By Daniel Wiggins
It was late one night when I first downloaded TikTok. I was amazed at the creativity and skill everyday people displayed, creating short-form videos on everything from dance trends to cooking tutorials.
Hours flew by, and suddenly it was 3am. I was hooked. Realising just how addictive the platform was, I deleted the app out of caution.
Years later, after friends kept sharing TikToks with me, I decided to give it another go. This time, the platform’s algorithm served up content like business tips, psychology hacks, and UX design principles—short, sharp bites of learning that actually benefited me.
These snippets of knowledge eventually made their way into my work.
Colleagues often asked, “Where did you learn that?”
“You’ll never believe it,” I’d reply, “but it was actually TikTok.”
TikTok, Instagram Reels, and similar platforms have capitalised on our decreasing attention spans. With their addictive algorithms and snackable content, these platforms are dominating social media.
Since its launch, TikTok has grown to 1.8 billion users, with 63% aged between 10 and 29. Instagram Reels, launched in 2020, has similarly revolutionised content consumption. Statistics show that 90% of TikTok users access the app daily, with Reels rapidly becoming a go-to feature on Instagram.
Experts like Dr Julie Albright, a sociologist specialising in digital culture, explain the phenomenon: “These platforms trigger dopamine hits in the brain, driving users to keep scrolling. It’s a form of random reinforcement, like playing a pokie machine.”
This same addictive nature can be harnessed for good, especially in Learning & Development (L&D).
How can we apply the principles behind TikTok and Instagram Reels to learning solutions? What do these platforms teach us about the future of learners, and learning itself?
Here’s how:
1. Highly Personalised Experiences
Short-form video platforms excel at personalisation. Their algorithms serve content tailored to individual preferences, keeping users engaged.
In the L&D world...
Personalising content is key to fostering a pull learning environment. Use LMS or LXP tools with the capability to push relevant content based on roles, career goals, or performance metrics. This ensures learners receive what they need, when they need it, creating your own “L&D Personalisation Engine.”
2. Story-Rich Content
Whether it’s a success story, a cooking trend, or an inspiring anecdote, storytelling is the backbone of short-form videos. Humans are wired to connect through stories.
In the L&D world...
Storytelling makes learning more relatable and impactful. Incorporating personal or organisational stories into training creates an emotional connection, keeping learners engaged while deepening their understanding of the material.
3. Micro-Consumption to Nano-Learning
Most TikToks and Reels last 15-60 seconds. This aligns with our shrinking attention spans and the need for bite-sized information.
In the L&D world...
We’re moving from microlearning (3-5 minutes) to nano-learning (1-2 minutes). Delivering content in smaller chunks over time can enhance engagement, support learning in the flow of work, and combat the forgetting curve.
4. Democratising Learning
Platforms like TikTok and Instagram thrive on user-generated content. They empower creators to share their knowledge and connect with others in an open, collaborative environment.
In the L&D world...
Encourage learners to create and share their own content. Use forums, community spaces, and digital tools to foster peer-to-peer learning. By stepping back and empowering learners to contribute, you build communities of practice that enhance engagement and knowledge-sharing.
As TikTok, Instagram Reels, and other platforms continue to evolve, they’re shaping expectations for how we consume content, and learn.
L&D professionals must adapt by embracing the principles of personalisation, storytelling, and micro-content. By incorporating aspects of fun and creativity, we can create learning experiences that are not just educational but also addictive in the best way.