INFINITE SCROLL

It remains unclear how addictive social media is, but since the invention of the infinite scroll in 2006, social media platforms are making it harder for you to quit. The infinite scroll was invented to allow users of a social media platform to scroll down through content seamlessly and endlessly instead of clicking at the bottom of a page for more content. The switch to infinite scroll means that we’re always anticipating the next piece of content, causing dopamine levels to slightly spike and then quickly fall when the next piece of content is revealed. This dopamine system will continue until you make the active choice to shut down social media or your phone’s battery runs out.