Every day, people around the world spend a collective 3.3 billion hours watching short-form videos on TikTok. And no doubt many of you reading this will have contributed to that staggering statistic… I know I certainly have. This figure isn’t a happy accident or viral luck, but the product of some of the most sophisticated, deliberately engineered user experience design in the history of technology. For a long time, I’ve been fascinated with how social media content – from st