Getting a like is nice, a comment even better, but a share is the jackpot of user integration. A share allows me as a writer to tap in to a whole new network of people that might consume and interact with my content. A new research study from The New York Times digs in to the psychology behind the share.
New York Times has a group called The New York Times Customer Insight Group, and the study is conducted from both quantitive and qualitive research. Let’s move on to the good stuff.
Top five reasons to share content online
- To bring valuable and entertaining content to others.
49% say sharing allows them to inform others of products they care about and potentially change opinions or encourage action
- To define ourselves to others.
68% share to give people a better sense of who they are and what they care about
- To grow and nourish our relationships.
78% share information online because it lets them stay connected to people they may not otherwise stay in touch with
69% share information because it allows them to feel more involved in the world
- To get the word out about causes or brands.
84% share because it is a way to support causes or issues they care about
So what to do with this information? Well, New York Times has an answer to that as well. They give this advice on how to get more shares.
5 key factors to influence sharing
- Appeal to consumers’ motivation to connect with each other —not just with your brand
- Trust is the cost of entry for getting shared
- Keep it simple… and it will get shared… and it won’t get muddled
- Appeal to their sense of humor
- Embrace a sense of urgency