“Time spent on social media peaked in 2022” has been all over my feed
When you scroll, what are you looking for? Seriously, stop and think. You saw this post, why were you scrolling to begin with?
Most of us don’t even know what we’re looking for... just filling empty space with hopes of seeing something novel enough to hit “like”.
Then we forget about what we saw within 30 seconds. We’re so addicted that any hint of stillness/boredom prompts a physical reaction to grab our phone; this appears in the survey data.
There was a:
- 40% DECREASE in respondents reporting they use social media to keep up with friends
- 16% INCREASE in respondents reporting they use social media to fill spare time
This makes sense: when only a small minority of people post, how are social media platforms supposed to keep you on? They needed to create addictive, attention-hacking algorithms to keep as many eyes on their platforms as possible (eyes = advertising $)
This subtle shift - especially for younger generations - signals intentionality (as opposed to just burnout/anxiety). We’re slowing down and literally PAYING for spaces (digital and irl) that make us feel grounded, informed, and connected.
While social networks like Facebook and X are grasping at anything to gamify attention, the companies building for the future are creating infrastructure that enables sovereignty, curation, curiosity, and depth.
When platforms optimize a proxy (time-in-feed), the proxy replaces the goal (utility/welfare)
Social advertisement yield on “enshittified” feeds will tank as this new world unfolds