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

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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