Social media has changed the way we look at images. On the surface, it’s a photographer’s dream: unlimited reach, instant access to audiences worldwide, and a platform that makes sharing work effortless. But behind the bright screens and endless feeds lies a problem — the rise of scroll culture. The way we consume photographs today is fast, fleeting, and often superficial. Images appear for a few seconds before the thumb swipes again, leaving little room for pause, reflection, or deeper engagement.

As someone who began photography in landscapes before moving into documentary work, I’ve noticed this shift acutely. Landscapes — with their dramatic skies and sweeping vistas — thrive in scroll culture. They’re instantly digestible, requiring no explanation or context. But once I started exploring slower, more thought-driven imagery, I realised just how badly suited these platforms are for work that demands more from its viewers.

The Nature of Scroll Culture

Social media platforms are designed for speed. Instagram, TikTok, X, and even Facebook all rely on endless feeds where users scroll quickly, giving each post only a fraction of a second to impress. The algorithms that underpin these systems reward content that stops people mid-scroll, pushes them to double-tap, and maybe write a quick comment before moving on.

This design favours immediacy over depth. It doesn’t matter if a photo took hours to craft or years to perfect; if it doesn’t grab attention instantly, it disappears into the void. For photographers who want to share images with nuance, subtlety, and layers of meaning, this can feel like shouting into a storm where nobody has time to stop and listen.

Easy-to-Consume Photography

Some types of photography thrive in this environment. Landscape images, for example, are perfectly suited to scroll culture. A glowing sunset, a mountain peak breaking through the mist, or the deep blue of the ocean — these scenes are instantly recognisable and emotionally accessible. You don’t need to study the photograph for long to understand it.

*Golden light! Usually guaranteed to stop the scrolling for a few seconds.*

And there’s nothing wrong with that. Landscapes have their place, and they continue to inspire awe and wonder. But their success on social media has also conditioned audiences to expect quick hits of beauty — a visual sugar rush that satisfies instantly but doesn’t linger.

When I was photographing landscapes, I benefitted from this. My work fit the mould. People could scroll past, pause just long enough to register a pretty view, and move on with a tap of approval. It was validating in one sense, but photographing them no longer gave me the same sense of satisfaction with my work.

The Struggle of Thought-Provoking Work

When I shifted towards documentary-style photography, I quickly realised how ill-suited it was for scroll culture. My images no longer offered the immediate drama of a waterfall or sunset. Instead, they invited the viewer to pause, notice the subtleties of a gesture, the quiet tension of a scene, or the contrast between subjects.

The problem? Most viewers don’t pause. They scroll right past.

Documentary images often require context — a story, a sequence, or at least the space for viewers to explore the details. They don’t shout for attention; they whisper. But in a feed dominated by bright colours, bold shapes, and instant gratification, whispers are easily drowned out.

I’ve often felt that some of my most meaningful photographs — the ones that say something personal or thought-provoking — simply don’t stand a chance on social media. Not because they lack quality, but because they don’t conform to the mechanics of the scroll.

This image has absolutely no chance of performing well on Social Media. It requires time to digest. What the woman in the green top is doing will likely pose a question to the viewer, but only when you spend a few minutes viewing the whole scene do you see all of the elements like the hand reaching out from side to grab the woman’s hand and the faces of the 2 people on the wall poster appearing to be trying to look between the men on the ladder at what is going on.

Another image that people will scroll by without a second thought. Apart from the obvious question about what are these people interested in, it is monochrome so lacks of the obvious bright colours and vibrancy of the images that stop the scroll. I liked how it shows how mobile phones dominate our lives. There are 2 generations of people photographing the same thing and directly behind them was the man appearing to photograph someone posing in front of Juliet’s balcony where this photo was taken. The person out of focus messaging on their mobile phone, probably posting their photo on social media completed it for me.

Why This Matters

At its best, photography isn’t just decoration. It’s a language, a way of communicating experiences, emotions, and ideas. It asks us to pause, reflect, and sometimes even challenge how we see the world.

But scroll culture flattens this. It reduces photographs to fleeting impressions. Instead of engaging deeply, viewers skim over them like headlines in a newspaper. Over time, this shapes both the expectations of audiences and the output of photographers themselves.

I worry that as photographers, we may be conditioning ourselves to shoot for attention rather than meaning. And as viewers, we risk losing the patience to engage with photographs that require more from us than a quick glance.

A Call for Slow Looking

So what’s the alternative? I don’t think the answer is abandoning social media altogether — it’s too deeply woven into how we share our work. But perhaps the answer is to challenge both ourselves and our audiences to slow down.

When we encounter a photograph that feels different, that doesn’t give itself away immediately, maybe that’s the signal to stop scrolling. To linger. To ask: What’s really happening here?

As photographers, we can also create spaces for slow looking outside the scroll. Blogs, photo books, zines, and exhibitions allow our work to be seen in ways that encourage reflection rather than speed. These formats invite people to sit with an image, return to it, and let it unfold over time.

Personally, this blog is part of my attempt to do exactly that. To step away from the tyranny of the scroll and carve out a space where images and words can breathe.

Would this image stop people from their scroll? I doubt it, despite the the obvious focal point of the finger pointing at the Rolex watches and her reflection pointing back at her. The jacket covering her watch wrist also caught my eye. Hiding the person was always my intention with this composition as I wanted it to provide more questions than answers. The various reflections in the shop window can feel confusing, but I love spending time studying these types of images. Sadly, it would just get lost on a small screen amongst loads of bright, vibrant colourful images

Finding Value Beyond the Scroll

Looking back, I understand why landscapes came easily in the social media world. They were quick, obvious, and universally appealing. But moving into documentary work has forced me to rethink what success looks like. A photograph that only earns a few likes online can still be powerful if it resonates deeply with someone who takes the time to stop and engage.

The best photographs aren’t necessarily the ones that stop the scroll. They’re the ones that stay with you long after you’ve put the phone down. They might not go viral, but they matter.

And maybe that’s the point. Photography doesn’t have to conform to the speed of the feed. In fact, its greatest strength lies in its ability to resist it — to offer moments of stillness in a world that never stops moving.

Final Thoughts

I hope this blog doesn’t come across as me being bitter or frustrated in any way as that is certainly not the case. Photography is my hobby and I take images for myself. I will continue to share them as I know a few people do enjoy seeing my work. I have learned enough now to know exactly what kind of images to take if my sole motivation is to get ‘likes’ on social media. What is the point though if those images just do not inspire me!

I hope this blog does resonate though with people who are finding scroll culture has made it harder for their more thought-provoking photography to find its place. It doesn’t mean we should stop creating it. If anything, it’s an invitation to double down — to make work that challenges, that whispers instead of shouts, and that rewards those who choose to pause.

Photography deserves more than a fraction of a second. And so do we.

Why Scroll Culture is Harming Photography on Social Media