TikTok PSAs telling you to go to bed or drink some water are meant to let you know the app is here for you and really, truly cares—just as long as you never, ever leave
recent weeks, I have succumbed to the insidious allure of TikTok, an app that requires nothing more from me than my undivided attention. When watching television or reading are unpalatable, TikTok’s algorithm is the only thing I can concentrate on, and my extended stints on the app, slumped in a chair drinking ice water and not thinking, aren’t my proudest moments.
and go to bed, is part of a larger initiative that was rolled out in October, tapping creators on the app to record these small PSAs in the hopes that by using the people these teens idolize, the message will actually resonate. It’s a clever trick meant to suggest that TikTok is actually concerned about its users.
If it works for the teenagers that populate the app, then their job is done. But it’s foolish to be swayed by any false promises from a company that relies on viewership for survival. Pretending that it cares by issuing PSAs that do nothing other than provide a brief interruption to the never-ending stream of content that can be easily dismissed is disingenuous—a way of acknowledging that there might be a problem
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