Short videos are changing how we think, spend and unwind, especially as students and young adults
Anyone with access to the internet would likely by now have come across some variant of short-form content.
Whether through YouTube shorts, Spotify, or Instagram Reels, the infamous TikTok-style algorithm and short videos have made their mark on our generation. From the way we think, consume, unwind and spend time, your algorithm might have more of a say in your life than you realize.
The recent short-lived ban on TikTok in the United States was more than just a regulatory decision. It highlighted how ingrained short-form content has become in our routines. It’s not just a way to pass the time. It shapes our attention spans, spending habits and even the way we engage with information.
As platforms like YouTube and Instagram continue to push short-form videos, entertainment is shifting from deep and immersive experiences to rapid, fleeting interactions.
A key distinction between traditional longer video consumption and platforms like TikTok is that they rely on user agency.
For example, on YouTube, users intentionally search for and select videos, maintaining a degree of awareness and control over their viewing experience. While recommended content is influenced by viewing history, users still engage with the platform through deliberate choices.
In contrast, TikTok almost completely dictates what users see, leveraging an algorithm that continuously curates content without requiring active selection. Even when users scroll past videos they are uninterested in, they are still subjected to brief exposure, passively consuming information.
TikTok almost completely dictates what users see, leveraging an algorithm that continuously curates content without requiring active selection.
In this system, consumers' interactions, responses and viewing durations are meticulously tracked and analyzed to suggest content to them to keep them watching. Ultimately, user control is significantly diminished.
Furthermore, the interface design of short-form media fosters a distinct shift in advertising strategies, creating a stark contrast with YouTube’s approach.
On YouTube, promotional content is typically integrated within longer videos, either as brief ad clips, sponsorships aligned with a creator’s niche, or advertisements placed at the end of a video. While these methods can still be persuasive, they at least offer viewers the opportunity to recognize promotional material within the videos they are watching.
TikTok, however, introduces a far more deceptive form of pushing consumerism.
Due to the rapid nature of short-form content, advertisements are seamlessly embedded within everyday videos, often making it difficult to distinguish between organic content and paid promotions.
Adding to their questionable marketing, the sheer volume of views that can be made on a single paid promotion in a short period creates the illusion of widespread popularity. When multiple influencers showcase a similar product, it appears popular and desirable, reinforcing the perception of its legitimacy.
The very nature of short-form media discourages critical engagement. Instead of scrutinizing content, viewers are more likely to watch passively, glance at the comment section and then continue scrolling.
The very nature of short-form media discourages critical engagement. Instead of scrutinizing content, viewers are more likely to watch passively, glance at the comment section and then continue scrolling.
Given that platforms like TikTok are predominantly used for leisure or to de-stress, especially by students, very few users take the time to apply critical media-literacy skills in an environment designed for quick, fleeting engagement.
I am not against the occasional grumpy cat videos, but with young adults being the main target demographic for platforms like TikTok, our consumer habits drive the future of media. Recognizing these patterns and fostering digital literacy is and will be essential in navigating a landscape increasingly driven by instant gratification and commercialization.
Aided by the amplification through social media, “hustle porn” encourages unhealthy work habits
C/O Prateek Katyal on Unsplash
By: Kimia Tahaei, Contributor
Social media has definitely been fruitful in the past decade with influencers sharing their expertise, educating others and promoting positivity. However, some influencers, such as Gary Vaynerchuck, advocate for “hustle porn.” A freshly coined phrase, “hustle porn” refers to the fetishization of extremely long working hours in the entrepreneurial world.
Influencers such as Vaynerchuck, the “self-made” entrepreneur millionaire and internet personality, have taken social media by storm by yelling words of “encouragement” at their cameras. I assume there is an adrenaline rush in recording yourself and demanding your followers to quit their "normal" jobs. Although there is absolutely nothing wrong with following your passions and leaving your day job behind, individuals shouldn't be pushed to this decision because of influencers.
Although there is absolutely nothing wrong with following your passions and leaving your day job behind, individuals shouldn't be pushed to this decision because of influencers.
Influencers often use manipulative tactics such as showing off their wealth in the background and making false generalized claims to push their relatively young audience to leave academia behind in pursuit of entrepreneurship and business. Vaynerchuck also often forgets to mention how he built off his empire based on his parents’ $3 million wine company.
Such important details often go unmentioned and all we see is the money raining over a Bugatti in a 15-second Instagram post. Time and again, this embarrassing boast is followed by wanting their naive followers to sign up for a business class or buy a marketing book of theirs.
I wonder if there are any pure intentions of wanting others to actually succeed behind these books and classes or if the focus is more so on developing another source of income? In addition, they encourage a strangely unhealthy lifestyle that is detrimental to one’s mental health.
Instead of promoting a “grind-like” lifestyle, influencers need to realize that continual hard work is not necessarily the answer and it can result in drastic mental exhaustion. As if this wasn’t enough, influencers like Vaynerchuck also encourage individuals in their 20s to completely leave behind any sort of leisure and relaxation.
Surely since Vaynerchuck spent his twenties “grinding”, he now has time to relax in his mid-forties and read Bertrand Russell’s short essay, “In Praise of Idleness.”
Russell argues that “[l]eisure is essential to civilization.” Not only does he claim that leisure is a necessity, but he also elaborates on the production upsurge that can be achieved through a reduced workforce. According to the British philosopher, if half of the population is overworking themselves, then the others are most likely unemployed.
However, if everybody contributes a normal work time to their community, the quality of everyone’s lifestyle will improve and people can enjoy “time to be civilized.”
The truth is, the workaholic “grinding” lifestyle is not designed for everyone. Leaving a stable job and a university education behind is a risk not many can and should take. Nothing against risks because they can be great at certain points in life, but the glorification of it can lead to irreversible damages. The entrepreneurial “leaving university” lifestyle isn’t a universally good choice that anyone with motivation can follow through with.
The truth is, the workaholic “grinding” lifestyle is not designed for everyone. Leaving a stable job and a university education behind is a risk not many can and should take.
Studies have shown that a university education is valuable and the value of a degree is annually growing. Ultimately, life shouldn’t be defined by a masochistic obsession of unremittingly wanting to push yourself forward, so don’t let these wannabe “economists'' define your worth by your work hours.
Give yourself frequent breaks, gift yourself when you need to and don’t spend your 20s locked up in your room (well, at least after COVID is over). Enjoy trips, sneakers and fun events as much you can and don’t get intimidated by hustle porn’s senseless mantra. Following your passion doesn't mean sacrificing everything for it.
