After a long day, we’ve all been guilty of mindlessly scrolling through our social media feeds, sometimes for hours at a time. This phenomenon has been dubbed “brain rot”, and Oxford University Press has chosen the term as its word of the year for 2024.
Oxford University Press, the publisher of the Oxford English Dictionary, enlisted the help of more than 37,000 people to vote for a winning word from a shortlist of six words.
It defined “brain rot” as the “supposed deterioration of a person’s mental or intellectual state, especially viewed as the result of overconsumption of material (now particularly online content) considered to be trivial or unchallenging”.
The publisher added that the term has “gained new prominence in 2024 as a term used to capture concerns about the impact of consuming excessive amounts of low-quality online content, especially on social media”.
‘Brain rot’: How does it impact you?
But can endless scrolling through social media platforms like Facebook, Instagram, TikTok, and X (formerly Twitter) really be bad for our health? Experts suggest it could actually impact our cognitive abilities.
Many people who talk about “brain rot” talk about the perceived impact on their cognitive function that being “chronically online” has had. Some say they experience mental fogginess and reduced attention span.
A 2022 survey by the Policy Institute and Centre for Attention Studies at King’s College London (KCL) found that 49% of people feel their attention span is shorter than it used to be. It also revealed that UK adults underestimate how often they check their phones by a great deal, thinking they check their devices 25 times a day on average when the reality suggests they check them closer to 80 times a day.
The survey also showed that 50% of respondents said they cannot stop checking their phone even when they’re trying to focus on something else – further underscoring how big a presence our mobile devices have in our everyday lives.
Some studies have shown that technology has played a role in our ever-decreasing attention spans. The researchers said that switching our attention between social media, smartphones, tablets as well as TV, radio, or other media “harms our ability to complete simple tasks”.
To help people improve cognitive function and reduce the feeling of “brain rot”, James Picken, behavioural science expert at Startle, provides his top tips.
Get the right type of sleep
Picken says: “Sleep is essential for good cognitive function. In fact, studies have found that those who suffer from chronic insomnia are at a higher risk of developing Alzheimer’s and dementia.
“It’s recommended that adults get between seven and nine hours of sleep each night, but the type of sleep you have is just as important as the amount of sleep.”
He emphasises the importance of deep REM sleep, which is crucial for brain recovery. “To encourage deep, restful sleep, practise good sleep hygiene by keeping your bedroom dark, maintaining a bedtime routine and going to sleep at the same time each night.”
Limit alcohol
Long-term, heavy alcohol consumption has been linked to a number of health conditions, such as heart and liver disease, and some types of cancers. Alcohol can also harm your brain, Picken says.
“Studies have found that those who drink regularly are more likely to experience cognitive impairment,” he explains.
“The NHS recommends that you don’t drink more than 14 units of alcohol per week (around 6 pints), but one study found that even just three beers a week can result in cognitive decline. If you don’t want to give up drinking completely, try to limit yourself to just a couple of drinks per week.”
“With easy access to a world of information at our fingertips, it’s not surprising that people spend so much of their time in front of a screen,” Picken says. “The average phone user spends around 6 and a half hours on their phone each day.
“However, the constant interruptions from notifications and rapid scrolling through images and videos means that attention spans are decreasing. One survey found that around 30% of teens have lost focus in class to check their phones.
“If you’re keen on keeping up to date with social media, consider turning off your notifications and giving yourself a set time for checking your social media.”
Get physical
Exercise is extremely good for both your physical and mental wellbeing. Moderate exercise stimulates blood flow in the brain which increases cognitive function and memory, Picken says.
Regular physical activity also helps maintain cognitive function as we get older. He recommends aerobic exercises, like running and swimming, as well as exercises like tai chi and yoga that require coordination and concentration, which can boost brain health.
Socialise with others
Spending time with friends is a great mood booster, but it also helps your brain.
“Studies on older people have found that those with strong social connections have improved cognitive function,” Picken explains. “Engaging with others stimulates your brain as it requires a high level of intellectual and social function.
“Loneliness is also associated with poor health and cognitive decline so keeping up with friends will help keep your brain functioning well in the long term too.”
Spend time outdoors
“People spend between 80 to 90 percent of their time indoors each day – this is perfectly understandable when the majority of us spend most of our time working or sleeping. But getting outdoors is great for your brain.
“One study found that a four-day hike in nature without access to technology improved participants’ creativity and problem-solving by 50%. So if you’re looking for a reset, consider disconnecting from the digital world and enjoying some time outdoors.”
Listen to more music
Studies have shown that music can help with mental wellbeing by boosting your mood and reducing stress. But Picken says the benefits of listening to music extend beyond this, adding that “listening to music while working on projects has been shown to boost memory and cognitive performance”.
“Music with a tempo between 50 and 80 beats per minute is ideal for stimulating creativity. However, the genre of music is less important. In fact, research has found that the best music for improving cognitive function is the music you’re most familiar with, so stick to your favourite genres.”
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