Post after post. Video after video. Whether on Instagram, TikTok, Facebook or X, content has become increasingly integrated into our lives and serves as a vessel for what some have dubbed as “brain rot.”

Now, brain rot is not a definitive diagnosis, nor a term rooted in science. It has become synonymous with mindless, absurd online content predominantly consumed by kids and tweens. It is designed to keep you scrolling without a single thought crossing your mind.

It’s not hard to spot — brain rot often looks like low-quality videos. You know, cunning cat compilations or viral dance routines. It might even be Fortnight play-throughs and other short-burst gaming content. It takes many forms, and it’s more likely than not that you’ve come across some yourself.

Experts say brain rot attacks our short attention spans. This short-form content is designed to give us a dose of dopamine, a hormone that plays a crucial role in reward and motivation. And, while it feels good to watch, content like this can become a craving.

The younger the child, the more susceptible they are to feeling addicted, which might snowball into negative effects on adolescent development. They need a variety of different experiences to form a brain that can learn and develop productively, which includes emotional and social cues.

What can you do? Well, don’t worry about eliminating all screen time. It’s neither realistic nor conducive for a potentially rebellious teen. Instead, choosing to set screentime limits might prevent an endless cycle of rabbit holes that end in brain rot.

Consider this a late New Year’s resolution.