In 2006, the invention of infinite scrolling changed the game. No longer did you need to hit the next button to move to the next page; there was no next page. Content scrolled endlessly on our screens, with just a flick of a finger.
Back then, when Aza Raskin introduced infinite scrolling—essentially endless pages—he had no idea that he had just invented one of the worst things ever for our precious time and focus. Some call it a "bottomless pit," the idea that once the app starts, we're plunged into a vortex of information, with no way to escape and no bottom in sight.
Scrolling has become our "barrel of the Danaids" (signifying a task that is absurd, endless, or impossible, Wikipedia), where the Danaid sisters are condemned to eternally fill jars in a bottomless bath to wash away their sins. The problem is, it will never fill up because of its leaky bottom. In fact, Aza Raskin, in a documentary by the French national TV channel France 2, used the metaphor of a bottomless glass to define his invention("Imagine a glass that continuously fills up from the bottom without you realizing it; you'd end up drinking much more," Dailymotion).
So how do we resist this bottomless pit, and how do we avoid falling into it? Today, we explain which brain mechanisms turn this mundane feature into a real addiction and provide you with the best tips to break free.
Problem with Infinite Scrolling
😵💫 Addictive Design
In 2005, a study invited 50 individuals to eat a bowl of soup. 25 had a normal bowl, while the others had a bottomless bowl that refilled automatically as it emptied. Experts quickly noticed something: participants with the bottomless bowls consumed 73% more soup, yet believed they had only consumed 20% more.
This study reveals something very interesting: without visual cues, it's much harder to self-regulate, and individuals inevitably tend to consume more. Here, the sensation of fullness is completely negated by the infinite nature of the bowl. Similarly, on your screen, infinite scrolling creates the same effect. The constant flow of content disrupts and negates self-regulation.
🌀 Temporal Distortion
The phenomenon observed in the previous section is known as temporal distortion. Videos scroll one after another and loop themselves, "which makes you lose track of time," and "the loss of visual references prevents us from measuring our consumption" (Séverine Erhel, Researcher and Teacher, Epsiloon Magazine). This is a cognitive bias that hinders our ability to exercise self-regulation. If all platforms adopt this highly addictive format, it is to make you lose track of time and keep you engaged as long as possible
🍬 Our Brain is Hooked
In a study conducted by Laura Sherman in 2016, it was demonstrated that social media exploit a loophole in our mammalian brain system: the reward circuit, which is the foundation of our motivation and pleasure. "When certain photos receive many likes, the activity in the nucleus accumbens—a brain structure central to the reward circuit—is activated." This leads to "an instant release of dopamine, similar to winning a large sum of money, which drives the individual to repeat the action" (Guillaume Sescousse, Neuroscience Researcher at CRN, Epsiloon). If the reward is variable, as in the case of infinite scrolling where we never know what comes next, the dopamine release is even more powerful and keeps us engaged even more with the app. Whenever we feel bored and unsatiffied, we'll now open our favorite social media app automatically and start scrolling for our reward. The issue is that indulging too much in easy pleasures can diminish our motivation to engage in more rewarding activities (for us and our mental/physical health) that require greater effort.
"You're All Caught Up"
In case you missed it, Instagram added a feature some time ago aimed at informing users when they have seen "all the content" from the people they follow over the past two days.
What happens next? After that, it's a mix of old posts (which you've probably already seen) and recommendations from Instagram, including advertisements. In other words, nothing very interesting.
But does it really work? Theoretically, it could indeed help users disconnect. Once the message appears, users would simply need to exit the app and come back later. However, in practice, it's different. As Instagram continues to offer "content that might interest us," it plays on our FOMO (fear of missing out). Caught between two ads, there might be content so intriguing that it could change my life. So, why stop there?
Once caught in the vortex of infinite scrolling, despite all the messages we receive, it becomes very difficult to tear ourselves away from our screens. And with good reason: our brain is too captivated by what it sees; it's hooked and wants more!
Stop The Endless Scrolling on Instagram
You need to focus on two things to achieve this. First, it's not up to Instagram to tell you when to disconnect; it's up to you to decide. Secondly, the app needs to actually shut down when you're "all caught up" rather than send a light reminder (drastic measures for drastic problems).
⏲️ Use Instagram On A Timer
With the free Jomo app (available on iPhone and Mac), you can force yourself to use Instagram more consciously by blocking it by default. To use Instagram, you'll now need to "take a break" for a set amount of time.
You can customize these breaks, including how many are allowed in a day, whether a brief exercise is required before unlocking a break (like writing your intention for using Instagram), and more. The best part? Once the time is up, Jomo automatically re-blocks Instagram, breaking the infinite scrolling and allowing you to focus on more important tasks.
🧠 Understand Why You Need to Use Instagram
Try to develop a more mindful use of Instagram. Every time you use the app, force yourself to ask why you're using it, what are you looking for?
| Otherwise, "This is another undirected desire with no purpose, so boredom acts as the driving force behind your search." — Lawrence Yeo
After using the app, you can also evaluate the benefits of this screen time: What did I learn? What insights can I take away from what I saw? Was this time well spent? You can also rely on the Jomo app for this evaluation. Its Screen Time Journaling feature enables you to adopt a reflective stance on your usage. Attribute a feeling to each app used and associate it with one or more activities that represent what you did. Monitor your usage not just by time but by activity, ensuring that your screen time is always positive!
⌛️ Limit Your Overall Time on Instagram
Of course, you also need to consider limiting your daily usage on services like Instagram. What's important to remember is that it's not about punishment, but rather about protection, aimed at allowing you to consume content without falling into addiction or unreasonable consumption.
For this, let's go back to the Jomo app! Go to Rules > Conditions > + > App Time Limit. You can also add a limit on openings rather than time. It's up to you!
Note that you can simply check your friends' stories in the evening, all at once, rather than throughout the day. You're not obligated to browse the "For You" recommendations; you can limit yourself to "Following." There are plenty of ways to consume Instagram more reasonably to always derive positivity from it.
Instagram, like other social media platforms, is gradually implementing features to help users disconnect. However, each time, it seems more like a suggestion than a genuine effort toward kindness. And for good reason; considering their business model relies solely on one thing: the time users spend on the platform, what would be their incentive? Therefore, think carefully next time and ask yourself: is this time worth it? Have I not already seen everything? If the answer is yes, consider closing Instagram.
Made with love in Brittany