TikTok has announced a new 60min limit for teens. I was interviewed 15 times yesterday on whether it is a PR stunt or a real strategy to look after young people. My answers:
– It’s timing is interesting given the political heat around TikTok right now. There is no start date given, it could be months away.
– On the surface it does bring to a users’ attention that they have been using the app for an hour. A teen can however easily swipe it away. A second prompt comes after using the app for 100mins. This can be ignored as well. These features can be removed by the teen altogether.
– A screentime prompt is a good this but I don’t expect it to change use. Social media use is more than simply spending time on our screen. It’s part of teen culture and our world. Changing use means changing that culture- inside the industry and in the culture of users.