Why Do People Share Content, and How Can Marketers Tap Into This?

 In today’s digital age, people share content at an unprecedented rate. From viral memes and breaking news to heartwarming videos and brand campaigns, social media platforms have made it easier than ever for users to distribute content to their networks. But what drives people to share content, and how can marketers leverage this behavior to create highly shareable and impactful marketing campaigns?

In this article, we’ll explore the psychology behind content sharing, the different motivations that influence people to share, and how marketers can use these insights to maximize reach and engagement.

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1. The Psychology Behind Content Sharing

At its core, sharing content is a fundamental aspect of human communication. It fulfills social, emotional, and psychological needs, helping people connect, express themselves, and reinforce their identity.

Psychologists and marketing experts have studied content-sharing behavior extensively. A 2013 study by The New York Times Customer Insight Group identified five key motivations behind why people share content online:

1. To Bring Value to Others – People share content that they find useful, educational, or entertaining.
2. To Define Themselves to Others – Users share content that aligns with their beliefs, interests, or personality.
3. To Strengthen Relationships – Sharing helps people connect with their friends, family, and social groups.
4. To Gain Social Validation – Likes, comments, and shares provide a sense of social approval.
5. To Support a Cause – People share content that reflects their values or helps promote a cause they believe in.

Marketers can tap into these motivations by crafting content that resonates emotionally, aligns with audience values, and is easy to share.

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2. The Different Types of Shareable Content

Certain types of content are more likely to be shared than others. Here are the most common categories:

a) Emotional Content

Emotions play a huge role in content sharing. People are more likely to share content that evokes strong feelings—whether it's joy, surprise, anger, nostalgia, or inspiration.

Example: The Always Like a Girl campaign went viral because it sparked a powerful emotional conversation about gender stereotypes.

b) Entertaining and Funny Content

Humor is one of the most effective drivers of virality. Memes, funny videos, and clever tweets often spread rapidly across social media.

Example: The "Distracted Boyfriend" meme became an internet sensation as people used it in different contexts to express relatable situations.

c) Inspirational Content

Motivational quotes, success stories, and personal achievements often get widely shared as they inspire and uplift audiences.

Example: Nike’s “You Can’t Stop Us” campaign celebrated perseverance and unity, leading to widespread sharing.

d) Informative and Educational Content

People love sharing knowledge. Well-researched articles, infographics, how-to guides, and explainer videos attract high engagement.

Example: Infographics summarizing complex topics (e.g., “How to Save Money Fast”) often go viral on platforms like LinkedIn and Pinterest.

e) Trend-Driven and Pop Culture Content

Trending topics and pop culture references get high engagement as people want to stay relevant in ongoing conversations.

Example: Brands like Wendy’s frequently go viral with their witty responses to trending Twitter discussions.

f) Controversial or Thought-Provoking Content

Content that sparks debate or challenges existing ideas can generate high engagement and discussion. However, brands must be cautious about handling sensitive topics.

Example: Gillette’s "The Best Men Can Be" campaign sparked discussions on masculinity and gender roles.

g) User-Generated Content (UGC)

People love sharing content they’ve created or contributed to. Encouraging customers to share photos, testimonials, or experiences related to a brand can boost engagement.

Example: Starbucks’ “White Cup Contest” encouraged customers to design their own cup, leading to thousands of user submissions.

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3. How Marketers Can Tap Into Content-Sharing Behavior

Understanding why people share content allows marketers to craft campaigns that are naturally shareable. Here are actionable strategies to increase content virality:

a) Create Emotionally Engaging Content

Since emotions drive sharing, marketers should create content that elicits joy, awe, surprise, or nostalgia. Content that makes people laugh or feel inspired tends to go viral.

Tip: Use storytelling, powerful visuals, and emotional narratives in your campaigns.

b) Keep It Relatable

Content that reflects common experiences or social issues resonates with audiences and encourages them to share.

Tip: Use real-life scenarios or customer experiences in your messaging.

c) Encourage Social Interaction

Posts that invite users to participate (e.g., polls, quizzes, challenges) naturally increase engagement and shares.

Tip: Include clear CTAs like “Tag a friend who can relate” or “Share this if you agree.”

d) Use Influencers and Brand Advocates

Influencers have built-in audiences that trust their recommendations. Collaborating with them can amplify reach and boost shares.

Tip: Partner with influencers whose audience aligns with your target market.

e) Optimize for Shareability

Make it easy for users to share your content by adding social media buttons, hashtags, and user-friendly formats.

Tip: Use short, snappy captions, visually appealing thumbnails, and shareable quotes.

f) Leverage Trends and Timely Content

Content that aligns with trending topics or viral challenges gets a higher chance of being shared.

Tip: Monitor social media trends and create timely, relevant content.

g) Offer Incentives for Sharing

Contests, giveaways, and referral programs encourage users to share content in exchange for rewards.

Tip: Use tactics like “Share this post for a chance to win” or “Tag three friends to enter.”

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Conclusion

People share content for emotional connection, entertainment, self-expression, and social validation. Marketers who understand these motivations can craft highly engaging and shareable campaigns that drive brand awareness and engagement. By creating content that is emotional, relatable, trend-driven, and easy to share, brands can maximize their reach and build stronger relationships with their audience.