ykim
Fe
- Joined
- Jun 29, 2025
- Posts
- 280
- Reputation
- 237
I wrote this in a few hours, I only used AI to help me find relevant studies to reference.
Feel free to read and critique, some of you will find it interesting and relevant some will walk right over it.
Introduction
Social media platforms like Instagram, Tiktok and Snapchat are meticulously designed to psychologically captivate the victim. Fostering compulsive engagement through sophisticated psychological mechanisms. Said platforms exploit fundamental aspects of human psychology. For example, dopamine driven reward systems, social validation and attentional bias, to maximize time spent on their apps. Which in turn fuels extensive data collection for targeted advertising, often referred to as ‘data farming’. In contrast, platforms like iMessage and traditional texting aren’t engineered the same way as these social media platforms since the business model is polar opposite. Practicality and consumerism set them apart. This explores how Snapchat and other platforms are psychologically engineered to addict users, with a focus on dopamine stimulation, reward system hijacking and the role of infinite scrolling in Tiktok as a catalyst for prolonged app engagement.
It also highlights overlooked factors such as emotional manipulation, micro interactions, parasocial relationships and the impact on cognitive load.
1. Dopamine Stimulation
Dopamine, a neurotransmitter commonly associated with pleasure and reward, is central to the addictive design of social media. Snapchat and TikTok take leverage on variable reward schedules. A concept rooted in B.F Skinner’s operant conditioning experiments. Where unpredictable rewards, for example slot machines, create compulsive behavior.
This applies in Snapchat and TikTok’s business model;
Snapchat: Notifications for new snaps, likes on stories or streak updates act as variable rewards, stimulating dopamine releases each time a user checks the app.
TikTok: Similarly, TikTok’s algorithm delivers a stream of short, personalised content tailored to your preferences that build anticipation for the next clip.
Snapchat and TikTok hijack the brain’s reward system by mimicking natural reward seeking behavior, Snapchat’s streaks and consecutive days of messaging gamify parasocial interaction that taps into the brain’s desire for achievement and consistency.
The product of this is, the streak expires. You either start a new streak or pay 0.99p to save it. Creating an infinite loop, keeping you engaged in the app and your streaks.
Streaks foster a sense of obligation.
TikTok’s FYP delivers a rapid succession of videos, individually with a personalised hit of novelty and relation. Keeping the users in a dopamine driven loop, this emotional hijacking overrides the brain’s ability to self regulate.
A 2019 study by Alter in Perspectives of Psychological Science noted that similar digital rewards exploit the same neural pathways as addictive substances. Leading to habituated use.
2. The Catalyst for addiction
TikTok’s infinite scroll is the primary catalyst for its addictive potential, by presenting an endless stream of personally tailored videos (typically 10-40 seconds).
Tiktok eliminates the brain’s natural stopping point by exploiting the brain’s attentional bias toward novel stimuli. A 2020 study by Montag et al. in Frontiers in Psychiatry found that the infinite scroll significantly increases time spent on apps, as users are captivated in a flow state.
TikTok’s algorithm curates videos based on previous interactions, ensuring each clip is highly engaging (keeping you in the flow state). This amplifies the desire to keep scrolling.
Snapchat and Facebook followed this model, but users cycle through content with no clear endpoint, similar to the dead internet theory.
Infinite scrolling overwhelms cognitive ability, reducing the ability to disengage. Sort of fatiguing your logic to stop. The constant incursion of new content taxes on working memory.
As users process rapid shifts in context (from a dance video to politics) this aligns with research on Cognitive Load Memory as described by John Sweller in a 1988 study;
“Cognitive Load Theory (CLT) - coined in 1988 by John Sweller, suggests that our working memory is only able to hold a small amount of information at any one time and that instructional methods should avoid overloading it in order to maximise learning”
TikTok’s short video format minimizes the cognitive effort needed per clip, making it easier to continue scrolling than to stop.
Snapchat’s short-lived content creates a similar effect causing users to be compelled to view snaps before they expire, adding urgency to the experience.
3. Social Validation and FOMO
Both platforms exploit the human desire for social validation, rooted in evolutionary
psychology’s emphasis on “group belonging”. Snapchat’s stories and Snap-Map allow users to broadcast their lives with likes and views serving as social currency.
A 2019 study by Vogel et al, in Journal of Social and Clinical Psychology found that Snapchat use correlates with heightened social comparison and fear of missing out (FOMO)
Particularly amongst people in the age group of 12-25, leading to compulsive checking to stay socially relevant.
TikTok’s likes, comments and follower counts exploit this, as users seek validation through viral potential and social validation.
The platform’s duet and stitch features further encourage social interaction, embedding users into a cycle of approval seeking.
Fear of missing out is a powerful trait of evolutionary psychology to exploit, Snapchat’s time sensitive content creates urgency as users fear missing friends updates. TikTok’s FYP feeds on this by presenting current up to date content making users feel like they must stay active to keep up with the current times, otherwise you live under a rock.
A 2016 study by Przybylski in Computers and Human Behavior links FOMO to compulsive social media use, with both platforms capitalizing on this to drive engagement.
4. Emotional Manipulation
Both platforms prioritise emotionally engaging content to boost engagement, TikTok’s algorithm amplifies videos that evoke strong emotions such as humor, outrage or awe as this is more likely to be shared or rewatched. A 2018 study by Vosoughi in Science found that emotionally engaging content spreads faster online because it activates the brain's limbic system, the complex network of brain structures located deep within the forebrain that governs emotion, behavior, memory, and motivation.
Snapchat’s stories tab similarly curates sensational or emotionally engaging content, keeping users hooked. This manipulation exploits affective forecasting errors, where users overestimate how much they’ll enjoy continued engagement, leading to prolonged use.
An often overlooked result of social media usage is emotional dysregulation, rapid shifts between emotional content (e.g, a funny video, then a distressing news clip) can destabilize mood as users experience micro highs and lows.
A 2021 study by Firth et al in The Lancet Psychology suggests heavy social media use disrupts emotional regulation, particularly in young users, contributing to anxiety and depression. Snapchat’s short lived, ephemeral nature and TikTok’s fast paced videos exacerbate this by compressing emotional stimuli into short bursts.
The best alternative to this is to use platforms such as iMessage or traditional texting, as they facilitate personal, context driven communication without algorithmic curation.
Emotional content is limited to direct interactions, avoiding the rollercoaster of algorithmically curated stimuli. This reduces the risk of dysregulation as users control the tone and pace of conversations.
5. Micro Interactions and habit formation
An overlooked aspect of social media is micro interactions, small repetitive actions like tapping to skip a TikTok or swiping through Snapchat stories. These low effort interactions lower the barrier to engagement, sacrificing consciousness for convenience, making it easier to form habits, making your thought process part of the flow state.
According to Duhigg’s habit loop model (2012 The Power of Habit), micro interactions serve as cues that trigger routines (scrolling, liking) rewarded by dopamine hits.
TikTok’s swipe to next video mechanic is particularly machiavellian, as it requires minimal cognitive effort, reinforcing the habit loop. Snapchat’s quick taps to view snaps or maintain streaks function similarly.
Every micro interaction generates data; which videos you skip, how long you watch, which snaps you view, how quickly you react. Snapchat tracks frequency and story views, whilst TikTok monitors dwell time and swipe patterns. This granular data builds detailed behavioral profiles, as outlined in both platforms’ privacy policies, enabling precise ad targeting.
A 2020 Study by Zuboff in The Age of Surveillance Capitalism highlights how much micro interactions are the backbone of data farming, turning user behavior into a commodity.
Nothing was your own except the few cubic centimetres inside your skull
6. Cognitive and Attentional costs
Both platforms fragmentate attention by delivering rapid and diverse content, TikTok’s short videos and Snapchat’s quick snaps require constant context switching, taxing the brain's prefrontal cortex, which governs attention and control.
A 2019 Study by Wilmer et al, in Trends in Cognitive Sciences links frequent social media use to reduced attentional control, as users struggle to focus on single tasks after prolonged exposure to fragmented emotional stimuli.
Both platforms employ dark manipulations of human psychology, design choices that subtly manipulate users into undesired actions, Snapchat’s streak warnings create artificial urgency. In contrast, TikTok’s autoplay and algorithmically curated FYP make stopping feel unnatural. These tactics exploit cognitive biases like loss aversion, where users fear losing streaks of missing content as noted in Kahneman and Tversky’s prospect theory (1979).
7. Psychological and Social consequences
Heavy use of Snapchat and TikTok is linked to mental health challenges, a 2021 meta analysis by Huang in Cyberpsychology, Behavior and Social Networking found correlations between social media use and increased anxiety, depression and body image issues, particularly among adolescents. Snapchat’s focus on self image and appearance drives social acceptance and TikTok’s viral culture amplifies social comparison, eroding self esteem.
The constant need to maintain streaks or engage with trends also fosters compulsive behavior, as noted in a study by Billieux in Frontiers in Psychiatry.
Ironically, whilst designed to connect users both platforms create a social isolation paradox.
A study by Primack in American Journal of Preventative Medicine found that heavy social media use correlates with perceived social isolation as curated online personas replicate authentic interactions (parasocial relationships).
8. Cybersecurity and Privacy
The addictive design of Snapchat and TikTok not only exploit psychological vulnerabilities but also amplifies cybersecurity risks and privacy concerns, as their data driven business models rely on extensive user tracking to fuel engagement and advertising revenue. These platforms collect vast amounts of personal, algorithmical and behavioral data, often with insufficient transparency or user control.
The hinge of Snapchat and TikTok’s business models rely on data farming, collecting granular user data to create detailed profiles for targeted advertising. Snapchat tracks every possible interaction;
1) Messages & Content Interactions
Snaps sent (image or video) — sender, recipient(s), timestamp
Chats and messages sent or received (text, stickers, saved chat contents)
Stories posted (which story, time posted, viewers list)
Stories viewed (who viewed which story and when)
Snap and story view durations (how long someone viewed a snap or story)
Screenshots and screen recordings (who took one and when)
Snaps or chats saved to chat (which messages were explicitly saved)
Replays (metadata about replays if used)
In-app attachments (links opened from a snap or chat)
Message delivery and read receipts (delivered/opened flags and timestamps)
2) Usage, Engagement & Behavioral Metrics
Frequency of app opens
Session length (how long each session lasts)
Streaks and streak frequency (days in streak, interruptions, longest streaks)
Tap and click events inside the app (which buttons you press)
Navigation paths between screens
Search queries inside Snapchat
Lens and filter usage counts (which ones you opened or used and how often)
3) Camera, AR, and Biometric-Like Data
Facial, hand, and voice feature points used by AR filters (eye positions, face shape landmarks, mouth and hand tracking)
Raw camera frames or derived metadata used for filter and lens processing
Microphone access when recording audio or video (voice data for clips or filters)
Face and voice feature data that may be considered biometric information under some laws
4) Location & Movement
Precise GPS location (if location permission is granted)
Snap Map events (when you open or view Snap Map, visible friends, Bitmoji location)
Location metadata from uploaded photos or videos
IP-based approximate location
Motion sensor data (accelerometer and gyroscope for AR and camera effects)
5) Device, Network & System Telemetry
Device identifiers (model, OS version, device ID, advertising ID)
App version, installed modules, crash logs, and performance data
IP address and network information (Wi-Fi or cell tower data)
Language, time zone, and system locale
Battery and connectivity state (used for diagnostics and analytics)
6) Account & Identity Data
Account creation details (email, phone number, birthday, Bitmoji, username)
Contacts and address book sync (if allowed)
Friend lists, blocked users, and interaction history
Login history and authentication events (logins, failed attempts, two-factor data)
7) Advertising & Commerce Data
Ads viewed, clicked, or interacted with
Ad impression and conversion tracking
Purchase history (Snap tokens, in-app purchases)
Billing metadata and payment method type
Ad-related identifiers and inferred interests for ad targeting
8) Search, Discovery & Content Interaction
Search activity (people, filters, lenses, or content)
Discover and publisher content viewed
Viewing time and completion rates on shows or stories
Engagement metrics with featured content or branded channels
9) Metadata & Derived Signals
Timestamps for all major actions (sent, viewed, opened, saved, deleted)
Metadata about snaps and chats (sender, receiver, device info)
Derived behavioral profiles (personalization and recommendation data)
10) Security & Moderation Logs
Reports you make or that others make about you
Content retention for safety or legal investigations
Account restriction or suspension history
Internal access logs and moderation reviews
11) Third-Party & Integration Data
Data from linked services (Bitmoji, advertiser partners, connected accounts)
Information provided by other Snapchat users (like being tagged or added)
12) Inferred & Analytical Data
Active times of day and usage habits
Social graph analysis (who you interact with most)
Demographic and interest inferences (age range, content preferences)
Device and app usage habits (network switching, reinstall frequency)
These are all outlined in Snapchat’s privacy policy you agreed to when you signed up, allowing them to collect this data and use it how they wish.
TikTok takes this further, by collecting data on watch times, swipe patterns and even clipboard content in some versions.
A 2021 study by Raileanau in Computers & Security found that social media apps like TikTok collect up to 70 distinct data points per user session including behavioral, demographic and psychographic data far exceeding what’s necessary for functionality.
This data collection is directly tied to the platform’s addictive features, for example TikTok’s infinite scroll and FYP rely solely on tracking user interactions to refine algorithms.
The more users that engage, the more data that is harvested, creating a feedback loop where addiction fuels data collection and data collection enhances addictive features through personalisation.
Both platforms obscure privacy controls, making it hard for users to opt out of data collection. For example, Snapchat buries these settings deep in the menus.
These designs exploit cognitive biases like Status Quo bias where users stick with default (the less private option) settings as noted in Kahneman’s behavioral economics research.
Diagrams
Dopamine Driven Feedback Loops
There is plenty more points to go over, such as;
1. Colour co-ordination, adjusting mood based on the colour of things.
2. Parasocial Relationships as Emotional Anchors
3. Contrast with Non-Addictive Platforms
4. Historical Analogy to Traditional Media (Social media’s addictive design mirrors earlier media like slot machines or TV, but its personalization and interactivity make it more potent)
Thanks for reading
Feel free to read and critique, some of you will find it interesting and relevant some will walk right over it.
Introduction
Social media platforms like Instagram, Tiktok and Snapchat are meticulously designed to psychologically captivate the victim. Fostering compulsive engagement through sophisticated psychological mechanisms. Said platforms exploit fundamental aspects of human psychology. For example, dopamine driven reward systems, social validation and attentional bias, to maximize time spent on their apps. Which in turn fuels extensive data collection for targeted advertising, often referred to as ‘data farming’. In contrast, platforms like iMessage and traditional texting aren’t engineered the same way as these social media platforms since the business model is polar opposite. Practicality and consumerism set them apart. This explores how Snapchat and other platforms are psychologically engineered to addict users, with a focus on dopamine stimulation, reward system hijacking and the role of infinite scrolling in Tiktok as a catalyst for prolonged app engagement.
It also highlights overlooked factors such as emotional manipulation, micro interactions, parasocial relationships and the impact on cognitive load.
1. Dopamine Stimulation
Dopamine, a neurotransmitter commonly associated with pleasure and reward, is central to the addictive design of social media. Snapchat and TikTok take leverage on variable reward schedules. A concept rooted in B.F Skinner’s operant conditioning experiments. Where unpredictable rewards, for example slot machines, create compulsive behavior.
This applies in Snapchat and TikTok’s business model;
Snapchat: Notifications for new snaps, likes on stories or streak updates act as variable rewards, stimulating dopamine releases each time a user checks the app.
TikTok: Similarly, TikTok’s algorithm delivers a stream of short, personalised content tailored to your preferences that build anticipation for the next clip.
Snapchat and TikTok hijack the brain’s reward system by mimicking natural reward seeking behavior, Snapchat’s streaks and consecutive days of messaging gamify parasocial interaction that taps into the brain’s desire for achievement and consistency.
The product of this is, the streak expires. You either start a new streak or pay 0.99p to save it. Creating an infinite loop, keeping you engaged in the app and your streaks.
Streaks foster a sense of obligation.
TikTok’s FYP delivers a rapid succession of videos, individually with a personalised hit of novelty and relation. Keeping the users in a dopamine driven loop, this emotional hijacking overrides the brain’s ability to self regulate.
A 2019 study by Alter in Perspectives of Psychological Science noted that similar digital rewards exploit the same neural pathways as addictive substances. Leading to habituated use.
2. The Catalyst for addiction
TikTok’s infinite scroll is the primary catalyst for its addictive potential, by presenting an endless stream of personally tailored videos (typically 10-40 seconds).
Tiktok eliminates the brain’s natural stopping point by exploiting the brain’s attentional bias toward novel stimuli. A 2020 study by Montag et al. in Frontiers in Psychiatry found that the infinite scroll significantly increases time spent on apps, as users are captivated in a flow state.
TikTok’s algorithm curates videos based on previous interactions, ensuring each clip is highly engaging (keeping you in the flow state). This amplifies the desire to keep scrolling.
Snapchat and Facebook followed this model, but users cycle through content with no clear endpoint, similar to the dead internet theory.
Infinite scrolling overwhelms cognitive ability, reducing the ability to disengage. Sort of fatiguing your logic to stop. The constant incursion of new content taxes on working memory.
As users process rapid shifts in context (from a dance video to politics) this aligns with research on Cognitive Load Memory as described by John Sweller in a 1988 study;
“Cognitive Load Theory (CLT) - coined in 1988 by John Sweller, suggests that our working memory is only able to hold a small amount of information at any one time and that instructional methods should avoid overloading it in order to maximise learning”
TikTok’s short video format minimizes the cognitive effort needed per clip, making it easier to continue scrolling than to stop.
Snapchat’s short-lived content creates a similar effect causing users to be compelled to view snaps before they expire, adding urgency to the experience.
3. Social Validation and FOMO
Both platforms exploit the human desire for social validation, rooted in evolutionary
psychology’s emphasis on “group belonging”. Snapchat’s stories and Snap-Map allow users to broadcast their lives with likes and views serving as social currency.
A 2019 study by Vogel et al, in Journal of Social and Clinical Psychology found that Snapchat use correlates with heightened social comparison and fear of missing out (FOMO)
Particularly amongst people in the age group of 12-25, leading to compulsive checking to stay socially relevant.
TikTok’s likes, comments and follower counts exploit this, as users seek validation through viral potential and social validation.
The platform’s duet and stitch features further encourage social interaction, embedding users into a cycle of approval seeking.
Fear of missing out is a powerful trait of evolutionary psychology to exploit, Snapchat’s time sensitive content creates urgency as users fear missing friends updates. TikTok’s FYP feeds on this by presenting current up to date content making users feel like they must stay active to keep up with the current times, otherwise you live under a rock.
A 2016 study by Przybylski in Computers and Human Behavior links FOMO to compulsive social media use, with both platforms capitalizing on this to drive engagement.
4. Emotional Manipulation
Both platforms prioritise emotionally engaging content to boost engagement, TikTok’s algorithm amplifies videos that evoke strong emotions such as humor, outrage or awe as this is more likely to be shared or rewatched. A 2018 study by Vosoughi in Science found that emotionally engaging content spreads faster online because it activates the brain's limbic system, the complex network of brain structures located deep within the forebrain that governs emotion, behavior, memory, and motivation.
Snapchat’s stories tab similarly curates sensational or emotionally engaging content, keeping users hooked. This manipulation exploits affective forecasting errors, where users overestimate how much they’ll enjoy continued engagement, leading to prolonged use.
An often overlooked result of social media usage is emotional dysregulation, rapid shifts between emotional content (e.g, a funny video, then a distressing news clip) can destabilize mood as users experience micro highs and lows.
A 2021 study by Firth et al in The Lancet Psychology suggests heavy social media use disrupts emotional regulation, particularly in young users, contributing to anxiety and depression. Snapchat’s short lived, ephemeral nature and TikTok’s fast paced videos exacerbate this by compressing emotional stimuli into short bursts.
The best alternative to this is to use platforms such as iMessage or traditional texting, as they facilitate personal, context driven communication without algorithmic curation.
Emotional content is limited to direct interactions, avoiding the rollercoaster of algorithmically curated stimuli. This reduces the risk of dysregulation as users control the tone and pace of conversations.
5. Micro Interactions and habit formation
An overlooked aspect of social media is micro interactions, small repetitive actions like tapping to skip a TikTok or swiping through Snapchat stories. These low effort interactions lower the barrier to engagement, sacrificing consciousness for convenience, making it easier to form habits, making your thought process part of the flow state.
According to Duhigg’s habit loop model (2012 The Power of Habit), micro interactions serve as cues that trigger routines (scrolling, liking) rewarded by dopamine hits.
TikTok’s swipe to next video mechanic is particularly machiavellian, as it requires minimal cognitive effort, reinforcing the habit loop. Snapchat’s quick taps to view snaps or maintain streaks function similarly.
Every micro interaction generates data; which videos you skip, how long you watch, which snaps you view, how quickly you react. Snapchat tracks frequency and story views, whilst TikTok monitors dwell time and swipe patterns. This granular data builds detailed behavioral profiles, as outlined in both platforms’ privacy policies, enabling precise ad targeting.
A 2020 Study by Zuboff in The Age of Surveillance Capitalism highlights how much micro interactions are the backbone of data farming, turning user behavior into a commodity.
Nothing was your own except the few cubic centimetres inside your skull
- George Orwell, 1984
6. Cognitive and Attentional costs
Both platforms fragmentate attention by delivering rapid and diverse content, TikTok’s short videos and Snapchat’s quick snaps require constant context switching, taxing the brain's prefrontal cortex, which governs attention and control.
A 2019 Study by Wilmer et al, in Trends in Cognitive Sciences links frequent social media use to reduced attentional control, as users struggle to focus on single tasks after prolonged exposure to fragmented emotional stimuli.
Both platforms employ dark manipulations of human psychology, design choices that subtly manipulate users into undesired actions, Snapchat’s streak warnings create artificial urgency. In contrast, TikTok’s autoplay and algorithmically curated FYP make stopping feel unnatural. These tactics exploit cognitive biases like loss aversion, where users fear losing streaks of missing content as noted in Kahneman and Tversky’s prospect theory (1979).
7. Psychological and Social consequences
Heavy use of Snapchat and TikTok is linked to mental health challenges, a 2021 meta analysis by Huang in Cyberpsychology, Behavior and Social Networking found correlations between social media use and increased anxiety, depression and body image issues, particularly among adolescents. Snapchat’s focus on self image and appearance drives social acceptance and TikTok’s viral culture amplifies social comparison, eroding self esteem.
The constant need to maintain streaks or engage with trends also fosters compulsive behavior, as noted in a study by Billieux in Frontiers in Psychiatry.
Ironically, whilst designed to connect users both platforms create a social isolation paradox.
A study by Primack in American Journal of Preventative Medicine found that heavy social media use correlates with perceived social isolation as curated online personas replicate authentic interactions (parasocial relationships).
8. Cybersecurity and Privacy
The addictive design of Snapchat and TikTok not only exploit psychological vulnerabilities but also amplifies cybersecurity risks and privacy concerns, as their data driven business models rely on extensive user tracking to fuel engagement and advertising revenue. These platforms collect vast amounts of personal, algorithmical and behavioral data, often with insufficient transparency or user control.
The hinge of Snapchat and TikTok’s business models rely on data farming, collecting granular user data to create detailed profiles for targeted advertising. Snapchat tracks every possible interaction;
1) Messages & Content Interactions
Snaps sent (image or video) — sender, recipient(s), timestamp
Chats and messages sent or received (text, stickers, saved chat contents)
Stories posted (which story, time posted, viewers list)
Stories viewed (who viewed which story and when)
Snap and story view durations (how long someone viewed a snap or story)
Screenshots and screen recordings (who took one and when)
Snaps or chats saved to chat (which messages were explicitly saved)
Replays (metadata about replays if used)
In-app attachments (links opened from a snap or chat)
Message delivery and read receipts (delivered/opened flags and timestamps)
2) Usage, Engagement & Behavioral Metrics
Frequency of app opens
Session length (how long each session lasts)
Streaks and streak frequency (days in streak, interruptions, longest streaks)
Tap and click events inside the app (which buttons you press)
Navigation paths between screens
Search queries inside Snapchat
Lens and filter usage counts (which ones you opened or used and how often)
3) Camera, AR, and Biometric-Like Data
Facial, hand, and voice feature points used by AR filters (eye positions, face shape landmarks, mouth and hand tracking)
Raw camera frames or derived metadata used for filter and lens processing
Microphone access when recording audio or video (voice data for clips or filters)
Face and voice feature data that may be considered biometric information under some laws
4) Location & Movement
Precise GPS location (if location permission is granted)
Snap Map events (when you open or view Snap Map, visible friends, Bitmoji location)
Location metadata from uploaded photos or videos
IP-based approximate location
Motion sensor data (accelerometer and gyroscope for AR and camera effects)
5) Device, Network & System Telemetry
Device identifiers (model, OS version, device ID, advertising ID)
App version, installed modules, crash logs, and performance data
IP address and network information (Wi-Fi or cell tower data)
Language, time zone, and system locale
Battery and connectivity state (used for diagnostics and analytics)
6) Account & Identity Data
Account creation details (email, phone number, birthday, Bitmoji, username)
Contacts and address book sync (if allowed)
Friend lists, blocked users, and interaction history
Login history and authentication events (logins, failed attempts, two-factor data)
7) Advertising & Commerce Data
Ads viewed, clicked, or interacted with
Ad impression and conversion tracking
Purchase history (Snap tokens, in-app purchases)
Billing metadata and payment method type
Ad-related identifiers and inferred interests for ad targeting
8) Search, Discovery & Content Interaction
Search activity (people, filters, lenses, or content)
Discover and publisher content viewed
Viewing time and completion rates on shows or stories
Engagement metrics with featured content or branded channels
9) Metadata & Derived Signals
Timestamps for all major actions (sent, viewed, opened, saved, deleted)
Metadata about snaps and chats (sender, receiver, device info)
Derived behavioral profiles (personalization and recommendation data)
10) Security & Moderation Logs
Reports you make or that others make about you
Content retention for safety or legal investigations
Account restriction or suspension history
Internal access logs and moderation reviews
11) Third-Party & Integration Data
Data from linked services (Bitmoji, advertiser partners, connected accounts)
Information provided by other Snapchat users (like being tagged or added)
12) Inferred & Analytical Data
Active times of day and usage habits
Social graph analysis (who you interact with most)
Demographic and interest inferences (age range, content preferences)
Device and app usage habits (network switching, reinstall frequency)
These are all outlined in Snapchat’s privacy policy you agreed to when you signed up, allowing them to collect this data and use it how they wish.
TikTok takes this further, by collecting data on watch times, swipe patterns and even clipboard content in some versions.
A 2021 study by Raileanau in Computers & Security found that social media apps like TikTok collect up to 70 distinct data points per user session including behavioral, demographic and psychographic data far exceeding what’s necessary for functionality.
This data collection is directly tied to the platform’s addictive features, for example TikTok’s infinite scroll and FYP rely solely on tracking user interactions to refine algorithms.
The more users that engage, the more data that is harvested, creating a feedback loop where addiction fuels data collection and data collection enhances addictive features through personalisation.
Both platforms obscure privacy controls, making it hard for users to opt out of data collection. For example, Snapchat buries these settings deep in the menus.
These designs exploit cognitive biases like Status Quo bias where users stick with default (the less private option) settings as noted in Kahneman’s behavioral economics research.
Diagrams
Dopamine Driven Feedback Loops
There is plenty more points to go over, such as;
1. Colour co-ordination, adjusting mood based on the colour of things.
2. Parasocial Relationships as Emotional Anchors
3. Contrast with Non-Addictive Platforms
4. Historical Analogy to Traditional Media (Social media’s addictive design mirrors earlier media like slot machines or TV, but its personalization and interactivity make it more potent)
Thanks for reading
