When it comes to Instagram, it’s all about the likes. But did you know that something unique happens when you receive a notification on social media? Here’s the breakdown.

»RELATED: The 5 most Instagrammed locations in Atlanta

Once someone gives your post a thumbs up, dopamine, a chemical associated with pleasure, is released. It’s been compared to taking a drug.

Why is that? Because the feeling is addictive. The unpredictability of how many likes you may get with each new upload is exhilarating. It’s what keeps folks coming back for more.

Watch the Business Insider video below for the full explanation.

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Ernie Suggs, a reporter at the AJC since 1997, reviews a selection of articles he has contributed to during his time with The Atlanta Journal-Constitution, as of Wednesday, Nov. 5, 2025. (Miguel Martinez/AJC)

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U.S. Rep. Mike Collins' Senate campaign used Sen. Jon Ossoff's Senate portrait (center) to create an AI-generated video of Ossoff talking about his vote not to end the government shutdown.  The video was reposted to Collins' campaign account on X (left). (Screenshot)

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