Social media companies work hard to get us addicted to their services, Silicon Valley insiders have reportedly revealed.
Features such as infinite scroll and Likes keep people looking at their phones for longer than necessary and feed on their insecurities, they told the BBC's Panorama for a documentary set to air Tuesday.
Aza Raskin, formerly of Mozilla and Jawbone, created infinite scroll in 2006, making it possible to swipe down through content endlessly without having to click.
"If you don't give your brain time to catch up with your impulses, you just keep scrolling," he said.
Raskin says he didn't intend to get people addicted, but feels guilty about the impact of his innovation, he told the BBC. However, now it's just one of several features social media platforms use to get users hooked.
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The company denied that its service is deliberately designed to be addictive.
"The allegations that have arisen during BBC Panorama's production process are inaccurate. Facebook and Instagram were designed to bring people closer to their friends, family, and the things that they care about," a spokesperson for Facebook and Instagram said.
"This could be connecting with loved ones that live far away, or joining a community of people that share your interests or support the causes that matter most to you. This purpose sits at the centre of every design decision we make and at no stage does wanting something to be addictive factor into that process."
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Earlier this year, Facebook CEO Mark Zuckerberg made changes to its News Feed to increase "time well spent" on its site, but the person in charge of that feature later admitted that the company is still "trying to figure out" exactly what that means.
In June, it was rumored that the tech giant was testing a tool called "Your Time on Facebook" designed to help users manage time spent on the site.
Twitter declined to add comment, while Snapchat didn't immediately respond to a request for comment.