The infinite scroll is a common feature in the digital age because of short-form video content widely called “reels.” While the term “reels” more specifically refers to Instagram’s version, for the purposes of this article, we’ll use “reels” when referring to similar content on platforms such as TikTok and YouTube Shorts. These reels are good at keeping users hooked to their screens for extended periods of time without them noticing it…perhaps too good.

But what makes these reels so “scrollable”, making us seek that next hit of satisfaction? The answer is in the brain’s chemistry, particularly in the role of serotonin and other neurotransmitters in our behaviors.

The Science of Scrolling

At the heart of the addictive nature of reels lies the number-one reward system in the brain. The brain releases dopamine, each time it consumes enjoyably good content, which is responsible for pleasure and reward. The effect of this is satisfaction, hence encouraging the individual to repeat whatever behavior it was caused by. Besides dopamine, serotonin, also called the “feel-good” chemical in common lingo, helps in contributing toward our general level of happiness and fulfillment.

Variable Rewards and the Hook Model

There is an underlying psychological principle hidden in reels, called “variable rewards”—the same used in gambling and slot machines. It means that a user will get rewards randomly. While scrolling through reels, one never knows when they are going to see something funny, exciting, or touching. This uncertainty makes them tense—always looking for it to pay off.

Nir Eyal’s Hook Model, describes how products lead to habit-forming behaviours. It can be broken down into four components: trigger, action, variable reward, and investment. For example, a huge external trigger for reels could be a notification or a friend’s recommendation. The action is nothing but scrolling. The variability in the reward could be from not knowing what the next reel will bring. The investment refers to time and the attention of the user on the platform. Although every scroll or viewing session may take minimal effort, collectively, the time and attention buildup. This investment increases the likelihood that users will return, as they have already “invested” so much into the platform.

Design and Algorithms: The Perfect Storm

It’s almost as if the social media platforms are well designed and carefully curated, in a way that maximizes user engagement. Well, of course, they are. Algorithms track user activity to generate a personalized feed of reels to keep the viewer scrolling. This way, they display what a user is interested in, hence guaranteeing at least some degree of serotonin-releasing interaction. What’s more, most the design elements are formatted for exactly this short-term consumption: features like autoplay, short duration, visually appealing content…One just keeps scrolling through reels one by one with almost no effort whatsoever.

Breaking the Cycle

Understanding how the endless scroll works is the first step to breaking the cycle. Here are a few ideas on how to take back control:

1. Set Boundaries: Define when you will engage in social media and when you won’t.

2. Mindful Consumption: Be conscious of your usage and how it makes you feel. Do you think the time spent aligns with your goals and well-being?

3. Substitutes: Try other engaging activities, such as exercise, reading, and relaxing with loved ones, instead of screen time.

4. Apps: Use apps and features which track time on the screen to enforce your set limits. (My personal recommendation is ScreenZen)

Conclusion

Reels have ingeniously tapped into the brain’s reward system, using the principles of variable rewards and the hook model to keep users consistently engaged. By understanding the science behind the scroll and the role of serotonin, we may be better informed when making choices about our digital consumption to have balance in our lives. 

It’s still completely possible to break the cycle. If you don’t make a change, no change will happen.