Social media has sparked a revolution that has impacted how people socialize, interact, and communicate. In today’s world, social media is the fulcrum of modern living. This allure of technology and internet-based socialization is rising at unprecedent levels.
For instance, data from the Communications Authority (CA) shows that usage across the main social media platforms increased in the quarter to June 2024. Facebook usage recorded a 2.6 per cent rise to 52 per cent from the previous quarter’s 49.5 per cent. This marked a cumulative rise of 6.8 per cent since July 2023.
At the same time, WhatsApp usage increased by 1.5 per cent to 48.5 per cent of the population aged 15 years and above. On X (formerly Twitter), the number of users increased by 2.1 per cent to 12.8 per cent of the Kenyan population.
TikTok experienced the largest surge in growth numbers. In the quarter to June period under review, it increased to 28.1 per cent from the previous quarter’s 23 per cent. This was equivalent to a growth of 5 per cent and a cumulative growth of 8.8 per cent since July 2023.
While the growth is all good and welcome, Stephen Mureithi, an information technology practitioner, says social media is a coin with two sides. “There is a lot of positivity in the increased usage, but there is also the darker side of it: negative news on social media,” he says. “What are users interacting with and or about, and what impact is this having on the social fabric, and even more critically, their emotional and mental well-being.”
For instance, according to a survey by multinational consumer electronics conglomerate LG, that 52 per cent of people feel like they receive a similar of greater amount of negative content in their feeds compared to positive content.
Additionally, 25 per cent of the people feel like negative content in their feeds make them feel anxious and unhappy. “A majority of people are scrolling social media and wondering where all the right fun went. Many people feel like they are caught up in an algorithmic loop of doom and gloom,” states LG in the survey.
According to Mureithi, it is often easy for a social media user surfing through their feeds to sub-consciously engage themselves in doom-scrolling. “Social media is wired in such a way that the algorithms will show you what you spend more time on. If you watch a few negativity-laden videos for instance, chances are higher that related videos will be suggested or pop up on your feeds more,” says Mureithi.
According to certified psychologist Dr. Susan Albers, negativity on social media is likely to feel unstoppable, like you just can’t paddle away from the torrent of bad news. Usually, this is likely to be more manifest if you have bouts of self-doubt, are depressed with yourself, or don’t feel like life is going well for you.
“When we are depressed, we often look for information that can confirm how we feel. Doom-scrolling operates with the same mindset. If you are feeling negative, then reading negative news only reconfirms how you feel,” she says.
Dr. Albers adds that once you do this a few times, it becomes an easy habit that keeps you in the loop of online negativity. “If you are continuously scrolling, it becomes a mindless habit. A lot of times, you might not even be aware that you are doing it. But it becomes second nature; once you have a spare moment, you pick up your phone and start scrolling without even really being aware of it.”
With torrent of negativity, the number of people feeling anxious as illustrated by the LG survey is bound to rise. “If you’re prone to anxiety, depression or sadness, doom-scrolling can be like stepping into quicksand,” Dr. Albers says. “The negativity can pull you under quickly. It can even lead to panic attacks.”
Some companies, have however, taken it upon themselves to nip the negativity by introducing social interactions that promote positivity. One of these is the LG’s Optimism your Feed social media challenge that is designed to encourage more positivity on social media feeds.
LG launches global campaign to help attract positive content onto social media feeds
This challenge is open to all social media users, and you can tap into it to boost positivity on your social media feeds.
“We have created the LG Optimism you Feed playlist challenge to offer up a slew of positive videos that when interacted with shall boost the amount of uplifting content pulled into your feed,” states LG.
This “Optimism your feed″ playlist can be viewed on LG’s global YouTube and TikTok channels and will later spread to other social platforms through influencer collaborations. Consumers can also engage with the campaign via a microsite.
According to the LG vice president and head of LG’s Brand Management Division Kim Hyo-eun, the challenge to bring back positivity on social media aligns perfectly with LG’s ‘Life is Good’ motto.
“As a customer-focused brand, LG is a passionate champion of optimism. We aim to create positive changes in people’s lives by being intentional with our positive activities both online and in the real world,” says Kim.
“In the AI era, LG remains committed to our unwavering promise of ‘Life’s Good.’ We will continue to enhance our customers’ lives with a human-centric approach, fostering hope for a better future.”
