What Psychological Traits Should Marketers Focus On to Make Content More Shareable?

 In the world of digital marketing, understanding the psychological triggers that motivate people to share content is essential for creating viral campaigns. When content resonates with an individual's emotions, beliefs, or social identity, it becomes more likely to be shared across social networks. This sharing behavior is driven by specific psychological traits, which marketers can strategically tap into to enhance the virality of their content. In this blog, we will explore the key psychological traits marketers should focus on to make content more shareable and increase its chances of going viral.

1. Social Proof and Herd Mentality

Social proof refers to the psychological phenomenon where people tend to follow the actions of others, especially when they are uncertain about what to do. This is based on the idea that if others are doing something, it must be the right thing to do. In the context of viral marketing, social proof is a powerful motivator for content sharing.

Why It Matters:

• Validation through Others' Actions: When people see that content is being shared or endorsed by others, it validates their decision to share it as well. This creates a snowball effect, where the more people share content, the more others feel compelled to do the same.
• Peer Influence: Marketers can leverage social proof by showcasing testimonials, user-generated content, or high engagement rates. When individuals see others interacting with content, it encourages them to share it to be part of the conversation.

For marketers, integrating social proof into content—whether through user reviews, influencer endorsements, or highlighting the number of shares—can increase its shareability.

2. Emotions (Especially Positive Emotions)

One of the most powerful psychological traits that drive content sharing is emotion. People are more likely to share content that evokes strong emotional responses, particularly positive emotions like joy, amusement, inspiration, or awe. Content that makes people feel something is more likely to be shared with others.

Why It Matters:

• Emotional Connection: Content that evokes emotions creates a deeper connection with the audience. Whether it's humor, empathy, or excitement, emotionally engaging content is more memorable and shareable.
• Social Bonding: Sharing content that elicits positive emotions helps people connect with their social circles. When they share something that makes them laugh or feel inspired, it allows them to bond with others over shared experiences.

Marketers can create content that appeals to emotions by focusing on humor, uplifting messages, or heartwarming stories that resonate with the audience's feelings.

3. Social Identity and Group Belonging

Social identity refers to how individuals define themselves based on the groups they belong to. These groups can be defined by factors such as nationality, religion, profession, interests, or even online communities. Content that aligns with an individual’s social identity is more likely to be shared because it reinforces their belonging to a particular group.

Why It Matters:

• Self-Expression: People share content that reflects their personal identity and values. Whether it's political views, cultural beliefs, or shared interests, content that resonates with an individual's identity makes them feel validated.
• Group Membership: Sharing content related to a group they belong to, such as a sports team or a specific hobby, reinforces their sense of belonging. It also helps them connect with others who share similar interests.

Marketers can tap into this psychological trait by creating content that resonates with specific social groups, making it more likely to be shared among individuals who identify with those groups.

4. Reciprocity and the Desire to Give Back

Reciprocity is a deeply ingrained psychological principle that suggests that people feel an obligation to return favors. When individuals receive something of value, they are more likely to share it or pass it along as a form of social exchange. This sense of indebtedness can be a strong motivator for sharing content.

Why It Matters:

• Social Exchange: When people receive content that they find valuable, whether in the form of entertainment, information, or inspiration, they often feel compelled to return the favor by sharing it with others.
• Gift Economy: In some cases, sharing content is viewed as a gift. People share content with the intention of providing value to their network, whether it's a funny video, useful tips, or a heartwarming story.

Marketers can create a sense of reciprocity by providing value upfront. For example, offering useful resources, exclusive deals, or entertaining content can motivate people to share in return.

5. Curiosity and the Need to Know More

Humans are naturally curious beings. Curiosity triggers the desire to learn, discover, and explore. Marketers can leverage curiosity by creating content that leaves people wanting more or provides just enough information to spark interest.

Why It Matters:

• Teasers and Cliffhangers: Content that leaves questions unanswered or presents intriguing scenarios encourages people to share it in hopes of getting more information or answers.
• Compelling Headlines: Curiosity-driven content often starts with a catchy headline or question that piques interest and makes people want to click and share.

Marketers can create curiosity by crafting content that poses interesting questions, offers glimpses into unknown information, or teases an exciting reveal.

6. Scarcity and the Fear of Missing Out (FOMO)

Scarcity is a psychological principle where people place higher value on things that are perceived as rare or in limited supply. This can trigger FOMO (Fear of Missing Out), which compels people to act quickly to avoid missing an opportunity. In the context of content sharing, scarcity can encourage individuals to share content that they feel others need to see before it disappears or is no longer available.

Why It Matters:

• Urgency and Exclusivity: Scarcity creates a sense of urgency. People are more likely to share content if they believe it’s something exclusive, limited-time, or hard to come by.
• Influencing Behavior: FOMO triggers the desire to participate in something that might be fleeting. This can lead to more people sharing content in the hopes of being part of an exclusive experience or offer.

Marketers can create a sense of scarcity by offering limited-time promotions, exclusive access, or special content that encourages sharing to avoid missing out.

7. Trust and Credibility

Trust plays a crucial role in whether content is shared. People are more likely to share content from sources they trust, whether it’s from a friend, an influencer, or a brand they have confidence in. Content that is perceived as credible and reliable is more likely to be shared because individuals want to pass along accurate or trustworthy information.

Why It Matters:

• Credibility as a Filter: Content that is from a trustworthy source is more likely to be shared within social circles. People want to avoid sharing misinformation or content that could damage their reputation.
• Influence of Trusted Figures: Trust in influencers, brands, or peers can drive sharing behavior. If an influencer or respected figure shares content, their followers are more likely to do the same.

Marketers should focus on building credibility by ensuring that their content is well-researched, accurate, and from reputable sources. Partnering with trusted influencers can also enhance the trust factor.

8. Simplicity and Clarity

People tend to share content that is easy to understand and simple to consume. Overly complicated or confusing content can hinder sharing, as individuals are less likely to share something they don’t fully grasp or that requires too much effort to understand.

Why It Matters:

• Clear Messaging: Content that is straightforward, simple, and to the point is more likely to be shared because it’s easy for people to process and engage with.
• Brevity and Impact: Simple, concise content often packs more impact, making it easier for people to share without having to explain or clarify the message.

Marketers should focus on creating content that is clear, concise, and easy to digest. Simple, powerful messaging enhances the chances of content being shared.

Conclusion

Creating content that people want to share involves understanding and leveraging key psychological traits that influence behavior. By tapping into emotions, social identity, curiosity, trust, reciprocity, and other psychological triggers, marketers can craft content that resonates with their audience and motivates them to share it with others. In doing so, marketers can increase the likelihood of their content going viral and engaging a broader audience.