We’ve all done it, watched a Reel, laughed at a meme, or read a LinkedIn post and immediately thought, “I need to send this to someone.” But have you ever wondered why?
But actually people do share content because it makes them feel something. When making content it is very likely to get shared the more human emotions and feelings it has.
Content that makes someone feel inspired, happy, scared, and so on are the best content to make. This results in them spreading the content to everyone and not keeping it to just one audience.
1) Sharing to Social Media is Self Expression
We share and spread content to social media to express ourselves. Things we share are a good reflection of our character and what we think of ourselves good enough to show to others.
We are careful of what we share because we are signaling our identity to others. This is amplified through our actions.
As a creator or brand running influencer marketing campaign always ask what value does this hold for my audience ? Will this help them express themselves to others ? This is one of the core questions behind influencer marketing campaigns that actually converts content built around identity not just impressions.
2) Sharing Content is an Emotional Response
Social Media is especially good at triggering emotions and socializing them.
Research has also shown that content that gives feelings and is memorable, like awe and inspiration, is much more likely to be shared than just informative content. People need to feel something to be driven to the action of sharing.
3) Social Currency: The Desire for Exclusive Knowledge
Do you like being the first to share a new tool or trend?
This is an example of social currency, the value of sharing news for the sake of being the first to break it. This sharing builds social value and capital.
Consider the content you post. Does it help your followers promote themselves as smarter or funnier?
4) Reciprocity: Give Value and Receive Value
Reciprocity is a concept of social psychology that states, when someone gives you something of value, you will want to return the favor at some point.
On social media, this is shown as sharing a post. Value is an educational concept and, when shared, will spread to others because its value is appreciated.
The value of your content is what makes it share worthy.
5) Stories Create Memory, Engagement, and Value
Isolated facts and figures are remembered for a short time, but our brain will always remember a story. The reason for this is that stories create emotional connections.
When you share a story, you create a way for information to be processed and remembered for the long term.
The Real Secret to Shareable Content
The first three seconds of a video are the most important, and creators know this. But there is a difference between having the attention of an audience and having reach.
Ask yourself: What psychological need does this content satisfy?
Content made around self-expression, emotion, social currency, value, or story is what gives people incentive for sharing.
An influencer marketing agency like SocioClout is focused on what people care about rather than what the algorithms say. Influencer campaigns should be centered around people. Although trends change, the way we think is constant. That is why the most effective campaigns are still those that tap into fundamental aspects of human psychology.
