LONELY PLANET: WHY ARE WE ADDICTED TO THE SOCIAL MEDIA SCROLL WHEN IT IS SO CLEARLY HARMING US?

Summary from the TLDR Marketing newsletter

People keep scrolling because social media exploits a tension between connection and loneliness. While feeds create the feeling of being connected through endless updates, curated lives and online communities often leave people feeling more isolated and inadequate. The scroll is reinforced by FOMO, habit and the search for belonging, even when it worsens feelings of emptiness. Many users stay because these platforms offer brief moments of connection and entertainment, despite the emotional cost of constant comparison and digital dependence.