The Desire of Social Connections

Why We Desire Connections
On a biological level, humans feel the need to find reward and validation from their peers. Dopamine is released when goals are achieved. Oxytocin, the cuddle hormone, is released when you kiss or hug. Activity in social media can also cause releases in dopamine and oxytocin, which further increases people’s desire to take part. For example, listing accomplishments on twitter or Facebook and getting likes from friends and family can cause oxytocin and dopamine releases. The release of oxytocin and dopamine in relation to social media interaction makes people want to participate more to further the sense of belonging.
Homophily
Homophily is the tendency of individuals to associate and bond with similar others, as in the proverb “birds of a feather flock together.” In terms of social media, people tend to connect with people who share similar interests or fundamental beliefs. These are the people that we tend to “friend” and invite into our “circles”. Homophily in social media, such as Facebook “groups” and “pages” allows for a quick and efficient dissemination of information shared within the community.
Algorithms
Many social media platforms, like Facebook and Instagram, utilize algorithms to promote homophily. When individuals use tags, hashtags or other identifying metadata, social media platforms use this data to push groups or stories that match these tags. This further increases the sense of belonging to its users.

References:
https://www.socialmediatoday.com/social-networks/social-media-algorithms-and-what-they-mean-you