Tools built into TikTok to curb screen time might not be doing what they're supposed to. For a certain group of users, they could actually make things worse.
A new study, led by researchers at the University of Mississippi and Georgia Southern, tracked how users responded to TikTok's daily reminders — the ones that suggest taking a break or limiting app use. Instead of logging off, some users stayed longer.
What tied them together? Low skepticism. These users didn’t question TikTok’s motives much, and that seemed to matter. The researchers found that when the platform nudged them to take a break, they saw it as authentic — and that, ironically, made them trust the app more and use it even more often.
The study, published in the Journal of Public Policy and Marketing, calls this the “digital detox paradox.” In short: when a platform says “maybe log off,” some people take that as a reason to stick around.
TikTok has a huge user base — well over a billion globally — and the U.S. alone accounts for more than 135 million monthly users. That kind of reach makes these findings especially relevant now, with screen time and mental health under the microscope, particularly among teens and college students.
And the usage numbers are sobering. Among participants, time spent on social media ranged from six to ten hours per day. That’s not scrolling during lunch — that’s half a waking day.
Those who were more critical of ads, though? They didn't respond much at all to TikTok’s reminders. They either ignored them or didn’t take them seriously. Basically, if you already question platform intentions, you're less likely to buy into its well-being tools.
This matters to policymakers too. Legislation like the Social Media Addiction Reduction Technology Act aims to rein in overuse, but studies like this one suggest a one-size-fits-all approach might not work. Some users — especially younger or less skeptical ones — may need different strategies.
And there's another issue: younger users often can’t spot manipulation. If a detox feature looks helpful on the surface, kids may not notice any marketing behind it. That makes them more vulnerable — to ads, to endless scroll loops, to subtle nudges disguised as care.
Bottom line? App-driven limits may sound good, but for some people, they could end up making the habit worse. Real breaks might need to start with the user, not the app.
Image: DIW-Aigen
Read next: Reels Drive Facebook Video Time Up as News Feed Engagement Drops, Meta Shows
A new study, led by researchers at the University of Mississippi and Georgia Southern, tracked how users responded to TikTok's daily reminders — the ones that suggest taking a break or limiting app use. Instead of logging off, some users stayed longer.
What tied them together? Low skepticism. These users didn’t question TikTok’s motives much, and that seemed to matter. The researchers found that when the platform nudged them to take a break, they saw it as authentic — and that, ironically, made them trust the app more and use it even more often.
The study, published in the Journal of Public Policy and Marketing, calls this the “digital detox paradox.” In short: when a platform says “maybe log off,” some people take that as a reason to stick around.
TikTok has a huge user base — well over a billion globally — and the U.S. alone accounts for more than 135 million monthly users. That kind of reach makes these findings especially relevant now, with screen time and mental health under the microscope, particularly among teens and college students.
And the usage numbers are sobering. Among participants, time spent on social media ranged from six to ten hours per day. That’s not scrolling during lunch — that’s half a waking day.
Those who were more critical of ads, though? They didn't respond much at all to TikTok’s reminders. They either ignored them or didn’t take them seriously. Basically, if you already question platform intentions, you're less likely to buy into its well-being tools.
This matters to policymakers too. Legislation like the Social Media Addiction Reduction Technology Act aims to rein in overuse, but studies like this one suggest a one-size-fits-all approach might not work. Some users — especially younger or less skeptical ones — may need different strategies.
And there's another issue: younger users often can’t spot manipulation. If a detox feature looks helpful on the surface, kids may not notice any marketing behind it. That makes them more vulnerable — to ads, to endless scroll loops, to subtle nudges disguised as care.
Bottom line? App-driven limits may sound good, but for some people, they could end up making the habit worse. Real breaks might need to start with the user, not the app.
Image: DIW-Aigen
Read next: Reels Drive Facebook Video Time Up as News Feed Engagement Drops, Meta Shows
