Turns out sharing things on social media gives you the same rewarding pleasure as sex, food, and exercise. It makes sense that when you share things on social media, its rewarding. Before, whenever you wanted to share an idea or something cool you saw somewhere, you would have to wait until you saw the people in person that you wanted to share it with. With the rise in social media, people can share their thoughts and things they saw instantly. You also are allowed instant feedback. The study in this article goes into that 80% of social media posts were about peoples immediate experiences. This includes “these waffles are delicious” or “Did you see this cat video yet (warning nsfw)”. These studies shift the role of marketers.
Before, the role of marketers was to get people engaged with their product by posting a product and people being like “oh, well that’s pretty cool.” Now, people want something that engages them in a way that they want to talk about it. Take for instance the new old spice commercials. This one is a great example. It actively engages the customer, is funny, and people want to share it. The article goes into with the Game Theory approach where, it is beneficial for the person alone to see this because it might give him an edge but they instead choose to share it to feel like they helped. This releases that sweet, sweet, dopamine. It forces marketers to create content that will not only engage consumers, but also can increase the quality of the persons life who is watching (whether it be through humor, knowledge, or various other factors.)
Source – Here