{"id":25995,"date":"2018-09-04T17:46:53","date_gmt":"2018-09-04T17:46:53","guid":{"rendered":"https:\/\/mention.com\/blog\/?p=15617"},"modified":"2022-12-30T16:23:56","modified_gmt":"2022-12-30T16:23:56","slug":"science-of-sharing-on-social-media","status":"publish","type":"post","link":"https:\/\/mention.com\/en\/blog\/science-of-sharing-on-social-media\/","title":{"rendered":"Infographic: The Science of Sharing on Social Media"},"content":{"rendered":"<p>The world of social media is a moving target.<br \/>\nIt seems like almost every week, there is a new algorithm change, an update to a platform\u2019s layout, or a new \u201cbest practice\u201d tip or trick that\u2019s sure to skyrocket your engagement.<br \/>\nWhat stays the same &#8211; across platforms <em>and <\/em>throughout time &#8211; is the human element.<br \/>\nAs people, <strong>the content that we love and the content that we love to share remains relatively static<\/strong>. Sure, there are trends and news cycles that have an impact. But, by and large, the types of content that gets shared and why we share it is driven by the same, fundamental parts of human nature.<br \/>\nThe team at Slidely <a href=\"https:\/\/slide.ly\/promo\/blog\/the-science-of-sharing\/\" target=\"_blank\" rel=\"noopener noreferrer\">recently published a new infographic<\/a>\u00a0that analyzes the where, what, and &#8211; most importantly &#8211;\u00a0<em>why<\/em>\u00a0behind social sharing. Compiling data from many different studies, <strong>the infographic showcases not only trends in behavior, but also real, human insight<\/strong> about the underlying desires that drive some of the sharing we see online.<br \/>\n<img decoding=\"async\" class=\"aligncenter size-full wp-image-15620 lazyload\" data-src=\"https:\/\/mention.com\/wp-content\/uploads\/2018\/09\/Slidely_Infographic_ScienceofSharingV2-1.jpg\" alt=\"Slidely science of social media sharing\" width=\"1298\" height=\"8190\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1298px; --smush-placeholder-aspect-ratio: 1298\/8190;\" \/><br \/>\nBeyond the standard \u201cbest times to post\u201d data, there are some other key takeaways to learn from this data.<br \/>\nFirst and foremost, <strong>humans are driven by emotion<\/strong>.<br \/>\nThe infographic highlights that 25% of social media users say they are driven to share by a sense of awe. After that, 17% share because a post made them laugh and 15% share because the content was amusing or funny. Even negative emotions play a role&#8211;more than 1 in 20 respondents said that they shared a post that caused them to feel anger.<br \/>\nThis gives us some clues about how to optimize content for sharing:<\/p>\n<ul>\n<li><strong>Use emotionally charged language<\/strong> in titles and descriptions<\/li>\n<li>Dig past the surface level of content to <strong>find the human and emotional angle<\/strong> whenever possible<\/li>\n<li><strong>Don\u2019t be afraid of negative emotions<\/strong>; strong feelings inspire action<\/li>\n<\/ul>\n<p>Secondly, we use content as a way to shape and reinforce our identities. What we share on Facebook and Twitter is a signal that we use to tell our friends and colleagues something about us&#8211;what we value and how we think.<br \/>\nIn the data, about one-third of users say they share content that helps them maintain an image of themselves or their identity. In addition, 40% of respondents say they share content specifically <strong>because it will make them look good to their peers<\/strong>. Lastly, nearly two-thirds of respondents say that they <em>avoid <\/em>sharing content that may reflect poorly on them.<br \/>\nIn other words, people don\u2019t want to share things that may expose them to ridicule or judgement.<br \/>\nThis also offers a glimpse into how we can use these psychological triggers to drive more content sharing and engagement:<\/p>\n<ul>\n<li><strong>Create persona-targeted content<\/strong> that speaks to identity and helps people express their thoughts and feelings<\/li>\n<li>Search for ways to<strong> connect content with a larger narrative<\/strong> about people and their identity<\/li>\n<li>Carefully consider if <strong>your content may reflect poorly<\/strong> on someone who shares it<\/li>\n<\/ul>\n<p>Of course, there will always be a lot of creativity&#8211;and art&#8211;that goes into creating great content that gets shared. But there\u2019s a bit of science, too.<br \/>\nBy understanding the underlying forces that drive users to share and matching it with the realities of logistics like the best places and times for social media engagement, your brand can craft and test a strategy that\u2019s sure to drive more shares, engagement, and traffic.<br \/>\n<!--HubSpot Call-to-Action Code --><span id=\"hs-cta-wrapper-0bd84e01-c1ee-4780-8365-b2ab8f535b29\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-0bd84e01-c1ee-4780-8365-b2ab8f535b29\" class=\"hs-cta-node hs-cta-0bd84e01-c1ee-4780-8365-b2ab8f535b29\"><!-- [if lte IE 8]>\n\n\n<div id=\"hs-cta-ie-element\"><\/div>\n\n\n<![endif]--><a href=\"\"><img decoding=\"async\" id=\"hs-cta-img-0bd84e01-c1ee-4780-8365-b2ab8f535b29\" class=\"hs-cta-img\" style=\"border-width: 0px;\" src=\"\" alt=\"increase social media engagement\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(1896803, '0bd84e01-c1ee-4780-8365-b2ab8f535b29', {}); <\/script><\/span><!-- end HubSpot Call-to-Action Code --><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The world of social media is a moving target. It seems like almost every week, there is a new algorithm change, an update to a platform\u2019s layout, or a new \u201cbest practice\u201d tip or trick that\u2019s sure to skyrocket your engagement. What stays the same &#8211; across platforms and throughout time &#8211; is the human &hellip; <a href=\"https:\/\/mention.com\/en\/blog\/science-of-sharing-on-social-media\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Infographic: The Science of Sharing on Social Media<\/span><\/a><\/p>\n","protected":false},"author":267,"featured_media":29006,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[328],"tags":[],"class_list":["post-25995","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Infographic: The Science of Social Media Sharing<\/title>\n<meta name=\"description\" content=\"Social media is just a pass-time for many. But for businesses and marketers it&#039;s an essential tool to reach buyers. Learn why people share social content.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mention.com\/en\/blog\/science-of-sharing-on-social-media\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Infographic: The Science of Social Media Sharing\" \/>\n<meta property=\"og:description\" content=\"Social media is just a pass-time for many. But for businesses and marketers it&#039;s an essential tool to reach buyers. Learn why people share social content.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mention.com\/en\/blog\/science-of-sharing-on-social-media\/\" \/>\n<meta property=\"og:site_name\" content=\"Mention\" \/>\n<meta property=\"article:published_time\" content=\"2018-09-04T17:46:53+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-12-30T16:23:56+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mention.com\/wp-content\/uploads\/2019\/11\/Science-of-Social-Media-Sharing-small.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"620\" \/>\n\t<meta property=\"og:image:height\" content=\"400\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Yael Miriam\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Yael Miriam\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/blog\\\/science-of-sharing-on-social-media\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/blog\\\/science-of-sharing-on-social-media\\\/\"},\"author\":{\"name\":\"Yael Miriam\",\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/#\\\/schema\\\/person\\\/f460dc9bc24b21bda16c807611873285\"},\"headline\":\"Infographic: The Science of Sharing on Social Media\",\"datePublished\":\"2018-09-04T17:46:53+00:00\",\"dateModified\":\"2022-12-30T16:23:56+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/blog\\\/science-of-sharing-on-social-media\\\/\"},\"wordCount\":561,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/blog\\\/science-of-sharing-on-social-media\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/mention.com\\\/wp-content\\\/uploads\\\/2019\\\/11\\\/Science-of-Social-Media-Sharing-small.jpg\",\"articleSection\":[\"Social Media\"],\"inLanguage\":\"en\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/mention.com\\\/en\\\/blog\\\/science-of-sharing-on-social-media\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/blog\\\/science-of-sharing-on-social-media\\\/\",\"url\":\"https:\\\/\\\/mention.com\\\/en\\\/blog\\\/science-of-sharing-on-social-media\\\/\",\"name\":\"Infographic: The Science of Social Media Sharing\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/blog\\\/science-of-sharing-on-social-media\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/blog\\\/science-of-sharing-on-social-media\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/mention.com\\\/wp-content\\\/uploads\\\/2019\\\/11\\\/Science-of-Social-Media-Sharing-small.jpg\",\"datePublished\":\"2018-09-04T17:46:53+00:00\",\"dateModified\":\"2022-12-30T16:23:56+00:00\",\"description\":\"Social media is just a pass-time for many. 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