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Floating paths
Floating paths
LUCID

(adj.)aware you’re dreaming, while the dream is still happening.

Wake up inside the scroll.

You opened TikTok at 11.

You finally put your phone down at 1.
You can’t remember a single video.
The average user spends 95 minutes a day on the app.1
That’s almost 24 days a year spent scrolling.

¹ Sensor Tower, 2024.

This isn’t a willpower problem.

It’s a design problem.
And the design is working exactly as intended.
TikTok’s own engineers calculated the precise number of videos
it takes for a user to become addicted.

260 videos.

About thirty-five minutes.
The number was in their internal research,
made public when Kentucky’s attorney general
filed an unredacted complaint in October 2024.2

² Inadvertently unsealed in Commonwealth of Kentucky v. TikTok Inc., October 2024. Reporting: NPR, Washington Post, CNN.

This is beyond argument now.

It’s in federal court.
Forty-two state attorneys general are suing Meta for designing Instagram and Facebook to addict children, while publicly telling parents they were safe.3
Multidistrict Litigation No. 3047.
“No one wakes up thinking they want to maximize the number of times they open Instagram that day.
But that’s exactly what our product teams are trying to do.”
Max Eulenstein, Vice President of Product, Meta.
Internal email, January 2021.4

³ Attorneys General of CA, NY, NJ, et al. v. Meta Platforms Inc., October 24, 2023.
⁴ Unsealed in the federal complaint, November 2023. Reporting: Time, CBS News, NPR.

Most people don’t know they’re being engineered while it’s happening.
That’s by design too.

LUCID

(adj.) able to think clearly, especially in the intervals of confusion.

(adj.) aware that you are dreaming, while the dream is still happening.

You can’t quit the dream.

So make it a lucid one.

live demo

Three real TikToks. Three real scores. Watch the model show its work.

Watch on TikTok
TikTok from @donotfindthisaccountever. The textbook example.
@donotfindthisaccountever

The textbook example.

A teenager doing maximum-engagement storytime: caps-locked overlay text, an emotional hook in the caption, a payoff that never quite arrives. Curiosity, dopamine, and engagement bait stacked in a single post.

scroll trap score53/ 100
see through it

A 17-year-old describes a difficult morning that began with sleep problems the night before. After a late modeling event, they experienced stomach pain that kept them awake until 3-4am, despite needing to wake at 8:30am for a 10am fitting appointment. They overslept, woke at 9am, and couldn't find their makeup bag or the heels they had set aside. When they arrived at what they thought was the correct location 25 minutes away, they learned the fitting was actually at a different boutique in the opposite direction, closer to their original starting point. They decided to skip the appointment and drive to their boyfriend's house instead. During the drive, they experienced traffic difficulties, missed turns, had a near-miss with another car, and ended their parking attempt by accidentally reversing into a pole in the parking lot with minor impact but no damage. The speaker notes they had recently been in a car accident, have ongoing sleep difficulties, and were dealing with hunger and dehydration during these events.

  • Outrage Bait29%
  • FOMO Trigger54%
  • Engagement Bait63%
  • Emotional Manipulation34%
  • Curiosity Gap70%
  • Dopamine Design69%
Watch on TikTok
TikTok from @rossjenna3. Form, not intent.
@rossjenna3

Form, not intent.

A genuinely wholesome moment, a 26-year-old realizing the high school refs they used to swear at were just dads volunteering. The caption still uses curiosity-gap construction. The model catches the rhetorical move, not the creator's intent. That distinction is the whole point.

scroll trap score44/ 100
see through it

At 26, realizing that high school referees are often retired parents who volunteer their time can change your perspective on how you treated them as a teenager.

  • Outrage Bait25%
  • FOMO Trigger38%
  • Engagement Bait35%
  • Emotional Manipulation16%
  • Curiosity Gap84%
  • Dopamine Design66%
Watch on TikTok
TikTok from @apnews. Even the news plays the game.
@apnews

Even the news plays the game.

A straight news post about jet fuel shortages in Europe. Lowest score in the demo. But it's not zero. Even Associated Press structures its TikTok captions to compete on the platform. The system shapes everyone, not just bad actors.

scroll trap score36/ 100
see through it

The head of the International Energy Agency said Europe has approximately six weeks of jet fuel remaining. He stated that if the Strait of Hormuz remains closed and refineries cannot operate, some flights may be canceled due to jet fuel shortages. He identified two main concerns: high prices and availability of fuel products including gas, jet fuel, and diesel. He said that if the Strait of Hormuz is not reopened by the end of May, countries with weaker economies will face challenges including high inflation, slow growth, or recession.

  • Outrage Bait24%
  • FOMO Trigger31%
  • Engagement Bait39%
  • Emotional Manipulation20%
  • Curiosity Gap60%
  • Dopamine Design41%
your turn

Pick a post. See how it’s engineered.

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