In the Trap of Dopamine. Why Does Social Media Make Us Addicted?

FOMO in the digital world

Every year, Datareportal.com publishes a global report on the "digital world," providing insights into how internet users engage with social media. According to the "Digital 2024" report, the number of internet users grew by 97 million last year, meaning that over 66% of the global population is now online [1]. Interestingly, in that same period, social media saw an influx of 266 million new users. In Poland, 24.8 million adults use social media (75% of the total adult population).

Why do we use the internet and social media? For over 61% of respondents, the reason for being online is to search for information. Staying in touch with friends and family comes in second (cited by 56.6% of those surveyed). Younger generations spend the most time online. The older the user, the less time they spend connected.

It is worth comparing the data from the "Digital 2024" report with observations from the report on the FOMO phenomenon (Fear Of Missing Out), which is the anxiety that others may be experiencing important events online that we are not a part of [2]. FOMO is most commonly felt by people aged 15–19 (with 94% reporting a medium or high level). The fear of missing out is strongly linked to social media usage. As the report authors note: "Research has shown that people with high levels of FOMO often weave time spent browsing social media into other activities—meaning they don't just start and end their day with it, but also eat while using their smartphones (...). For many, browsing social media becomes part of their daily routine, tied to a need to satisfy information cravings, which we assume stems from a fear of missing out or being disconnected" [3].

Social media and dopamine – what do "likes" have to do with rewards?

Social media addiction can be compared to other forms of addiction, such as gambling. They all share a common denominator: they activate the brain's reward system, which is responsible for the motivation to repeat behaviors that provide us with pleasure. In the case of social media, the rewards are primarily positive social reinforcements—"likes," comments, and shares, as well as interactions with other users. It is these stimuli that keep us returning to apps to get another dose of satisfaction.

A key element is dopamine, a neurotransmitter that plays an important role in processes related to motivation and reward. When we expect something to be beneficial or pleasant, dopamine levels in the brain rise, motivating us to take action to receive that reward. However, this mechanism has a flip side. As neurobiologist Dr. Joanna Wojsiat notes, "frequent dopamine release triggered by a substance, stimulus, or action causes the body to get used to that signal; it begins to treat it as the new normal, and any drop from that dopamine peak is felt as a disruption of balance" [4].

In the context of social media, every new notification, like, or comment can trigger a small spike in dopamine. This makes us want to return to the app to see if another reward is waiting for us. This effect is amplified by the fact that rewards are irregular and unpredictable—we don't know when we will get a new like, which makes us more inclined to check the app frequently.

Mechanisms used by social media creators

Social media creators are well aware of the mechanisms that influence our behavior. Social media platforms are designed to maximize our engagement. How do they do it?

1. Notification system – irregular notifications make us more likely to check our profiles. Unpredictability is key – we never know when a new like or comment will appear, which fuels our curiosity.
2. Infinite scrolling, or endless scrolling – platforms like Instagram offer an infinite stream of content, making it difficult for us to stop browsing. It can be compared to gambling – we never know what will appear next, and we often spend much more time on the platform than we intended.
3. Artificial intelligence and content personalization – algorithms that personalize content tailor what we see to our preferences. As a result, we are always presented with something that might interest us, which increases our satisfaction with the app and fuels the cycle of addiction.
4. Gamification elements – many platforms incorporate game-like features, such as leaderboards, badges, or counters, which make us want to reach new goals and become increasingly engaged.

How to deal with social media addiction?

To combat social media addiction, it is worth making some changes to your daily routine. Here are a few suggestions:

1. Set time limits

Decide how much time you want to spend on social media each day. "Simply tracking how much time we spend on our smartphones is one way to increase self-awareness and, consequently, reduce phone usage," writes Anna Lembke in her book *Dopamine Nation*. "When we consciously record objective facts, such as the amount of time we spend on something, it is harder to deny them, which puts us in a better position to take action," she emphasizes [5]. Apps that block access to social media during specific hours can also help you set time limits.

2. Do a "digital detox" and practice mindfulness

Regular breaks from checking your phone can also help you effectively break the social media habit. A vacation is a great time for a "digital detox," during which you can delete social media apps from your smartphone. This will help you remember your holiday better and experience it "in the moment," free from social media distractions.

3. Use social media mindfully

Try to use social media mindfully. Avoid scrolling through content that doesn't interest you or triggers negative emotions (known as doomscrolling). If you are a parent, pay attention to whether and in what context you share images of your child online. The phenomenon of "sharenting"—a term coined from the words "share" and "parenting"—is becoming increasingly common. According to the "Sharenting in Poland" report, 40% of parents document their children's upbringing on social media [6]. This practice can have a number of consequences, such as compromising a child's privacy, cyberbullying, or loss of control over their online identity.

4. Seek psychological support

If you feel that social media addiction is negatively affecting your life, consider seeking support from a specialist who can help you find appropriate strategies to cope with the problem. You can also have such a consultation from the comfort of your own home by connecting with a psychologist online. Through the MultiLife platform , a one-hour consultation awaits you, where you can discuss your situation with a specialist in a comfortable setting and decide on your next steps. You can gain access to the MultiLife platform through your employer.

Bibliography:

[1]https://datareportal.com/reports/digital-2024-global-overview-report
[2] https://fomo.wdib.uw.edu.pl/2023/01/24/fomo-2022-polacy-a-lek-przed-odlaczeniem-raport-z-iv-edycji-badan/
[3] "FOMO 2022. Poles and the Fear of Missing Out" report, ed. Anna Jupowicz-Ginalska, Warsaw 2022, p. 44.
[4] Asia Podgórska, "How the Brain Works. How to Wisely Care for Its Functioning", Warsaw, 2023, p. 132.
[5] Anna Lembke, trans. Grażyna Chamielec, "Dopamine Nation", Poznań, 2023.
[6]https://cluepr.pl/wp-content/uploads/2019/10/Sharenting-czyli-dzieci-w-sieci-pierwszy-raport-w-Polsce.pdf