In a digital landscape dominated by endless feeds, a counter-movement is emerging from an unlikely source: social media itself. A growing cohort of content creators is dedicating their platforms to combating the very compulsive scrolling they exist within, offering gentle—or sometimes jarring—reminders to users about their screen time.
The Wake-Up Calls in Your Feed
It's a familiar scenario for billions: a quick check of Instagram or TikTok spirals into a 30-minute trance. Now, that mindless scroll is being interrupted. Creators like Olivia Yokubonis, known online as Olivia Unplugged, are popping up in feeds with a kind voice and scientific backing, prompting viewers to consider how long they've been glued to their screen.
"People will comment and they’ll be like, ‘Oh, (it’s) ironic that you’re posting." Yokubonis said, addressing critics. "And I’m like, ‘Where else am I supposed to find you, Kyle? Outside? You’re not outside. You are here." Her logic is simple: to reach people, she must be where they are—even if that place is the problem.
Her content resonates because it taps into a widespread unease. Professor Ofir Turel from the University of Melbourne, who studies social media use, found that when people see their actual screen time data, they are often "in a state of shock" and subsequently reduce their usage voluntarily.
Is It Really an Addiction?
While talk of social media 'addiction' is perennial, experts are deeply divided on whether the term is clinically accurate. Researchers agree many people overuse platforms, but debate whether it meets the strict criteria for addiction, which requires symptoms like uncontrollable urges and withdrawal.
Professor Turel acknowledges the term resonates colloquially. However, a recent study by Ian A. Anderson from the California Institute of Technology suggests this casual self-diagnosis can be harmful. His research with Instagram users found that while 18% self-reported being somewhat addicted, only 2% showed symptoms indicating a genuine risk.
"If you perceive yourself as more addicted, it actually hurts your ability to control your use," Anderson warned, highlighting the negative consequences of this self-perception.
Practical Steps and the 'Army of Nerds'
For those seeking change, Anderson recommends practical, "light touch interventions" like moving app icons or turning off notifications. More involved steps include banning phones from the bedroom.
Content creators are planting the early seeds for this awareness. Cat Goetze (CatGPT), who creates content on tech and AI, explains the scale of the challenge. "There’s a whole infrastructure—an army of nerds whose only job is to get you to increase your time spent on that platform," she said. "It’s not your fault and you’re not going to win this just (through) willpower."
Goetze also founded Physical Phones, a business selling Bluetooth landlines to reduce smartphone reliance. Its packaging declares "offline is the new luxury," a sentiment her social media audience helped propel to success, demonstrating real demand for solutions.
"If we can get the average screen time down from, if it’s 10 hours for a person to one hour... that is a net positive benefit," Goetze stated, adding wryly, "I’d love to be the person that they’re watching for those 30 minutes."
The effectiveness of these in-feed interventions remains a question. Anderson wonders if the most habitual scrollers are too disengaged to notice the prompts. Yet, as these anti-doomscroll influencers carve out a niche, they represent a fascinating attempt to fight fire with self-awareness, offering a digital nudge towards a more balanced life offline.
