The 8-Second Brain: How TikTok and Reels Are Reshaping Attention Span and Memory in Gen Z Pakistan

Abstract

The rapid growth of short-form video platforms such as TikTok, Instagram Reels, and YouTube Shorts has changed how Generation Z consumes information. These platforms provide personalized content, rapid stimulation, continuous novelty, and immediate rewards, which may influence attention and memory when use becomes excessive. In Pakistan, smartphone and social media use are increasing rapidly, while research on the cognitive effects of short-form video consumption among university students remains limited. This article examines the association between excessive short-form video use, attention span, working memory, and academic engagement among Pakistani Generation Z students. Recent Pakistani research, including Mufti et al. (2026) and Arshad et al. (2026), along with international evidence, suggests positive associations between internet addiction and problematic short-form video use. Excessive consumption has also been associated with distractibility, cognitive overload, reduced sustained attention, and poorer academic outcomes. These findings are discussed through Cognitive Load Theory, Reward Processing Theory, Executive Function Theory, and the I-PACE model. The popular concept of the “8-second brain” is considered as a representation of concerns about fragmented attention rather than an established scientific measure. Overall, balanced digital use and digital literacy may help support healthier attention, memory, learning, and academic engagement among young people.