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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5 Most Instagrammable Places in Jamaica

If you’re traveling to Jamaica or consider yourself a dryland tourist, here are the top 5 places you must take for Instagram. These locations will have you using the #ILiveWhereYouVacay hashtag in no time. You can vote here.

The Grande is rafting on the Rio Grande

There are many variations to this, but any pose you choose will definitely be monumental. Go early morning and float gently through the waters on your long bamboo raft. The ride itself is about 3 hours but make sure you bring your own photographer because it’s difficult to keep your balance and take a selfie at the same time.

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so far so good 💕 #themacmillans

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Frenchman’s Cove is a Classic

Taking a picture at the famous swing at Frenchman’s Cove is a must when visiting Portland. Other major cool spots include the river flowing into the beach, Blue Lagoon and the Trident Castle. Almost every spot in Port Antonio is grand.

 

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Finallyyy wearing my swimmy @keishals loveee it😻😻

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Sandals Suite Life is the Living Your Best Life Hashtag IRL

If you want to say you’re truly living your best life, you have to photograph the over water bungalows. Jamaican Influencers such as Corey Hamilton, Natasha Leeds and Yendi Phillips have taken epic shots there. The drone shots of the heart shaped bungalow formation shot!

Take the Plunge at The Old Spanish Bridge

Another money shot is the Old Spanish Bridge, a hidden gem is just 45 minutes from Ocho Rios. The road may only be for the 4 wheel drive but it’s definitely worth the effort. With its rope swing, you can get a pretty cool capture like Kaci Fennel’s. If you’re into landscape shots the bridge in the background is also quite beautiful. If you’re brave enough,  get some video swinging on the rope!

Strawberry Hill Hotel is the Mostest

Just imagine an image that looks like you’re staring over a cliff overlooking Kingston but it’s really just an Infiniti pool? This optical illusion is a must for anyone visiting Jamaica. Not to mention the view itself!

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Reflecting…. • • "Death is only the end if you assume the story is about you" • • There are moments in life where I get lost in my head; lost in my feelings…just yearning for clarity. The past couple years have just been filled with so much loss it has left me doing a lot of questioning. Some persons who I truly loved, cared for, respected and held in high regard have left this realm. Some through agonizing illness, tragic accidents and some violenly ripped away. I ponder on each of them. I ask repeatedly "Why would God let bad things happen to good people?" Why would God allow His children who are serving His kingdom to experience such suffering? I remember struggling with this very concept with my mother's death and I was so hurt and felt so betrayed by God as a young girl that I turned away from Him. 16 years later, I am now asking again…this time from the perspective of someone who has rekindled her relationship and who is serving His kingdom. And while it still carries weight and pain, I acknowledge the promise of free will of man. I understand that as mankind we have choice. And with that comes so much of the turmoil we now encounter in existence. But I also more than anything understand that what we do here is not about us, but living in His truth and promise, in accordance to His word, to fulfill the purpose He whispers in our soul, and when the day of reckoning comes, to go home to Him knowing it is well and it is done. #MyHeartWasHeavy #SometimesYouHaveToBareYourSoul #But #IPlaceItAtHisFeet #ThePowerOfSurrender #Peace #Understanding #Clarity #ForMyFriends #ForMyLovedOnes #ForThoseFeelingHurt #ForThoseGoingThroughLoss • • Thank you @_jayenigma for this capture. • • PS. @keneealintonboutique I LOVE this dress!

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Honorable mentions include:

Waterfall at Serendipity Holistic Resort

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#serendipityresort #bluemountain #jamaica my #paradise

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Fleet Street

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В Кингстоне (столице Ямайки) мне посчастливилось побывать в замечательной местной школе (Holy Family Primary & Infant School). Здание этой школы и часть улицы (Fleet st.), на которой она находится, полностью в граффити (то, что вы видите, это лишь малая его часть)😍! Я не могу передать словами тот восторг, который я испытала, когда мы наконец-то нашли это необычное место (thanks, Jan😘)!!! Кстати, нам позволили зайти на территорию школы! Так что мы сняли на видео весь двор, маленьких ямайских детей в школьных формах и даже кабинеты!!!! Скоро я сделаю видеоролик👍🏿 #jamaica #kingston #art #family #school #streetart #travel #magic #street #fleetstreet #traveladdict #photography #graffiti #graffitiart #beauty #building #vacation #tbt #instaart #holiday #арт #стритарт #отпуск #путешествие #искусство #школа #ямайка #кингстонш

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Victoria Pier Waterfront/DownTown Kingston 

So all these places are up for debate! Do you agree with picks? Which places do you think are the most instagrammable places in Jamaica? Vote here

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?

 

 

 

 

 

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!

Pepsi, United Airlines & Spicer: PR Blunders and How to Fix Them

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Unless you’ve been living under a rock, you may have noticed the amount of PR blunders being committed in the news this past week. We as the public have been shocked, embarrassed and enraged by some of the statements made by United Airlines, Pepsi and Sean Spicer. Well if you ever get yourself in the pickle these folks have gotten themselves in, lets look at how we can fix them.

Let’s start with Pepsi. Having made a commercial meant to unify and make a bold statement about the current landscape of the US, Pepsi managed to alienate and offend its target audience. Interestingly enough, my 14 year old daughter found nothing wrong with the commercial but thats another story.

The use of protesters in a commercial centred around a young, white reality television star and model Kendall Jenner being mesmerised by a large group of ethnically diverse people marching down a street holding signs that said, “Join the Conversation”–is a testament to show how disjointed the Pepsi internal ad agency was. What could this young model possibly know about the Black Lives Movement and the Women’s March? Not to mention the pivotal moment when she chucks her blond wig at the seemingly subservient black woman waiting in the wings.

Needless to say, she made a bad choice. But the real issue here is Pepsi. What were they thinking? That a can of Pepsi could unite the police and protestors across many different platforms?

Things got worse when they made their statement,

“Pepsi was trying to project a global message of unity, peace and understanding. Clearly we missed the mark, and we apologise. We did not intend to make light of any serious issue. We are removing the content and halting any further rollout. We also apologise for putting Kendall Jenner in this position.”

Firstly, they should have apologised to their key audience: people who adore the brand. As a Pepsi drinker, I was offended that my name wasn’t called. Yet they made the effort to call Kendall Jenner’s name? She got paid anyway didn’t she? What does putting her name in the statement do? This was their way of attempting to save face for Kendall Jenner’s reputation.

Unless You’re Political, Stay out of it

The bottom line is, if you’re not a politically charged brand, stay out of politics. I would recommend them doing some market research to see where Pepsi is and stick with lighthearted, non-political statements from now on. Will it affect the brand too much?  I doubt it. Pepsi is a corporate giant that can weather a storm such as this one. We will soon forget.

Let’s move on to United Airlines. What didn’t they do wrong? First of all randomly selecting a passenger and hauling them off an overbooked flight although legal (minus the assault) doesn’t mean its right. They could have offered an incentive. Although I read somewhere where they did offer the passengers $US900 to change flights.

The real issue here is how they handled it, the first statement they released,

“This is an upsetting event to all of us here at United. I apologise for having to re-accomodate these customers. Our team is moving with a sense of urgency to work with the authorities and conduct our own detailed review of what happened. We are also reaching out to this passenger to talk directly him to further address and resolve this situation.” – Oscar Munoz, CEO, United Airlines

Re-accomodate is the key word here. It implies that moving the customers is an inconvenience to United. They may not have known the details of what had happened but they didn’t address the issue head on which is the assault of the victim.

Admit You’re Wrong

They tried to redeem themselves by issuing another statement more fitting to the circumstances,

“Dear Team,

The truly horrific event that occurred on this flight has elicited many responses from all of us: outrage, anger, disappointment. I share all of those sentiments, and one above all: my deepest apologies for what happened. Like you, I continue to be disturbed by what happened on this flight and I deeply apologize to the customer forcibly removed and to all the customers aboard. No one should ever be mistreated this way.

I want you to know that we take full responsibility and we will work to make it right.

It’s never too late to do the right thing. I have committed to our customers and our employees that we are going to fix what’s broken so this never happens again. This will include a thorough review of crew movement, our policies for incentivizing volunteers in these situations, how we handle oversold situations and an examination of how we partner with airport authorities and local law enforcement. We’ll communicate the results of our review by April 30th.

I promise you we will do better.

Sincerely,

Oscar”

This statement although more informal, really gives you a sense that they are admitting that there is a serious problem and that they are trying to fix it. Its good to face things head on. Although nearly $1bn of the company’s value was erased in trading on Tuesday, they will bounce back from this.

At last but not least Spicer.  Spicer’s job as Press Secretary for the White House is to handle possible PR issues day in and day out but he himself could not avoid getting into trouble. On Tuesday, he made a statement that not even Hitler used chemical weapons in World War II.

Now, he was trying to make a comparison that Syrian President Bashar Assad is worse than Hitler because he used chemical warfare on his own people in the attack in Syria. But no one knows for sure that Assad was responsible for the attacks and lets not forget the Holocaust! Nazis may not have used the chemical warfare that Assad allegedly used but they definitely used cyanide-based Zyklon B and other types of poison to kill Jews in gas chambers at concentration camps.

Think Before you Speak

Spicer should going forward, should really be prepared before making any blank statements or comparisons about Hitler or anyone else. Seems he may need some media training himself. There really is no hope for him at this point and he might be quite possibly out of a job as his sole purpose is to handle difficult media situations with poise and ease.