Maria (Boux) Morganti Avatar

The Diary of a digital Journey

Tag: social-media

  • TikTok and the Dopamine Connection: Why It’s So Addictive

    TikTok and the Dopamine Connection: Why It’s So Addictive

    In just a few years, TikTok has become a cultural phenomenon, captivating millions of users worldwide with its short, engaging videos and hyper-personalized content. Whether you’re watching funny skits, dance challenges, or life hacks, the platform keeps you hooked with its seemingly endless stream of entertainment.

    Some numbers around TikTok

    TikTok has experienced remarkable growth and engagement since its launch. Here are some key numbers – Source: How many users on TikTok? Statistics & Facts (2025)

    • Content categories: The most popular categories on TikTok are Entertainment, Dance, and Pranks, with billions of views each
    • Monthly active users: TikTok has over 1 billion monthly active users globally, with 150 million in the United States (growth of over 10 times in last 5 years).
    • User demographics: About 44% of TikTok users are under 25 years old.
    • Time spent: The average daily time spent on TikTok has more than doubled from 27 minutes in 2019 to 58 minutes in 2024.
    • Engagement rate: TikTok has an average engagement rate of 5.96%, making it the most engaging social media platform.
    • Regional growth: By 2023, TikTok is projected to have 682 million users in the Asia Pacific region (excluding China and India), 238 million in Europe, and 192 million in North America.

    But what makes TikTok so hard to put down?

    The secret lies in its algorithm, which curates content tailored to your interests, and its ability to trigger the brain’s reward system through bursts of dopamine—the “feel-good” chemical that reinforces pleasurable activities. This clever combination of psychology and technology creates a feedback loop that keeps users scrolling for hours.

    Dopamine is at the heart of TikTok’s addictive design.

    The app capitalizes on variable rewards—those unpredictable moments when you find an exceptionally engaging video—similar to pulling the lever on a slot machine. Each time you laugh at a funny clip, discover something new, or feel validated by likes and comments, your brain releases dopamine, reinforcing the desire to keep scrolling.

    TikTok’s endless feed and short-form content further amplify this effect, delivering quick hits of entertainment without requiring much effort. The result?

    A platform that not only entertains but also conditions the brain to crave more, making it one of the most compelling social media experiences today.

    A 2022 study from the Frontiers in Psychology journal found that TikTok is the most highly addictive of all social media platforms. TikTok manipulates dopamine levels through several key mechanisms designed to create an addictive user experience.

    TikTok’s AI-driven algorithm

    TikTok’s AI-driven algorithm is a sophisticated system designed to create a highly personalized and engaging user experience.

    TikTok’s AI-driven algorithm is a highly sophisticated system that tailors content to individual users, creating an addictive and personalized experience. By analyzing user interactions—such as likes, shares, watch time, and even pauses—the algorithm learns preferences and predicts what content will keep users engaged.

    It uses machine learning to identify patterns in behavior and pairs this with metadata from videos, including hashtags, captions, and trending sounds, to deliver a feed uniquely curated for each user.

    This real-time adaptability ensures that TikTok’s content always feels fresh and relevant, driving high levels of user engagement and fostering an unparalleled connection between the platform and its audience.

    Why It Can Be Addictive

    1. Short-form content: TikTok’s 15-60 second videos provide rapid-fire bursts of entertainment, each potentially triggering a small dopamine release[1]. This creates a short-term dopamine feedback loop, reinforcing the behavior of continued scrolling. According to a 2020 study from the University of California – San Diego, TikTok users in the United States open the app an average of eight times per day and spend an average of 46 minutes on the app.

    2. Infinite scroll: The endless stream of content removes natural breaking points, keeping the dopamine system constantly engaged and making it difficult for users to stop scrolling. According to the researchers of another study “the system quality has a stronger influence than information quality in determining adolescents’ experience with TikTok and that the flow experience has significant direct and indirect effects on TikTok addiction behavior” – meaning the way the algorithm chose the content to visualize and for how long influence more the experience than the content itself.
    3. Personalized “For You” page: TikTok’s AI-driven algorithm presents highly tailored content, creating a consistently rewarding experience that triggers more frequent dopamine releases. The average daily usage of TikTok is 95 minutes (compared to 17 minutes for YouTube and 29 minutes for Instagram), made possible through continuously analyzing user behavior and content characteristics, TikTok’s AI algorithm creates an addictive and personalized experience that keeps users engaged for extended periods.
    4. Variable reward pattern: The algorithm regularly incorporates new content types to discover new facets of user interests. The unpredictable nature of content quality in the feed triggers dopamine release, similar to the mechanism behind slot machines. Besides dopamine, TikTok also triggers the release of epinephrine, norepinephrine, and oxytocin, creating a complex neurochemical response that enhances the addictive potential.
    5. Real-time adaptation: The algorithm quickly adjusts to changes in user preferences and behavior. Using a new sophisticated “collisionless embedding” system, it organizes not only content but also user data efficiently (by categories) enabling better and faster recommendations. The “Monolith” system (this is how it’s called) updates its model continuously, learning from user interactions and syncing the data at short intervals.
    6. Content relevance over creator popularity: Even new creators can gain visibility if their content resonates with users. It mixes constantly contents from new creators with established ones, to enhance the possibilities to become viral for anyone, also without high number of contents.

    This combination of features creates a powerful cycle of anticipation and reward, keeping users engaged and continuously seeking the next dopamine hit. The result is a “dopamine machine” that can lead to addiction-like behaviors and potentially negative long-term consequences for users’ mental health and cognitive function.

    US is concerned: TikTok faces a U.S. Ban

    The potential TikTok ban in the United States stems from national security concerns over its parent company, ByteDance, and its ties to China. Lawmakers worry that Chinese government laws could compel ByteDance to share sensitive user data or leverage TikTok’s content algorithms to spread misinformation. As a result, legislation has been passed requiring ByteDance to sell TikTok to a U.S.-approved buyer or face a nationwide ban. Despite TikTok’s denial of these allegations and efforts to distance itself from ByteDance, the pressure on the platform remains high.

  • Ai, LinkedIn and digital visibility for the Pharma Industry

    Ai, LinkedIn and digital visibility for the Pharma Industry

    LinkedIn Strategy for Improving Visibility in the Pharma Space

    In today’s rapidly evolving pharmaceutical landscape, effective communication with consumers has never been more critical. As the industry shifts towards more transparent and direct engagement, it is essential for pharmaceutical companies to master the art of communicating with their audience.

    This is where a diverse range of stakeholders—including

    • ingredient companies,
    • regulatory bodies,
    • healthcare professionals,
    • Biotechnology innovators / knowledge center
    • health marketing agencie

    can play pivotal roles. By providing support and guidance on best practices for consumer communication, these stakeholders can empower pharmaceutical firms to navigate the complexities of direct engagement.

    Social media platforms have revolutionized how information is shared and consumed, enabling pharmaceutical companies to connect with their audience in real-time. This direct communication not only enhances brand visibility but also fosters trust and loyalty among consumers.

    By fostering this collaboration, ingredient and other partners companies can help pharmaceutical firms harness the power of social media, ensuring they not only reach their target audience but also engage them meaningfully. Together, we can enhance the overall healthcare dialogue, making it more accessible and consumer-friendly.

    According to a study published in June this year, pharmaceutical firms can enhance their sales and marketing strategies to drive revenue growth by leveraging social media platforms like Facebook, Twitter, and YouTube. These platforms enable targeted marketing efforts, allowing companies to identify and engage with potential consumer categories, from healthcare professionals to end users.

    Not just “fun” platforms, social media channels have become a needed tool also for the Pharmaceutical industry. Always according to the study: “Revenue growth and improved sales productivity are possible outcomes of this (social media marketing)”.

    Key Benefits:

    1. Increased Audience Reach: With billions of active users, social media offer pharmaceutical companies the opportunity to connect with a diverse audience, enhancing customer interaction and engagement.
    2. Competitive Analysis: Facebook’ and other plattforms’s Insights tool provides valuable analytics, enabling companies to track engagement metrics, ad performance, and audience demographics. This data helps refine marketing strategies and better understand audience preferences.
    3. Automation and AI Integration: The use of artificial intelligence (AI) in pharmaceutical marketing allows companies to analyze vast amounts of data, predict customer behavior, and create personalized experiences. AI tools are essential for developing precise and effective marketing campaigns.


    Overall, utilizing these digital technologies can lead to improved sales productivity and significant revenue growth for pharmaceutical companies.

    This is an effort that pharmaceutical companies can not make on their own. The whole chain involved in devolopping procees should work combined to support what is finally the expectations of the consumers: more clear and transparent communication.

    Today I’d like to start by focusing on the most B2B platform: LinkedIn.

    Despite very professional oriented, it has become highly used in many other aspects and more and more people share their personal stories and uses as frequently as facebook or other more “personal” channels. This is why ignoring it or worse, treating it like a pure “presence” plattform might be a big mistake.

    Especially company image and reputation within a complex and highly competitive like the pharmaceutical industry should be prioritized. The engagement and interactions will lead to visibility that will make the company the “authority” in the space.

    This is why it’s important to have a well-rounded strategy that leverages LinkedIn’s networking, content, and engagement tools. Here’s a step-by-step approach that can help build your presence and establish your authority within the pharma space.

    1. Optimize Company LinkedIn Profile

    • Company Headline: Clearly communicate the mission and expertise in the pharma industry. Include relevant keywords like “Pharmaceutical Expert,” “Biotech Industry Leader,” or “Clinical Research Specialist.”
    • Logo and Banner: Use a high-quality, professional photo of the company and the team. For the banner image, use something industry-related, like a lab or an abstract medical theme. The “diversity” aspect should be highlighted.
    • About Section: Tell company story and mission. Highlight employees experience and activities, areas of expertise (e.g., drug development, regulatory affairs, market access), and main events. This is an opportunity to enhance the people and their successes.
    • Showcase Section: Showcase key achievements, publications, or projects relevant to the pharmaceutical industry


    2. Define Company Spokesperson

    • Role of the Spokesperson: Select a knowledgeable executive or senior professional (e.g., CEO, Chief Medical Officer, Head of R&D) to serve as the company spokesperson on LinkedIn.
    • Profile Setup: Ensure the spokesperson has a well-optimized LinkedIn profile that complements the company’s brand and mission. Include a professional photo, detailed experience, and a compelling headline.
    • Create a Communication Plan: This person should actively engage with followers, share insights, and represent the company’s voice in discussions. Decide a set of topics each month and include sporadically new contents based on latest news from the industry. Prepare an Editorial Plan to follow through, which links company corporate communication to Speakspeople communication.


    3. Content Strategy: Thought Leadership and Engagement

    • Original Articles: Have the spokesperson write and share articles on relevant topics such as drug development, regulatory updates, patient advocacy, and industry trends. This establishes authority and showcases expertise.
    • Regular Posts: Share company updates, product launches, research findings, and industry news at least 3-4 times a week. Encourage the spokesperson to share their insights on these posts to add a personal touch.
    • Engaging Multimedia: Utilize videos, infographics, and webinars featuring the spokesperson discussing important topics or insights in the pharma space. This helps humanize the brand and engage audiences visually.

    4. Networking and Engagement

    • Connect with Industry Leaders: The spokesperson should actively connect with key opinion leaders, healthcare professionals, and relevant organizations in the pharmaceutical industry. Personalized connection requests will enhance networking opportunities.
    • Join Relevant Groups: Participate in industry-specific groups to share insights, answer questions, and engage in discussions. This builds credibility and expands the company’s reach within the community.
    • Comment and Engage: The spokesperson should regularly comment on posts from industry peers and thought leaders to increase visibility and foster relationships.


    5. Utilize LinkedIn Analytics

    • Monitor Engagement: Regularly analyze LinkedIn metrics to assess the performance of posts and articles. Identify what content resonates most with the audience and refine strategies accordingly.
    • Audience Insights: Use demographic data to better understand who is engaging with the company’s content and tailor messaging to suit the interests of these audiences.


    6. Leverage Paid Advertising

    • Sponsored Content: Consider using LinkedIn Sponsored Content to promote high-value posts, such as whitepapers or webinars, to a targeted audience within the pharmaceutical sector. But do this only when there is a clear and well defined target group and limit the time of the ad. It can goes up very quicly.
    • Precise Targeting: Utilize LinkedIn’s targeting options to reach healthcare professionals, researchers, and decision-makers in the pharmaceutical industry.


    7. Engage with Industry Events

    • Post Event Summaries: After attending industry conferences or webinars, the spokesperson can share key takeaways and insights, positioning the company as an active participant in the industry.
    • Host Webinars: Organize webinars on relevant topics featuring the spokesperson as a key presenter. Promote these events on LinkedIn to attract attendees and foster engagement.


    8. Encourage Employee Advocacy

    • Engage Employees: Encourage employees to share company content and their insights on LinkedIn, amplifying the reach of posts and building a community around the brand.
    • Recognition and Sharing: Recognize employees who actively participate in sharing content or engaging with the audience, fostering a culture of advocacy.


    By combining a well-optimized profile with regular, insightful content, strategic networking, and a focus on industry trends, the company profile will see a steadily increase in visibility in the pharma space on LinkedIn. Tailoring the strategy to highlight thought leadership and active engagement will help establish you as an authoritative voice in the industry.

  • From Chaos to Cohesion

    The Transformative Power of Brand Guidelines

    Content for digital is normally easier and quicker. Very soon marketing departments are able to produce hundreds of social media posts, new blog pieces, mailings and several landing pages with a speed that is not even closed to the one you might had using only printed materials. This is why keeping graphics and images under control in the digital world, especially within an international environment is extremely difficult.

    This is why developing a consistent and strong brand identity is crucial in the dynamic digital landscape. It all begins with a solid idea for your marketing or communication activities, whether it’s a visual, a slogan, or content for various digital channels. However, the excitement of creativity should be tempered with the need for a cohesive Corporate Identity (CI) from the outset.

    We all know how it is in the Marketing departments. Im House we can not accomplish everything, or it is rarely that I have seen a marketing dep. being able to really manage all aspect of marketing and communication without any external support. Normally marketing rely highly on marketing agencies / freelance to help in the creation and production of content. This is why there are so many of them.

    We know how it is, marketing agencies like to be creative. Actually the more they are creative, the more they can charge you. This is why, if you don’t provide a guideline, they will exploit their creativity and come up with the greatest most creative design for each artwork that you request, which will be probably every time very different, depending on the internationalization of the company also country-specific and most important highly expensive.

    Every time agencies will charge you for what it’s called the “conceptual” work, which is basically to think about how to set-up the different design formats and what kind of graphic elements are best. And that is much longer and timely intenst than just work on a “finished format” where they should only include a new logo or text or do small adjustments to fit into the template. Agencies can literally thrive on creativity and without guidelines, they can get carried away, resulting in stunning yet costly creations.

    This is why providing a clear format to agencies for content inclusion, instead of paying for conceptual work, proves not only to be cost-effective but also much more efficient.

    Advantages of a Corporate Identity

    The advantages of a well-defined CI are numerous and I summarize a couple here (you can find more more if you are interested, again I want to express only what it’s outcome from my own experience).

    1. It streamlines communication and collaboration by providing a reference point for everyone involved, improving efficiency and reducing errors. Especially among large marketing team that works across countries or continent, dispersion is very easy. No one wants and can control what happen in the other part of the world meanwhile the company value proposition, through its main message and image, should be communicated and visually expressed consistently and harmoniously among all channels and platforms.
    2. I mentioned how consistency across all digital touchpoints is fundamental, even for smaller companies, ensuring that customers can easily identify and trust your brand. Consistent branding not only builds trust but also fosters customer loyalty. The recognizable color, style, and overall image create a reassuring effect for customers. This trust translates into repeat business, which can be measured through customer satisfaction surveys and retention metrics. It makes the difference when you walk in a busy trade-show full of colors, logos, messages and all kinds of inputs to stand out and be recognized from your customers.
    3. Ignoring the importance of brand guidelines increases the risk of diluting or misusing your brand. Properly implemented guidelines act as a shield, preventing unauthorized alterations and inconsistent representations. Monitoring brand mentions, sentiment analysis, and perception surveys help gauge the effectiveness of brand protection efforts. Especially in the digital endeavors it is so easy to missuses company logos and branding elements. The more the brand is strong and recognized, the more difficult it is to “steal” it for wrong use.