In a world where we have instant access, instant influence and instant feedback, the mentality of posting for the sake of posting is real. Have you caught yourself rearranging your morning coffee to make it more Instagrammable, composing a tweet while at the checkout, or debating with friends on which hashtags to use to memorialize your weekend trip to the mountains?
Like it or not, this social behaviour is natural.
“Living in and positively contributing to groups helped our ancestors survive extremely harsh conditions. After millennia of group behaviour, we’re fundamentally hard-wired to participate in and support our digital tribe. And biologically, when we’re praised for doing something (e.g. an approving smile, pat on the back, or digital thumbs up) our brain releases dopamine — a reward mechanism produced to let us know that whatever we just did was a positive thing. So, when we check our phones after posting something on one of our social networks, we’re actually looking for a stream of social activity and fix of dopamine.” explains Ian Elliot in his article Click/Flash.