How many times a day do you reach for your phone for a quick scroll on socials? It’s estimated that, in 2024, the average daily social media usage will be 143 minutes. Where’s yours?

Yes, social media is great for connecting, discovering the mysteries of the world, sharing information and finding entertainment – and it’s relaxing.

But it shouldn’t be surprising that research is showing it can have a profoundly negative influence on the human brain. The results are in: social media is addictive – because it was designed to be that way.

Targeting the reward area in the brain

If you’re on Facebook, Instagram or TikTok, your attention is the currency being used to create value and monetise the app through targeted advertising. In other words, for the app to stay profitable, it needs to keep you entertained and engaged for as long as possible. App developers will be looking for ways to get the reward area in the brain to light up and flood the body with dopamine.

When you get likes, positive comments or shares on your post, the brain sees this as a “reward”, associating the activity with positive reinforcement. And the more you do it, the more dopamine is released.

Furthermore, fresh posts initiate a process called variable-ratio reinforcement, which gets you excited when you see them. It keeps you compulsively checking your social media accounts to see if the dopamine-releasing likes have come in yet.

Most people use social media every day – scrolling before they go to sleep at night, and checking their phone as soon as they wake up. Can you see the pattern of addiction?

Affecting memory and attention

A study published in the Journal of Experimental Psychology discovered that participants found it more diffi- cult to complete a task when they were distracted by incoming messages from social media. They also found it more difficult to remember the details of the task, compared to those who weren’t interrupted.

How much social media you consume can also have an impact on your attention span. According to a study published in the journal Computers in Human Behavior, heavy social media users displayed higher levels of inattention, compared to users who didn’t expose themselves as much. Overstimulation is also a factor and, over time, can have an impact on the ability to concentrate on tasks.

The impact on mental health

Excessive time on social media is consistently associated with symptoms of depression, anxiety and loneliness, according to research. It’s no wonder, as cyberbullying, social comparison and a growing need for validation are features of social media.

If not addressed, these symptoms can have negative long-term consequences for overall wellbeing and productivity.

What can be done?

Here are some steps you can take to mitigate these effects and better manage your use of social media:

  • Limit your scrolling to specific times during the day, and avoid it entirely during working
  • Maintain healthy activities that take place offline, such as exercise, time outdoors, visits with friends and family, cooking or baking.
  • Curate the accounts you follow, to ensure that they don’t cause you to fall into the comparison Follow people who post healthy, balanced, positive content.

Bottom line

By understanding the neurobiological mechanisms at play, and implementing practical strategies to manage social media use, you can lead a more balanced and fulfilling life in the digital age. The keyword is moderation.

Written by LifeAssist