6 Reasons Why People Share Your Content

6 Reasons Why People Share Your Content 3 min read

Companies all over the web are constantly searching for that perfect formula to draw consumers in and have them (emphatically) share their content across the web. Through the massive amount of information out there, it’s easy to get lost in the fray. So many formulas, some complex some adorning the “it’s easy, watch us!”. Which can you really trust? Is there really a well-defined formula for having your content shared? The simple answer: yes.


Researcher Jonah Berger, a Stanford alumni, has spent years trying to figure out the answer to this simple question: Why do people share things? In his book Contagious Berger outlines his method for why things are shared.


1.) Social Currency

Humans have a tendency to share things that make us look good. From the Rolex on your wrist, to the random fact we picked up on the internet about the number of dimples in a golf ball — we share these to make ourselves look more prominent.


» Keep LearningWhy People Share Content: Social Currency


2.) Triggers

Who’s happier than a camel on a Wednesday? Rebecca Black loves which day? When Halloween approaches, what color do you think of? All of these are related to triggers: advertising that is triggered when a specific event occurs. This keeps your brand being shared even outside of where your ad was placed.


» Keep Learning5 Tips for Using Triggers to Make People Share


3.) Emotion

Content that evokes emotion, whether it be positive or negative, promotes sharing. To maximize sharing, your company will have to tread this area carefully. Just because content is sad, doesn’t mean people will share it. In contrast, content that is highly positive shares the same fate.


» Keep LearningMake People Share Content Using Emotion


4.) Public

As Berger puts it — “built to show, built to grow”. This is content that is public (not personal information) and is designed specifically for sharing through various channels with ease. This is especially valuable in the eCommerce and product marketing sectors.


» Keep LearningProduct Marketing with Monkey See, Monkey Do


5.) Practical Value

Content that is relevant in nature can provide some practical value. If the content is highly relevant to a given audience, it is far more likely to be shared. Listen to your audience and figure out what they want instead of trying to push content on them.


» Keep Learning6 Ways to Provide Value in eCommerce Websites


6.) Stories

Believe it or not only 7% of word-of-mouth is online! Yes, you read that right. People telling stories offline continue to sell your brand for you. A memorable narrative will go a long way.


» Keep LearningUsing Stories to Fuel Your Content Marketing


This is the beginning of a six-part series to help your brand learn the keys to viral marketing and how to keep people sharing your content. In each subsequent post, we’ll evaluate each of Berger’s STEPPS in more detail. Feel free to leave any comments you may have below!

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