Public Relations & Social Marketing Insight

Having your post go viral on social media – getting hundreds of Likes, Shares or Retweets as a response to your efforts – is the one thing that excites every social media administrator. But in order to get one step closer to achieving that, you have to understand what triggers people to share in the first place.

The New York Times Customer Insight Group published a fascinating study called the Psychology of Sharing, and defined 5 top reasons that motivate people to share content with others online:
-  To Inform and Influence - 49% say sharing allows them to inform others of products they care about and potentially change opinions or encourage action
-  To Show Your Identity - 68% share to give people a better sense of who they are and what they care about and to reinforce the image they would like to present
-  To Connect with Others - 78% share information online because it lets them stay connected to people they may not otherwise stay in touch with, and 73% share information because it helps them connect with others who share their interests
-  To Feel Valuable - 69% share information because it allows them to feel more involved in the world
-  To Show Support - 84% share because it is a way to support causes or issues they care about...