Everything that can be said has been said before. Now, we need to find new ways of saying it.
And that’s exactly what this post aims to help you with. I’m not going to tell you to dig up some awesome story or fact that hasn’t been shared. In fact, I suggest the opposite.
Embrace the fact that you’re writing things other people are sharing. Just make it sound cooler. Write it better. Put a spin on it. Strike a chord. Produce some new research.
When it comes down to it you have two choices: Talk about a new trends, data, or publications; or write what others are writing just try to say it better.
For the best content, I recommend aiming to do both.
So, let’s dive into exactly why people share content and how you can use “sharing psychology” to create more shareable content for your brand.
Understand the Psychology of Sharing
The first step to getting people share our content is to analyze human behavior. What drives people to do things? What drives people to share content?
The most fundamental component to keep in mind is when people share content, they are getting some sort of reward for it.
What reward does your content offer them?
Second, by sharing something a person is taking partial ownership and accepting that the content reflects on them as a person. Thus, people are only going to share accurate content they feel makes them look good. Does your content do this?
Researchers at the University of Pennsylvania analyzed thousands of pieces of content that was shared to understand the psychology behind why people share. Between that study andthis article from Association for Psychological Science, we can deduce the following reasons why people share content.
- Positive articles are more likely to be shared
- People like to share articles that elicit “awe” reaction
- Sharing content is used as a way to establish an emotional connection with others
- People share content on topics that define who they are and what their beliefs are
- Content is shared because it evokes emotional stimuli, whether positive or controversial
From there we can build content that speaks to human psychology and start down the road to creating more shareable content.
How to Make Your Content More Shareable
Once you’ve got a good grasp on why people share, it is time to apply this knowledge to your own content creation process.
There is no general rule that works for every brand. I think marketing is a grey world and I never like to draw black and white lines. Rather, take into consideration the following 20 ways to help make your content more shareable and implement the ones that resonate with you and your brand.
1. Write With Personality
Jot down a style guide for yourself. Think about your company’s personality, values, and quirks, and then think of your own personality and weave them all together into one awesome voice for your brand. Write in the first person and add personality and life experience to your posts.
People are more apt to emotionally connect to your content when they feel like they are connecting to the writer. Remember, one of the biggest reasons people share a piece of content is because they are connected with it on an emotional level.