Of late, I’ve been doing a lot of reading on the topic of the psychology of sharing. It’s so pertinent to the marketing industry today.
Some people might define the topic with the question: How do you get things to go viral?
But its not about trying to get things to go viral.
A focus on what motivates people to share forces us to concentrate on the audience and the psychology of sharing. It provides a framework for content, community and campaigns.
The bottom line is that emotional arousal is what motivates people to share - you’re not going to go far unless you can trigger an emotional reaction.
This may not be possible all of the time but don’t expect your content to get shared unless you’re tapping into an emotional context and don’t try to do this without first gaining an in-depth understanding of the audience that you want to reach.