Social media algorithms prioritize engagement, which often leads to the amplification of content that triggers strong emotional reactions, particularly negative ones. This creates a cycle where pessimistic and divisive content dominates, reinforcing the habit of doom-scrolling.

LG identified an opportunity to counter this trend as a brand focused on promoting optimism. Research indicated that global optimism has been declining, with the ratio of optimists to pessimists falling from 5:1 before the pandemic to 3:1 by 2023 (source: GWI/TBWA research). Furthermore, 72% of consumers believe that brands have a responsibility to foster positivity in society. Recognizing this cultural moment, LG decided to take action.

LG’s tool transformed the user experience on TikTok by using its recommendation system to counter doom-scrolling. Rather than promoting specific hashtags or challenges, LG curated a collection of short, upbeat videos to teach the algorithm that users favored uplifting content.

This strategy empowered users to influence their feeds, with every watch, like, or comment encouraging TikTok to showcase more positivity. The approach added an element of surprise, keeping audiences engaged and encouraging them to return.

Instead of treating negativity as unavoidable, the tool addressed it directly and blurred the lines between advertising, behavioral change, and well-being. This innovative thinking allowed LG to leverage social media features while fostering a healthier digital environment, transforming users into co-creators of a more positive online experience and moving beyond traditional marketing methods.