What Is The Secret Psychology Behind Facebook Engagement ?

Facebook-Psychology

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

If you are one of those inquisitive mind who is trying to figure out the psychology behind the Facebook features of Like,Comment & Share then you are in the right place.  If you can understand what actually goes through a  user’s mind when he or she is on Facebook you can  then produce engaging content  according to your niche audience & generate  more traffic.

Let’s dive in to our research !

 

Connection With Brain’s Reward Center

It has been discovered that there  a  strong connection  is established between Facebook activity & brain’s reward center “nucleus accumbens”  which  is the pleasure center of human brain . This  part lightens up when we get a positive feedback whether in person or on Facebook through “Likes” & “Comments”.

Research also shows that while browsing Facebook  there is a change in pupil dilation which is an indication that the users are happily engrossed in the activity.

 

Why We “Like”

“Like” is the social currency of Facebook.

According to Facebook:

“Like” is a way to give positive feedback or to connect with things you care about on Facebook. You can like content that your friends post to give them feedback or like a Page that you want to connect with on Facebook.”

 

Pew Research Center surveyed thousands of Americans  discovered that 44% of Facebook users “like” content posted by their friends at least once a day, with 29% doing so several times per day.

According to research  there is a scientific reason or   psychology behind  liking a particular status or photo .

It’s a quick nod to show your support  & to caste your vote

According to Elan Morgan  who conducted   2-week experiment she chronicled on Medium  –

“The Like is the wordless nod of support in a loud room. It’s the easiest of yesses, I-agrees, and me- toos.”  

 

Affirm Something About Ourselves

According to study of more than 58,000 people    we can predict gender,  race,  political inclination  etc.  just by analyzing  the “Likes”

 

Expressing  Virtual Empathy

 

We can express solidarity to someone’s status updates & cause   through Facebook “Likes ” which  shows we are on the same line of thinking . A study reported in Psychology Today shows this almost has the same implications like  real world empathy .

 

Why We “Comment”

We comment when we have to say something to express our opinion regarding anything .

According to a research conducted composed communication like comments & messages seems to have a greater effect to on alleviating loneliness .  In fact according to the experiment  it has been discovered  comments seems to decrease loneliness  more than private messages .

If  you have a business page  then  replying to “comment”  on  a consistent basis   can boost the fan engagement  ratio.

 

Why We Post Status Updates 

Posting reduce loneliness & make us feel connected

A group of students  was studied by researchers  of Arizona & Berlin and tracked their “loneliness levels” while posting Facebook status updates. The study found that when students updated their Facebook statuses more often, they reported lower levels of loneliness  independent of the feedback of their statuses.

 

What Stops Us From Posting

Researchers found that people are more likely to self-censor when they feel their audience is hard to define. People engage only when they feel connected to one another and understood by their audience.

 

Why People “Share” 

Audience usually tend to share something when they find something valuable, interesting, funny content   or when they want to promote some product or services or support any cause  .

 

We can look at this awesome infographic from Quicksprout gives us a comprehensive insight  to the psychology beyond these behavior of users in Facebook .

 

Why We Like, Comment, and Share on Facebook