5 Motivations for Sharing Content

Sharing on a social web drives millions of hits for viral videos, motivates people to email humorous articles, and makes content spread at the speed of a “click”. You can further boost this as you Buy Instagram Views Cheap for your post.

Humans have always shared. It is in our nature, but the information age has accelerated that sharing. It is estimated that every two days we create as much information as we did between the dawn of time and 2003.

In 60 seconds we find and share vast amounts of content in all its different types of media:

We share more content, from more sources, with more people than ever before.

Sharing is powerful online, as it is seen as credible and trustworthy and we will believe our friends before a marketing message from a brand.

The New York Times, in conjunction with Customer Insight Group and Latitude Research, has released a study that reveals the psychology of sharing. This is the first of its kind of inquiry into the motivations of why people share.

The study wanted to find why campaigns such as “Will it Blend” or the “Old Spice” marketing were so successful, and why they were shared.

It looked at why people share online, discovered six personas of sharers, and determining key factors that influence sharing. These are all important to marketers to understand why their content is passed around online

According to the study, sharing is driven by these five motivators.

  • To bring valuable and entertaining content to others
  • To define ourselves to others
  • To grow and nourish our relationships
  • To get the word out about causes and brands

In essence, it is about relationships both weak and strong.

The study also revealed six types of personas:

These people were found to be helpful, reliable, and used email as their primary sharing medium.

LinkedIn was their primary social network. Careerists were professional- and career-minded and shared ideas on how their company can help their customers.

The boomerangs shared to get a response. They wanted validation and were likely to use Twitter and Facebook.

These were the more creative types and wanted to be seen as a leading-edge. They were less likely to use email and saw sharing as part of who they are.

This persona valued making plans and was seen as thoughtful. Preferred communication for sharing for connectors was email and Facebook.

They only shared if they believed the information would be relevant for the receiver of the information. They preferred email as their sharing channel.

As a marketer, these are the primary elements that you need to address if you want your ideas and content shared online.

  • Appeal to customers’ motivation to connect with each other – not just with your brand
  • Trust is the cost of entry of getting shared
  • Keep it simple and it will get shared – it won’t get muddled
  • Appeal to their sense of humor

What was revealing about the study was that, despite the hype with sharing on social media, email was still vital in sharing online.