Social media can be addictive for a number of reasons, including:

Dopamine release

Social media platforms are designed to trigger the release of dopamine, a chemical in the brain that's associated with pleasure and reinforcement. When users receive likes, comments, or shares, their brains release dopamine, which can make them feel good and encourage them to use social media more. 

Psychological needs

Social media can appeal to human needs for connection, validation, and social acceptability. Users may seek interaction and affirmation from their online networks. 

Fear of missing out (FOMO)

People may fear that others are having positive experiences that they're not part of. 

Endless scrolling

Social media platforms use algorithms to provide users with a constant stream of new content, making it difficult to stop browsing. 

Self-esteem

Users may post about the best things in their lives to boost their self-esteem, especially when others affirm them. 

False sense of reality

Spending too much time on social media can create a false sense of reality, security, friendship, and self-image. 

Studies have shown that excessive social media use can have negative effects on mental health and well-being. Heavy social media use has been linked to an increased risk of depression, anxiety, loneliness, self-harm, and suicidal thoughts