Jonathan Haidt wrote an article explaining how mirror neurons are involved in synchronous activity and how it creates a particular happiness in humans.
Synchronous activity positively affects cooperation and seemingly strengthens social attachment despite an individual's opinion on the situation or surrounding people. People are more willing to sacrifice their own comfort for the betterment of the group and the overall activity.
Social media platforms are asynchronous in nature since the people involved are not physically close together.
Live video, audio, and chat are synchronous activities and encourage participation.