4 reasons why people choose to share content online
August 26th, 2010 by Ally StuartPeople love sharing content online. Blogpost links, videos, catpicz – all are bounced around inboxes and social networks every day. As an advertiser, this sharing can really boost your campaign’s impact. Not only is a recommendation (share) from a friend a completely different experience to seeing something in traditional ad space, but it’s also free! So how can you create a campaign that people will share?
To get people to share your campaign, you need to give them a reason to share. Here are four main reasons why people will do this:
– They think it is super relevant to someone they know.
If you have a niche campaign, people will often share it with those that they think it will interest. This can be on an individual sharing basis – I email my Dad all things triathlon-related as he is a moderately obsessed Ironman even though I have no personal interest. It can also be on a group basis – I often share new football ads on my footy club’s facebook group page.
- They want others to feel the emotion that they experienced.
If someone finds content funny, sad, or if it evokes any emotion, then it has the potential to be shared. If your ad can tap into someones emotions then they will want to share the experience with friends. This is especially relevant with humour – if your content is genuinely funny, it can spread far! Although shock can also spread pretty far!
- They want to share knowledge.
When sharing to large groups (such as a Twitter stream) people crave social currency – things that make them more valuable to follow and that can generate new followers. By sharing content that is academically interesting or industry relevant, people elevate their reputation as a curator. This works as people want to be seen as the first to know (and share) things, and also those who want to prove they are aware of content (by sharing or discussing it).
- Sharing it will provide a direct benefit.
Although paying people for referrals does not seem the most sophisticated mechanism for sharing, it still holds worth as a method. Think of nearly every facebook app you use – where you can earn points/credits/farmville dolla$ for inviting your friends to join in.
These reasons for sharing should be thought about when planning your campaign’s creative. Which is most appropriate for you brand and the audience you would like to reach?
It is also worth remembering that people can only share content that they have seen – the initial seed is necessary if you want viral success no matter how good the content.
