Why do People Share on Social Media?

This blog has been sitting on my chest for a couple of months. It all came out of something I had shared on social media and people’s reaction to it. It got me thinking, what drives people to share content online. So I did some research and this is what I came up with.

People share parts of their daily lives everyday. From pictures of their children to their vacation and even their private moments. But what makes us share? Is it that we want recognition for our accomplishments? Is it all about likes, shares and retweets?

Intrinsically, sharing has always been a part of our lives. Before the internet, we shared with our family at dinnertime and our coworkers. We shared our family photo albums to visitors on the couch, so the idea of sharing is not new.

According to  The Psychology of How We Share Content, by Jesse Bowman, “To really understand the psychology of sharing, we have to go back to 1966. Long before we had the retweet, Austrian psychologist, Ernest Dichter, published the Harvard Business Review article “How Word-of-Mouth Advertising Works.”

In his article, Dichter outlined four reasons that motivate people to talks about brands and products.

  1. Product Involvement (33%) – The customer’s experience is so pleasurable, it has to be shared.

  2. Self-Involvement (24%) – You, as the sharer, gain attention, feel special like you have inside information or are the first to know.

  3. Other Involvement (20%) – The sharer wants to help others.

  4. Message – Involvement (20%) – The message is so valuable that it has to be shared.

This analysis was helpful in order to understand the psychology of why people share and its incentives. But let’s dig deeper shall we?

The New York Times Customer Insight Group published the study, “The Psychology of Sharing” which divided why we share into five categories and further broke down the personas of people who share into six profiles.

Personas of Sharers (Preferred Channels)

  1. Altruists – share content to be helpful. (Facebook, Email)
  2. Careerists – share to build a professional reputation. (Linkedin, Email)
  3. Hipsters – share cutting edge and creative content that builds their identity. (Facebook, Twitter)
  4. Boomerangs – share content to get reaction from audience, seeks validation. (Facebook, Twitter)
  5. Connectors – share content to stay connected with others and make plans. (Facebook, Email)
  6. Selectives – put more thought into what they share and with whom they share it. (Email)

It’s easy to determine from both studies that people share for their own self-interests. But the last reason why we share, spread the word about causes or brands, touches on another major reason why we share: emotion.
But I think we share because it makes us look good. I also believe that people are natural storytellers, and all great brands also learn to tell stories. If you can learn to tell an interesting story, it will be shared.

Typically what leads a person to share something on social media is when it has a connection to them as an individual, be it political, emotional, cute or funny. People want to share with others how they perceive the world and reflect their tastes and how they define themselves.

So what motivates you to share? Attention? Likes? Comments? Shares? What would you like to share but don’t?

 

 

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The Age of the Selfie is Over: Here’s What to Do Instead

 

The age of the selfie is over. The selfie queen herself, with a coffee book about selfies, Kim Kardashian, has been banned from taking them.

After she injured her wrist, Kardashian was given doctor’s orders to lay off of it — and, with that, stop taking selfies. “My hand hurts. I forgot my brace,” Kim tells Khloé Kardashian and Kris Jenner in a new clip of Keeping Up With the Kardashians posted to E! News.  – W Magazine

 

The truth is, the age of the selfie has been dying out for years now and even though Kim posts a selfie from time to time, she now reverts to posting photos from magazine shoots or pictures taken by her assistant or daughter North.

You can also notice a trend on Instagram in general, people are preferring more posed photos of themselves, taken by someone else.

So here’s some photo ideas of what’s been trending.

Photos with Epic Backdrops

It really doesn’t matter how you pose, it’s all about the background. So make sure it’s an gorgeous landscape, typically a remote one that no one has any idea where to find. First them!

#Belfie Replaces the #Selfie

Turn your back to the camera and twist your upper body around and smile. This is another pose that Kim made famous, the #belfie. It’s really about emphasizing the butt. So be cheeky!

Take the Travel Photos to the Next Level

The trend this summer was all about those travel photos. This is a little bit more than the first photo, this is about posing in front of iconic places like the Eiffel Tower or Times Square for maximum effect. Here’s former Miss Jamaica in Tuscany, pretty iconic. #UnderTheTuscanSun

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“Wow, grapes” 🍇 #ChiantiClassico

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Make IG Your Runway

We’re not talking about the impromptu photoshoot of you posing with your phone. This is you thinking about a concept, getting wardrobe, makeup and hair organized and going to a location to shoot.

Slay in Your Carnival Costume

Many people don’t know Carnival is a year round thing. There’s Trinidad, Cayman, Barbados, Miami, etc. You could be feting all year! However, if you don’t post any other photo for the rest of the year, post your Carnival costume.

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Came through drippin’

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Squad Goals Up

Serving looks with your besties is also something to consider…

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#StBarth

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Take That Overhead Shot

These may require a drone, but will make for a truly interesting photo op…

HiJi Cam it Out

The filter app responsible for making your photos look like they were taken on a disposable camera has built a huge following this year.

Barbie Feet

Another silly, but definitely cute pose to try. ‘Barbie feet’ is exactly what is says on the tin—when taking a full-length shot, rise up on your tippy-toes as if you’re wearing an invisible heel. Among other things, it helps your legs look longer and your feet more dainty. – Vogue Australia

Tryptich Posts

Beyonce has been grid obsessed and posting three times in a row lately. Be like Beyonce or Sevana.

 

Tripytch Post with Singer Sevana
Tripytch Post with Singer Sevana @callmesevana

7 Must-Haves for Instagram going into 2019

So many brands and influencers are still struggling to master all the features on IG.

But with Instagram reaching a milestone of 1 billion monthly users in June, it is a platform that can’t be ignored. – Adweek

Some brands are losing out on valuable real estate by not creating something as simple as highlights but there are a few other things you should be doing on IG before the year is out.

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Vertical Videos: How-to

We never thought vertical videos would become a thing but they are here and here to stay! For now. Vertical videos aren’t just for IGTV however, they are now creeping onto other platforms like YouTube and Facebook.

Probably the hardest thing to get right when shooting vertical video for IGTV is aspect ratio, which is the ratio of width to height of your video.

The reason it can be hard to get right is because unless your video is shot on a smartphone (which will usually record in 9:16 if shot vertically), you may need to edit or crop your video in post-production to get the right aspect ratio for IGTV.

So I would recommend shooting vertically, if you’re using a phone or shoot widescreen with the camera so you can always adjust post-production.

Why vertical videos? Instagram wants to encourage people to create video content but, at the same time, to do it exclusively for mobile. We already know that people are more likely to use their mobile devices in a vertical position, hence the type of video.

Advertising agencies will need to bear this in mind when creating their ads to include vertical formats for IGTV.

IGTV is predicted to become the new Youtube in 3-5 years.

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IG Stories Still Relevant

IG stories is a way to extend the conversation. So for example, you post a picture of yourself in an outfit, the stories can be used to tell the back story of the photograph. Where you got the outfit and maybe behind-the-scenes, etc. This will continue to be vital to engagement strategies.

Shoppable Posts an Added Plus

I see so many small businesses missing out on a simple app they can add to their posts that directly links them to the webpage. It’s called Later’s (Linkin.bio). It’s like $US4.99 a month, but the value, is a direct clickable link where shoppers can purchase the item. Instagram also has a shoppable feature that’s pretty simple to use. Not available in Jamaica just yet however, we’ll have to wait our turn.

IG Highlights for FAQs a Necessity

Personally, I get a lot of DMs from people asking  questions about what I do out of curiosity. I haven’t reached the level that I would want to have a FAQs section but if you’re a company or a big brand, I would definitely recommend you having an FAQ highlight so people can learn more about you without having to send a DM every time. Saves a lot of time!

Stories Ads will be a Must

The time of organic reach is over. Brands will have to invest in an ad budget in order to reach their target audience, but not just that, the content will have to be richer and more clickable. Also in terms of the variation in ads, I haven’t seen the numbers yet, but the animated, IG story ads seem to have more traction.

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AR Filters Bring That Cool Factor

So you’ve seen the diamond headband filter by Rihanna and the lip color filter by Kylie Jenner and other popular ones on IG lately right? Influencers will now be able to create their own filters using Facebook AR Studio.

 IG Worthy Branded Wall Backdrop: A Staple for Jamaican Parties

Every event we go to in Jamaica, now has a branded, customized wall. This is no coincidence. This is usually brightly colored wall that is easily identifiable in photos when people post to IG.

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Lil Duval lyrics

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Influencer Patronage will Kick up a Notch

The exclusivity of giving an influencer a special branded invitation to your event or token gift before a party creates a buzz that makes the viewer want to know more.

Frenchmen did it for their parties this year and Moda Market has been handing out special Moda Boxes with goodies inside.

Brands like Benefit of Bohoo in the US, have been able to take carefully selected influencers on a vacation. The idea is to create this cool girl lifestyle, where their followers can go with them on an adventure, wear their products and take IG worthy pictures.

The perfect example of this relatable to Jamaica was when Campari took Shanzi.a to Italy for the unveiling of the Red Diaries commercial.

And Jamaica is such an IG worthy place in and of itself, that to really create a superior buzz, you would have to take the influencer out of the country.

However, we’ve seen these experiences happening right here with Garfene and Terri-Karelle going on road trips to Skylark Negril and Irie Diva going on a #staycation.

 

Instagram Worthy Curated Rooms or Walls

Creating an offline, Instagram-worthy experience for your customers can not only help you get more followers, but also generate more sales or visitors.

Think about it like word of mouth, but on Instagram: when a customer is at your place of business and you have created an Instagram-worthy moment, they’ll be happy and excited to snap a photo and share it to their Instagram feeds.

They can then tag your brand in the photo, caption, and location, and inspire their followers to visit your business!

This can be as simple as adding a chic, neon sign or wall decal.

What are some other cool IG Trends you see going into 2019?

 

 

 

 

 

Coffee Talk and Branding

No man is an island and therefore, having conversations with someone that speaks my language is very important from time to time. Picasso had Matisse, Basquiat had Warhol, you get the drift. It’s important for me to have people in the industry, that I can discuss things like social media, advertising, brand development and graphic design. There are very few people that understand all those things and that do them well, Phillip Clayton to me is one of the few people that uses his online platform in the way that I do—to connect with thought leaders from all over the world and learn and interact with them.  He is a branding development specialist with over 15 years of experience working in the advertising industry. He is also a member of the International Commission of Judges for the 2019 PAC, Global Leadership Awards, a commission that celebrates great packaging design in the world. Yes, that’s makes us design nerds! We are very much a like in a lot of ways, and so it’s great to talk shop with him from time to time.

We talked bout a lot of things in the span of four hours at a local coffee shop and he introduced me to this book called The Brand Gap, which is now my new favorite guide to branding. It confirms things I’ve known intrinsically for years, such as the no logo test and the idea that a brand is not just a logo (which I talk about in my previous article, Branding is More than a Logo. ) Anyways, let’s get to the nitty gritty.

We talked about a few things such as:

  • People skim on paying an agency to do research and develop their entire brand’s identity (not just their logo)  and rather pay a graphic designer peanuts to create a logo that will become obsolete in a few years or doesn’t appeal to their target audience.
  • A lot of people don’t understand the meaning of the word branding:

    Branding is a process of creating a unique image or name or logo or symbol or combination of any of these for a specific product in consumer’s mind which differentiates it from competitor’s products.

  • Phillip does not like the word “branding” and prefers brand development, whereas for me, the two can work interchangeably. However, where we both agree is that developing a brand identity is more than just a logo, it’s everything from how the company answers their phone, their internal comms, website–the full gamut of communication.
  • Many companies in Jamaica don’t understand the mixed messages they’re sending when their branding is so confusing. This can be as simple as a font choice. Color has a psychological effect as well, which I will touch on in another post.
  • The brands we love like Coca-Cola for example,  have been able to differentiate over the years by making only slight changes to their logo. The reason for this is that they understand their brand is more than just their logo, its everything from that signature bottle to the brand experience.Coca-Cola-e1453357263954-1024x407.png
  • Some brands know when to innovate by listening to their consumer, for example, Federal Express changed their logo to FedEx because that is what customers were calling the company anyway. So they listened and evolved.fedex4_thumb.jpg
  • Some brands think that jumping on every trendy viral topic is the way to go but if it isn’t true to the brand, then they should avoid it all together. For example, McDonalds decided to recreate the famous Banksy shredding painting with a graphic on their social media. The attempt seems lazy and forced and doesn’t speak well to Banksy’s painting or McDonald’s.

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AND finally, I’ve been talking about personal branding for years, and how using your presence online and offline can bring opportunities for you but David Olgivy puts it simply and we call can relate to this: you build a brand by doing the work, then the rest will follow.

 

So tell me what brands do you love and why? And do you love the brand because of the product or service it offers, or are the two not mutually exclusive? And should I continue this coffee talk series and talk to other people about branding and advertising? Who’s down?

 

Follow Phillip Clayton on instagram or twitter.

 

Branding is More than a Logo

n-5-packshot-default-125530-8801294680094Chanel is one of the most iconic brands in the history of the world. The logo hasn’t changed or been updated since its inception. It was created in 1925 by the owner of Chanel empire, Gabrielle Coco Chanel herself and is basically her initials. Her brand is a champion for the feminist cause hence their association with strong women like Marilyn Munroe and Nicki Minaj.

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But it’s so much more than that. The inventor of the little black dress (LBD) and Chanel No. 5, her products will still be in high demand years from now.

chanel-suit

All the brand elements scream luxury. From the entrance to the stores, to the branding, to the ad campaigns –they all symbolize one thing, sophistication.

 

But great brands are more than just the logo and the branding. They’re built on story telling. Coco Chanel, grew up alone in an orphanage and fought her way out of poverty to success. The communication built on her journey to success, is why her quotes are posted by modern women everywhere, and the iconic Chanel suit is a staple in every successful woman’s wardrobe.

So ask yourself do your customers know your brand’s story? When customers fall in love with a brand its because it connects with them on an emotional level, it makes the brand stand out.

What do customers think of your brand? A lot of people think that creating a brand for your business just involves designing a logo. And although a logo is an important statement its not the only thing to consider.

Do you need help creating your brand identity? It’s not as complicated as it sounds.

Before you begin the design stage of your logo, here are a few things to consider:

Define your brand

What do people like about your product or service? How does your product or service stand out in the marketplace? The first step is to define your brand. Think of it as having a personality. People are attracted to your personality by the colors that you use, your choice of words, the images that you select for your graphic design materials, the designs that you use for your signs and of course, your logo.

 

The brand identity depends on your target audience

Your brand identity also depends on who you are trying to reach. If your customers are the youth market, you may want to use fun colors and catchy phrases. If your customers are a niche market, you may want to use a more technical language that is applicable to the industry.

These tips are valuable in helping you create an brand identity that suits your messages and appeals to your target audience. Professional help can make all the difference.

 

 

Jamaican Brands you MUST follow on Instagram

Screen Shot 2018-06-08 at 1.38.27 AM.pngGood design is so important in getting the right audience to flock to your brand. Great design induces brand loyalty and affects the subconscious. It’s a lot more important than a lot of marketers realize.

I really would love to raise the standard of design in general for social media in Jamaica. I think it can be done. I see it in these pages. So let’s get into it:

  1. @Bijoux_ja is a mood. The luxury is finite on this page. But it still has the ability to be authentically Jamaican. I don’t know how they do what they do but I love it. You should follow them just for the aesthetic. It’s a must.
  2. @Swizzbeads The editing might throw you off but that’s what makes their page so unique. Not to mention the detail to the styling. The model seems to take her swizz beads everywhere. Makes us want to go too.
  3. @summerhouseja From the teasers to the attention to details, this page is an aesthetic. The images are inviting and it really makes you want to go. I’m not a fan of grids but I think this was a perfect way to launch the restaurant and spark interest. The content is also great. The way they gave you insight into the concept was very well thought out.
  4. @jaejolly This carefully curated feed is on point! They focus on creating an aesthetic and switch up between models poses and swimsuits images. The brightly colored swimsuits pop off the page and the whole island vibe got us wanting to live in the jungle. 10/10 would recommend!
  5. @maxiestores They make the effort to really curate their feed. It always has a theme! It might be red theme or a blue theme but its so seamless. I live for it!
  6. @chillitosjamexican I don’t know who their agency is but they look like they have one. Those images are taken with lighting and symmetry in mind. It targets the Millennials well with just a touch of humor to keep you wanting more.
  7. @cafeblueja Last but certainly not least Cafe Blue is one of my faves! It’s so authentically Jamaican and they are always doing fun to stuff to spark interest from their audience.
  8. @kayainc It’s all about the green! This carefully curated feed showcases the offerings of the dispensary Kaya Inc. It also give you developments in the cannabis industry.

Well those are the list of my favorite brands to follow on instagram. If there any other that have a great aesthetic: careful placement of photos, great photos and a thought behind it let me know. What makes a great instagram feed? Let me know.

Please don’t tell me about personal accounts. I want to know about brands only. I might do one for personal accounts soon. Let me know if you’re interested in reading that one! Don’t forget to follow me on instagram at @kesigardner

 

Jamaican YouTubers to Follow in 2018

I haven’t written a blog post like this in awhile and the last article I did about this topic got picked up by Buzzebly. You can read it here if you’re interested. This got the highest views to date so I’ve decided to an updated version.

Now a lot has happened in the YouTube atmosphere. A lot of the old YouTubers I mentioned before, no longer post on YouTube. I think some of the mainstays just know how to stay dedicated and keep at it. It takes awhile to build a following and with YouTube becoming the most popular network, there is a market for it.

Now I won’t list them by any relevance. These are the ones I think have the best content, regardless of subscribers.

    Dutty Berry. Dutty Berry has been doing this thing for a couple of years now and I haven’t caught up with him in awhile but I’m pretty sure he’s making a decent living off this YouTube thing along with making appearances and hosting. He has over 140,000 subs and  averages about 100,000 views per video. Dutty Berry has videos sponsored as well, which is a good move. What makes him stand out? His content. You can tell he does his research and makes sure the videos are jam-packed with jokes and up to date news and gossip.
    RushCam. Now if you haven’t seen his YouTube channel yet, you should definitely check him out. He has done a wide range of videos with very relatable Jamaican themes. Everything from Carnival to comparing Tastee and Juicy Beef. This dude has personality and the videos aren’t too long but they leave you laughing your head off and somehow wanting to know more about this character. He has the potential to really grow his following as long as he keeps paying attention to making great content.
    LaurenOLauren Lauren doesn’t live in Jamaica anymore so her videos are based on her life in California but she is still definitely worth a sub. Point blank, this media veteran is hilarious with her rants about trolls and people’s reactions to her hair. Her content has definitely improved and varied over the years and she has grown to 10,000 subs and 18,000 followers on Instagram.
    Lyric Rochester is blowing up YouTube with her makeup tutorials and has almost 200,000 subscribers. She does mostly makeup tutorials but has charisma and is interesting to watch. She’s partnered with Fontana Pharmacy in the past.
    Trabass TV is still going strong with his vlogs, music videos and comic skits. He basically just vlogs his life with his wife Deannae but he’s fun to watch and keeps his viewers entertained. He’s really trying to break into the music industry and he’s been doing it for awhile. He’s had some success with appearances and tours.
    Chantay Lainey has over 4,000 subscribers on YouTube. She does mostly makeup tutorials but has a bit of vlogs mixed in along the way. She’s a twenty-something just living her life with her friends and has brought us along for the ride!

Those are my picks if you know any YouTubers you think I should add to this list. Let me know!