Don't think of a castle.
I'm guessing you have a picture of a castle in your head about now.
Crazy right. I just put a picture in your head without your permission.
You may think this is a silly experiment, but it illustrates just how powerful psychology is. And when it's applied to your social media marketing you can get a real boost.
What 5 factors motivate people to share?
It turns out according to a great post by socialquant that there are 5 key psychological factors you tap into. They are:
- Make your content relatable
- Be first with new information
- Be practical
- Use the Halo Effect
- Understand the psychology of sharers (all 6 of them)
Here is what Mike over at socialquant has to say about it:
1. Create shareable content by making it relatable
According to PlayBuzz, 77% of their quizzes that have been shared more than 100k times are personality quizzes. But have you ever stopped to think about why personality quizzes are so popular on social media? The main reason is that people seek to define themselves by sharing info about themselves on social media.
People have a deep-seeded need to show others who they are. Focus on creating social media posts that people will relate to so much that they cannot help but share it.
Quotes and inspiring statements are great ways of providing quick posts people identify with and want to share. It allows them to showcase their personality through your content.
Bruce Van Horn, a teacher and coach who helps people realise their full potential in life, consistently tweets out positive affirmations and they get shared a lot. People identify these messages and share them as a form of self-expression.
Getting knocked down is a given. Getting back up is a choice! pic.twitter.com/QS5i58NlW8
— Bruce Van Horn (@BruceVH) February 7, 2017
These messages also almost certainly make people feel positive about Bruce himself. This serves him well as you’ll see when we get to the Halo Effect discussion below.
2. Provide your readers with up-to-the-minute content
Apart from emotional and practical content, readers want to be in the know. Strive to stay ahead of your competitors with the hottest news in the your niche. You can cover various topics on politics, culture, technology or anything interesting for your audience.
Being the first to share important or interesting news is a powerful motivator. If you’re showing people something that interests them and they’ve never seen it, they’ll be quick to share. They want to be the one who shows everybody else this awesome info!
People will also identify your you as an authority when you’re consistently sharing new, relevant information for your audience.
3. Give practical and actionable content to your audience
A person feels gratitude from receiving free valuable information. It’s a natural reaction you can harness to strengthen your connections on social media.
The question is how to define what content is valuable for your specific audience.
Reputable sources like BuzzSumo focus on practical, actionable, useful, and targeted content. This article from CoSchedule discusses the nature of shareable content. It has lots of practical explanations on content types. Check out the chart below to see which content is the most shareable:
As you can see, infographics win in the rankings. And it’s not surprising. This type of content corresponds to the key features of valuable content. Infographics are practical because they present only the key points and researched data with statistics.
I'd encourage you to check out what the Halo Effect is over on
But what about tailoring content for the 6 different type of sharers? Different personality types are motivated to share for different reasons. Mike at socialquant lists these 6 types:
Altruists share useful content to stay connected.
Careerists choose particular content for their network.
Hipsters share content that identifies them.
Boomerangs build their image and express their emotions with shared content.
Connectors share information that helps stay closer to their friends.
Selectives focus on educational content and share only serious content.
The question is…
Which are you?
Despite millions of dollars in ad spend and the best efforts of top marketers DropBox was getting nowhere – fast. Until they tapped into the power of viral sharing. Now you can harness the power of viral marketing with UpViral.
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