Social Media Feedback Sensitivity in Adolescents

Social media has become a pivotal aspect of our everyday interactions, fundamentally altering how we engage with one another and how we derive validation from our connections. The inception of the ‘like’ button on Facebook in 2009 has transformed the landscape of online interaction, allowing users to express their approval through simple gestures like ‘likes’ and ‘hearts’. This feature provides immediate and measurable feedback, akin to a digital thumbs-up (Oremus, 2022). Initially represented by the recognizable thumbs-up icon, this feature has been embraced across various platforms, notably on Instagram, where users express appreciation by tapping a heart icon. This evolution highlights the profound influence of social media on self-perception and interpersonal relationships.

The total count of likes on a post can significantly enhance an individual’s self-confidence, cultivate a sense of belonging within their social circles, and encourage continued engagement with their online platforms (Burrow & Rainone, 2017; Smith et al., 2021). However, this quest for validation can also lead to compulsive social media usage. A drop in likes can lead to feelings of rejection and a subsequent decline in self-esteem (Timeo et al., 2020). Adolescence is a crucial developmental stage marked by an increased sensitivity to both positive and negative feedback (Quarmley et al., 2019; Shulman et al., 2016). This raises an essential query: Are adolescents more acutely affected by social feedback on social media compared to adults?

Adopting a computational methodology, a recent investigation led by Ana da Silva Pinho and colleagues (2024), published in Science Advances, aims to explore this critical question through a robust array of methods and data.

Investigating Sensitivity to Social Media Feedback: Methodologies

The researchers conducted a thorough investigation into the sensitivity to social media feedback through a series of three comprehensive studies.

Study 1 involved analyzing Instagram trace data from a diverse group of adolescents (ages 13 to 19) and adults (ages 30-39). The dataset, originally gathered between 2014 and 2015, comprised 1.72 million posts from 7,718 adolescents and 8,895 adults. This data encompassed various user activities, including the frequency of posts, timestamps, and the total number of likes received. A computational model was developed to elucidate online engagement patterns. This reinforcement learning model suggests that an individual’s engagement on social media—specifically the frequency of posting—is directly correlated with the number of likes received: the more likes an individual garners, the more swiftly they are likely to post again. The model also accounts for the effort required to post, including the steps involved in opening the app and generating content, ultimately establishing a cap on posting frequency.

Study 2 utilized an online experimental framework that simulated Instagram, where 92 adolescents (ages 16 to 20) and 102 adults (ages 30 to 40) posted memes under two different conditions: a high-reward scenario (with 28-34 likes per post) and a low-reward scenario (with 6-18 likes per post). Real-time feedback regarding likes was provided for the posted memes. Participants’ moods were evaluated at three distinct time points: prior to the experiment, between the two conditions, and following the experiment.

Study 3 integrated historical Instagram trace data with self-reported social anxiety and problematic social media usage, along with structural brain imaging data. Magnetic resonance imaging (MRI) scans from 96 emerging adults (ages 18-24) were employed. A computational learning model was adapted to the Instagram trace data to estimate learning rates, providing insights into how social media feedback affects engagement.

Key Findings: The Impact of Likes on Engagement and Mood

Study 1: The Significance of Likes in Social Media Engagement

By analyzing a substantial dataset of Instagram posts and employing a computational learning model, researchers discovered that adolescents exhibit a 44% higher learning rate compared to adults. This elevated learning rate among adolescents refers to their capacity to swiftly adapt their posting behaviors in accordance with the likes received on Instagram, signifying that their social media engagement is profoundly influenced by social feedback compared to their adult counterparts. Interestingly, contrary to the researchers’ expectations, adolescents did not exhibit a lower effort cost associated with posting. Given that adolescents are perceived to be more digitally adept than adults, it was anticipated that their posting behaviors would reflect a reduced effort in content creation and app interaction. Ultimately, adolescents’ behaviors on social media appear to be more heavily swayed by the fluctuations in likes they receive than those of adults.

Study 2: Mood Variations Linked to Likes

The experimental findings reveal that when comparing scenarios in which adolescents and adults received varying amounts of likes (high-reward versus low-reward), adolescents exhibited more pronounced mood fluctuations. While both groups reported enhanced positive moods under high-reward conditions, adolescents experienced greater mood declines upon receiving fewer likes. By the conclusion of the experiment, adolescents were found to have a more negative mood compared to adults. Notably, there was no significant difference in the time taken to post (posting latency), and overall, adolescents posted less frequently. These observations remained consistent, irrespective of self-reported levels of social media anxiety or problematic usage.

Study 3: Neuroimaging Insights into Social Media Sensitivity

In the final study, researchers employed an exploratory neuroimaging approach to investigate long-term impacts of social media engagement and feedback on brain functioning. Participants provided Instagram trace data, with an average usage history of 5.74 years. The objective was to identify brain regions linked to sensitivity to social feedback, focusing on areas critical for processing feedback, including the amygdala, ventral diencephalon, pallidum, and putamen. Notably, the amygdala—integral to emotional processing—was further associated with social media sensitivity, social anxiety, and problematic media engagement.

Insights on Social Media Feedback Sensitivity in Adolescents

The findings collectively affirm the notion that adolescence is a critical period marked by heightened sensitivity to social media feedback, particularly in terms of likes. In comparison to adults, adolescents are more likely to modify their posting behaviors based on the likes they receive, reflecting a deeper psychological connection to social validation. This sensitivity is further illustrated by their heightened mood fluctuations, with adolescents experiencing more significant negative shifts when faced with a decrease in likes. Additionally, structural brain imaging results corroborate these observations, indicating that specific brain regions, including the amygdala, are integral to this heightened sensitivity.

Evaluating the Strengths and Limitations of the Study

A notable strength of this study lies in its emphasis on developmental sensitivity by contrasting adolescents with adults, which is increasingly recognized as a vital perspective in social media research (Orben et al., 2022). Furthermore, the researchers employed a diverse range of methodologies and data sources, including objective Instagram trace data, experimental findings, and neuroimaging insights. This multifaceted approach enhances our understanding of social feedback dynamics across different developmental stages.

However, the study does face limitations, particularly in its reliance on self-reported measures of social media engagement, a common critique in current research (Hodes & Thomas, 2021). This study addresses this concern by focusing on a specific aspect of social media—namely, the reception of likes on Instagram—rather than broader metrics such as total screen time. Nonetheless, it is important to note that Instagram is just one platform, and the applicability of these findings to other social media platforms warrants further exploration. While the choice of Instagram was justified due to its popularity among both adolescents and adults, generational differences may influence how different age groups interact with the platform, including the types of content they share. Moreover, as the researchers themselves acknowledge, while likes represent a significant form of feedback across various social media platforms, other forms of interaction—such as comments and messages—add complexity to the real-world feedback landscape and merit additional investigation.

Personally, I found it challenging to fully grasp the characteristics of the samples involved in the studies, which hindered my ability to assess the generalizability of the findings to broader populations and contexts. While the researchers indicated that participants for the experimental study were recruited from English-speaking countries via social media, the inclusion of a demographics table for all samples would have been beneficial. This would clarify the distinct developmental stages examined across the three studies. Additionally, it is essential to highlight that although this research contributes valuable insights, the limited sample size (N < 100) in the neuroimaging study poses constraints regarding its generalizability.

Practical Implications: Enhancing Understanding of Social Media Feedback

This study significantly contributes to the existing body of social media literature by employing a comprehensive range of methods to delve into adolescents’ sensitivity to social media feedback. The findings underscore the notion that adolescents are particularly responsive to the quantity of likes they receive on social platforms, revealing that the number of likes can directly impact their posting behavior. The experimental conditions that yielded fewer likes were also associated with increased reports of mood declines among adolescents, highlighting the emotional ramifications tied to social media engagement.

While the research advances our comprehension of how young individuals are affected by social media feedback, it remains ambiguous whether the outcomes of receiving more or fewer likes are strictly positive or negative. On one hand, the data suggests that an influx of likes can spur increased social media engagement, potentially exacerbating excessive usage—an effect that could prove detrimental. Conversely, receiving fewer likes may lead to decreased posting activity, which could be interpreted as a beneficial outcome. Nonetheless, the current study indicates that this reduction is also linked to negative mood shifts.

A question that arises from the study relates to how social media feedback might shape other online behaviors. For instance, while the findings suggest that more likes correlate with increased posting, could a lack of likes lead to heightened passive engagement, such as browsing others’ profiles instead of actively contributing content? It’s essential to consider that a reduction in posting does not necessarily equate to a decrease in overall social media activity.

For practitioners working with adolescents, a critical takeaway is recognizing that young individuals’ sensitivity to social rejection and social feedback extends into the digital realm. Facilitating meaningful discussions about social media usage—such as exploring how likes, comments, and direct messages can affect their mental health and well-being—can provide essential support for youths as they navigate these complex digital environments.

Another important implication arising from this study is the need for age-appropriate policies and strategies in the design of social media platforms. One suggestion highlighted by the researchers is to diminish the focus on likes. For example, Instagram has introduced features that allow users to hide likes on their personal profiles. Educating young users about these features and their implications could be beneficial in mitigating the negative consequences of social media engagement on their emotional and behavioral health.

Disclosure of Interests: Transparency in Research

No conflicts of interest to declare.

Essential References and Resources

Primary Research Article

da Silva Pinho, A., Céspedes Izquierdo, V., Lindström, B., & van den Bos, W. (2024). Youths’ sensitivity to social media feedback: A computational account. Science Advances, 10(43), eadp8775. https://doi.org/10.1126/sciadv.adp8775

Additional References

Burrow, A. L., & Rainone, N. (2017). How many likes did I get?: Purpose moderates links between positive social media feedback and self-esteem. Journal of Experimental Social Psychology, 69, 232–236. https://doi.org/10.1016/j.jesp.2016.09.005

Hodes, L. N., & Thomas, K. G. F. (2021). Smartphone Screen Time: Inaccuracy of self-reports and influence of psychological and contextual factors. Computers in Human Behavior, 115, 106616. https://doi.org/10.1016/j.chb.2020.106616

Orben, A., Przybylski, A. K., Blakemore, S.-J., & Kievit, R. A. (2022). Windows of developmental sensitivity to social media. Nature Communications, 13(1), 1649. https://doi.org/10.1038/s41467-022-29296-3

Oremus, W. (2022). 21. The Curse of the Awesome Button. In T. Bosch (Ed.), “You Are Not Expected to Understand This”: How 26 Lines of Code Changed the World (pp. 131–138). Princeton University Press. https://doi.org/10.1515/9780691230818-023

Quarmley, M. E., Nelson, B. D., Clarkson, T., White, L. K., & Jarcho, J. M. (2019). I Knew You Weren’t Going to Like Me! Neural Response to Accurately Predicting Rejection Is Associated With Anxiety and Depression. Frontiers in Behavioral Neuroscience, 13, 219. https://doi.org/10.3389/fnbeh.2019.00219

Shulman, E. P., Smith, A. R., Silva, K., Icenogle, G., Duell, N., Chein, J., & Steinberg, L. (2016). The dual systems model: Review, reappraisal, and reaffirmation. Developmental Cognitive Neuroscience, 17, 103–117. https://doi.org/10.1016/j.dcn.2015.12.010

Smith, D., Leonis, T., & Anandavalli, S. (2021). Belonging and loneliness in cyberspace: Impacts of social media on adolescents’ well-being. Australian Journal of Psychology, 73(1), 12–23. https://doi.org/10.1080/00049530.2021.1898914

Timeo, S., Riva, P., & Paladino, M. P. (2020). Being liked or not being liked: A study on social-media exclusion in a preadolescent population. Journal of Adolescence, 80, 173–181. https://doi.org/10.1016/j.adolescence.2020.02.010

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