Ever wondered what makes a piece of content go viral or why certain posts get shared far more than others? Understanding the underlying psychological drivers behind why people share content on social media can provide invaluable insights for marketers and content creators. By tapping into these motivations, you can craft content that is more likely to be amplified by your audience.
1. To Bring Value and Entertainment to Others
One of the primary reasons people share content is to provide value or entertainment to their own networks. If a post is incredibly useful, informative, hilarious, or heartwarming, individuals often feel compelled to share it with friends, family, or colleagues who they believe will also appreciate it. Creating content that educates, solves a problem, makes people laugh, or inspires them significantly increases its shareability. Think about what would make your audience want to pass your content along.
2. To Define Ourselves and Reinforce Self-Image
The content people share often reflects how they see themselves or how they want to be perceived by others. Sharing articles on specific topics can signal expertise or interest in that area. Sharing content aligned with certain values or causes can communicate one's identity and beliefs. Brands that produce content that allows individuals to express their identity or affiliate with a desirable group can tap into this powerful sharing motivation.
3. To Grow and Nurture Relationships
Sharing can be an act of social connection. People share content to spark conversations, strengthen bonds with others who have similar interests, or simply to stay in touch. A relevant meme, an interesting article, or an inspiring video can be a catalyst for interaction and a way to nurture relationships within their social circles. Content that facilitates connection or provides a talking point is more likely to be shared as a means of social grooming.