Why Do People Really Share Content?
It’s clear that there is an inherent value in having content that people want to share. This is especially true in social media marketing. Creating content is just one step in the chain. If you can get users to share it for you, they’re essentially doing your work for free. Additionally, others will be more likely to read the content if it is shared by someone whom they know and trust. Think of it as a vetting process. There are many people who wouldn’t look twice if they saw your company’s post, but who would absolutely read it — and perhaps share it again — if a friend or a family member posted it.
The Reasons People Give
There are a lot of ways to approach a question like this, considering the psychology of why people act the way that they do online or what resonates with them. However, one of the easiest ways to begin breaking it down is simply to ask people why they choose to share the content that they do. Here are some of the main reasons that they give:
4. To create a thoughtful discussion or to share ideas. This was true in 31% of cases.
3. Because it is funny and will get a laugh. This was noted in 58% of cases.
2. Because it will be helpful to the other people who read it. This was also found in 58% of cases.
1. Because it is interesting and/or entertaining. This was most common, showing up in 72% of cases.
One thing to note is that many of these things are subjective depending on the specific group involved. For instance, someone who is involved in gaming may find the announcement of a new game interesting and share it because others in their peer group will feel the same, whereas someone who doesn’t play video games won’t find it interesting at all. So, the key to the whole thing is to understand your own audience. You need content that will connect with them in one of these ways. Humor is often the easiest to apply to a wide audience, which is why it is so often used in marketing, but more specific reasons can have a bigger impact on a select group.
Is Your Content Working?
To get the most out of your content, you need people to share it. Here at Content Customs, we can use our expertise to help you craft content that is specifically designed for your intended audience. Contact us today to find out how we can help you get more traction with every post.