Have you ever opened Instagram for five minutes, only to find that an hour has disappeared? It’s not your fault — it’s built to do that. Social media companies designed these platforms to engage you for as long as possible, even if it damages you psychologically. TikTok, X, and Instagram are known to be addictive — and it appears to be getting worse.
The companies behind these social media platforms express their intentions as “bringing you closer to the people and things you love” and “to inspire creativity and bring joy.” But now more than ever, those statements have become obsolete as more people are realizing that media platforms are motivated by one thing: money! Revenue sources for social media companies include advertisements, partnerships, subscriptions, and selling your data to other companies. In simple terms, the longer people stay on a platform, the more ads they watch, the higher the company earns — and these companies want you to stay on as long as possible.
Platforms engage you by getting to know the user. They track what the user likes and responds to, then feed this data to a computer program or algorithm. The algorithm shows you content that caters to your personality to keep you engaged. Things like cute animals, food, or something funny will trigger the brain to release dopamine, giving us pleasure or satisfaction. It’s our need for dopamine that keeps bringing us back — even if we don’t want to.
This sounds harmless because, relatively, it is; but only in moderation. The more you use social media as a form of pleasure, the more likely you are to become dependent on it. When this happens, we become less patient because other activities take longer to release dopamine. Real life can’t compare to what your phone can do, which in turn increases the risk of becoming depressed. The reliance on media creates a disconnect between people who are addicted to their phones and those who have the will to put it down and forget about it.
Former Facebook executive Chamath Palihapitiya has expressed his guilt in having a hand in these types of data models that put profit over customer safety. Palihapitiya said that such systems are contributing factors in “destroying how society works” and that there is “no civil discourse, no cooperation, misinformation.” This wasn’t the original intention at first; social media was simply about connecting people. But as companies realized the potential of dopamine-driven engagement, the business model shifted.
Businesses aren’t wrong to seek higher profits, but their practices should consider the health of those using their services. Using harmful strategies to condition customers to come back more often and stay longer should be sanctioned. There need to be regulations, either imposed by the companies or on the companies themselves. Australia imposed a ban on social media for teens under 16, fearing for their development. Though extreme, it is a step that reflects growing concerns worldwide. Rather than waiting for governments to act, companies should take proactive measures to regulate content and usage to build trust and safeguard users.
Until there is a much-needed change in the industry, there are resources such as crisis helplines and techniques you can use if you feel you need social media to be happy. If you can’t focus on activities that don’t naturally produce as much dopamine in your brain — like studying, cooking, or going on a walk — without constantly looking at your phone, the goal is to take back control. Start small: social media’s design revolves around compulsiveness, so small things like the sound of a notification can make you reach for your phone. Start watching longer videos, either on YouTube or TV. You will still want to pick up your phone every so often, but as long as the spaces between scrolling get longer, you’re on the right track.
If you still find yourself endlessly scrolling, try setting up app blockers that stop you from accessing certain things. Use the freed-up time to reconnect with real-life experiences, like spending time with friends, exploring nature, or pursuing a passion project. Then, gradually explore hobbies you enjoy — just take it slow to avoid feeling overwhelmed and reverting back to old habits. The first few days may feel miserable, but you owe it to yourself to want to get your life back. Instead of feeling your time slipping away, you’ll gradually feel it come back to normal, allowing you to enjoy every moment.
Although social media has changed the world, its leaders have made it a threat to vulnerable people. The conversation around social media addiction needs to shift from blaming the people affected by it to the companies that design the apps. Those responsible must be held accountable.
