Rebranding Social Media: Hello, Scroll Media

This paper introduces the term Scroll Media to describe the current behavioral paradigm of digital media consumption, where passive, continuous scrolling has replaced traditional social interaction. Drawing from behavioral science, platform data, and media trends, the paper critiques the limitations of the term “social media” in today’s attention economy. It outlines how infinite feeds, algorithmic curation, and thumb-based engagement are reshaping content creation, advertising, and measurement. The author proposes a new vocabulary, metric stack, and strategic framework for marketers and creators navigating this shift. This working paper seeks to reset media language and planning for a more behaviorally accurate and platform-native future. The term "social media" no longer reflects how digital platforms function today. Initially designed for connection and conversation, these platforms have evolved into engines of passive content consumption. Users don’t log in to interact. They log in to scroll. They swipe through endless feeds, guided not by social ties, but by predictive algorithms that serve whatever will hold their attention the longest.