The Psychology of Doomscrolling: How Brands Can Leverage It (Without Being Clickbaity)

You’ve been there. You pick up your phone for a quick break, maybe to check the news or see what’s trending. Next thing you know, it’s been 20 minutes, and you’re knee-deep in a thread about the next global crisis, a corporate scandal, or some apocalyptic prediction. You’re tense, maybe a little anxious — but you keep scrolling anyway.

This isn’t just a bad habit. It’s doomscrolling, and our Miami SEO company believes it’s happening on a massive scale.  

People are no longer just casually browsing content; they’re consuming it with urgency, sometimes even obsessively. It’s why negative headlines spread faster than positive ones, why controversy dominates social feeds, and why brands can’t afford to ignore the way people engage with information today.

So, where does that leave businesses? Should you lean into fear-driven content to stay relevant? Absolutely not. The real opportunity lies in understanding why people doomscroll — and creating content that holds attention without manipulating emotions or relying on clickbait.  

Let’s break it down, shall we?

Why People Doomscroll (And How Brands Can Work With, Not Against It)

There’s more to doomscrolling than just morbid curiosity. It’s driven by a mix of psychological triggers that keep people glued to negative content. Understanding these triggers is the first step in crafting content that captures attention without exploiting fear.

The Brain Is Wired for Threats

Humans are hardwired to pay attention to danger — it’s a survival instinct.  

Psychologists call this negativity bias, which means our brains naturally focus more on bad news than good news. Back in the day, this helped our ancestors stay alive. Today, it just keeps us endlessly refreshing our feeds.

For brands, this means one thing: people will naturally engage more with content that highlights problems or risks. But instead of feeding fear, businesses can position themselves as a source of clarity, solutions, and insight. Rather than simply pointing out what’s wrong in the world, offer actionable takeaways that help people navigate it.

What works: Headlines like “The Biggest Cybersecurity Risk of 2025 (And How to Protect Your Business)”

What doesn’t: “Your Data is Probably Already Hacked — Here’s Why You Should Panic”

The Dopamine Loop of Scrolling

Doomscrolling can be addictive. Each time we scroll, we get a tiny hit of dopamine, the brain’s feel-good chemical. Even though the content is stressful, the act of searching for information feels rewarding. That’s why people keep going, hoping to find something useful or reassuring.

Brands can tap into this curiosity-driven scrolling by structuring content in a way that keeps readers engaged — without resorting to misleading hooks. Our Miami SEO company is talking about progressive storytelling, where each section builds on the last, or bite-sized insights that encourage further reading.

What works: Breaking information into snackable, scroll-friendly sections, like “5 Quick Tips for Navigating the AI Revolution”

What doesn’t: Overpromising something groundbreaking in the headline, only to deliver generic info

People Want Control in an Overwhelming World

Here’s one of the biggest reasons people doomscroll: they’re searching for a sense of control. When the world feels chaotic, staying informed (even if it’s stressful) makes people feel like they’re doing something.

For brands, this is a chance to step in — not by stoking more fear, but by offering clarity and next steps. Whether it’s industry shifts, financial trends, or cultural movements, the best content isn’t just informative; it’s empowering.

What works: Creating guides, solutions, or frameworks that help people make sense of overwhelming topics

What doesn’t: Overloading your audience with problems and no practical takeaways

Ways to Leverage Doomscrolling (Minus the Clickbait)

Now that we understand why people doomscroll, let’s talk about how businesses like you can tap into this behavior without resorting to cheap fear tactics.  

1. Use Tension, But Offer Relief

People doomscroll because they’re looking for clarity in chaos. If your content only escalates fear without resolution, you’ll lose trust fast. Instead, acknowledge the tension but position your brand as the solution.

For instance, dramatic, fear-inducing headlines like “AI is Coming for Your Job — And There’s Nothing You Can Do” might grab attention, but they leave people feeling helpless and drained. A better approach? Something like “The Future of AI in Marketing: What You Need to Know”.  

It still taps into curiosity, but rather than making readers panic, it gives them useful insights and a sense of control. The goal isn’t to scare people into clicking, but to hook them with something interesting and leave them smarter than they were before.

2. Craft “Momentum-Driven” Content

Doomscrolling thrives on continuous engagement. People don’t just stop at one post; they want the next piece of information. Businesses can tap into this by structuring content in a way that naturally encourages more interaction.

Below are some ideas from our Miami SEO company:

• Series-based content: Instead of a one-off post, create a multi-part story or guide that keeps people coming back. (ex. A LinkedIn series on emerging industry trends, released weekly) ‍
• Teasers and open loops: End content with questions or next steps to encourage further exploration. (ex. “We’ve covered today’s risks. Next, let’s talk about the biggest opportunities.”) ‍
• Interactive elements: Polls, quizzes, or engaging comment sections give people a reason to stay engaged. (ex. “Which trend do you think will have the biggest impact? Vote below!”)

Remember, the key is giving people a reason to keep scrolling — without relying on alarmism.

3. Make Complex Information Digestible

Another reason people doomscroll is because they feel overwhelmed by complex, fast-moving topics. Brands that win attention and trust, are those that simplify information without dumbing it down.

Here’s how you can do it:

• Data visualizations: Charts, infographics, and quick stats break down heavy topics (ex. “How the Market Shifted in Q1 — In One Chart”) ‍
• Clear frameworks: Offer structured ways to think about issues (ex. “The 3-Step Framework for Navigating Industry Disruptions”) ‍
• Bullet points and quick takeaways: No one wants to read a wall of text when they’re scrolling fast

By presenting actionable insights in an easy-to-digest format, you can position your business as a trusted guide, not just another source of noise.

4. Build Trust by Avoiding “Manufactured Outrage”

It’s easy to chase engagement by hopping on viral controversies or sensationalizing issues. But short-term attention doesn’t build long-term trust. Rather than exaggerating crises to get clicks, focus on credible insights, expertise, and balanced perspectives.

For example, if you’re making a bold claim, back it up with real data instead of throwing out vague, fear-driven statements. People are way more likely to take you seriously when you have evidence as opposed to sounding alarmist.

Another solid way to earn trust? Lean on experts and real-world examples. Show case studies, industry insights, or perspectives from people who actually know their stuff. When your content feels grounded instead of exaggerated, people will keep coming back for more.

Lastly, encourage discussion instead of panic. No one wants to feel like the world is ending every time they open your post. Open up space for conversation, offer solutions, or highlight different perspectives. People don’t just want to hear about problems; they want to know what they can do about them.

5. Offer a Path Forward (Not Just More Problems)

Doomscrolling leaves people feeling stuck. The best way to differentiate your brand? Be the one that moves them forward.

Don’t just drop a problem and leave people hanging; give them something they can actually do. Offer solutions or a new way to look at things. A headline like “Instead of panicking over market downturns, here’s how smart brands are adapting” keeps people engaged without making them feel like the world is ending.

People also love a good comeback story. Show them that surviving in tough times is possible. Something like “How These Businesses Prospered in an Uncertain Economy” shifts the focus from fear to possibility. It reassures your audience that, yes, challenges exist, but they’re not unbeatable.

And most importantly, help people take action. It’s one thing to tell them what’s happening, but it’s way more valuable to show them their next move. A line like “Here’s What You Can Do Today to Stay Ahead” turns information into a game plan. Because at the end of the day, people aren’t just doomscrolling for the sake of it — they’re looking for answers.

Want Your Brand to Stand Out Online? Talk to Us!

Doomscrolling isn’t going anywhere, but that doesn’t mean brands have to rely on fear tactics to stay relevant.  

The key is understanding why people keep scrolling — curiosity, a need for control, and a search for clarity — and creating content that holds attention without exhausting your audience. Instead of feeding the negativity loop, focus on solutions, simplify complex topics, and encourage action. When you provide value instead of panic, people keep coming back.

Not sure how to craft content that cuts through the noise without resorting to clickbait? That’s where Digital Resource comes in. Whether it’s content marketing, social media management, or digital ads, we help brands grab attention the right way. Plus, as a leading Miami SEO company, you can trust us to boost your site rankings in no time.  

Let’s make your brand the one people turn to, not just scroll past. Contact us today!