A vital question is how much, and what kinds of, positive social interaction is sufficient to fulfil our social needs and thus eliminate the neural craving response. Technological advances offer incessant opportunities to be virtually connected with others, despite physical separations. Yet, some have argued that using social media only exacerbates subjective feelings of isolation. The potential for virtual interactions to fulfil social needs is particularly relevant when large populations are required to self-isolate, for example during a global pandemic. This unprecedented upheaval in people's social routines emphasized the need for a better understanding of human social needs and the neural mechanisms underlying social motivation.