Our New Drug, Comments.

Scroll. Scroll. Scroll. no. no. no. Yes. A video you like. You stop. You watch not even half. You already opened the comment section. Why? Why sometimes we do not even finish the video, haven't made up our own mind about the content we are ingurgitating from a screen before we feel an urge, a mental need to see what others are thinking, what others are saying about it. Why? Because that stimulus is not enough. The video is not enough anymore. We need more. 

The other day, I was scrolling on my phone and I saw something in which I automatically tried to look for comments. It did not have comments. It was an ad. I felt stupid. And honestly, the comments? They’re often funnier, sharper, and more entertaining than the video itself.

That’s the thing—we don’t just watch; we consume the commentary, the shared cultural references, the in-jokes that form their own mini-universe of humor and insight. TikTok comments are practically a cultural lexicon on their own (and I do, I love them...)

But what’s going on beneath the surface here? Let’s dig in.

When you open your Instagram explore page, your brain is hit with an endless stream of images, videos, and stories—each vying for a split second of your attention. Yet, rather than engaging deeply, you end up mindlessly scrolling, almost relaxing into it. This paradox happens because your brain is overloaded and, instead of processing each piece of content with intention, it defaults to a passive state, numbing itself.

The reason?

It’s a psychological response known as habituation. Your brain, exposed to this constant flood of stimuli, stops seeing each new piece of content as significant. Instead of heightened engagement, it slides into autopilot mode—like white noise in the background.

It does something unexpected to your brain: instead of keeping you engaged, it overloads your senses, pushing your mind into shutdown mode. What should stimulate and excite you becomes background noise, numbing your brain into a passive trance.

We crave novelty, but when overwhelmed by too much input, the brain reacts by conserving energy, not engaging with it. What feels like relaxation—mindlessly scrolling—is actually cognitive fatigue, leaving you drained instead of refreshed.

It’s not relaxation; it’s sedation.

Now, let’s dive into the Hook Model to understand this even further. This model, often used in product design, explains how we become addicted to digital content by triggering a loop of habit-forming behavior:

I'm bored. I open IG.

• Trigger: The internal or external cue that prompts you to take action.

I scroll on my fyp.

• Action: The behavior you take in response.

Here’s where it gets interesting—sometimes you find something engaging, sometimes you don’t.

• Variable Reward: This unpredictability creates a "reward" system similar to gambling. It’s why we keep scrolling—waiting for that hit of content that captivates us.

Great, now I stayed on IG for 1h...

• Investment: Over time, we invest more into these platforms by engaging with content, commenting, or saving posts. The more we invest, the harder it becomes to disengage.

But this cycle comes at a cost. So, next time stop and ask: Am I actually entertained? Or am I just numbing myself with endless input?

In the case of comment-seeking behavior, the variable reward becomes even more potent. The video alone often isn't stimulating enough; we need the added layer of commentary—the crowd's reaction, the shared cultural insights, the humor that enhances our experience. This communal aspect, the feeling of being “in on the joke,” creates a more dynamic, engaging reward than the content itself.

HEY, THERE IS MORE...

WHAT ARE YOU REALLY PROVING?

When you rush to the comments section, you're not just seeking opinions—you're looking for social proof. Psychologists say we crave validation. Unsure how you feel about a post or video? Comments let you see if your reaction fits with the crowd. It’s a shortcut to figuring out, Am I on the same wavelength as everyone else? It’s that deep-seated human need to fit in.

WHAT ARE YOU MISSING OUT ON?

• 

  Curiosity and FOMO: That urge to scroll the comments? It’s driven by curiosity mixed with FOMO (Fear of Missing Out). What if there’s a hilarious take, a hidden gem, or some juicy controversy? It’s unpredictable—and that’s why it hooks us.

• Participatory Culture: Social media thrives on interaction, and comments are where the conversation really happens. Even as a silent observer, reading comments feels like being part of something bigger, a live dialogue unfolding in real time.

• Misinformation and Echo Chambers: But there’s danger here too. Comments can spread misinformation or trap you in echo chambers where only the loudest (and often least informed) voices rise to the top. Relying on comments to form opinions can lead to groupthink and disinformation.

• Emotional Regulation: Comments help us process emotions. If a video stirs up confusion, anger, or excitement, scrolling the comments helps us gauge whether we’re alone in those feelings—or if others are sharing the same ride.

• Confirmation Bias: Let’s admit it: we often gravitate toward comments that affirm what we already believe. It's confirmation bias at work, reinforcing our existing attitudes rather than challenging them.

• Entertainment and Escapism: And yes, comments are often the real show. They’re funnier, sharper, and sometimes more entertaining than the actual content. For many, they offer a much-needed escape, adding another layer.

I NEED MORE DOPAMINE. IT'S NEVER ENOUGH.

That’s the core of it, right? Every scroll, every refresh, every comment read is chasing that dopamine hit. But here’s the kicker: it’s never enough. The more we consume, the more we crave, trapped in an endless loop of scrolling for that next tiny reward. I wonder where all of this going to go in the future... how it is going to evolve.

Want to learn more about Dopamine? Look below.