The 6 Motivations For Sharing Online Content — Part 3

The 6 Motivations For Sharing Online Content — Part 3

Got a good handle on why people share your or your competitors’ content online?

Is it because the content is educational, informational or entertaining?

It’s all of those things, and people’s 6 motivations for sharing are revealed in a recent New York Times study — The Psychology of Sharing – Why Do People Share Online. The survey involved 2,500 online sharers, a one-week immersion sharing panel and in-person interviews.

This is part 3 of a three-part post on sharing. Part 1 talks about the 6 personas of people who share and part two talks about 7 guidelines for getting your content shared.

The 6 motivations for sharing and some key statistics include:

  1. 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.
  2. To define ourselves to others — 68% shared to give people a better sense of who they are and what they care about.
  3. To grow and nourish our relationships — 73% share information because it helps them connect with others who share their interest.
  4. Self-fulfillment — 69% share information because it allows them to feel more involved in the world.
  5. To get the word out about causes or brands — 84% share because it is a way to support causes or issues they care about.
  6. Sharing is all about relationships not transactions.

What motivates your customers and influencers to share your content online?


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