Why You Keep Seeing the Same Social Media Content And What Dwell Time Has to Do With It

If your feed feels repetitive—same topics, same formats, even the same creators—it’s not a coincidence. The reason often comes down to one thing: dwell time.

What is Dwell Time?

Dwell time is the amount of time you spend looking at a specific post or video. It includes things like:

• Pausing to read a caption
  
• Rewatching a video
  
• Zooming in on an image
  
• Clicking “read more” on a carousel post
  

Even if you don’t like, comment, or share, your actions still count. Social media platforms like Instagram, TikTok, Facebook, and YouTube track how long you stay on a piece of content. If you linger, they see it as a sign of interest.

Why It Affects Your Feed

Social platforms are designed to keep you scrolling. To do that, they need to figure out what holds your attention. Dwell time is one of the clearest ways to measure that. If you spend more time on certain types of posts, the algorithm starts showing you more of the same.

For example, if you rewatch a video on desk organisation, your feed may start filling up with productivity content. If you pause on skincare tutorials, expect more beauty posts. The system assumes that whatever you spend time on is what you want more of.

Why Your Feed Feels Repetitive

Over time, this creates a feedback loop. You train the algorithm through your habits—even if you’re not aware of it. That’s why your feed might start to look the same day after day. More memes. More marketing tips. More of the same influencers.

It’s not that the algorithm is broken. It’s just listening too closely.

How to Shift Your Feed

You can change what you see, but it takes a bit of effort. Try these steps:

• Scroll past posts you don’t want more of. Less time spent = weaker signal.
  
• Search and follow different creators or topics.
  
• Engage with new content—like, comment, or save things you want to see more often.
  
• Use features like “Not Interested” or “Mute” to block repetitive content.
  

Each of these small actions helps retrain your feed.

Questions to Ask Yourself

• What kind of content actually adds value to your day?
  
• Are you engaging out of habit—or genuine interest?
  
• What would you prefer to see more of?
  

Your feed follows your behaviour. If you want something different, start by changing what you give your attention to. Every pause, every click, every scroll—it all counts.

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