The three tricks that social networks use to keep you hooked
Social networks have become part of our daily lives, but for some people, the line between hobby and addiction can be smaller than it would be convenient.
More than 210 million people worldwide claim to be addicted to social media, according to True List. In fact, according to several studies, social networks are both physically and psychologically addictive, The Sun reports in a report.
The reward
Why are social networks so addictive? Most social media platforms employ a variable reward system, which works by rewarding someone when they do something specific, but not always.
Basically, the user never really knows when the next reward will arrive; this is seen on social media every time we get a 'like' or notification.
But when we get it, your brain's reward system fires up in the same way a drug addict's brain does, according to a California State University study.
"We have observed that the reward system in the brain is more active and more sensitive in people who exhibit symptoms of social media addiction," said Ofir Turel, an associate professor at California State University.
"This means that social networks provide rewarding experiences that generate dopamine in the brain, the same substance that is produced when we eat cake or have sex," he continues.
"Over time, they train your brain to want to check social media more and more frequently," adds the author.
Designed to binge
As of 2021, more than 500 million Instagram users check stories every day. The tool, which was launched by Instagram in August 2016, has completely taken over the platform and "feeds new levels of compulsion", collects the Healthline portal.
"Instagram stories work a bit like Netflix episodes, and just like them, we are forced to binge," says Dr. Raffaello Antonino, a counseling psychologist.
"The fact that they're fast makes it even more compelling to watch them one after another," he added. Story-type features are ubiquitous in most social media apps, like TikTok, Facebook, and Snapchat.
instant gratification
Another method social media apps use to keep you addicted is "instant gratification": when you post something and get instant likes or comments, it makes you feel validated and gives your brain a hit of dopamine.
However, over time, this type of behavior can become a coping mechanism for dealing with negative feelings.
How to unhook
How to free ourselves from a possible addiction? If you're worried about your dependency on social media, you can do a "digital detox." It consists of reducing or limiting the time you spend on social networks.
You can make this process easier by taking small steps, like turning off your notifications or only using certain apps for 1-2 hours a day. Certain apps also come equipped with time restriction settings to notify you when you spend too much time on them.
These steps will allow you to focus on the present moment and, in turn, reduce your brain's reliance on social media.