On the content carousel

Digital age brings endless scrolling, but it can lead to sleep disturbances, depression, and reduced productivity. To break free, seek real-life activities, forge connections, and embrace elements that nurture well-being. Reclaim control over digital lives by reducing screen time and seeking support. Take tangible actions beyond the screen for true productivity and a more balanced, fulfilling life.

In today’s digital age, the Internet has become an integral part of our lives, influencing us in ways we could not have imagined. Nearly five billion people, or 63% of the world’s population, are now online. Platforms such as YouTube, Facebook, Instagram, and Twitter have evolved from mere sources of information and entertainment to realms of obsession.

The concept of “endless scrolling”, initially introduced by Aza Raskin in 2006 for smoother website navigation, has now become an intrinsic way of engaging with online content. This shift in how we consume content is striking.

Videos on platforms flow seamlessly into one another, while social media feeds offer an unbroken stream of posts. The abundance of content fuels continuous scrolling, driven by a psychological tendency known as “unit bias”. Essentially, we are inclined to finish a task we are given, and in this context, the task is consuming content. The more content available, the stronger our compulsion to consume.

Harvard Business School’s research provides fascinating insights into our behaviour. Simply categorising videos as similar increases the likelihood of continued viewing. We are naturally drawn to content that feels accessible and familiar, even if it’s not entirely predictable. Each quick switch between information releases dopamine in our brains, creating a neurological “high” that motivates us to keep scrolling.

The surge in short-form video content on platforms such as Instagram Reels and YouTube Shorts from 2021 to 2022 has been nothing short of astonishing.

Yet, amidst this digital renaissance, a shadow looms. Many sections of users feel trapped in the never-ending cycle of social media scrolling. They express frustration in the elusive pursuit of perfect content, often unsure of what it even looks like. This quest for relevance has transformed into a rat race, where victory seems reserved for omnipotent artificial intelligence algorithms and the ceaseless machinery of the capitalist market.

Spending excessive time on social media, particularly at night, has been linked to sleep disturbances, leading to a cascade of issues such as depression, memory lapse, diminished academic performance, and professional challenges — particularly impactful for young adults and students. Understanding the social and psychological phases that students experience while scrolling is crucial. A significant portion of work time is diverted to personal tasks, hampering productivity.