The Science Behind Why People Engage with Facebook Content [INFOGRAPHIC]
You might recognize that particular "itch" to check in if you haven't been on Facebook in a day or two, but did you know that using the world's dominant social network actually elicits a physical response in many users? Researchers have documented reactions like pupil dilation, an indication of happiness, in people as they're browsing their Facebook.
A new infographic from QuickSprout sheds more light on how people feel while they're using Facebook -- and more importantly, how these psychological factors impact which content users Like, comment on and share. These insights should be top of mind as marketers plan out and create the most engaging, interesting social content.
Facebook is a direct line to the pleasure center in the brains of its users, which presents an epic opportunity for brands and marketers to connect. Ideally, you're inspiring people to engage with your content in some way, as this is how it spreads organically and gets more exposure. Facebook users love give great content their social endorsement with a Like; 44% of them do so every day and 29% Like content several times a day.
Why do they do it? The primary reason, says QuickSprout, is that it's a quick and easy nod for something they enjoyed. However, Liking a Facebook post is also a compelling way to affirm something about ourselves. This was determined in an interesting study of over 58,000 people that determined people could identify various traits about another person based solely on their Facebook Likes. For example, 95% of people could tell if a Facebook user was white or African American based on what they chose to endorse with a Like on Facebook, while 88% could tell if they were gay or straight, and 75% could determine a person's age.
People also Like content on Facebook to express virtual empathy, and because they feel they may get something in return.
And what inspires Facebook users to comment on content? A study by researcher Moira Burke found that it's more personally satisfying for people to comment than to leave a one-click endorsement (a Like).
Now, if you want people to share your brand content (and you do, obviously), understand these reasons people are inspired to share and tailor your content to them:
●61% share things they find interesting
●43% because the content was important or they found it funny
●37% share to let others know what they believe in
●30% are making a recommendation
●29% of people share to show support for a cause, organization or belief
Understanding the psychology of Facebook engagement can help you craft more meaningful -- and successful -- social content. See more in the full infographic from QuickSprout:
Image credit: QuickSprout
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