Social Media: When Likes Become an Addiction – A Psychological Look!

Social Media: When Likes Become an Addiction – A Psychological Look!

Social media has long since become an integral part of our everyday lives. Whether we scroll, distribute likes or write comments – our behavior in these digital spaces says a lot about us. However, what often seems like a harmless activity can have a profound impact on our psyche and our sense of happiness and self-worth. A look at current developments shows how important it is to deal with these issues.

Ranktracker explains how important understanding user behavior on social media is for companies and marketers. In order to be successful, they must know the emotions, motivations and cognitive processes of their target group. The psychology of social media is based on principles of behavioral psychology. We're often addicted to the endless scrolling and constant notifications that keep boosting our engagement. Dopamine, the happiness hormone, plays a central role because likes and positive feedback generate joy and motivate us to spend more and more time online. Unhealthy comparisons can develop among users, which can lead to reduced self-esteem. [Ranktracker] reports that these constant comparisons can have negative effects on mental health.

The psychological effects

The AOK emphasizes that our body releases happiness hormones when we receive positive feedback on social media. The need for recognition is heightened, especially when these positive experiences are rare in real life. This structured use can become addictive as we spend more time on the internet seeking these pleasurable experiences over and over again. The signs of an internet-related disorder are clear: there is talk of loss of control over one's own internet behavior, of tolerance building where more and more use is necessary to achieve the same positive effect, and even of withdrawal symptoms when use is restricted. Often other life interests and responsibilities are neglected, which can be a serious problem.[AOK] further explains that it is important to be aware of these dangers and, ideally, to find a healthy balance.

The art of creating appealing content plays an important role in these contexts. Companies are starting to use the insights of psychology in their marketing strategies. Content that evokes positive emotions is worth its weight in gold. Visual representations and attractive design in particular attract our attention and thus promote engagement with the brand. A good knack for the right approach and addressing user needs are key factors for standing out in the digital world. The right balance is crucial here, because while some visual content is intriguing, excessive notifications can also easily lead to dissatisfaction.[Ranktracker] highlights that FOMO, the fear of missing out, is also a strong driver for users to stay active.

Find the balance