You spend hundreds of hours creating content, because once or twice you hit that million views and think you can repeat the magic.
Random gratification is extremely addictive.
I never thought I was that kind of addict. I’ve come to Vegas two Decembers in a row to start my American roadtrip. I never touched a slot machine. I never wanted to.
But one day you think you’ve hacked the algorithm with 70 %+ three-second retention, and the next day your recreated reel flops.
You’re not just disappointed — you’re chemically confused.
When creators get hooked
As creators, we think we’re above the trap. We’re the ones making the content, not mindlessly consuming it — right? But platforms don’t just addict viewers. They addict us, the makers. Every reel, every story is a kind of lottery ticket. Sometimes it lands. Sometimes it doesn’t. But it’s that unpredictability — the “maybe this one will go viral” — that keeps us coming back.
According to Stanford psychiatrist Anna Lembke, social platforms hijack our dopamine system in the same way gambling or drugs do:
“The less predictable the reward, the more it drives behavior.”
That’s why we keep creating — not always for meaning or message, but for the thrill of being seen.
I’ve lived it. One reel hits that sweet retention metric and I swear I’ve cracked the code. I recreate it line by line… and the next one flops.
You’re not just disappointed — your brain is confused. It expected a hit and got silence.
So you try again.
You wake up with ideas, not because you’re inspired, but because your nervous system is chasing another win. As The Guardian put it, social platforms reward us like “slot machines in your pocket.”
It’s not just the audience that’s being hooked — it’s the artist too.
Creator course economy
Creator courses now earn more than brand collaborations because everyone’s chasing the dream of becoming a multi-million-dollar solopreneur. Once you have the following and loyalty, you can launch literally anything — and it will sell.
I once spent $2,500 on a VIP Instagram coaching program - got 50K views on one video. That’s it.
You might say I’m pessimistic — but I’d say I’m hopeful.
Because I believe in human control — and constant awareness. It burns more calories than running.
My rules for staying clean
So here’s how I’m protecting myself from the addiction:
Pause before creating. Before I film or write anything, I ask: What’s my goal? Is it to get attention, to share a thought, or to sell something?
No checking stats for three hours. I follow my own advice and don’t check performance right after posting.
Focus on the craft. Am I developing storytelling skills? Do I like the message I’m sharing — regardless of reach?
That’s also how I decided to start this newsletter. I have more in-depth stories and reflections to share — the kind I personally crave reading. Highly recommend No Mercy No Malice by Scott Galloway if you like sharp, honest reflections about work and psychology.
Final thoughts
We live in a world where self-worth and visibility have quietly merged.
But awareness gives us the power to separate them again — and that’s where freedom begins.
Stay clean,
Alena Guzharina (@alena.speaks)
Psychotherapist & coach, speaker and content creator
Book an intro coaching session with me
www.alena-speaks.com
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