How To Use The Psychology Of Social Media to Grow Your Business with Kara Lambert

The world of social media can seem like a mine field but did you know there is real psychology behind what makes people tick and engage with your content. Today we talk with Kara Lambert about the psychology of social media and how to use it to grow your business.

The world of social media can seem like a mine field but did you know there is real psychology behind what makes people tick and engage with your content. Today we talk with Kara Lambert about the psychology of social media and how to use it to grow your business.

The pull of social media addiction isn’t all in our heads. It’s quite real, thanks to two chemicals our brains produce: dopamine and oxytocin.

Scientists used to think dopamine was a pleasure chemical in the brain, but now we know what it actually creates is want. Dopamine causes us to seek, desire, and search. Dopamine is stimulated by unpredictability, by small bits of information, and by reward cues—pretty much the exact conditions of social media.

The pull of dopamine is so strong that studies have shown tweeting is harder for people to resist than cigarettes and alcohol.

Then there’s oxytocin, sometimes referred to as “the cuddle chemical” because it’s released when you kiss or hug. Or … tweet. In 10 minutes of social media time, oxytocin levels can rise as much as 13%—a hormonal spike equivalent to some people on their wedding day.

And all the goodwill that comes with oxytocin—lowered stress levels, feelings of love, trust, empathy, generosity—comes with social media, too. As a result, social media users have shown to be more trusting than the average Internet user. The typical Facebook user is 43% more likely than other Internet users to feel that most people can be trusted.

So between dopamine and oxytocin, social networking not only comes with a lot of great feelings, it’s also really hard to stop wanting more of it.

About The Author

Alan Spicer

YouTube Certified Expert and Digital Consultant