Driving Generative Ai Product Growth with Social Cohort Effect
Social media apps like TikTok, Facebook, Snapchat, Instagram, and others launched in the past decade have been largely driven by teenagers sharing content, especially within school environments. If you don’t have the app, you’re often considered an outsider. It has become increasingly difficult to navigate adolescence without participating in at least one or two of these platforms. As generative AI continues to evolve with a focus on content creation, the cohort effect — where social behavior is influenced by peer groups — is undeniably one of the most significant driving forces behind AI product growth. Having reviewed several studies, I’d like to highlight what drives this effect, the product features that encourage habitual use, and the potential negative health impacts associated with it.
The paper “Adolescent Mood Disorders Since 2010” by Jonathan Haidt, Jean Twenge, and Zach Rausch investigates the significant rise in adolescent mood disorders — including depression, anxiety, self-harm, and suicide — since 2010. The review, drawing on data from the U.S., U.K., and other countries, highlights marked increases, particularly after 2012, and especially among females. The authors explore potential contributing factors, such as the widespread adoption of smartphones, the proliferation of social media, shifts in parenting styles, and economic stressors like inequality. The paper also examines demographic differences, including the variations in mood disorders by gender, race, and socioeconomic status. Haidt, a social psychologist and professor at NYU Stern School of Business, is well-known for his work on moral psychology, cultural dynamics, and the mental health impacts of social media.
What is the Cohort Effect?
he cohort effect refers to the idea that certain generational groups, particularly Gen Z (those born after 1995), are experiencing unique increases in mood disorders, such as depression and anxiety, due to cultural and environmental factors specific to their time period. The rise in mood disorders among Gen Z is attributed to factors like the widespread use of smartphones and social media, which disproportionately affect this generation compared to previous ones. This cohort effect suggests that these changes impact mental health in ways not seen in older generations.
What Product Features Drive Addiction
The paper does not focus on specific features of individual social media products, but it does mention general platform features that increase engagement, which are commonly found across major social media platforms.
- Likes, Comments, and Shares: These feedback mechanisms encourage users to seek validation from peers, increasing their need to engage regularly with the platform.
- Notifications: Designed to prompt users to return to the platform, notifications are often triggered by user interactions like new likes or messages, which induce a fear of missing out (FOMO).
- Infinite Scrolling and Autoplay: These features remove natural stopping points, encouraging continuous consumption of content.
- Algorithmic Personalization: Platforms use algorithms to curate content based on user preferences, which can often prioritize emotionally charged or attention-grabbing posts, keeping users hooked.
- Gamification: Some platforms add game-like elements such as streaks, encouraging users to maintain regular activity on the platform.
How Generative AI Drive Addictive Behavior Among Teens
Since Haidt’s paper primarily focuses on the health concerns related to social media, I delved deeper into the product features that contribute to addiction. According to research from Pew Research Center, a nonpartisan American think tank, platforms like YouTube, TikTok, Snapchat, and Instagram play a major role, with YouTube emerging as the most dominant among teens.
Generative AI products, much like social media platforms, tap into addictive behaviors through features that keep users constantly engaged. Platforms like YouTube and TikTok, for instance, utilize personalized algorithms that curate content based on individual preferences, ensuring a steady stream of relevant material. This is seen in the 2023 Pew Research survey, where nine-in-ten teens (90%) use YouTube, making it the most popular platform. TikTok, used by 63% of teens, maintains a similar pull, with 17% of TikTok users reporting they are on the app almost constantly.
Short-form, engaging content is another significant driver of addiction. TikTok’s rapid-fire videos and Snapchat’s disappearing content are tailored to keep users consuming more in less time. This is particularly evident in Snapchat usage, where 60% of teens use the platform, and 14% say they use it almost constantly. This constant engagement cycle mirrors TikTok’s structure, which has 17% of its teen users reporting near-constant use.
Another key factor is social validation, where likes, comments, and reposts encourage teens to stay active on platforms like Instagram, TikTok, and Snapchat. Teen girls are particularly susceptible to this, with 66% of girls using Instagram compared to 53% of boys. This peer interaction builds a sense of belonging and FOMO (fear of missing out), making it difficult to disconnect. In fact, 54% of teens say it would be hard to give up social media, driven by this need to stay connected and informed.
Finally, constant content availability ensures that platforms are always fresh, encouraging users to check in frequently. According to the 2023 survey, 70% of teens visit YouTube daily, and 16% are on the platform almost constantly. Taken together, a third of teens use at least one of these major platforms almost constantly, showing how product design fosters habitual and sometimes compulsive use.
Social Media Growth Winner — TikTok
In both 2022 and 2023, YouTube remains the dominant platform among teens, with usage stable at around 90%, and 70% visiting daily in 2023. TikTok’s overall usage slightly dropped from 67% to 63%, but the number of users engaging almost constantly rose to 17%; the only platform that has a positive growth. Snapchat and Instagram maintained steady user bases, with Snapchat slightly increasing and Instagram declining slightly, though constant usage for both platforms remains significant. Meanwhile, Facebook continues its steady decline, with only 33% of teens using it in 2023 and just 3% engaging almost constantly, underscoring its decreasing relevance among younger generations.
Demographic Variations in Social Media Usage
The 2023 survey highlights important demographic variations in social media addiction. Gender differences continue to play a major role, particularly on platforms like TikTok and Snapchat. Teen girls are far more likely to use TikTok almost constantly, with 22% of girls reporting this compared to just 12% of boys. Snapchat sees a similar pattern, with 17% of girls using the platform almost constantly compared to 12% of boys. Conversely, boys tend to gravitate toward platforms like Discord (34% of boys vs. 22% of girls) and Twitch (22% vs. 11%), where the focus is less on social validation and more on community-based interactions around specific interests.
Racial and ethnic differences are also pronounced in how teens use social media. Black and Hispanic teens report being on platforms like YouTube, Instagram, and TikTok almost constantly more than White teens. For instance, 32% of Hispanic teens say they are on TikTok almost constantly, compared to 20% of Black teens and just 10% of White teens. This trend extends to overall internet usage, with 55% of Hispanic teens and 54% of Black teens reporting being online almost constantly, compared to 38% of White teens.
Age also plays a critical role. Older teens (ages 15–17) are more likely to use platforms like Instagram (68%), Snapchat, and TikTok than younger teens (ages 13–14), with younger teens generally lagging behind by about 10–15 percentage points in usage. Moreover, 50% of older teens say they are online almost constantly, compared to 40% of younger teens.
Economic factors further influence platform preferences. Teens from lower-income households are more likely to be on platforms like Facebook, with 45% of teens in households earning under $30,000 using Facebook compared to 27% of those in higher-income households. Income gaps are also evident in TikTok usage, with 71% of teens in lower-income households using TikTok compared to 61% of those in higher-income homes. Conversely, BeReal, a newer platform, is more popular among higher-income teens, with 16% of those in households earning $75,000 or more using the app, compared to 10% of lower-income teens.
What are the Health Concerns of Using Cohort Effect?
While social media and generative AI products grow, significant health concerns emerge for Gen Z. Self-harm and suicidal ideation are rising, driven by exposure to negative content and online harassment. Algorithms prioritizing sensational content intensify feelings of loneliness and inadequacy. 35% of teens use at least one platform “almost constantly,” heightening these risks.
Sleep disruption is also a major concern, with late-night screen use worsening anxiety, depression, and fatigue. 46% of teens report using the internet almost constantly, leading to poor sleep patterns and cognitive issues.
Despite digital connectivity, social isolation grows, with teens spending more time online and less in real-world interactions. 95% of teens have smartphones, but increased online time is linked to diminished social development.
Body image issues, especially for teen girls, are fueled by idealized beauty standards on Instagram and TikTok. 58% of teen girls find it difficult to give up social media, contributing to body dissatisfaction and eating disorders.
Cyberbullying and social media addiction are increasing, with 54% of teens saying it would be hard to quit. The constant need for validation worsens anxiety, and excessive screen time contributes to obesity and poor physical health.
The Future of Generative AI and Social Media
As generative AI continues to evolve, it will usher in a new generation of social media, where content creation becomes easier and more widespread than ever before. This massive increase in content will necessitate platforms focusing on content filtering to manage the floodgates of user-generated material. Ensuring a healthy balance between content availability and user well-being will become critical for both sustainable product growth and the long-term health of users. Platforms that prioritize thoughtful, well-curated content and responsible use will be better positioned to thrive in this new era, fostering healthier interactions and minimizing the negative impacts that have been seen in recent years.
