From Infinite Scroll to Auto-Play: How Social Media Keeps Children Hooked to Screens, What Parents Can Do

New Delhi,

In today’s digital age, mobile phones have become an essential part of daily life. However, concerns arise when children and young users get drawn into excessive screen time at an early age. The harsh reality is that separating children from their phones has become increasingly difficult, as they spend hours endlessly scrolling. But this is no coincidence—social media apps are deliberately designed to keep users engaged for longer periods.

According to UNICEF, digital parenting expert Dr Jacqueline Nesi explains that social media companies use several built-in features to keep both children and adults hooked. The most common among these include infinite scroll—feeds that never end, auto-play—where videos continue playing automatically, and engagement-driven elements such as notifications, likes, views, and streaks. These features encourage users to repeatedly open apps, often losing track of time.

Experts point out that social media algorithms operate in a highly sophisticated manner. They track what kind of content users watch for longer durations or engage with the most, and then serve similar content repeatedly. The primary goal is simple—to maximize the time users spend on the platform. However, these algorithms are not designed with children’s well-being in mind but rather to boost engagement.

So why are children more vulnerable? Experts explain that the brains of children and teenagers are still developing, and their ability to exercise self-control is not fully matured. They are particularly sensitive to social rewards such as likes and comments. If their peers are interacting on social media and they are left out, they may feel isolated, making it harder for them to disconnect from these platforms.

The impact on mental health can be significant. Social media affects each child differently—those who are already emotionally vulnerable may face greater challenges, while others, with proper guidance, may use it in a positive way. The biggest concern, however, is that social media often begins to replace essential activities like sleep, physical play, studies, and real-life relationships.

Warning signs include lack of sleep, incomplete homework, reduced family interaction, and poor concentration in school—all of which may indicate excessive social media use.

In such situations, Dr. Jacqueline Nesi suggests three key steps for parents. First, encourage open conversations—ask children without judgment why they enjoy spending time on social media and explain how these platforms are designed to keep them engaged. Second, set clear boundaries—limit screen time and prioritize family interactions. Third, lead by example—parents should also maintain a balanced use of their own devices.

Experts believe that social media is not entirely harmful, but its use needs to be monitored carefully. Parents must play an active role to ensure that children grow up leading healthy and balanced lives.

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