As a psychiatrist who works closely with people living with ADHD, I often hear the same frustration: “Why do I keep losing hours to scrolling, even when I don’t want to?” If that sounds familiar, you’re not alone. It’s not a sign of weakness or laziness. It’s your brain responding exactly the way it was designed to—just in an environment that’s been engineered to keep you hooked.

How Social Media Hijacks Attention

Social media platforms are powered by algorithms—complex systems designed to predict what will keep you engaged. They don’t just offer entertainment; they pull on the very levers of attention, making it harder to shift focus back to what matters most to you.  The trick they use is something called intermittent reinforcement. Sometimes you scroll and find nothing interesting. Other times you stumble on a hilarious video, a meaningful story, or a surprising post. That unpredictability lights up the brain’s reward system—exactly like a slot machine. Each swipe delivers a burst of dopamine, but it’s a cheap dopamine hit: quick, shallow, and short-lived. It feels good in the moment, but it doesn’t provide the lasting satisfaction that comes from finishing a project, exercising, or connecting face-to-face with someone you care about.

Why ADHD Brains are Especially Sensitive

The ADHD brain is wired to crave novelty and stimulation. That means it’s especially sensitive to the lure of endless scrolling. What often starts as “just a minute” can turn into a lost hour—followed by feelings of regret, guilt, or shame. But here’s the catch: those painful emotions don’t break the loop. In fact, they often make it worse. Shame and guilt trigger stress, and the brain seeks relief. The quickest relief? More scrolling. And the cycle continues.

A Different, Kinder Approach

The first step out of this loop is not willpower or self-criticism—it’s awareness and curiosity.

• Notice: Catch yourself in the act. “I just opened TikTok without even thinking.”

• Get curious: Ask gently, “What was my brain looking for right now—stimulation, relief, connection?”

• Redirect: Offer your brain another option. Maybe a quick stretch, texting a friend, or stepping outside for fresh air.

Over time, these small, compassionate redirections begin to retrain the brain’s interest pathways. You’re not fighting your brain—you’re working with it.

Hope and Healing

Social media isn’t going away, and neither is the ADHD brain’s need for novelty. The goal isn’t to eliminate either one, but to build a more intentional relationship with them. By understanding how the cycle works and treating yourself with kindness instead of shame, you can reclaim more of your focus and energy for the things that matter most to you.

Your brain isn’t broken. It’s brilliant—just wired in a way that algorithms happen to exploit. With curiosity, compassion, and a few new habits, you can step back into the driver’s seat.