- TikTok is the most addictive social media app in 2025, surpassing others in user engagement and screen time.
- The app’s addictive nature offers unique opportunities for brands and creators to connect with audiences.
- Understanding how TikTok impacts user habits can help marketers design campaigns that resonate deeply with Gen Z and other highly engaged groups.
- The growing concerns over screen time addiction are crucial for users and brands to address when using TikTok for marketing or personal use.
A new study published by Media Mister and featured in NationalWorld has revealed what many already suspected: TikTok is officially the most addictive social media platform of 2025.
The study analyzed online searches related to screen time management, revealing just how entrenched TikTok has become in users' daily routines, particularly in the Gen Z demographic. This report highlights not only the rise of TikTok but also the growing competition from other social media platforms like Instagram, YouTube, and Snapchat.
In the battle for attention, TikTok’s ability to capture hours of users' time makes it a goldmine for marketers. However, it also raises questions about mental health and how users, especially younger ones, navigate their screen time.
Here, we’ll break down what makes TikTok so addictive, how brands can leverage this platform, and why understanding these trends is crucial for anyone in social media marketing.
TikTok’s Rise: Dominating the Social Media Space
According to the Media Mister study, TikTok not only tops the list of most addictive social media apps in 2025, but it also accounts for 2,482.50 monthly searches related to ways users can limit their screen time.
This staggering figure points to a significant issue: users are spending more time on TikTok than ever before, with the average person now spending 58.4 minutes per day on the app. This is up by 31 minutes since its release in 2019, which speaks to the app’s immense influence on daily life.
So why is TikTok so addictive? The app’s short-form video format is built to capture attention quickly, with its endless scroll, highly personalized content, and viral trends, making it hard for users to look away. As TikTok continues to evolve, it's not just about entertainment; it’s becoming a cultural phenomenon that users are actively part of, shaping what’s trending and what’s not.
For marketers, TikTok’s addictive nature presents both a challenge and an opportunity: How can you capture users’ attention without overwhelming them? How can you craft a campaign that fits naturally within the TikTok ecosystem?
The Competition: Instagram, YouTube, and Beyond
Following TikTok, the study reveals that Instagram and YouTube are the second and third most addictive apps, respectively.
Instagram, with its emphasis on visual content and stories, continues to hold strong in the social media space. According to the same study, Instagram generated 1,422.50 monthly searches related to reducing screen time, with users spending about 33 minutes per day on the platform. While that number is still significant, it pales in comparison to TikTok’s staggering 58.4 minutes.
YouTube, the platform known for longer-form content, ranks third with 987.50 monthly searches related to managing screen time, with users spending 48.7 minutes per day on the site. The rise of YouTube Shorts has certainly contributed to a shift in behavior, making the platform more competitive with TikTok’s quick-consumption model.
However, it still lags behind in terms of user time spent compared to TikTok.
These platforms, despite having similar features, are not the same as TikTok in terms of user experience. TikTok’s algorithm is particularly skilled at keeping users engaged with content that resonates deeply with their interests, making it incredibly addictive.
Marketing Opportunities on TikTok
Given TikTok’s dominance in time spent on the platform, it’s no surprise that brands are eager to tap into this engaged audience. The study’s results underscore the value of creator-driven campaigns. By partnering with influencers who have a strong, authentic following, brands can create organic content that feels less like an advertisement and more like a shared experience.
TikTok's virality is key to its marketing potential. The use of trends, challenges, and user-generated content means that marketing on TikTok isn’t just about pushing a product; it’s about creating a cultural moment that engages users in meaningful ways.
Sephora is one of many brands thriving on TikTok as they regularly collaborate with influencers. For instance, their highly successful collaboration with rug content creator Simji is an excellent example to highlight.
The Sephora x Simji TikTok giveaway asked fans to follow Sephora, comment on specific posts, and use the hashtag #SephoraXSimji for a chance to win Sephora-branded merchandise and $100 gift cards. The campaign effectively utilized TikTok’s engaging nature, creating a buzz among users and incentivizing participation.
@sephora You all loved @SIMJI ♬ original sound - sephora
Marketers who understand TikTok’s algorithm and culture can create interactive campaigns that fuel engagement and drive sales, without seeming overly promotional.
However, it’s important for brands to respect TikTok’s unique culture. The most successful TikTok campaigns don’t force products into the content—they become part of the conversation. For instance, campaigns that leverage memes, challenges, or authentic creator content often resonate the most with users, making it more likely for a brand to go viral.
The Dark Side: Screen Time Concerns
While TikTok presents vast opportunities for brands, there’s a growing concern over the impact of excessive screen time on users’ mental and physical health. The Media Mister study highlights that TikTok is at the forefront of this issue, with many users searching for ways to limit screen time due to feelings of guilt or discomfort.
As users spend more time on TikTok, they may experience negative effects such as fatigue, eye strain, and difficulty concentrating when not on their phones. These symptoms are commonly associated with doomscrolling, a phenomenon where users continuously scroll through content without a clear purpose, often leading to mental exhaustion.
Marketers and creators should be mindful of these mental health implications. Campaigns that promote responsible usage or encourage digital detoxes could resonate well with an audience increasingly concerned about their screen time habits.
TikTok’s Unstoppable Rise and Its Impact on Social Media Marketing
TikTok’s position as the most addictive social media app in 2025 underscores its dominance in the social media space. For marketers, this offers both tremendous opportunity and responsibility. By tapping into TikTok’s viral nature and creator-driven campaigns, brands can achieve remarkable success.
However, they must also recognize the potential mental health risks associated with excessive screen time.
As social media continues to evolve, understanding how to balance engagement with responsible digital consumption will be crucial for both users and brands alike. For now, TikTok remains the frontrunner in the social media space, and its influence shows no signs of slowing down.
