O TikTok como experiência formadora de hábito

Abstract

The internet and digital products have opened a new world of possibilities. Social networks and their devices have changed the way they relate to each other and triggered a series of behavioral changes. The excessive use of screens has been put on the agenda in society. In this scenario, the study of tactics that digital products and social networks use to keep their users engaged is of paramount importance. Having seen the growth of TikTok social network users in recent years, this research aims to explore the characteristics that lead the Chinese application to have a high capacity for habit formation and retention of its user base. For this purpose, concepts such as content verticalization, recommendation systems, habit formation, among other relevant notions to achieve the defined objectives were defined. The research developed uses the cartographic method, describing the navigation process of the application, and through the analysis of the TikTok interface, it found points of convergence with the Hooked Model, the main framework for habit-forming products.