “nudge” them with awareness videos to encourage them to reflect on their screen time. Yet, there are no clear descriptions on who gets these nudges or when they’ll get it. Moreover, users have described them as “false empathy” that fails to offer meaningful solutions [17]. Thus, users would just swipe right past them, and are less likely to take a moment to reflect and take a detour.

These interventions lack three critical elements [14]:

• Pattern break: Awareness videos appear in the same format as regular content, making them easy to ignore.
• Friction: Even after seeing a reminder, users are only one swipe away from the next dopamine hit.
• Tangibility of loss: There’s little emphasis on what users are sacrificing, be it time, energy, or mental clarity. The opportunity costs of continuing to scroll are not salient.

A Smarter Nudge: The Pausing Prompt

So, how do we fix this? To address growing concerns about compulsive use, TikTok could introduce a Pausing Prompt. This intervention adds intentional exit points into the user journey while preserving people’s autonomy.

The Pausing Prompt combines two behavioural strategies: a pre-commitment device and a mid-use reminder, both tailored to the user’s stage in their journey. For new users, the intervention is introduced during the onboarding process, where they will be asked to set personal time preferences. Research shows that introducing an implicit commitment device can significantly increase follow-through on intentions [18].

For existing users, a similar prompt that directs them to make an active choice can appear within the app.

Once a user hits their limit (say, an hour with 300 swipes), they get a pop-up that’s personalised, referencing their exact usage. This design introduces friction that breaks the automaticity of scrolling, instead of simply telling users to stop while they’re already well-engaged. To continue scrolling, users must consciously exit and re-enter the app, creating a brief pause that allows reflection. This aligns with the principle of ethical nudge, in which users retain freedom but are gently guided toward healthier behaviour.

Why does this stand a chance of working? It draws on several evidence-based behavioural principles:

• Salience: Mid-use nudges disrupt habitual engagement and capture attention. Timely prompts during scrolling have been shown to reduce compulsive digital behaviour [19].
• Commitment device: Prompting users to set their own time limits nudges them to follow through on self-set intentions. This mirrors existing findings in digital environments where voluntary screen-time limits significantly reduced usage [20,21].
• Affective framing: The tone of the message is empathetic, not punitive. It appeals to self-kindness rather than shame. Studies show that self-reflection and affective cues enhance digital self-regulation [22].
• Personalisation: Users are more responsive to tailored messages that align with their intentions [23]. By referring to the user’s actual swipe count or time spent, the prompt feels specific and relevant, not generic.

Sure. But What’s in It for TikTok?

You might be wondering: why would TikTok willingly slow down its engagement machine? The answer is simple: happy users, happy company.

There are two upsides here. First, the intervention demonstrates behavioural, corporate responsibility. Unlike generic screen-time alerts, it’s a user-centred nudge that promotes healthier engagement without restrictions. If successful, it could set a precedent for ethical, humane digital design across the social media industry.

Secondly, from a business perspective, the proposal delivers long-term value with low implementation costs (e.g. minor UX updates). While a short-term dip in time-on-app metrics may occur, the benefits are substantial. The nudge improves user satisfaction and reduces post-use regret while enhancing brand trust, retention, and regulatory resilience. Ethical leadership in this space also positions TikTok to mitigate regulatory risks and gain a reputational advantage in an increasingly conscious digital marketplace. It also shows regulators that TikTok takes its duty of care seriously [7,14]. When people feel that a platform actually supports their well-being, they’re more likely to stick around for the long haul and less likely to bash it on social media (or even sue it in court).

Of course, there’s a risk that users will adapt and ignore the prompt. TikTok can keep it fresh by varying the message and integrating it with other well-being efforts, like its @TikTokTips account. Pushback from revenue-focused stakeholders is also possible, but framing this as a long-term retention and brand protection strategy can help align business goals with user well-being.

Final Thoughts

TikTok’s endless scroll isn’t going anywhere, but that doesn’t mean we’re doomed to mindlessly scroll forever. The Pausing Prompt introduces a behavioural, humane nudge that empowers users to reclaim control over their time, protect their mental health, and develop healthier digital habits. All without undermining the core engagement model. By offering thoughtful exit points and personalised prompts, TikTok can transform a growing concern into an opportunity for ethical innovation.

In the end, the Pausing Prompt isn’t about scrutinising users’ fun; it’s about helping them keep it fun. It’s about empowering users to reclaim control over their time and mental space. That’s a win for users, and in the long run, a win for TikTok too.

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