Who doesn’t know what social media is? Billions of people around the globe use various social media platforms to connect with others. The environment is active, it is vibrant and there is everything out there.
From businesses to communication among friends, social media is the common ground for all. However, it does have some disadvantages as people are now getting addicted to it.
This addiction, like all others, is sparking a lot of behavioral changes, and we are here to discuss all of that. From TikTok’s endless scroll to Instagram’s curated visuals and YouTube’s tailored recommendations, platforms have evolved into finely tuned ecosystems engineered to keep users engaged. The algorithmic design behind it needs to be observed.
Studies of Algorithm Design
A 2024 study published in Frontiers in Psychology discussed how social media algorithms contribute to the development of addictive behaviors and the results were alarming, yet predicted. The implications of using social media to the extent of addiction can impact mental health, and promote attention disorders, and social dysfunction.
How Algorithms Work?
We will explain this in a way that even the most non-tech-savvy people would be able to understand. Social media algorithms are adaptive, which means that they learn from a person’s preferences and search history. Has it ever been that you searched a particular item on the internet and ads related to similar products began appearing on your social media feed? Yes, this is the magic of an algorithm.
Every click, every video you see and everything you search is tracked and your future feeds are going to be close to that. Some days it might seem convenient to just follow this and keep watching what you are interested in. However, sometimes it only means you go down a rabbit hole of material being served to you, and the result is too much information for the brain to process, and wasting time on things that are not the need of the hour!
Algorithms are designed not just to serve content but to maximize time spent on the platform. This goal may work out for the social media platform owners and sponsors but what about the user? They all end up spending too much time on social media, which leads to real-life social isolation and mismanagement of time. The more time users spend scrolling, the more data is collected, and the more ads can be served.
Why It Feels Good and Bad?
Our brain has a reward system. This means that we all are programmed to do our work and then seek entertainment, a snack we enjoy, or hanging out with friends we love. Dopamine secreted in the brain gives us a feeling of contentment and if we keep following this reward system of working and then getting a reward, it becomes addictive. In terms of social media, we post something then we wait for likes, comments, and shares. The user begins planning the day around checking social media every few minutes and feels elated if the post reaches more people and their acquaintances engage in it. This loop of effort and reward is the same that is found in gambling or substance addiction. This mechanism keeps users coming back to try it again and it gives them pleasure.
However, if the post does not make it to a lot of people or there are fewer reactions, the user may feel depressed and the next attempt would be more desperate. It is vital to mention that we are using the post and user’s feelings as an example of how the social media algorithm fuels addiction. Teenage users’ prefrontal cortex is still developing, which means that they are not in full control of how to handle the dopamine rush, and therefore, excessive use of social media can mean low impulse control, reduced focus, and increased anxiety or depression according to their ‘performance’ on social media.
Signs of Algorithm-Induced Addiction
There are numerous indications that social media algorithms are causing addictive behavior. Here are some of the common ones we observe:
- Loss of time awareness while scrolling
- Compulsive checking of notifications or feeds
- Anxiety or distress when offline
- Reduced interest in offline activities
- Neglect of responsibilities (school, work, relationships)
These behaviors don’t just mirror classic signs of addiction, but they can also increase to the extent that the user becomes aggressive, extremely upset and impulsive.
Who’s Most at Risk?
The studies on social media algorithms emphasize that adolescents and young adults are particularly susceptible due to their neurodevelopmental stage. However, adults are by no means immune to social media because they can give in to the powerful and attractive content out there. High algorithmic exposure, especially in the context of emotionally charged content can cause outrage, FOMO (fear of missing out), validation-seeking, and constant dissatisfaction with reality. Moreover, it increases the risk of dependency across all age groups.
Can Regulation or Design Fix It?
The conversation around ethical algorithm design is gaining momentum. Experts have proposed changes such as removing infinite scroll and autoplay features to limit the time you spend on social media. Additionally, providing transparent algorithm settings to users will be a good idea so they can decide what they want to see next. Limiting push notifications and reward mechanisms can also work, but one thing that we believe will give a good reality check is the reminder between scrolling that it is time to take a break.
Tech companies face mounting pressure to implement such changes, but self-regulation remains inconsistent. Legislative measures, such as the Kids Online Safety Act in the U.S. and similar EU efforts, are being explored to mandate accountability.
What Can Users Do?
While systemic change is essential, individuals can take steps to regain control:
- Turn off notifications to reduce compulsive checking
- Use time-tracking apps or in-platform screen time monitors
- Curate your feed intentionally by unfollowing or muting addictive content sources
- Schedule social media use instead of letting it fill idle moments
- Engage more in offline hobbies that stimulate dopamine naturally like exercise, music and art.
Final Thoughts: It’s Not Just You—It’s the System
If you’ve ever felt like you’re “hooked” on social media, it’s not a personal failing—it’s the result of an engineered system designed to hijack your attention. As this study clearly outlines, the problem isn’t how we use social media, but how social media is built to be used.
Understanding the mechanisms at play is the first step toward healthier digital habits. The next step? Demanding platforms that prioritize people over profit.
