Psychology of Posting on Social Media
Author / Ghidaa Abu Khira
Since I began studying psychology, I have been trying to apply the theories, studies, and research I learn to many aspects of my daily life. As an active user of social media platforms—having accounts on Facebook, Twitter, Instagram, and others—I often find myself reflecting on the role of the mind and human behavior in how individuals interact with these platforms.
Many users overlook the fact that their unconscious mind, thinking patterns, emotions, and perception play a significant role in how they use social media—starting from writing or sharing a post, liking others’ content, or even silently following without interaction.
Numerous studies and research papers have identified several factors that drive individuals to participate in various forms on social media. Perhaps the most prominent of these are individual psychological needs such as self-enhancement, personal identity, a sense of belonging and social connection, and the desire to create useful and effective content. But how does our way of thinking influence how we engage with the news and posts we encounter on these platforms?
The human mind is influenced by many external stimuli that push it to make decisions or shape how it reacts to daily situations. To better understand how our minds respond to the stimuli that lead us to share and post news and stories on Facebook and other platforms, Daniel Kahneman’s book Thinking, Fast and Slow offers valuable insight.
Kahneman explains that the human mind operates using two systems of thinking: a fast system and a slow one. The fast system deals with intuitive, unconscious observations—those related to innate or basic skills—while the slow system handles conscious, logical reasoning, largely shaped by skills acquired through life experiences. While the fast system operates automatically, the slow system requires significant attention and focus.
According to these two systems, the human mind experiences two cognitive states. The first is what Kahneman calls cognitive ease—a state in which the mind feels that everything is going smoothly, with no threats or news requiring special attention or effort. In this state, the fast system dominates, while the slow system remains idle.
If we observe how we use social media, we notice rapid scrolling through posts and news, often without deep focus, whether on large or small screens. Most of the time, we are in a relaxed and comfortable state. Even when we engage in discussions or write comments, we perceive the process as easy and effortless, requiring little challenge or mental exertion. This is especially true when browsing cultural, medical, or celebrity news, more so than political news.
Several factors contribute to cognitive ease and influence whether we choose to share a piece of news. These include clarity and ease of understanding, repetition of information, and exposure to content that aligns with our existing beliefs and knowledge. Such alignment fosters a sense of certainty, making the world appear logical and coherent, which in turn creates comfort, ease, and a positive mood.
Breaking News and Clear Texts
This type of news enhances cognitive ease and effectively activates the fast thinking system.
Consider the following example and choose one of the two options:
Adolf Hitler was born in 1892 | Adolf Hitler was born in 1887
According to Kahneman’s research, most people tend to choose the first statement over the second. It is evident that the bold and clearer formatting influenced the choice.
Applying this result to social media news sharing, we observe that breaking news has a similar effect. People tend to share it more because it attracts greater attention than ordinary news, especially since it often features short sentences that appear clearer and easier to process.
Simple Texts
News written in simple language is generally easier to analyze and understand, making it more likely to be shared. Such content activates the fast thinking system and requires little time or effort to decide whether it is worth sharing.
The Priming Effect and Asking Questions
Imagine you tell someone stories about kings and sultans, then ask them to complete the following word: “_صر”. They will most likely add the letter ق to form قصر (palace). However, if you tell another person stories about the Pharaohs and their civilization and history, they are more likely to complete the same word as مصر (Egypt). In both cases, the story you told influenced their final decision.
In psychology, this phenomenon is known as the priming effect—an increased sensitivity to a specific stimulus based on prior experience. You unconsciously guided both individuals toward a particular decision based on the context you provided.
If we apply this concept to social media, can we conclude that asking questions stimulates thinking in a similar way?
Asking questions is often associated with more comments, discussions, or even content sharing. Simply posing a question about a posted news item prompts individuals to respond—either by commenting or sharing—due to psychological motivations such as expressing personal identity, reinforcing a sense of belonging, and contributing valuable content. For example, if you post news about a political party and add a question like, “Do you support what the party did?”, the question mark itself encourages engagement.
Cognitive Strain and the Slow System
In contrast to cognitive ease, cognitive strain relies on the slow thinking system, which involves conscious and logical reasoning. Individuals engage this system carefully to minimize errors, though it requires more time, effort, and concentration.
On social media platforms, cognitive strain emerges when users encounter complex news or posts that are difficult to analyze. Many users scroll past such content quickly, opting to rely on the fast thinking system. Those who choose to activate the slow system, invest time in reading, analyzing, understanding the content, and forming an opinion, are more likely to leave a comment rather than simply share or like the post.
In conclusion, many factors influence how individuals interact with news on social media platforms, including appealing images, simple phrases, large fonts, and asking questions. These elements capture attention and stimulate unconscious thinking, prompting users to share or comment. Here, we are essentially discussing the timeless interplay between attraction and influence.