“It went viral! It became a trend!” Even if you’re not a TikTok user, you’ve certainly heard (and probably said) these expressions around. After all, one fact is indisputable: TikTok is a phenomenon, so much so that it has been sought after more by young people than any other social network. In fact, the younger generations have replaced the traditional Google with TikTok when it comes to doing their research and looking for information online.
These changes in behavior patterns highlight not only the impact but also the effectiveness of TikTok’s interface in captivating and retaining users. But do you know exactly how this app has managed to completely transform the way people consume content on social media? That’s what you’ll find out in this article!
Let’s explore the “recipe for success”, with all the usability ( UI ) and user experience (UX) principles that make the TikTok interface so attractive and addictive, leading to more than a billion users downloading the app. Keep reading and check it out!
TikTok User Interface (UI)
In addition to short videos, which require little attention and are the main feature of this social network, another factor that guarantees TikTok's success worldwide is its usability and the experience provided to the user.
Every detail of TikTok’s interface is carefully thought out and designed to make interacting with the app’s content completely engaging. All of this with just one goal: to make users not want to close the app and continue consuming the content that appears on their screen, with a simple swipe of the finger.
Clean and intuitive interface
TikTok's interface has a simple and intuitive design , which makes navigation very easy, making the platform accessible to users of all ages, even those with little experience with technology. The platform quickly and assertively meets users' desire for short, fun and personalized content.
Custom feed
Another feature that has won TikTok millions of followers is the high capacity of its algorithm to deliver personalized content. One job it does very well is to understand preferences and behavior patterns , based on the content that the user has already viewed and interacted with. The so-called personalized recommendations are the “magic sauce” of the app, making the feed (or fy = from the English “For You”, which means “for you” in Portuguese) interesting by being continuously updated with content adapted to individual tastes.
user satisfaction, after all, it gives the feeling that the topics that the user is interested in are always trending, which greatly contributes to them wanting to return to the platform.
Usability Principles on TikTok
TikTok's usability is designed to eliminate the possibility of frustr why choose us? ation that would cause users to abandon the tool. Check out the details!
Simplicity in navigation
Simplicity is one of the characteristics that best describes TikTok’s interface. When we look at the way content is navigated, with a simple swipe of the finger across the screen in one direction, we notice that simplicity is another important ingredient in the app’s magic recipe.
Swiping across the screen is easy and doesn’t require the user to stop and think before clicking on an item to make something happen. The path to action is shorter. And all of this in a comfortable position for the user’s hand and fingers. This even makes it possible to use the app with just one hand.
Facilitated interaction
The interaction buttons, with the “follow”, “like”, “share” and “comment” functions, are also strategically positioned. Located in a very accessible area on the screen, they facilitate user engagement with the videos, keeping their attention, which is today one of the biggest challenges for any social network or application.
Full screen view
Another difference compared to other social networks is that videos on TikTok are always displayed in full screen. This feature also helps maximize user engagement and provide a more immersive experience. This eliminates potential distractions, such as notifications from other apps, and users' attention, attracted by a complete visual experience, is maintained for longer.
User Experience (UX) on TikTok
TikTok continually collects thousands of data points that generate insights into various user behaviors, including the time the user spent viewing and interacting with content.
TikTok’s algorithm learns as you use it, whether it’s liking, sharing, commenting, following, or rejecting content. All of this information is used to personalize content so that the content you see on your screen is relevant to you. This, of course, greatly increases the chances that you’ll stay on the app for longer.
Content for all audiences
TikTok offers a wide variety of content, from funny and educational videos to dance challenges and beauty tutorials. This ensures that there’s something for everyone, keeping users coming back regularly to discover new videos.
Infinite content
You've probably heard someone say that they spent hours watching videos on TikTok and didn't even notice the time passing. That's exactly what the platform intends to do when it combines the usability strategies above with engaging content that never seems to end.
This sensation, which makes time pass without the user realizing it, is also caused by the “infinite timeline”, in which videos are played automatically one after the other. The app rarely returns to content that you have already seen.
Comparing it to Instagram’s most popular features: Stories and Feed, for example, we can see that both have a limit on the content shown, as it depends on the number of accounts you follow. On TikTok, there is no “end”. This creates a continuous and uninterrupted experience, encouraging users to keep watching for much longer.
Accessible editing tools
We can’t focus on the usability of TikTok’s interface only for those who consume content. After all, for content to be “infinite,” there need to be many creators producing these videos.
And of course, TikTok itself has thought of this too. To make it easy for anyone to create videos, the app's editing tools are easy to use and extremely accessible.
Immediate reward
The endless scrolling of the feed is responsible for triggering the release of dopamine – a neurotransmitter associated with pleasure and reward – in response to new and engaging content. With each tap on the screen, TikTok presents a new video, leaving users curious and eager for more.
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