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

Social media is entirely shifting our relationships with celebrities, and as such is transforming our feelings of envy. Let me explain why. Feeling jealous of your friend is common. You see them having something you want, and you feel envious of them; it’s a simple situation. Before social media, those feelings of envy were limited to just the people around you. This, however, has been flipped on its head. Having worked in the world of social media for nearly a decade, I’ve s