TikTok Brain: An Investigation of Short-Form Video Use, Self-Control, and Phubbing.

This article investigates the relationship between short-form video (SFV) consumption—specifically TikTok, Instagram Reels, and YouTube Shorts—and phubbing (phone snubbing), with a focus on the mediating role of self-control. Across two U.S.-based studies involving college students and adults, findings indicate that time spent viewing TikTok videos is associated with reduced self-control and increased phubbing behavior, whereas Instagram Reels and YouTube Shorts show no such relationship. The research suggests TikTok's proprietary AI-driven algorithm and ease of use create a more immersive experience that undermines users' self-control, leading to greater phone use in social settings. The studies highlight self-control, including attention shifting, as a key factor mediating this effect and call for further research on the broader behavioral implications of SFV use across diverse populations and contexts.