When people take a break from work and go onto social media, such as Instagram, they may not realize that instead of a short break, they are actually continuing to work. What started as watching Reels for five minutes can easily turn into one or two hours, and the user often doesn't notice this.
For members of Generation Z, this experience is very common. Instagram has transformed from a simple platform for messaging and viewing friends' posts into a space where most of the time is spent continuously viewing new content and searching for something fresh. Users get caught in a cycle where they constantly say, 'I'll watch just one more video.'
The scrolling style of Generation Z differs from the styles of previous generations. Instead of lingering on one post for a long time, they prefer to quickly switch between content, pausing on a video they like, and then immediately moving to the next. The goal here is not just to open the app, but to see what content will come next. Generation Z strives to consume as much information as possible in the shortest amount of time.
A significant factor contributing to this is the Reels format itself. Short videos are easily absorbed, and the constant stream of new content maintains interest, eliminating boredom. If a video is not liked, it can be instantly skipped; if it is liked, one can linger on it for a few seconds. Thus, scrolling continues even without a predetermined goal.
For Generation Z, Instagram has become a platform not only for entertainment but also for keeping up with trends, memes, fashion, music, and even news. Therefore, opening the app is not always related to the desire to view a specific person's profile; often, it happens simply to find out what is new happening on the internet. Users rush to open Instagram at the slightest update.
For this reason, Generation Z's scrolling is perceived not just as a waste of time, but as an integral part of their daily digital routine. One video ends, and the next one starts immediately. Often, users themselves do not understand how they moved from one video to another, and then to a third.
Thus, the true power of Instagram lies not only in prompting you to open the app, but also in keeping you engaged so you watch 'one more video.' Although this serves as a way to relieve stress for many, this phenomenon also has its negative aspects.