In today’s digital age, shareable content has become a crucial aspect of online communication. To create content that resonates with your audience and encourages them to share it, understanding the psychology behind why people share is essential.
Understanding Shareable Content and Its Importance in the Digital Age
In today’s digital age, shareable content has become an essential component of any successful marketing strategy. Shareable content is defined as any piece of content that is created with the intention of being shared across social media platforms. The importance of shareable content lies in its ability to reach a wider audience and increase brand awareness. When people share your content, they are essentially endorsing your brand to their network, which can lead to more traffic, engagement, and ultimately conversions.
Creating shareable content requires a deep understanding of your target audience and their preferences. It’s important to create content that resonates with them on an emotional level and provides value in some way. This could be through entertaining or informative videos, inspiring images or quotes, or thought-provoking blog posts. By creating content that people want to share, you can increase your reach and build a stronger relationship with your audience.
The Benefits of Shareable Content
There are many benefits to creating shareable content for your business:
- Increased brand awareness: When people share your content on social media, it exposes your brand to a wider audience.
- Improved engagement: Shareable content encourages people to engage with your brand by commenting, liking, or sharing.
- Higher website traffic: When more people are exposed to your brand through social media shares, it can lead to increased website traffic.
- Enhanced credibility: When people see others sharing your content, it can enhance the credibility of your brand and establish trust with potential customers.
- Cost-effective marketing: Creating shareable content is a cost-effective way to market your business compared to traditional advertising methods.
The Challenges of Creating Shareable Content
While there are many benefits to creating shareable content, it’s not always easy to achieve viral success. Some challenges include:
- Standing out from the competition: With so much content being produced every day, it can be difficult to create something truly unique and attention-grabbing.
- Understanding your audience: Creating shareable content requires a deep understanding of your target audience and their preferences.
- Balancing creativity with practicality: While it’s important to create entertaining or inspiring content, it also needs to serve a practical purpose for your business.
- Measuring success: It can be challenging to measure the success of shareable content since it relies heavily on social media shares and engagement.
In this video from Adam Erhart, he highlights the flaws in traditional social media marketing strategies and emphasises the need for a strategic approach. He suggests reversing the process by first identifying the target market and their preferences, then creating relevant content, and finally selecting the appropriate social media platforms. The importance of video content is emphasised, with a focus on short video clips for stories on platforms like Facebook and Instagram.
By following these updated strategies, Adam suggest that businesses can improve their social media marketing results and effectively engage with their target audience.
The Psychology Behind What People Choose to Share on Social Media
The psychology behind what people choose to share on social media is complex and multifaceted. There are several factors that influence sharing behaviour, including emotions, social norms, relevance, personality traits, and cognitive biases.
One of the primary drivers of sharing behaviour is emotion. People are more likely to share content that elicits strong emotional responses such as happiness, anger, or awe. This is because emotions help us connect with others and build relationships, which is a fundamental human need.
Another factor that influences sharing behaviour is social norms. People are often influenced by what they perceive as socially acceptable or desirable behaviour within their peer group or community. This can lead to a herd mentality where people feel compelled to share certain types of content simply because others are doing so.
The Role of Relevance in Sharing Behaviour
Perceived relevance also plays a significant role in sharing behaviour. People are more likely to share content that they believe will be relevant or useful to their network. This could include informative articles, how-to guides, or news stories related to their interests or industry.
Factors That Influence Perceived Relevance
Several factors can influence perceived relevance:
- Personalisation: Content that is personalised based on an individual’s interests or preferences is more likely to be perceived as relevant.
- Timeliness: Content that is timely or current is more likely to be perceived as relevant.
- Context: The context in which content is shared can also influence perceived relevance. For example, a post about healthy eating may be more relevant when shared within a fitness group compared to a general social media feed.
Creating Relevant Content
To create shareable content that is perceived as relevant, it’s important to understand your target audience and their needs. This could involve conducting market research, analysing customer data, or creating buyer personas. By understanding what your audience wants and needs, you can create content that resonates with them and encourages sharing behaviour.
The Personality Traits That Make People More Likely to Share Content Online
Personality traits can play a significant role in shaping sharing behaviour on social media. Research has identified several personality traits that are associated with increased sharing behaviour:
- Extraversion: People who score high on the extraversion scale are more likely to share content on social media since they enjoy interacting with others and seek attention from their network.
- Openness: People who score high on the openness scale are more likely to share diverse types of content and explore new ideas since they value creativity and intellectual curiosity.
- Agreeableness: People who score high on the agreeableness scale are more likely to share content related to social causes or issues since they value empathy and compassion for others.
- Neuroticism: People who score high on the neuroticism scale are less likely to share content on social media since they tend to be anxious or self-conscious about how others perceive them.
Using Personality Traits in Marketing
By understanding the personality traits of your target audience, you can tailor your marketing efforts towards their specific preferences and behaviours. For example, if you’re targeting an audience that scores high on the extraversion scale, you may want to create content that encourages interaction and engagement. On the other hand, if you’re targeting an audience that scores high on the openness scale, you may want to create content that explores new ideas or challenges conventional thinking.
The Dark Side of Personality Traits
While personality traits can be useful in understanding sharing behaviour, they also have a dark side. For example, people who score high on the narcissism scale may be more likely to share content that promotes their own image or self-interests at the expense of others. Similarly, people who score high on the psychopathy scale may be more likely to share content that is manipulative or malicious. It’s important for marketers to be aware of these potential risks and ensure that their content is ethical and responsible.
The Role of Emotions in Creating and Sharing Content Online
Emotions play a crucial role in creating and sharing content online. As humans, we are emotional beings, and our emotions drive our behaviour. When we experience strong emotions such as joy, anger, or sadness, we are more likely to share content that reflects those emotions with others. This is because sharing content that resonates with us emotionally allows us to connect with others who share similar feelings and experiences.
Emotional Contagion
One phenomenon that explains how emotions influence sharing behaviour is emotional contagion. Emotional contagion refers to the spread of emotions from one person to another through social interaction. When we see content that evokes strong emotions in others, we are more likely to experience those same emotions ourselves and share the content with others.
Example:
- A heartwarming video of a soldier returning home from deployment surprises his daughter at school goes viral on social media.
- Viewers who watch the video feel a sense of joy and happiness.
- They share the video with their friends and family members who also feel a sense of joy and happiness when they watch it.
- The video continues to be shared across various social media platforms, spreading the emotion of joy among millions of people worldwide.
The Power of Negative Emotions
Negative emotions such as anger or fear can also drive sharing behaviour online. In fact, research has shown that negative content is more likely to go viral than positive content. This may be because negative emotions tend to be more intense than positive ones, leading people to take action (such as sharing) in response to them.
Example:
- A news article about a controversial political decision elicits strong feelings of anger and frustration among readers.
- Readers share the article with their social media followers, expressing their outrage over the decision.
- The article gains traction on social media, with more and more people sharing it in solidarity against the decision.
The Role of Brand Emotions
Emotions also play a critical role in brand marketing. Companies that can evoke positive emotions such as joy or excitement in their customers are more likely to build brand loyalty and generate word-of-mouth recommendations. This is because emotions create memorable experiences that customers associate with the brand and want to share with others.
Example:
- A popular fast-food chain releases a new menu item that is highly anticipated by its fans.
- Customers who try the new item and enjoy it experience feelings of satisfaction and excitement.
- They share pictures of the food on social media, tagging the company and encouraging their friends to try it out for themselves.
- The company’s social media accounts see a surge in engagement as customers continue to share their positive experiences with others online.
How Different Types of Content Trigger Emotional Responses and More Shares
The Power of Emotions in Content Sharing
Emotions play a significant role in the content that people choose to share online. Studies have shown that content that evokes strong emotions, whether positive or negative, is more likely to be shared than content that elicits no emotional response at all. This is because emotions are contagious, and people want to share content that they feel will resonate with their friends and followers.
Examples of Emotion-Inducing Content
Some examples of emotion-inducing content include heartwarming stories, funny memes, shocking news articles, and inspiring videos. These types of content have been shown to generate high levels of engagement on social media platforms like Facebook and Twitter.
The Role of Storytelling in Triggering Emotional Responses
Storytelling is another powerful tool for creating emotional connections with audiences. By telling a compelling story, brands can tap into their customers’ emotions and create a sense of empathy and understanding. This type of connection can lead to increased brand loyalty and advocacy.
Using Storytelling in Marketing Campaigns
To use storytelling effectively in marketing campaigns, brands should focus on creating stories that are authentic, relatable, and relevant to their target audience. They should also aim to evoke strong emotions such as joy, sadness, or inspiration through their storytelling efforts.
Examples of Brands Using Storytelling Effectively
Brands like Nike and Coca-Cola have used storytelling effectively in their marketing campaigns by focusing on themes like perseverance, overcoming obstacles, and the power of community. These types of stories resonate with audiences because they tap into universal human experiences.
Social Norms and Peer Pressure: How They Impact Sharing Behaviour
The Influence of Social Norms on Sharing Behaviour
Social norms play a significant role in shaping our behaviour, including our online sharing habits. People are more likely to share content that aligns with their perceived social norms and values. For example, if a person believes that it is important to support environmental causes, they may be more likely to share content related to climate change or sustainability.
Examples of Social Norms Impacting Sharing Behaviour
Other examples of social norms impacting sharing behaviour include political beliefs, religious affiliations, and cultural identities. People are more likely to share content that reinforces their existing beliefs and values.
The Power of Peer Pressure in Content Sharing
Peer pressure is another factor that can influence sharing behaviour. People are often motivated by a desire to fit in with their peers and be seen as part of a particular group or community. This can lead to increased sharing activity around topics that are popular or trendy among one’s social circle.
The Role of Influencers in Peer Pressure
Influencers also play a significant role in shaping online sharing behaviour. When an influencer shares content on social media, their followers are more likely to share it as well because they want to be associated with the influencer’s brand or persona.
The Personality Traits That Make People More Likely to Share Content Online
The Connection Between Personality and Online Sharing Behaviour
Research has shown that certain personality traits can make people more likely to share content online. These traits include extroversion, openness to experience, and agreeableness.
How Personality Traits Impact Sharing Behaviour
Extroverted individuals tend to be more outgoing and sociable, which can lead them to share content more frequently as a way of connecting with others. Openness to experience is associated with curiosity and creativity, which may lead individuals to seek out and share unique or unconventional content. Agreeable individuals are more likely to prioritise relationships and social connections, which can lead them to share content that aligns with their values and beliefs.
The Role of Self-Presentation in Online Sharing Behaviour
Self-presentation is another factor that can influence online sharing behaviour. People may be more likely to share content that reflects positively on themselves or their personal brand. For example, a person who wants to be seen as knowledgeable about a particular topic may share articles or videos related to that topic.
Examples of Self-Presentation in Online Sharing
Other examples of self-presentation in online sharing include sharing photos or updates about one’s personal life, sharing stories or accomplishments related to one’s career, or sharing content related to one’s hobbies and interests.
The Impact of Perceived Relevance on the Shareability of Content
The Importance of Perceived Relevance in Content Sharing
Perceived relevance is a key factor in determining whether people will share content online. If a person perceives a piece of content as relevant to their interests, needs, or values, they are more likely to share it with others.
How Brands Can Increase Perceived Relevance
To increase perceived relevance, brands should focus on creating content that is tailored to their target audience’s interests and needs. They should also aim to create content that is timely and relevant to current events or trends.
The Role of Personalisation in Increasing Perceived Relevance
Personalisation is another effective strategy for increasing perceived relevance. By tailoring content based on an individual’s past behaviour or preferences, brands can create a more personalised experience that resonates with the individual.
Examples of Personalised Content
Some examples of personalised content include product recommendations based on past purchases, personalised email campaigns that address the recipient by name, and personalised social media ads that target specific interests or demographics.
Demographics and Their Influence on What People Choose to Share Online
The Connection Between Demographics and Online Sharing Behaviour
Demographics such as age, gender, and income can have a significant impact on what people choose to share online. For example, younger generations may be more likely to share content related to pop culture or social justice issues, while older generations may be more likely to share content related to health and wellness.
Examples of Demographic Differences in Sharing Behaviour
Other examples of demographic differences in sharing behaviour include gender differences in the types of content shared (e.g., women are more likely to share emotional or inspirational content), income differences in the platforms used for sharing (e.g., higher-income individuals may be more likely to use LinkedIn for professional networking), and cultural differences in the topics shared (e.g., different cultures may prioritise different values or beliefs).
The Role of Social Identity in Online Sharing Behaviour
Social identity is another factor that can influence online sharing behaviour. People may be more likely to share content that aligns with their social identity, whether that identity is based on their race, ethnicity, religion, or other factors.
Examples of Social Identity Impacting Sharing Behaviour
For example, members of a particular religious group may be more likely to share content related to their faith, while members of a particular ethnic group may be more likely to share content related to their cultural heritage. Understanding these social identities can help brands create more targeted and effective marketing campaigns.
Cognitive Biases and Their Effect on Our Preferences for Shareable Content
The Role of Cognitive Biases in Content Sharing
Cognitive biases are inherent flaws in our thinking that can impact our preferences for shareable content. For example, confirmation bias can lead us to seek out and share content that confirms our existing beliefs, while availability bias can lead us to overestimate the prevalence of certain topics or issues.
Examples of Cognitive Biases Impacting Sharing Behaviour
Other examples of cognitive biases impacting sharing behaviour include the halo effect (our tendency to attribute positive qualities to people or brands we like), the negativity bias (our tendency to focus on negative information), and the framing effect (our tendency to be influenced by how information is presented).
The Role of Viral Content in Cognitive Biases
Viral content is another factor that can be impacted by cognitive biases. People may be more likely to share content that they perceive as already popular or trending, even if they do not necessarily agree with its message or find it particularly interesting.
The Dangers of Viral Misinformation
This can be particularly dangerous when it comes to viral misinformation, which can spread rapidly across social media platforms and have real-world consequences. Brands and individuals should take care to fact-check any content before sharing it online.
Visual vs. Textual Content: Differences in Consumption and Sharing Behaviour
The Power of Visuals in Online Sharing
Visuals are a powerful tool for creating emotional connections with audiences and increasing engagement on social media platforms. Studies have shown that visual content receives significantly higher levels of engagement than textual content.
Examples of Visual Content
Some examples of visual content include photos, videos, infographics, and memes. These types of content are highly shareable because they are visually appealing and easy to consume.
The Importance of Textual Content in Online Sharing
While visuals are important for capturing attention and generating engagement, textual content is also critical for providing context and conveying information. Textual content can also be more effective at generating long-term engagement and building brand awareness.
Examples of Textual Content
Some examples of textual content include blog posts, articles, and whitepapers. These types of content are highly informative and can provide value to readers beyond just entertainment or emotional appeal.
Using Psychology to Create More Effective Marketing Campaigns for Better Shares
The Importance of Understanding Consumer Psychology in Marketing
Understanding consumer psychology is critical for creating effective marketing campaigns that resonate with audiences. By understanding what motivates people to engage with brands and share content online, marketers can create campaigns that are more likely to generate leads, conversions, and brand loyalty.
Examples of Using Psychology in Marketing Campaigns
Some examples of using psychology in marketing campaigns include creating urgency through limited-time offers or scarcity tactics, leveraging social proof by highlighting customer testimonials or user-generated content, and using gamification to make the experience more fun and engaging.
The Role of Emotional Appeals in Marketing Campaigns
Emotional appeals are another effective strategy for creating effective marketing campaigns. By tapping into consumers’ emotions and values, brands can create a sense of connection and build trust with their target audience.
Examples of Emotional Appeals in Marketing Campaigns
Some examples of emotional appeals in marketing campaigns include using storytelling to create empathy or inspire action, highlighting the benefits or outcomes that align with consumers’ values (e.g., sustainability), or using humor to create a positive association with the brand.
Ethical Considerations When Creating Shareable Content
The Importance of Ethical Considerations in Content Creation
Ethical considerations are critical when creating shareable content because the impact of that content can have real-world consequences for individuals and society as a whole. Brands and individuals should take care to ensure that their content is accurate, respectful, and does not promote harmful or unethical behaviours.
Examples of Unethical Content
Some examples of unethical content include hate speech, misinformation, cyberbullying, and promoting harmful products or services. Brands and individuals should avoid creating or sharing this type of content at all costs.
The Role of Transparency in Content Creation
Transparency is another important consideration when creating shareable content. Brands and individuals should be transparent about their intentions, affiliations, and sources of information to build trust with their audience.
Examples of Transparent Content
Some examples of transparent content include disclosing any conflicts of interest (e.g., sponsored posts), citing sources for statistics or other information used in the content, and being upfront about what the audience can expect from consuming the content (e.g., whether it is meant to be informative or entertaining).
Combatting Fake News and Misinformation Through Understanding the Psychology of Sharing
The Dangers of Fake News and Misinformation
Fake news and misinformation are a growing problem on social media platforms because they can have real-world consequences for individuals’ health, safety, and political beliefs. It is critical to combat these issues by understanding why people share this type of content in the first place.
The Psychology Behind Fake News Sharing
Research has shown that people may be more likely to share fake news if it aligns with their existing beliefs or biases. They may also be more likely to share it if they perceive it as already popular or trending.
The Importance of Fact-Checking in Combatting Fake News
Fact-checking is a critical tool for combatting fake news and misinformation online. By verifying the accuracy of information before sharing it online, brands and individuals can help prevent the spread of false information and promote a more informed society.
Examples of Fact-Checking Tools
Some examples of fact-checking tools include Snopes, PolitiFact, and FactCheck.org. These websites provide accurate information about current events and news stories to help readers separate fact from fiction.
Further research
What is the psychology behind sharing?
Sharing triggers the release of Oxytocin, a hormone that promotes bonding and enhances feelings of happiness. Additionally, Oxytocin reinforces the connection between individuals and encourages them to protect their relationship against other competing relationships.
Why is shareable content important?
We all strive for our content to be shareable. The most shareable content sparks conversations with your audience and prompts them to talk about you. When someone shares your content, it indicates that they not only enjoy it but also want it to reflect their own identity.
What is the psychology behind posting everything on social media?
Each person has their own individual brand, and the content they post on social media reflects this identity. Therefore, it is not surprising that 68% of individuals share on social media to convey their personal values and identity to others. December 6, 2022.
Why do people share things with others?
In summary, our intention is to assist others. We share our knowledge and insights because we feel that we are providing something beneficial to our audience.
Why do people overshare on social media?
According to our research, emotions play a major role in oversharing on social media. When we experience intense emotions, we tend to use social media as a means of communicating with and receiving support from our friends, family, and co-workers.
