Social media has become part of everyday life in the UAE, with over 11 million active accounts a number nearly matching the entire population. Almost everyone is scrolling, swiping, or sharing something every day, but what type of content do people really spend the most time on? The answer is short-form video. Reports show that 92% of internet users in the UAE watch video content daily, and globally, platforms like TikTok and Instagram Reels are consuming more than 40 minutes of a person’s day on average. That’s a significant portion of time, so why is it so hard to stop once we start?
The secret lies not only in entertainment but also in the science of how our brains work. Have you ever noticed how one funny clip often leads to another, and before you know it, twenty minutes have gone by? That isn’t an accident. Short-form platforms are designed to keep us engaged by triggering small dopamine rushes, those feel-good chemicals that make us want “just one more.” Pair that with infinite scroll and autoplay, and it’s no surprise that what feels like a quick break can quickly turn into a long scrolling session.
So, what exactly makes short-form content so addictive? And more importantly, what does this mean for how we consume content every day? Let’s dive into the science behind the scroll.
The Psychology Behind It
Ever wonder why one funny clip leads to just one more and then another?
That’s dopamine at work. Each unexpected scroll holds the possibility of a tiny thrill—like stumbling on a hilarious meme or a surprisingly relatable video. This is known as variable reinforcement, where rewards come unpredictably. Just like a slot machine, you never know when the next “win” will show up, and that uncertainty makes it almost impossible to stop.
And when a scroll doesn’t bring something exciting? That can actually make you want to keep going even more, hoping the next swipe delivers the hit you’re waiting for.
But it’s not just about brain chemistry. Design tricks are carefully built into these platforms, too. Have you noticed how one video rolls right into the next without you pressing play? That’s autoplay. And with infinite scroll, there are no natural breaks—no “time’s up” moment that tells you to stop. It’s a design that gently removes every reason to put the phone down.
Put the science and the design together, and you get an experience that feels effortless in the moment but can stretch far longer than you intended. What was supposed to be a quick five-minute break can suddenly turn into thirty minutes of non-stop scrolling.
What the Research Shows
Focusing on tasks often feels harder after a long scrolling session, and research confirms this. Several well-known studies show that heavy short-form use is linked to reduced attention span, weaker self-control, and greater difficulty resisting distractions.
A 2024 study published in Frontiers in Psychology examined heavy TikTok users and found that their executive control—the part of the brain that handles self-control and focus—was noticeably weaker compared to light users. In simple terms, they had more difficulty concentrating and avoiding distractions.
Another piece of research from Stanford University looked at students and their short-form viewing habits. The results showed that those who regularly spent long stretches on TikTok or Reels were more likely to struggle with attention in class. It wasn’t that they couldn’t understand the material—it was that their minds kept drifting away.
And the effect doesn’t stop at focus. An experiment by Zhejiang University in China explored how exposure to rapid short-form feeds affected memory. Participants who watched fast-paced clips were significantly more likely to forget tasks they had planned to complete later. In other words, the endless scroll didn’t just eat up their time—it actually interfered with their ability to hold on to future intentions.
So the real question becomes: when does short-form viewing go from harmless entertainment to something that weakens how we think and remember? Research suggests it’s not about the occasional scroll; it’s when the habit becomes automatic and uncontrollable that attention span, memory, and focus take a real hit.
Why It’s Everywhere, Even from Brands
Have you ever stopped mid-scroll to wonder why Reels and Shorts keep popping up everywhere?
That’s because short-form content delivers quick, repeat-worthy engagement, and the data backs it up. The 2025 Social Media Trends Report highlights that short videos generate over twice the engagement of longer formats. That means brands get bigger reach and stronger reactions, all in a few seconds.
And the impact is real: that same report notes that nearly 57% of Gen Z and 73% of all consumers use short videos to research products—as if they’re turning “How do I buy this?” into “Let me watch it.” No wonder brands are leaning into this format so heavily.
Platforms themselves are fueling the fire. A 2025 guide by Sked Social lays it out: short-form videos consistently outperform static posts on engagement, giving brands more visibility across every channel. The combination of almost effortless consumption, mobile-first design, and algorithmic favoritism adds serious fuel to that fire.
In fact, a report from Vidico’s Reels Statistics shows that Instagram Reels get twice the impressions compared to carousels, images, or stories, making Reels a clear winner for brands looking to maximize exposure.
So here’s the question: when algorithms boost short, scroll-friendly content and brands see the upside in views and conversions, why wouldn’t they focus on what works?
The Benefits of Smart Scrolling
Ever paused on a short video and thought, "Hmm, that just taught me something useful in under a minute—could this be more than entertainment?"
Many studies say it absolutely can be. Take the concept of microlearning—where content is broken into tiny, digestible pieces. A 2025 overview titled "New Trend in Education: Bite-Sized Learning" found that learners not only remember more, but perform better when information comes in short bursts. It’s easier on the brain, keeps attention sharp, and boosts motivation with frequent small wins.
What about our everyday attention span? Microlearning taps into the spacing effect, a well-known principle where short, spaced-out sessions enhance memory far more effectively than long, cram-heavy lessons. That’s why quick lessons like mobile-friendly cooking hacks, language tricks, or design tips can have staying power, even when we're busy or on the move.
And there's another hidden benefit: you start uncovering creators and topics you never knew existed. A piece in Social Media Strategy Quarterly puts it simply: short-form is all about “discovery viewing” you’re exposed to new ideas, new faces, new inspiration. Maybe you'll stumble onto a brilliant local chef, a calligraphy artist, or a DIY innovator you never would have found in a traditional feed.
So here's something to ponder: what happens when you choose content intentionally—learning something new or exploring a fresh hobby rather than scrolling aimlessly? You’re not just consuming—you’re growing.
Simple Ways to Take Control
Research shows that a few smart, mindful tweaks can help you stay in charge—without feeling like you’re missing out.
1. Set intentional time limits
Have you tried telling yourself “just 10 minutes” before picking up your phone? A real-world experiment—where people removed social media apps for time blocks—showed it helped break the compulsive loop. Meanwhile, a University of Pennsylvania study from 2018 found that users who simply limited social media to 30 minutes a day experienced less anxiety, loneliness, FOMO, and sleep disturbances. It’s proof that even small, deliberate boundaries can improve well-being.
2. Turn off autoplay (and notifications)
Have you noticed how videos play automatically and notifications keep drawing you back? It’s no accident—these features are designed to capture your attention. Turning off autoplay and silencing push alerts gives your brain a chance to rest. In fact, design research has shown autoplay undermines your sense of control over scrolling—and turning it off can help you reclaim it.
3. Choose—don’t just consume
What if you only engaged with content that truly adds value—whether that’s learning, tuning in with interests, or feeling inspired? The American Psychological Association recommends tracking your usage, setting specific windows for use (like a quick check during lunch), and being more selective. Mindfulness isn’t just a buzzword—it’s a powerful tool for keeping your use intentional instead of impulsive.
4. Try a "digital pause" and stick to it
Ever considered a short, complete break—just a day or even a few hours—where you step away from social media? These mini “digital sabbaths” can reset your brain. Some people pair this with habits like reviewing posts after taking a moment to breathe—or reflecting on whether content serves a purpose or wastes time.
Short-form content is undeniably powerful—it blends entertainment, discovery, and learning into seconds. But why does it feel so sticky? Because it taps into the same reward systems that drive habits, pairing them with carefully designed features like infinite scroll and autoplay. Research from psychology and media studies shows the effects can cut both ways: it can sharpen microlearning, but it can also scatter attention when left unchecked.
So what’s the takeaway for you as a user? The goal isn’t to quit scrolling altogether—it’s to take charge of how you scroll. By setting boundaries, choosing mindful content, and turning off the features that remove stopping cues, you can shift from being a passive consumer to an intentional one.
In the end, short-form content hooks our brains—but with awareness and a few simple tools, we can enjoy the good parts without losing control.
Also read:
Shahba Mayyeri
Shahba Mayyeri
Ummulkiram Pardawala
