It doesn’t come in different flavors and you can’t add toppings, but we all go crazy over it. Facebook is one of society’s favorite guilty pleasures, just like America’s favorite dessert. It incentivizes people everywhere to not only interact with each other, but to interact with their favorite brands and businesses, becoming active advocates and ambassadors for products and services. Some reasons for why people are active on Facebook can be as simple as it’s “fun” or “easy”, but what if there was a scientific reason for our constant usage of the platform?

Recent research has exposed a scientific explanation for why we “like”, “comment”, and “share” content on Facebook. Futhermore, these studies breakdown the psychological responses users have when increasing or decreasing their level of activity on the platform.

Now, why should your business care? Well, with over 1 billion monthly active users, Facebook is a social media titan that is not going away anytime soon. The platform allows for countless exchanges of information and your brand can be part of those conversations.

Here is a breakdown of the psychology behind Facebook:

Why do we “like”

According to Facebook, “like” is a way to give positive feedback or show support towards something you care or agree with. On average, 44% of all active Facebook users “like” content from their friends at least once a day, with 29% doing so several times per day.

The popularity of “liking” things lays in its practicality. With only one nod users can show support or empathy for a cause, as well as reassure something about themselves that they want everyone else to know. Liking content is also an easy way to take part in a conversation and get something in return such as participate in contests, receive updates and offers from brands, and get coupons or discounts among other things.

Why do we “comment” and “post”

For users who have a lot to say, “commenting” gives them a satisfaction that can’t be achieved by simply “liking” something. Being able to fully express their thoughts and initiate a conversation is something users who often comment look forward to. Likewise, posting statuses on Facebook is another form of expressing a more personal opinion.

On average, 10% of Facebook users change or update their status on a daily basis. Doing this relieves loneliness as it makes them feel more connected to a larger group of people. However, not everyone is a big fan of sharing as 25% of Facebook users claim to never change or update their statuses due to self-censorship. Users are a lot more self-conscious of what they publish, with 71% of them typing a status but never submitting it.

Why do we “share”

“Sharing” is seen more as a way to provide entertainment and information to others. Among some of the most popular content users share, interesting things come in first place at 61%, followed by important things at 43%, and funny things at 43%. When users share, they do it with their friends’ entertainment in mind. They want to provide their audience with content they will most likely want to see, as well as reassure something about themselves.

Understanding why consumers do something and how that makes them feel can give any business a very unique insight into how to better market their product and how to better create a relationship with customers that will consequently lead to long-term brand loyalty. Take advantage of this social power tool and engage your customers in a way that truly resonates with them. Like ice cream on a sunny afternoon, you want your content to be a refreshing addition to your followers’ day.

Check out this infographic provided by QuickSprout to learn more about the psychology behind our societal Facebook addiction.

This was a post guest authored by Sabrina Torres. Connect with her on LinkedIn.

I Scream,You Scream, We all Scream for Facebook?

Why do we “like”

Why do we “comment” and “post”

Why do we “share”

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