In today’s digital environment, it is easy for users to find themselves absorbed in an unending stream of Instagram or TikTok videos, often far longer than they initially plan. Olivia Yokubonis, who creates content under the moniker Olivia Unplugged, aims to interrupt this cycle using a compassionate tone and insights grounded in scientific studies. Her videos frequently appear in users’ feeds to softly alert them that what they assumed was a short phone break has extended significantly longer.
Many viewers embrace these interruptions as helpful reminders to step away from the screen, although some respond with sarcasm. Yokubonis acknowledges such reactions, noting that since most people spend time on social platforms, outreach efforts need to meet audiences where they are, rather than expecting them to seek messages elsewhere.
Her mission aligns with widespread perceptions that social media use often exceeds intended limits. According to Ofir Turel, a University of Melbourne professor specializing in information systems management, individuals are frequently unaware of their actual screen time. When shown concrete usage data, many experience surprise and subsequently choose to decrease their time on these platforms.
Yokubonis operates as part of Opal, a screen time management app aimed at helping individuals regain focus and control over their digital habits. Notably, her social media presence avoids overt commercial branding, fostering a more authentic connection with followers. She explains that audiences respond positively to candid, person-to-person communication, which is reflected in the millions of views her content garners. Striking a balance between standing out and not contributing to content overload remains a key challenge.
Expert Ian A. Anderson, a postdoctoral scholar at Caltech, finds such interventions creative but questions their effectiveness, especially for users who scroll habitually without fully processing information. He highlights the importance of attention in disrupting prolonged usage and acknowledges multiple factors can influence how impactful such content may be.
Despite the enormous global user bases of social media platforms like TikTok, Instagram, and YouTube, discussions about reducing screen time and social media overuse continue to attract attention. The concept of social media addiction is widely debated, lacking consensus among researchers and psychologists. While excessive use is generally acknowledged, defining it as an addiction involves demonstrating symptoms such as compelling urges and withdrawal, criteria not universally met.
Turel notes that although the term “addiction” is often used informally and resonates with users’ experiences, the scientific community remains cautious. Anderson’s recent research reveals that many Instagram users overestimate their level of addiction, with 18% admitting some degree of addiction on a self-report scale but only 2% fitting clinical risk profiles. Importantly, perceiving oneself as addicted may negatively affect the ability to regulate use by fostering self-blame.
For users seeking to limit social media exposure, Anderson recommends practical changes like relocating app icons or disabling notifications as initial steps. More substantial actions include restricting phone presence in certain areas, such as bedrooms. These behavioral modifications require a level of self-awareness and motivation to implement, which content creators’ educational videos aim to cultivate.
Cat Goetze, known online as CatGPT, produces accessible content explaining why social media platforms are designed to maximize user engagement. She emphasizes the sophisticated efforts by developers to extend user time on apps, which makes personal willpower alone insufficient for many. Goetze also addresses the demand for alternatives by establishing Physical Phones, a company that markets Bluetooth-enabled landline phones connecting to smartphones, encouraging offline interaction. Packaging emblazoned with “offline is the new luxury” underscores the business philosophy.
Early success with Physical Phones highlights substantial market interest in solutions to rising screen time concerns. Goetze views social media as an inevitable aspect of modern life but advocates lowering average daily engagement from hours to more moderate levels, yielding benefits for individuals and society. She hopes to be a positive influence during the shorter time people remain connected online.