The Science Behind What People Love To Share On Social Media? (TOP 5 Tips)

But the biggest reason we share is about other people: 78% of people say they share because it helps them to stay connected to people. Experiments have shown that the best predictors of contagious ideas in the brain are associated with the parts that focus on thoughts about other people.

Why do people want to share everything on social media?

When we share something on our social media profiles, we invite feedback. Seeing positive reactions pop up in our notifications gives our brains a shot of dopamine – a chemical once thought to create pleasure but now understood to cause us to seek it. The more likes we get, the more we want, and so on.

What do people usually share on social media?

The Content Shared on Social Media Pictures and stories about friends and family. Funny videos and gifs. Coupons and discounts. News articles.

What gets shared the most on social media?

The statistics on the most shared content Facebook videos get 135% more organic reach than photos. Videos on Twitter are six times more likely to be retweeted than Tweets with images, and three times more likely to be retweeted than Tweets with GIFs. Tweets with static images get shared 150% more than text-only Tweets.

What gets shared most on Instagram?

It’s no surprise then that visual content is 40 times more likely to get shared on social media than other types of content. Let’s take a closer look.

  • Inspirational quotes.
  • Human faces.
  • Landscapes and scenery.
  • Food.
  • Historical photos.
  • User-generated content.
  • Animals.
  • Behind-the-scenes.

What girls should post on Instagram?

Instagram photo ideas if you have nothing to post

  • Take a classic flat lay photo.
  • Snap a “day in the life” shot.
  • Shoot in the bathtub.
  • But first, let me take a selfie.
  • Take a mirror selfie.
  • Take a photo of a cool or funny graphic shirt you own.
  • Use colourful lighting.
  • Put up a newspaper/magazine wall.

What should you not post on Instagram?

11 Things Not to Do on Instagram

  • 2) Don’t tag 20 accounts in a photo.
  • 3) Don’t post and run.
  • 4) Don’t post so many stories that the lines at the top turn into tiny dots.
  • 5) Don’t use stock photos.
  • 6) Don’t repost someone’s photo or art without crediting.

What do people like Instagram?

A lot of people say they want to see something / someone unique (news flash: you are unique so you better start creating what you want to create instead of trying to “fit in”). People want to connect with the real you. Relax and do your thing. A lot of people said they love following positive people.

The Science behind What People Love to Share on Social Media

The internet is a busy place, with thousands of photographs, articles, and other pieces of material being exchanged on a daily basis across a variety of social networking sites. Wouldn’t it be helpful for businesses to be able to predict the precise sort of material that their customers will like sharing with their friends and on their social media accounts? This section will demonstrate many sorts of material that may be used on LinkedIn, Pinterest, Facebook and Twitter to benefit you. What is the best way to develop content that people will want to share on Facebook?

Videos, quizzes, infographics, how-to articles, DIY blogs, and giveaways are the most popular categories on the site.

A popular quiz on Facebook, the quiz allows you to share your findings with your friends and it is free to take.

In a nutshell, it is a way of providing people a general impression of who you are.

  • When it comes to Facebook, what is the ideal number of shareable and interesting articles?
  • The word restrictions for these articles are somewhere between 2000 and 2500 words.
  • Articles of 0-500 and 500-1000 words, on the other hand, receive lesser shares.
  • Keep this in mind while you’re planning your trip.
  • Videos have been increasingly popular on Facebook in recent years.
  • There are short films and long movies, but what are the videos that people want to share the most?
  • These films are widely regarded as the best-performing videos on the social media platform Facebook.

People, on the other hand, tend to dislike videos that are more than 40-50 seconds in length.

What is the best way to develop material that can be shared on LinkedIn?

Readers prefer to read extensive articles rather than short ones since they are seeking for comprehensive information rather than simply an overview.

Articles between 3000 and 4000 words in length receive the most shares on LinkedIn.

Because articles posted on LinkedIn are typically lengthy, it is important to ensure that they are properly formatted.

Small paragraphs should be included.

Make use of a variety of pictures and text to keep your material fresh and intriguing.

Topics that LinkedIn members are sharing on a regular basis Because LinkedIn is a professional networking site, users are interested in reading articles about employees, ideas, careers, leadership, guidance, interviews, CEOs, productivity, trends, and resumes, among other things.

What is the best way to develop material that can be shared on Twitter?

Twitter users, on the other hand, are particularly interested in issues such as sports, politics, and climate change.

Users of Twitter may quickly share content such as motivational articles, infographics, quotations, and other useful materials.

Make sure to restrict the length of your article’s title between 40 and 50 characters or less.

How do you generate material that is shareable on Pinterest?

This social networking site differs from the others in that it is free.

DIY, inspiring quotes, beauty, fashion, gardening, home décor ideas, remodeling ideas, style, wedding décor ideas, clothing, designing, and food are all appropriate topics for this platform.

You may use this platform to develop and distribute infographics that are specialized to your sector.

The most advantageous aspect of a Pinterest pin is that it lasts longer than a Facebook or Twitter share.


Obviously, it will rely on the quality of photos you generate and the text you place in those images, but if you pay attention while making pins on Pinterest your board will be able to acquire visibility on search engines.

Conclusion These are the results of our research, which we used to develop shareable content for several social media sites. Implement them to generate content that is both spectacular and effective, and that your fans will want to share with their friends.

The Psychology Behind Why We Share on Social Media

The information on social networking platforms is practically taking over the internet. Twitter’s user base increased by 29 percent year on year to a whopping 187 million users, who send out more than 500 million tweets every day on average. Every minute, YouTube viewers post 400 hours of material to the site. Facebook has 2.8 billion monthly active users who spend about twenty hours each month on the site, according to the social media giant. Social media has altered the internet in a relatively short period of time, and social media has begun to transform society as well.

Regarding the use of social media for sharing, there are five primary reasons that have been proposed.

1. To Convey Our Identity

It is common for us to associate our feeling of identity with our “ideal self.” Image courtesy of Irina Strelnikova. It is possible that one of the most powerful motivations motivating our urge to share is based on our feeling of personal identity. For the sake of this article, we mean the desirable version of ourselves that we wish to reflect into the world. According to a research performed by The New York Times on social media sharing, 68 percent of respondents stated that they share to give people a better idea of who they are and what they care about.

  1. Our personalities, he believes, are made up of two parts: a “actual self” (who we really are) and a “ideal self” (who we would want to be) (who wewantto be).
  2. It is possible that our social media material reflects the person we like to be perceived as by the general public.
  3. Alternatively, we may post a hilarious movie to communicate our sense of humour, or a music video to express our musical preferences.
  4. Likes, following, and other material are “rewarded” to us by social media platforms the more we publish on them.

2. To Nurture Relationships

Social media is frequently used as a conduit for the maintenance of social interactions. Image courtesy of Irina Strelnikova. Because we are social beings by nature, we naturally create and sustain social ties with those around us. Another possible motive for sharing on the internet is our desire to preserve and enhance these relationships with others. Because of our hectic schedules and the limited amount of time we have for socializing, social media gives a simple and practical method to remain in touch with friends.

Facebook and other social media platforms have filled in the gaps in our social lives and given us an opportunity to reconnect with those we have lost touch with in our everyday lives.

This is a 16 percent increase over the previous two years.

Frequently, we come across something that we believe will be beneficial to a friend, and we decide to share it with them online.

Example: We frequently share information that highlights a common interest, a shared experience, a private joke, or an idea for a future plan with others. Facebook users share around one post every day on average. With 2.8 billion active monthly users, that’s a lot of content being shared!

3. For an Incentive

“Likes” and “shares” are sometimes the outcome of the promise of receiving a free reward in exchange for participation. Image courtesy of BRO.vector. Social media may also serve as a channel for firms to communicate with their customers. A popular reason for using social media to spread the word is to obtain some sort of advantage, such as a free gift. We may “like” a page or “share” a post solely in order to earn a discount or to join a competition, and we may not do so again. In another recent survey, it was shown that 67 percent of people who “liked” a corporate page on Facebook did so just to be eligible for promotional offers.

4. To Feel a Sense of Belonging

People feel a sense of belonging to a community when they use social media. Image courtesy of light s. We are also growing to rely on social media to shape our perspective of the world in which we live and interact with others. In an interview with the Thrive Initiative, youth expressed their belief that social media has a direct influence on how they connect with others and with the world. In a report published by Thrive, “teens identify social media platforms as a significant tool for establishing and sustaining connections, being creative, and knowing more about various cultures and varied individuals.” Sharing material on the internet provides us with a window into a world that is far larger than the one we are now occupying.

In a research done by the University of Queensland, a set of Facebook users who were already active were instructed to continue their usual activities on the site.

No one responded to any comments, and no one “liked” any of the social media posts that were posted.

Thrive Initiative points out in the same article that cyberbullying is not the only harmful influence that social media has on children’s development.

As stated in the article, “When a youngster does not receive the expected or desired response, or feels pressure to ‘perform’ or publish material (the proper stuff) for ‘friends,’ this pressure or stress can induce anxiety and will almost certainly have a detrimental impact on a child’s self-esteem.” When we share something online, we frequently receive good comments from our peers.

The majority of us would agree that receiving a hundred “likes” on anything we post makes us feel better than receiving none. In consequence, participating in an online community and receiving feedback on our activities may give us with social validation as well as a stronger sense of belonging.

5. To Advocate Great Content

High-quality material, whether for pleasure or instructional reasons, should be shared as widely as possible. Image courtesy ofViktoria Kazakova. We all love high-quality information, and occasionally we want to share it with others in order to provide them with value and amusement. 94 percent of responders to a New York Times survey stated that they carefully evaluate how the information they offer would be valuable to those who will be receiving the information. In a similar vein, providing unrelated information is one of the most common reasons for users to unfollow a company on social media.

Sometimes we just want to share something because we find it to be entertaining and believe that other people will appreciate it as well.

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With an increasing number of individuals becoming members of the online community, there are several opportunities for us to meet and remain connected through social media.

Understanding the motivations behind why people share can help you produce content that will reach, engage, and, eventually, encourage your target audience to share it with their friends and family.

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Image courtesy of viaelenabsl.

The Science Behind Social Sharing: What Do People Share the Most?

Receiving likes and shares on social media material is an excellent method to show that your company is having an influence on customers. During your efforts to increase likes and shares, you should consider the reasons why people enjoy postings and why they end up sharing your content: the science of social media sharing. Take a firsthand look at these reasons, along with some terrific suggestions on how to generate outstanding content that your clients will not only read, but will also appreciate and share.

The Science Behind Social Sharing: Just Why Do We LikeShare Posts on Social Media?

Posting to social media serves a variety of purposes, including obtaining likes and shares from your customers. Even if you’ve learned how to write good, shareable content, it’s important to understand why people enjoy articles and share them on social media. There are several reasons behind this, and I will examine several of them in the newest piece from QuickSprout, which investigates why individuals behave in certain ways on social media.

3 Reasons Why We Like Posts on Social Media

Now, let’s look at some of the reasons why your clients, and perhaps yourself, find it appealing to “like” items on Facebook and other social media posts. 1. We are able to substantiate what the individual says. The QuickSprout post states that one of the primary reasons we enjoy posting is that we have the opportunity to validate what the other person is expressing. This does not always imply that we enjoy something on a purely technical level, but rather that we wish to support the individual.

  • It also demonstrates to us that others are, in fact, paying attention to what we have to say.
  • 2.
  • As humans, we all have a desire to feel a sense of belonging to something.
  • The QuickSprout article cited earlier mentions that like something on Facebook is one way that we can all endeavor to feel more active in our communities.
  • Keep this in mind while creating social media material, and share items that will make your consumers feel even more involved in your company’s success.
  • We have the ability to express a form of empathy.
  • Have you ever observed when someone announces a family member or friend dies away, they update their Facebook and within minutes someone else likes it?
  • Is it really true that they are that callous?
  • As I previously stated, “liking” a post does not automatically imply that you agree with it.
  • The fact that many of us are separated from our pals makes us feel as if we are cooking them dinner or hugging them when we just like their sad post.

Likes can serve as the emotional lifeline of the Internet world, allowing individuals to feel a strong feeling of belonging no matter what is going on across the world.

Three Top Reasons Why We Share Social Media Posts

Now, let’s look at some of the reasons why your clients, and even yourself, find it useful to “like” items on Facebook and other social media platforms. What the person says may be confirmed by us. We enjoy reading postings because they provide us the opportunity to validate what the other person has said, according to a QuickSprout article. Despite the fact that we don’t always enjoy something, we want to support the person who is doing it. If someone likes one of our postings, it indicates that our followers, friends, and relatives found anything intriguing or moving in our posting.

  • It’s possible to become “involved” with anything.
  • For this reason, whether in the neighborhood or online, we seek out organizations with whom to collaborate.
  • Additionally, sharing increases the likelihood of a post from a group or company in which you are affiliated being seen by additional individuals.
  • It is possible to express some level of sympathy.
  • In the science of social sharing, there is a simple yet very emotional reason behind this.
  • How much of a fan of their friend’s loved one is that individual?
  • They aren’t, in fact, lying.
  • Not only may it be used to express approval, but it can also be used to express empathy with the other individual.
  • Likes may serve as an emotional lifeline in the online world, allowing people to feel a strong feeling of belonging no matter what is going on around them.

4 Perfect Things You Can Share on Your Business’s Social Media Pages

Examine a few of the reasons why your clients, and perhaps you yourself, want to “like” items on Facebook and other social media platforms. 1. We are able to substantiate what the individual claims. The QuickSprout post states that one of the key reasons we enjoy posting is that we have the opportunity to validate what the other person is expressing. This does not always imply that we admire something on a technical level, but rather that we wish to promote the individual. A like on one of our posts indicates that our readers, friends, and relatives found anything fascinating or moving in our article.

  • Even though you feel like you are speaking into a social media blank at times, this is beneficial for your business since it indicates that there are genuine individuals reading your postings.
  • We have the ability to feel “involved” in something.
  • This is one of the reasons why we search for groups to collaborate with, whether they are located in the neighborhood or online.
  • Additionally, sharing increases the likelihood of a post from an organization or company in which you are associated being seen by more people.
  • 3.
  • In the science of social sharing, there is a simple yet very emotional explanation.
  • Is it true that that individual is pleased that their friend’s loved one has passed away?
  • They aren’t, in fact.
  • It can be used to express affirmation, but it can also be used to express empathy.

The fact that many of us are separated from our pals makes us feel as though we are cooking them dinner or hugging them. Likes may serve as the emotional lifeline of the Internet world, allowing individuals to feel a strong feeling of belonging no matter what is going on around them.

Get Social and Receive All the Likes and Shares!

The science of social sharing is something that can be used to help you increase your social following on many platforms. Getting more likes and shares isn’t something that will happen immediately, but if you put in the effort and promote participation, people are more inclined to start participating. Take a handful of the suggestions given above and watch how much interaction you obtain as a result of those actions. Look no further than Express Writers for superb social media content to get you started on your marketing journey.

Check out our services to see if we may be of use to you!

The Psychology Of Content Sharing Online In 2021 [Research]

If you don’t want to read the rest of this post, here’s what you can expect:

  • Identifying the reasons why people share content online
  • Identifying the social sharing personas for digital content How to Use Consumer Motivation to Build a Relationship with Your Audience

The Psychology of Content Sharing

What do Harry Potter, Top Gun, and Momondo’s theDNA journey advertising have in common? Read on to find out. Here are a number of things to consider: As a start, the book, the movie, and the advertisement were all quite successful in tugging at our emotions. First and foremost, they all delivered a fantastic tale, regardless of the channel or format they used—stories that warmed our hearts and compelled us to share them with others without a second thought. Consider the fact that the same reasoning can be applied to any material that we generate today, and there is a significant lesson for Marketers to be learned from this.

  • If the tale is compelling, it will be successful.
  • However, this is only the surface level of the issue.
  • Think of a movie earning a critics prize, but failing to enchant its audience at the box-office.
  • This brings us to a crucial question: how can you ensure that your information is shared by an increasing number of people?
  • We’re putting out even more material.
  • With a greater number of individuals.
  • QUICKER is better.
  • Customers will have a more difficult time discovering relevant information, and companies will have a more difficult time creating content that is worth sharing.

What Makes People Share Online: Download a Free PDF with Slides to Find Out Why People Do It Now By understanding the psychology of sharing, you can develop content that not only connects with your audience, but you’ll also be able to detect any gaps that have been keeping your material from being share-worthy in the first place.

They also went into great detail to determine whether or not these individuals were of separate personalities and had distinct motives.

While doing so, we’ll also look at the different types of people who share online, as well as their favorite social sharing platforms, and we’ll leave you with some pointers on how to create content that gets clicks, likes, and shares, as well as upvotes. Let’s get this party started.

Understanding The Motivation: Why People Share Content Online

There is no disputing the fact that various individuals share different things. But what’s really fascinating to know is what motivates people to share their thoughts and experiences. What is the driving force behind this? The New York Times investigation narrowed its findings down to five primary motivations. Let’s try to comprehend them a little better:

To bring valuable and entertaining content to others

Online sharers aspire to make the lives of others around them better by sharing their knowledge and experiences. They are therefore compelled to share important and engaging material with their network on a daily basis, which they do on social media. 49 percent of respondents said they shared because it allows them to tell others about items they are interested in, which may lead to a shift in attitudes or the encouragement of actions. They, on the other hand, do not stop there. The majority of respondents (94 percent) also stated that they carefully evaluate how the information they offer would be valuable to the recipient of the information.

To define themselves to others

People stated they share to give others a better idea of who they are and what they care about in 68 percent of cases. One of the participants stated, “I’ll try to share only information that will reinforce the image I’d like to present: thoughtful, reasoned, kind, interested, and passionate about certain things.” Another participant stated, “I’ll try to share only information that will reinforce the image I’d like to present: thoughtful, reasoned, kind, interested, and passionate about certain things.”

To grow and nourish relationships

People’s desire to share online is closely related to their want to develop, deepen, and feed their connections with others, which may come as a surprise to some. It is estimated that 78 percent of people who share information online do so because it allows them to keep in touch with those with whom they might otherwise lose touch. On the other side, 73 percent of those who share information do so because it allows them to interact with people who share their interests.

For Self- fulfillment

People may become more active in the world by sharing material online, according to the findings of the study, which found that 69 percent of participants agreed. It gives them a sense of importance.

To Get The Word Out About Things They Believe In

At least 69 percent of those who took part in the study believed that sharing information online enables them to become more active in the world. It gives them a sense of worth and worthiness.”

The Social Sharing Personas For Digital Content

According to the New York Times survey, there are six sorts of stock market personas: alturists, careerists, hipsters, boomerangs, connectors, and selectives. These personas each have their own individual personalities, in addition to their preferred sharing channels.

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PERSONA 1: Altruists

Altruists are individuals who are regarded as helpful, dependable, considerate, and well-connected. It is reasonable to presume that these individuals are well-informed and concerned about the situation. According to the findings of the NYT investigation, such personas prefer to exchange material through forwarding emails.

PERSONA 2: Careerists

According to the findings of the study, careerists are those who are clever and skilled at networking.

They like expressing themselves and are frequently seen posting information on LinkedIn, which is understandable given that the platform is a fantastic match for their interests (networking) and allows them to share content with other professionals who share their interests.

PERSONA 3: Hipsters

Hipsters are defined by their ability to be creative, youthful, popular, and possess a strong sense of self. These individuals are less likely to communicate via email and are more likely to be active on newer social media platforms such as Instagram and Snapchat. Think of Millenials and Generation Z as constituting the great bulk of this demographic.

PERSONA 4: Boomerangs

Boomerangs are a personality type that enjoys feeling in control, reacting to situations, and seeking external approval. When it comes to sharing material, these individuals choose social media platforms such as Facebook and Twitter. People around them are interested in keeping up with them, and they frequently seek attention by encouraging people to discuss about high-profile issues.

PERSONA 5: Connectors

It is a persona type that feels confident, reacts to situations and seeks confirmation frequently. While sharing material, these individuals like to use social media platforms like Facebook and Twitter. People around them are interested in keeping up with them, and they frequently seek attention by encouraging people to discuss about high-profile issues.

PERSONA 6: Selectives

People who choose to be selective are resourceful, intelligent, and cautious, and they are more inclined to utilize email when exchanging information with others. These folks want to confine their material to a small group of people and do not wish to attract the attention of the general public. Now that we’ve gathered all of the pertinent information, it’s time to put it all together. In other words, how can you make the most of all of this information in order to increase the exposure and likability of the material you create?

The study identifies the most important principles for sharing material.

How To Use Consumer Motivation To Connect With You Audience

While the primary goal of creating content for you is to increase awareness for your brand/product and attract more leads, you shouldn’t limit yourself to this goal alone. According to the New York Times report, it should appeal to the consumers’ need to connect with one another rather than simply with your company. Take, for example, a look at a few examples from Buzzfeed, a firm that is known for creating viral material on social media and doing really well. Aside from the attention-grabbing headlines, what do you see?

  • Their postings elicit strong emotions, which serve to enhance subsequent exchanges. In order to get people to click on the link, they’ve championed the content text. They experiment with different forms (have a look at the Quiz), in order to eliminate boredom (chances are you’ve already taken one).

When these critical elements are in place, most Buzzfeed material (posts/social posts) receives hundreds of comments and shares, and the site as a whole thrives. What’s important to remember is that information that is popular and spreads quickly has another characteristic in common: it generates conversation and allows people to interact with one another.

Create Trust Worthy Content

Content that can be trusted ticks all the necessary boxes: it is successful in attracting the reader from the start, it is instructive, it is backed up by credible sources, and it can be utilized to make choices on the spot.

Let’s have a look at some of the methods in which this may be accomplished:

Create content alongside brands/ people who are already trusted by your audience

Collaborations with influencers and professionals to provide material that assists your readers in solving an issue or adding to their existing knowledge are easy examples of this. For example, webinars, podcasts, interviews, and a well-crafted expert round-up are all examples of high-quality material in this category.

Create content that shows you to be human

Simple examples of this include collaborating with influencers and professionals to provide material that assists your readers in solving an issue or expanding their knowledge base. Webinars, podcasts, interviews, and a well-crafted expert round-up are just a few examples of this sort of material.

  • Engage with your social media followers in a meaningful and consistent manner. Maintain a pleasant demeanor and tone of speech. In case you aren’t sure where to begin, have a look at thisbookmarkable voice and tone guidecreated by the guys at Mailchimp
  • Create case studies to demonstrate how you assisted another organization in resolving a challenge. More insightful thoughts and facts may be gleaned from online survey sites, where individuals are actively participating in the process and are eager to offer value to your efforts.

Create free content

What do you mean, “free content”? Hold on a second if you’re rolling your eyes at this point. Creating value and providing it to your audience for free is a chance that more companies should take advantage of. The problem, regardless of whether you work in business-to-business or business-to-consumer (B2C) is taking the first steps toward developing a culture that supports the notion of giving away something for free. By distributing well-researched content pieces that are not always gated, you are creating the groundwork for a long-lasting relationship with your readers and subscribers.

  1. Ungated content is strong and if you apply the method wisely, you may still get quality leads.
  2. Why would any artist give away their music for free at a time when they could make money from streaming on services like Apple Music or Spotify?
  3. Do it for the sake of the relationship.
  4. There are several approaches you may take to maintain your authenticity while still providing value to your users.
  5. In a similar vein to what Chance The Rapper has accomplished — Accept the concept of distributing free mixtapes: ”

Create Simple Yet Valuable Content

When you post information on the internet, be certain that it is straightforward in all ways. What exactly does this mean? It refers to material that has been produced in a straightforward manner and is easy to grasp by those who are going to interact with it.

The goal is to wow them rather than overwhelm them, especially if the material is completely new. Always keep in mind that the more straightforward the copy, the greater the likelihood of it drawing a click or sharing. The bottom line is to write for a human audience. Write to elicit responses.

Appeal To Your Audiences Sense Of Humor

What do you think your target audience prefers? Content that is humorous and appealing to their sense of humour It is commonly known that postings with a higher emotional value receive more shares on social media platforms. Is it true that all emotions elicit the same response? No, not at all. Comparing funny feelings to emotions that elicit wrath, grief, empathy for, or surprise, it is inevitable that the latter will garner more shares if the former is a humorous emotion that elicits astonishment, laughing, amusement, or delight.

  1. Consider the very renowned Old Spice commercial, “The Man Your Man Could Smell Like,” which depicts a man who smells like a man.
  2. The outcomes were quite spectacular.
  3. While Lianna Patch, a conversion copywriter (with a sense of humour), provides a wealth of information for organizations eager to experiment with comedy in this post, the most essential lesson she imparts is the need of maintaining consistency across all platforms.
  4. Create a funny online presence, but when you speak with prospects on the phone, maintain a professional demeanor.
  5. People become perplexed when a brand’s voice is inconsistent.

Embrace a Sense of Urgency

It’s a no-brainer, really. A sense of urgency contributes significantly to virality because it provides compelling reasons for individuals to take action. It also causes FOMO, and, to be honest, no one like being in that environment. When developing material with a sense of urgency, there are a handful of strategies that are effective:

  • Stress the importance of scarcity
  • Provide deadlines
  • And highlight discounts and freebies. Draw attention to yourself by using color and “key” words

Pulling It All Together

When it comes to developing shareable content, the rules change on a daily basis, and no one, to be honest, can keep up with it. However, when you understand how people think, what their true motivations are, and the types of personalities that are behind them, you can adjust more quickly. The New York Times article on the psychology of sharing is an excellent resource for getting started, evaluating your progress, and making adjustments. Now that you have all of the information, it is time to put it to the test and develop content that will stand out from the crowd.

Take a chance!

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The Psychology of How and Why We Share on Social Media

You read through your Facebook newsfeed, dismissing the majority of the posts and like a few of the more interesting ones. Several swipes on the trackpad bring you to a complete halt. There’s a video that attracts your attention, and after watching it, you feel driven to share it with your social network of choice. Every day, internet users go through the same motions as they would anywhere else. What causes us to take the time to share one piece of material while practically everything else is being passed over?

According to New York Times bestselling author Tucker Max, the psychology of sharing can be reduced to a single word: “status.” ” Word of mouth is a game of social position.

It is beneficial to them to talk about it.if I share a book with you, it enhances my standing, and it makes me seem good to my friends by demonstrating that I am aware of this and that I am now willing to share it with you.” Is it really that straightforward?

Is there anything more to the psychology of why we share information?

The Beginning of Social Sharing Psychology

Our journey through time will take us to 1966 in order to truly comprehend the psychology of social media sharing. Ernest Dichter, an Austrian psychologist and author of the Harvard Business Review article “How Word-of-Mouth Advertising Works,” wrote the essay long before we received the retweet. In his paper, Dichter listed four factors that encourage consumers to talk about businesses and goods with their friends and colleagues.

  1. A customer’s experience with the product is so wonderful that it must be shared
  2. Product involvement (33 percent) – Self-Involvement (24 percent ) – You, as the sharer, earn attention, feel unique, like you have inside information or are the first to know
  3. Other Involvement (20 percent) – The sharer want to be of service to others. Communication – Participation (20 percent) – The message is so vital that it must be communicated to the public

He came to the conclusion that “when the customer believes that the advertisement is speaking to him like a friend.the consumer will relax and is more likely to accept the advice.” Ernest Dichter’s marketing research established him as a pioneer in the field. He took his research into human motivation and applied it to marketing for large corporations such as Procter & Gamble and General Mills, among others. Dichter’s study has influenced many of the techniques and approaches that we use today for distributing information.

Why We Share on Social Media Today

Fast forward fifty years after Dichter’s groundbreaking research, and we now have a whole new set of instruments to aid in the dissemination of information. Although the foundations of word-of-mouth remain the same, individuals are now spreading information through a variety of diverse methods. It is not the same stuff that people post on multiple platforms: what people publish on Instagram is different from what they share on Facebook, which is different from what they share on Twitter.

Several years ago, the New York Times Customer Insight Group produced a research titled “The Psychology of Sharing,” which divided the reasons for sharing into five categories.

1. To bring valuable and entertaining content to others

According to The New York Times, we want to enlighten, entertain, and support the people in our life, which is why 94 percent of people say they share on social media platforms like Facebook and Twitter.

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2. To define ourselves to others

The material that we publish on social media represents our personal brands, and the stuff that we share on social media reflects our identities. Thus, it should come as no surprise that 68 percent of individuals say they use social media to convey who they are and what they are passionate about.

3. To grow and nourish our relationships

The material that we publish on social media represents our own brands, and the stuff that we share on social media represents our individual identities. Thus, it should come as no surprise that 68 percent of individuals say they use social media to express who they are and what they are passionate about.

4. To fulfill ourselves

Simply said, we share because it is enjoyable and it makes us feel more connected to the rest of the world.

5. To get the word out about causes or brands

We frequently post information on the internet to express our support for issues and to educate others about the ideals and principles that we hold dear.

Who’s Involved in Social Media Sharing

The identities of individuals who post material on social media were further segmented into six categories, according to the New York Times’ research:

  • Altruists are those who share content in order to be of assistance. (Facebook, email)
  • Careerists– share in order to establish a professional presence. Hipsters — hipsters share cutting-edge and creative information that helps them create their brand identity. (LinkedIn, Email) (Facebook, Twitter)
  • Boomerangs– sharing material in order to elicit a response from the audience and obtain validation. Connections are made through social media (Facebook, Twitter). Connectors share material in order to remain in touch with people and establish arrangements. social media (Facebook, email)
  • Selectives are more deliberate in their sharing and in who they share their information with. (Email)

These findings are very comparable to Dichter’s, and they provide support to Max’s thesis that it all comes down to social standing. We want to share for our own self-interests, whether it’s to entertain friends or to establish professional ties with others. Nonetheless, the last reason for sharing, which is to spread the word about causes or companies, hits on another important reason for sharing: emotion.

The Role Emotion Plays in Social Media Sharing

Jonah Berger is a professor at the Wharton School of the University of Pennsylvania and the author of “Contagious: Why Things Catch On,” which was a New York Times bestseller when it was first published. For Berger’s research, the following are the six principles that lead anything to be extensively disseminated and spread virally.

  • We post items that make us seem good on social media
  • This is known as social currency. Triggers: Information that is easily remembered suggests that it is at the forefront of the mind and on the tip of the tongue
  • Emotion: When we are moved, we want to share
  • Public: It’s meant to wow, but it’s also built to last. People may use the information
  • It has a practical value. Stories: People are inherently storytellers, and all successful businesses learn to tell stories as part of their brand development process. Information is sent under the pretext of casual conversation.

Despite the fact that Berger’s results are comparable to those of Dichter and the New York Times, he delves deeper into the function emotion plays in our social sharing behavior. Using data from 7,000 articles in The New York Times, Berger and his colleague discovered that there are two primary factors that contribute to an article becoming one of the most emailed articles in the newspaper: how positive the article was and how excited it made the reader feel while reading it. These investigations into the psychology of sharing are more than simply the thoughts of academics; they are practical applications.

Millions of people across the world have watched Joe Matsushima’s viral hit films, including Tiny Hamster Eats Tiny Burritos, which he co-founded with his brother.

“Social media” is an abbreviation for “social media.” According to him, “sharing is a fascinating phenomena since like something — or even loving something — does not always imply that you would share it with your peers.” “Typically, what motivates someone to post anything on social media is when it has a personal connection to them as a person, whether it is political, emotional, adorable, or humorous.

  1. People desire to communicate with others how they view the world and how they identify themselves, as well as how their interests and preferences are reflected in their work.” Matsushima has made a profession out of using video content to elicit emotional responses from his audiences.
  2. Buzzfeed has done a particularly good job doing this by developing material that taps into our nostalgia for nineties-related stuff and quizzes about television series that have been off the air for a long time, among other things.
  3. In addition, there are cats.
  4. There are two sides to every emotion, and not everything is made up of hugs and kittens.
  5. People can spread outrage just as readily as they can share a humorous video, so it’s not surprise that anger was proven to be the most viral emotion, according to a recent research.
  6. Emotion plays a significant role in social media sharing; the trick is to strike a balance between the good and negative ends of the emotional spectrum.
  7. Finally, the psychology of sharing is considerably more straightforward than one might expect given the circumstances.

Sharing is motivated by two factors: one’s social standing and another’s feelings. It doesn’t matter which sharing persona you identify with; these two elements drive everyone’s behavior.

Social Media Sharing and What It Means for You

Before you begin creating your next piece of content, consider who the material is intended for and whether it truly fulfills a need for status or emotion. Will sharing help someone appear more intelligent to their peers? Is it a source of such great joy that you feel compelled to share it? It’s important to remember that simply enjoying something is not enough. If you want to get your message over to your audience, you need to strike a chord with them that makes them feel compelled to click “share.” You’ll need an employee advocacy solution like EveryoneSocial if you want your employees to start posting more on social media – enhancing engagement, increasing sales, and assisting with recruiting in the process.

Book a free demotoday and get on the way to increasing those shares.

Consider who the material is intended for and whether it truly satisfies a need for status or emotion before you begin creating it. When it comes to their pals, would sharing help someone appear smarter? You’re overjoyed, and you want to share it with everyone. It’s important to remember that simply enjoying something is insufficient. If you want to get your message over to your audience, you need to strike a chord with them that makes them feel compelled to share it. You’ll need an employee advocacy solution like EveryoneSocial if you want your employees to start posting more on social media – hence raising engagement, increasing sales, and assisting with recruiting.

1. The Psychology of Social Sharing

Having a heart for others is something we all understand. But, can this adage be extended to the sharing of material on social networking platforms as well? Yes, we think so! Customer Insight Group and Latitude Research collaborated on a research on the psychology of sharing, which was released in collaboration with The New York Times. The study addressed the reasons why people share online. The first conclusion of the study is that “sharing is human,” because it is a pleasurable activity. The survey also revealed the five most common reasons why individuals wish to share content:

  1. Providing people with meaningful, educational, and entertaining stuff is my goal. To identify themselves in the eyes of others (and in the eyes of oneself)
  2. To establish and maintain contact with people
  3. In order to achieve personal fulfillment, people want to be recognized by others for what they have done
  4. To show their support for issues they believe in and companies they enjoy

All of this boils down to one thing: cultivating positive relationships with people. Informative infographic on the topic of influencer insights: Why Your Business Needs to Be Human – Infographic

2. The Content Shared on Social Media

These are all related to one thing: developing healthy connections with other people. Informative infographic on the topic of influencer insights: Why Your Business Needs to Be Human

  • Photographs and tales about friends and family
  • Amusing movies and animated gifs
  • And more. Coupons and discounts, news stories, educational films, informative blog entries and infographics, and more are all available on the site. Videos of music
  • Sporting events
  • Videos and other engaging items should be highlighted.

Photographs and anecdotes about friends and family; amusing films and animated gifs; and other materials Coupons and discounts, news stories, educational movies, informative blog entries and infographics, and more are all available on the website. Vidéos de musique headlines from the world of sports Videos and other engaging items should be highlighted;

What Is the Content Matrix?

The content matrix assists marketers in determining the most effective sort of material that will resonate with their target audience on the internet.

The matrix spans consumer lifecycle stages from awareness to purchase, as well as decision styles ranging from emotional to rational. To put it simply, The four primary content categories identified by the content matrix outline are as follows:

Consider, for example, our infographic above, which, together with our blog article, falls squarely under the heading “educational material.” 3. Differences in Social Sharing Across Generations We seldom come across or create something that everyone enjoys and wants to share with their friends and family. As a result, it is critical to understand the demographics of the people with whom we share our material. But how do people’s tastes for content consumption differ from one another? According on the results of their poll, Fractl and BuzzStream issued a white paper titled “The Generational Content Gap.” They divided the population into three generations: Millennials, Generation Xers, and Baby Boomers, and compared their content consumption and sharing behaviors.

The most important conclusion is that the three generations assessed are not all that dissimilar after all.

What do Millennials, Generation Xers and Baby Boomers Share the Most on Social Media?

Consider the three most important conclusions of the poll “The Generational Content Gap” as outlined in the following paragraphs:

  • The importance of timing cannot be overstated. The majority of Baby Boomers consume material in the early hours, between 5 a.m. and 12 p.m., according to Pew Research Center. In comparison, both other generations consume information in the late evening, between the hours of 8 p.m. and midnight. In order to target the correct audience as a marketer, you must constantly consider the timing of your efforts. In terms of content consumption, 1) blog posts (with a recommended length of 300 words), 2) visuals (with photos, videos, and memes at the top of the list), and 3) comments are the top three categories of material consumed by all three generations. Thoughts? Oh, absolutely! Less is more in this case. When it comes to content categories, all of the groups are more interested in consuming information in the sphere of entertainment, regardless of their age. Baby Boomers, on the other hand, are the most avid consumers of world news
  • Generation Xers are particularly interested in healthy living
  • And Millennials are big supporters of technology.

In related news, here are 5 Social Media Marketing Trends to Keep an Eye on in 2019.

What Did We Learn?

We discovered that individuals want to share material on social media in order to feel connected to others, and that valuable content is what they are looking for. We discovered the Smart Insights’ Content Matrix, which assists marketers in selecting content kinds based on their goals (entertaining, inspiring, educating or convincing). In the end, we discovered that Millennials and Generation Xers are pretty similar when it comes to online content consumption, however Baby Boomers are very different.

Boomers, Generation X, Generation Y, and Generation Z Explained It’s vital to remember that Millennials will account for more than half of the workforce by 2020, which is why understanding their online habits is helpful for any company with a digital presence.

For more information, download our free eBook, “How Employee Advocacy Boosts Personal Branding.”

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