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The science behind why we like, share, and comment on Facebook

We don’t just share, post, and like on Facebook for the fun of it; there’s more to it. There’s actually psychological science behind it.

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It’s all based on science

There is a great deal of psychological science involved in our Facebook experience. We don’t just share, post, and like on Facebook for the fun of it. Have you ever noticed that you feel good when someone likes your comment or post, and even better when someone comments, or shares it? According to Dar Meshi, lead author of the first study looking at how brain activity was linked to social media, he explains:

“As human beings we evolved to care about our reputation. In today’s world, one way we are able to manage our reputation is by using social media”.

The area of the brain called the nucleus accumbens which is responsible for rewarding feelings about food, sex, money and social acceptance. Also has a strong connection with our Facebook use. Positive feedback on our Facebook feeds lights up this part of our brain like fireworks on Chinese New Year, the more intensity in our Facebook engagement, the greater reward from our pleasure center. I guess you can say we are social media hedonists.

Why we like, share, and comment

Liking a post lets us share solidarity or agree with a cause or friend. It can give us a warm feeling of acceptance, and help us share our empathy virtually, helping us also identify with ourselves. Our likes also determine with startling accuracy, what our ethnicity, sexual orientation, or political affiliation is. It’s also practical and can give us rewards like rebates, updates, and coupons from our favorite brands, or organizations.

Where the liking is a silent nod or the easiest of yesses, the comment is a vocal response. Moira Burke is studying 1,200 Facebook users in an ongoing experiment and has found that personal comments satisfy receivers more than the one-click like. Coining the term “composed communication”, she found that users have more decreased feelings of loneliness when their friends commented on their posts, whereas one-click communication’s received no response in feelings of loneliness.

Sharing lets us spread the message. According to a study conducted by Ipsos:

  • 61% of users share interesting things
  • 43% share important things and also funny things
  • 37% share their beliefs and who they are
  • 30% share a product or service

What does it mean?

So what this all boils down to is that there is a method to the madness, and it is closely related to our brains, and social function. We are not just automatically drawn to Facebook like a moth to a flame. Social media is the evolutionary next step in our social infrastructure, replicating our social behavior virtually, an extension of who we are. It is only natural that using Facebook entails psychological processes.

TL;DR version:

facebook psychology

John Linneman is a Portland, Oregon native who owns and operates small digital marketing business. He went to school at Portland State where he studied business, and writing. He majored in writing and theater at PSU, and still holds these things true, but has since moved on and transferred his talents to the business, and marketing world. Connect with him on Twitter or on his blog.

Social Media

Kizie brings Pinterest-style moodboards and metrics to Twitter for business

(SOCIAL MEDIA) Let’s get real – Twitter isn’t typically considered a visually stunning or super functional analytics platform. Kizie is here to change that!

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Kizie Moodboard on Desktop

If you use Twitter for work, fun, or anything else, then you may want to check out this fancy new remodeled version offered by Kizie. Kizie is Twitter, but better. They offer a cleaner user experience with built-in options to help you enjoy Twitter the way you’re supposed to, without ads or promotions, and a chronological feed. They do offer a pro plan starting at $5.99 a month. The free plan has a limited number of tweets, threads, reader views, and saved links per month, and to get more you have to upgrade. All plans whether free or paid are ad and promotion free creating a better user experience.

Kizie offers several built-in tools and features. Reader Mode allows a link post or article to open the content directly within the reader mode in a modal. Kizie created a tool called Tweet to Image where an image can be created from a Tweet to be shared elsewhere, i.e., Instagram. They have created a Quick Media Preview where you can view the media without having to click it. All you will need to do is hover over the media with your cursor for it to play the video or GIF or show the full aspect ratio of an image.

If you use Twitter as a marketing tool for your business, Kizie makes it easier to see metrics. Their website states, “With Kizie, you won’t have to click individual tweets to see how they’re performing. Right after you log in, you’ll see a list of your recently posted tweets in the right sidebar on your Home feed. This list will show the following metrics of your tweets: Likes, Retweets, Impressions, Profile Clicks, Link Clicks.”  It also incorporates Twitter Analytics. Free accounts only get engagement statistics for the last 10 tweets, but the pro account gives detailed statistics of the last 100 tweets.

Kizie is also incorporating a tool called Moodboard. This Pinterest-style feature allows Creatives to create a Moodboard page where you can go through and view all the saved items in a beautiful lightbox view for inspiration or reference.

Kizie feed on mobile phone.

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Social Media

Instagram announces 3 home feed options, including chronological order

(SOCIAL MEDIA) Instagram is allowing users to choose how their home feed appears so they can tailor their own experience… and chronological is back!

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Instagram home feed options

Break out the bottle of champagne, because they are bringing back the chronological order in Instagram!

About time, right? Well, that’s not all. Per Protocol, Instagram has announced that they are rolling out three feed options in the first half of 2022. What?! Yes, you read that right.

3 New Feed View Options

  1. Home: This feed view should feel familiar because it’s the algorithm you already use. No changes to this view.
  1. Favorites: This feed view option presents a nice and tidy way to view creators, friends, and family of your choosing.
  1. Following: Last, but not least, is my favorite re-boot, the chronological view of every account that you follow.

Per Protocol, recent legal allegations have been made that Instagram and Facebook have been prioritizing content viewed as harmful in the algorithm and specifically in Instagram. Instagram is widely believed to be harmful to teens. Per the American Psychological Association, “Studies have linked Instagram to depression, body image concerns, self-esteem issues, social anxiety, and other problems”.  They have been under scrutiny by lawmakers and in response are posing the chronological feed as a solution.

However, this won’t fix everything. Even if the algorithm isn’t prioritizing harmful posts, those posts will still exist and if that account is followed it can still be seen. The other issue with this solution is the knowledge that unless Instagram lets you choose your default feed view, they could still cause the algorithm view to be the automatic view. Facebook doesn’t allow you to make the chronological feed your default view. This means you would need to choose that view every time. This bit of friction means there will be times it is overlooked and some may not even know the functionality exists. Knowing this information about Facebook, prepares us for what’s to come with Instagram. After all, Facebook, or Meta, owns both.

While as an entrepreneur, the chronological view excites me, I know the reality of it being used is questionable. I would love to know others can see the products and services I offer instead of hoping that Instagram finds my content worthy to share in the algorithm.

As a human being with a moral conscience, I have to scream, “C’mon Instagram, you CAN do better!” We all deserve better than having a computer pick what’s shown to us. Hopefully, lawmakers will recognize this band-aid quick fix for what it truly is and continue with making real changes to benefit us all.

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Social Media

Facebook’s targeting options for advertising are changing this month

(SOCIAL MEDIA) Do you market your business on Facebook? You need to know that their targeting options for ads are changing and what to do about it.

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Laptop on lap open to Facebook page representing ad targeting.

Meta is transforming Facebook’s ad campaigns beginning January 19th. Facebook, which has been infamously battling criticism regarding election ads on their platform, is revising its limited targeting ad campaigns. Per this Facebook blog post, these changes eliminate the ability to target users based on interactions with content related to health (e.g., “Lung cancer awareness”, “World Diabetes Day”), race and ethnicity, political affiliation, religious practices (e.g., “Catholic Church” and “Jewish holidays”) and sexual orientation (e.g., “same-sex marriage” and “LGBT culture”).

These changes go into effect on January 19, 2022. Facebook will no longer allow new ads to use these targeting tools after that date. By March 17, 2022, any existing ads using those targeting tools will no longer be allowed.

The VP of Ads and Business Product Marketing at Facebook, Graham Mudd, expressed the belief that personalized ad experiences are the best, but followed up by stating:

“[W]e want to better match people’s evolving expectations of how advertisers may reach them on our platform and address feedback from civil rights experts, policymakers, and other stakeholders on the importance of preventing advertisers from abusing the targeting options we make available.”

To help soften the blow, Facebook is offering tips and examples for small businesses, non-profits, and advocacy groups to continue to reach their audiences that go beyond the broad targeting of gender and age.

These tips include creating different types of targeting such as Engagement Custom Audiences, Lookalike Audiences, Website Custom Audiences, Location Targeting, and Customer Lists from a Custom Audience.

Here’s the lowdown on how it will happen.

Per the Search Engine Journal, changes can be made to budget amounts or campaign names without impacting the targeting until March 17th. However, if you go to change the ad set level that will then cause changes at the audience level.

If you need to keep that particular ad to reuse, it may be best to edit the detailed targeting settings before March 17th in order to ensure you can make changes to it in the future.

I believe it was Heraclitus that declared change is constant. Knowing this, we can conclude other social platforms may follow suit and possibly adjust their targeting in the future as well.

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