Have you ever shared a post just because someone in your social circle had already done it?
We’ve all been there—and no, we’re not crazy. This phenomenon is explained by the Cascade Effect.
With the rise of Web 2.0 and the shift toward user-centered communication on social media, this effect has become even more prominent.
The human side of Social Media
Thanks to the increasing popularity of user-generated content (UGC), social media has become more “human.” Think about it—how many people share their daily lives online?
This human aspect has made digital communication feel more relatable, inspiring many to pursue a career as content creators. After all, it now seems accessible to everyone.
What makes a post successful?
What truly separates good content from bad content? Engagement.
Likes, comments, and especially shares determine how far a post spreads. While comments help build a community, shares act as free promotion—allowing a post to reach new audiences without spending a dime on Meta or Google ads.
The Cascade Effect: Why we copy others
Shares are at the heart of the Cascade analysis, which explains how people imitate others to appear credible and align with social behaviors.
In many cases, we share content without even realizing why—sometimes just to prove we’re still here and that we haven’t disappeared.
I believe this effect stems from a deep-seated fear of being alone, a feeling that social media has embedded into our subconscious. We fear being different, not fitting in, or—worst of all—being disconnected from our world and our social circles. This fear is often described as FOMO (Fear of Missing Out).
A society drifting apart
We live in a world that’s becoming increasingly individualistic and hyper-connected 24/7. As a result, real human connections are slipping away. Instead of asking a simple “How are you? Want to grab a coffee?” we settle for sharing a funny reel or a story.
What do you think about it?
photo by Sigmund on Unsplash