The Psychology of Social Media Sharing: Why People Share Business Content

In a fascinating study conducted by The New York Times Customer Insight Group, it was discovered that there are five key reasons people decide to share something with others. By understanding these motivations, marketers can better assess their content and its ability to result in sustainable growth and traffic to their blog.

Spoiler Alert: It's All About Relationships

I’ve probably said it a gazillion times – people buy and share content from those they know, like, and trust. Most sharing is primarily dependent on the personal relationships of your readers. The data shows that the likelihood of your content being shared has more to do with your readers' relationships to others than their relationship to you.

Common Reasons People Share:

49% share because it allows them to inform others of products they care about and potentially change opinions or encourage action 68% share to give people a better sense of who they are and what they care about 78% share information online because it lets them stay connected to people they may not otherwise stay in touch with 69% share information because it allows them to feel more involved in the world 84% share because it is a way to support causes or issues they care about

How to Apply the Psychology of Social Sharing

So, what do we do with all of this? How do we actually apply it to our content? There are five big ways.

1. Bring Value to Your Readers – Every Time

If your readers are sharing content that they know, like, and trust, one of the most important aspects of your content has to be the sheer value it offers. Ask yourself, 'What are my readers really getting in exchange for their time spent consuming my content? Is it worth their time?'

Key Strategies:

Continually supply your readers with new and unique content that has never been 'done' before. Make your content more practical and actionable for your readers. Ensure that your content has a high entertainment factor, using custom graphics or charts to present your content in a fresh way. Consider adding a video or infographic to your content to add more value and entertainment.

2. Help Your Readers Define Themselves

I love digital books, but I frequently miss the presence of a physical book on my shelf. There’s something about the books I keep and their ability to define who I am. In the same way, the content we share defines us. This is a reality to consider.

Key Strategy:

Create content with a single specific takeaway or point that your readers can focus on and share.

3. Connect Your Readers to Others

Your readers have an instinctual need to connect with others. People like people. In content marketing, the fabric of these connections is directly related to the content we consume and share with our online network. When we attach a conversation to a piece of content, we become very likely to share that content with others.

Key Strategy:

End posts with a question that your readers can answer in the comments section, encouraging engagement and reflection.

4. Make Them Feel More Valuable

This is a personal example highlighted by the New York Times study, where a respondent said, 'I enjoy getting comments that I sent great information and that my friends will forward it to their friends because it's so helpful. It makes me feel valuable.'

Key Strategy:

Encourage readers to feel like experts in their field by providing valuable and actionable content.

5. Share Content They Love and Believe In

The best reason for your readers to share your content is because they simply love it and believe in what you have to say. They want to support a cause or brand they care about.

Conclusion

By understanding the psychology behind social sharing, you can create content that resonates with your audience, bringing value, entertainment, and social connection. Remember, the key is to build a relationship with your readers and make them feel like they are part of something greater than themselves.