In today's digital world, social media has become an integral part of our daily lives. We use it to connect with friends and family, stay up-to-date with current events, and even conduct business.

However, many of us find ourselves scrolling through our feeds for hours on end, unable to tear ourselves away from the screen. 

Have you ever wondered about the reason behind the addiction to social media?

The truth is, social media platforms are designed to keep us hooked. From constant notifications to the endless stream of content, these platforms are engineered to hold your attention for as long as possible.

But what is it about social media that makes it so addictive? And why do we keep coming back for more?

What triggers did social media use to keep us hooked?

1- Notifications

Notifications are one of the most powerful triggers used by social media platforms to keep us hooked.

These alerts are designed to grab your attention and encourage us to check your social media accounts, often leading to prolonged usage and addiction.

Social media companies use a variety of notification types, including likes, comments, shares, direct messages, and friend requests, among others.

These notifications are often accompanied by a sound, vibration, or pop-up notification on your device, making them difficult to ignore.

The reason notifications are so effective is that they trigger a release of dopamine in your brain. Dopamine is a neurotransmitter that plays a key role in your brain's reward system, making us feel pleasure and reinforcing behaviours that lead to that pleasure.

When you receive a notification on social media, your brain releases dopamine, creating a sense of pleasure and satisfaction that encourages you to continue checking your account for more notifications.

To further exploit this phenomenon, social media platforms often use a technique called intermittent reinforcement. This means that notifications are not sent consistently, but rather at unpredictable intervals, making them more exciting and unpredictable. This increases the likelihood that users will continue checking their accounts in anticipation of receiving notifications.

2- Endless Scrolling

Endless scrolling is another powerful tactic used by social media platforms to keep users engaged and addicted. This feature allows users to scroll through an infinite stream of content, ensuring that there is always something new to see or read.

As users scroll, they are presented with a constant stream of content, making it difficult to stop and disconnect.

The endless scrolling feature is designed to exploit our natural tendency to seek out novel information and experiences.

When we encounter new information, our brain releases dopamine, which creates a sense of pleasure and reinforces the behaviour that led to that pleasure. 

As we scroll through social media feeds, we are constantly presented with new information, leading to a steady stream of dopamine releases and a desire to keep scrolling.

In addition to dopamine release, endless scrolling is also designed to capitalise on our limited attention span. 

A recent research from Time has shown that people have a limited attention span, with the average person able to focus on a task for only about 8 seconds.

Endless scrolling takes advantage of this by presenting users with bite-sized pieces of content that require little effort to consume.

This makes it easy to get lost in the feed, scrolling mindlessly for hours on end.

The combination of dopamine release and limited attention span creates a powerful feedback loop that keeps users scrolling endlessly.

In fact, studies have shown that people spend an average of 2 hours and 24 minutes per day on social media, with a significant portion of that time spent scrolling through feeds.

3- Personalisation

Personalisation, or the ability to tailor content to a user's interests and preferences, is another tactic used by social media platforms to keep users engaged.

By collecting data on a user's behaviour, interests, and demographics, social media companies can curate content that is more likely to capture their attention and keep them engaged.

One of the ways in which social media platforms personalise content is through algorithms that use machine learning to make recommendations based on a user's activity on the platform.

For example, if a user frequently interacts with content related to a particular topic, the algorithm may recommend more content related to that topic in the future. Similarly, if a user follows certain accounts or pages, the algorithm may suggest other accounts or pages that are similar.

Personalisation is effective because it creates a sense of relevance and familiarity for users, making it more likely that they will continue to engage with the platform. 

When users feel that the content they are seeing is tailored specifically to their interests and preferences, they are more likely to find it engaging and to spend more time on the platform.

However, personalisation has its drawbacks. 

One of the biggest concerns is the potential for algorithmic bias, where the algorithm may perpetuate or even amplify existing biases and inequalities. 

For example, if the algorithm is biassed towards certain demographics or interests, it may recommend content that is more likely to appeal to those groups, while ignoring other perspectives.

4- Social validation

Social validation is a psychological concept that refers to the way in which individuals look to others to determine what is socially acceptable or desirable. 

In the context of social media, social validation is a powerful force that keeps users engaged by providing them with feedback and recognition for their online activity.

One of the ways in which social media platforms use social validation is through likes, comments, and shares. These metrics provide users with immediate feedback on their content and allow them to gauge its popularity and relevance. 

When users receive likes or positive comments on their posts, they experience a sense of social validation that reinforces their behaviour and encourages them to continue posting and engaging with the platform.

Social validation is particularly powerful because it taps into our basic human need for social connection and approval.

When we receive positive feedback from others, it triggers the release of dopamine in the brain, creating a sense of pleasure and reinforcing the behaviour that led to that pleasure. 

This creates a powerful feedback loop that keeps users engaged and seeking out more social validation.

However, social validation also has its drawbacks.

One of the biggest concerns is the potential for users to become obsessed with likes and other metrics, leading to a sense of anxiety or even depression when they do not receive the validation they are seeking. 

This can lead to a toxic cycle of seeking out validation through social media, which can be harmful to both mental health and overall well-being.

5- Fear Of Missing Out

FOMO, or the "fear of missing out," is a common phenomenon in the context of social media addiction. Social media platforms create an environment in which users are constantly exposed to a stream of new content and updates from their friends and acquaintances.

This can create a sense of pressure to constantly stay connected and engaged with the platform, for fear of missing out on important news or social events.

One of the ways in which social media platforms use FOMO to keep users engaged is through notifications and alerts.

By sending notifications about new activity on the platform, such as new messages or updates from friends, social media companies create a sense of urgency and importance that encourages users to check their accounts and stay engaged.

FOMO can also be reinforced by the curated and filtered nature of social media content. 

Because social media platforms use algorithms to personalise content and show users what they think they want to see, users may feel as though they are missing out on important information or updates that are not being shown to them.

While FOMO can be a powerful motivator for social media use, it can also have negative consequences.

For example, constantly checking social media can lead to feelings of anxiety or stress, as users feel the need to keep up with the constant stream of updates and notifications. 

Additionally, FOMO can lead to feelings of social isolation and disconnection, as users focus more on their online interactions than their real-world relationships.

What similar effects have social media and addictions like alcoholism?

It goes without saying that too much social media becomes an addiction – and just like all addictions, these are serious and harmful to your life.

Similarly to alcoholism, a social media addiction can lead to a sense of loss of control. In both cases, individuals may feel unable to resist the urge to engage in addictive behaviours, even when they are aware of the negative consequences.

This loss of control can lead to feelings of shame, guilt, and anxiety, as individuals struggle to regain control over their behaviour.

Another similarity between social media addiction and alcoholism is their impact on relationships. Individuals who struggle with addiction may find it difficult to maintain healthy relationships with others, as their addictive behaviour can be disruptive and damaging. This can lead to feelings of isolation and disconnection, which can further exacerbate the addiction.

What percentage of the population is addicted to social media?

The exact percentage of the population that is addicted to social media is difficult to determine, as addiction can be a subjective term and can vary based on individual circumstances. However, studies have found that a significant portion of the population reports feeling addicted to social media or experiencing negative consequences from excessive use.

For example, a 2021 survey of US adults conducted by the Pew Research Center found that 59% of respondents reported that they often or sometimes felt that social media was a waste of time.

Additionally, 24% of respondents reported that they had attempted to cut back on their social media use in the past year, while 34% reported that they had experienced negative emotions such as anxiety, frustration, or irritation when they were unable to use social media.

On top of that, 64% of teens have agreed that social media influences politics negatively .

Other studies have found similar results, with estimates of social media addiction ranging from around 5% to 15% of the population, depending on the specific criteria used to define addiction. 

However, it's important to note that addiction is a complex issue that can be influenced by a range of individual and environmental factors, and more research is needed to fully understand the prevalence and impact of social media addiction.

What are the effects of addiction to social media?

Addiction to social media can have a range of negative effects on individuals' mental, physical, and social well-being. Here are some common effects of addiction to social media:

1. Poor mental health: Excessive social media use has been linked to mental health issues such as depression, anxiety, and low self-esteem. This is because social media addiction can lead to negative comparisons with others, feelings of inadequacy, and a distorted sense of reality.
2. Physical health problems: Spending too much time on social media can lead to physical health problems such as eye strain, headaches, neck and back pain, and poor sleep quality. It can also lead to a sedentary lifestyle, which is associated with an increased risk of obesity and other health issues.
3. Disrupted sleep: Using social media before bed has been linked to poor sleep quality, which can lead to fatigue, decreased productivity, and increased risk of accidents.
4. Decreased productivity: Social media addiction can be a major distraction from work or other important activities, leading to decreased productivity and poor performance.
5. Social isolation: While social media is designed to connect people, excessive use can actually lead to social isolation and loneliness. It can also lead to a lack of face-to-face communication and difficulty in forming and maintaining meaningful relationships.
6. Addiction to other substances: Social media addiction can lead to a decreased ability to cope with stress and anxiety, which can increase the likelihood of developing an addiction to other substances or behaviours.

Conclusion

In conclusion, social media platforms use several psychological tactics to keep users hooked, such as notifications, endless scrolling, personalization, and social validation.

The constant release of dopamine, limited attention span, and the feeling of relevance and familiarity are some of the reasons why people keep coming back for more. However, these tactics also have drawbacks, such as potential algorithmic bias and perpetuating inequalities.

Therefore, it is important for users to be aware of these tactics and use social media in moderation to avoid addiction and negative consequences.