Some of us check in regularly, drawn to do so by the rhythms of our daily lives. Others are digital addicts, almost unable to break away from the screen or go more than an hour without checking in on at least one platform.
Our social media behavior is multifaceted, and at times, unpredictable. But a new study from UCLA seeks to shed some light on why we check into social media as often as we do, illuminating the finer motivations for our social behavior and helping marketers understand what makes social media users tick.
The Full Scoop
The human brain is naturally wired for socialization; it’s in our nature to communicate and engage with others in our community. Separately, scientists have been aware of certain patterns of brain activity that seem to be most active when our minds are at rest. According to the research, which was performed by UCLA neuroscientists and published in the Journal of Cognitive Neuroscience, these two facts are linked.
During the study, participants were shown photos with captions, some with social-based language, some with action-based language, and some with random numbers. Using brain imaging, scientists identified the parts of the brain that were most closely associated with social interaction, and realized those parts were activated during periods of rest. Scientists determined that this section of the brain, the dorsomedial prefrontal cortex, might activate during rest to help us understand our most recent social encounters and update our views on the world.
Additionally, scientists speculate that taking breaks from a task — such as a work-related project or a homework assignment — might activate this region, and prompt us to naturally seek out some form of social activity, much in the same way that hunger prompts us to go out and find food. Put simply, we crave social interaction when we’re between tasks or when we’re on a break, meaning unoccupied minds are more likely to check in to Facebook, Twitter, and other social platforms.
Social Media and Emotion
This isn’t the first time social media has been examined for its impact on human emotion. Facebook itself regularly conducts social and emotional experiments on its users without them ever knowing, as controversially revealed in a 2014 effort that involved nearly 700,000 users. While some view social media as an unnatural and useless form of communication, the reality is it satisfies many of our social needs in new ways, both positively and negatively. In fact, some studies suggest that appropriate use of social media can lower your stress levels.
Key Takeaways for Social Marketers
Understanding the emotional appeal of social media and how users need to use it can help you craft your messaging and adjust your strategy for the greatest possible impact.
There are two facts you need to know from this study: the first is that users frequently access social media when they’re taking a break, and the second is that users on social media crave interaction.
To address the first, you need to do more to serve users’ immediate needs. While some people do use social media to seek out specific information, the majority of us access it when we’re bored. It’s your job to quell that boredom however you see fit. In order to do that, you need to make posts that catch immediate attention, entertain or surprise your users, and give them that kind of relief.
To address the second, you need to step up the personality and engagement factor of your brand. Social interaction demands two or more human participants, and if your brand is robotic or inhuman, you can bet that your users aren’t going to engage with you. To attract those socialization-craving users that make up the bulk of your audience, you’ll have to inject your posts with more personality, drawing upon the human elements of your brand and infusing your own unique characteristics where appropriate. Have one-on-one conversations with your users, avoid formulaic responses, and share things you genuinely think are interesting—in other words, be yourself!
In some ways, this new research is unsurprising. Of course we use social media for social interaction — otherwise it would just be “media.” But analyzing the motivations for accessing social media can help marketers probe deeper into the psyches of their target audience. As scientists continue to draw connections between the social needs of the human mind and the effects of social media on our daily lives, you can expect more revelations and more actionable insights to fuel the development of your campaigns.
