What Is Dreamscrolling, and Why Do People Do It?

You might have heard of “doomscrolling”—endlessly scrolling through a feed filled with anxiety-inducing news. But there’s an opposite activity: dreamscrolling.

Dreamscrolling is the habit of endlessly browsing social media or the internet in search of “something inspiring” that helps you imagine an ideal life. It’s about immersing yourself in a world where everything looks perfect. In other words, it’s dreaming—visualizing—but through someone else’s content: browsing products on marketplaces, looking at the screenshots of enormous jackpots from betting, watching travel videos, or admiring interior design photos.

Dreamscrollers follow fashionable, wealthy, and successful people to feel closer to the “picture-perfect” life. They add home goods, clothes, and trinkets to their virtual carts—whether they buy them or not is another story.

Most people scroll to pass the time. They enjoy looking at desirable things, imagining themselves owning a new phone, a beautiful bag, or a Pinterest-worthy hanging cabinet.

This behavior is rooted in our ability to dream—a deep process tied to our desires, needs, and ability to envision the future. Everyone dreams differently: some write lists, create vision boards, share with loved ones, and now, they scroll. Dreamscrolling is a new form of dreaming. But where can it lead?

Pros and Cons of Dreamscrolling

In small doses, dreamscrolling is harmless and even beneficial. Let’s break it down from two perspectives:

Pros

For the User

• Emotional Inspiration: Dreamscrolling quickly activates positive emotions and sparks interest in new hobbies.
• Motivation Boost: For many, images of a beautiful life and success stories are a necessary push toward new goals.
• Stress Relief: It’s a form of escapism, a way to unwind from routine and stress, temporarily forgetting problems and improving mood.
• Taste and Creativity Development: Engaging with inspiring content enhances aesthetic perception and encourages self-improvement.

For Marketers

• Audience Insights: Products users frequently view and save reflect their needs and interests.
• Relevant Content Creation: Understanding dreamscrolling helps create emotionally engaging content.
• Increased Engagement and Sales: Beautiful, inspiring content keeps users engaged longer and encourages purchases.
• Effective Brand Promotion: Crafting an aesthetic image that users want to associate with boosts brand loyalty.

Marketers gain valuable insights from dreamscrollers, though the value diminishes if users treat it as a mindless habit. Most internet users enjoy browsing product collections without intending to buy.

Cons

For the User

• Distorted Reality: Constant comparison with an “ideal” life can lead to feelings of inadequacy and unrealistic self-expectations.
• Emotional Dependency: Dreamscrolling is an easy escape from real problems, but it can become a trap.
• Lack of Productivity: Getting lost in dreams can make users avoid real-life changes.
• Increased Anxiety: Persistent feelings of falling behind or not being successful enough can heighten anxiety.

For Marketers

• Rapid Trend Changes: Staying relevant requires quick adaptation to shifting user interests.
• High-Quality Demands: Competing for attention means delivering truly high-quality, attractive content.
• Risk of Empty Engagement: Dreamscrollers often “dream” without taking action, leading to high reach but low conversion rates.

How to Get Inspired by Dreamscrolling

If you spend hours scrolling through Ozon offers, it’s unlikely to become a healthy habit. The key to harmless dreamscrolling is mindfulness. Here’s how to make it useful:

1. Set a Goal: Before scrolling, ask yourself: What do I want to achieve? Find home decor ideas, get inspired for a project, or simply relax. A goal helps focus and filter out irrelevant content.
2. Limit Time: Set a timer for 20-30 minutes to avoid falling into an endless scroll. This ensures you get your dose of inspiration without losing track of time.
3. Save What’s Useful: Create themed collections and add only relevant content. This keeps your saved items organized and easy to revisit later.
4. Turn Inspiration into Action: When something catches your eye, ask: What can I do with this idea? For example, if you see a beautiful interior design, think about how to incorporate elements into your space.
5. Declutter Regularly: Once a month, review your saved items and subscriptions. Remove what no longer inspires you. Too many saved items can overwhelm and demotivate.

Dreamscrolling and Self-Development

For modern individuals, the desire to grow, improve, and become better is both a primary need and a source of frustration. We’re surrounded by countless products that fill our wishlists. Scrolling through social media, we see success stories often tied to specific products.

For aimless scrollers, dreamscrolling is unlikely to foster self-development. But combined with simple practices, it can be transformative:

1. Identify Personal Values: Use dreamscrolling to understand what truly matters to you. For example, if minimalist aesthetics appeal to you, it might reflect a need for simplicity and order—something achievable through decluttering, not shopping.
2. Inspire Action: After scrolling, ask: What small step can I take today to move closer to this? Even a tiny action makes you more productive.
3. Practice Gratitude: After a dreamscrolling session, take a moment to appreciate what you’ve already achieved. This helps counter feelings of inadequacy.
4. Develop Critical Thinking: Notice emotionally charged language and evaluate the appeal of content objectively. Over time, you’ll distinguish valuable products from superficial trends.
5. Take Regular Breaks: After scrolling, pause to reflect on what inspired you. Jot down ideas in a “dream notebook” to create realistic plans and prevent desires from getting lost in the information overload.

In everything, moderation is key—even in dreaming.