The psychology of Sharing

I sometimes feel I go further into psychology than marketing, but I always make sure to bring things back to the main source.

I think everything is related to psychology and everyone should study it and try to relate it to their field. This will open up new doors of opportunity and a passion for unlimited concepts and thoughts.

Okay, I think I've forgotten myself again.

This week, my mind took me to something very interesting, and it's sharing! What makes people share things! And why are some things more discussed and shared than others. What's the psychology behind this?

I really wanted to understand why people talk! What motivates them to talk about specific things!

That's what led me to do some research on the subject and write this article, to share with you what I've discovered and learned.

Ladies and gentlemen, this is The Science of Social Transmission, or as I like to call it: The Psychology of Sharing.

Is sharing a conscious or unconscious processes?

Many research says that it's both, it could be conscious and it could be unconscious. It depends from the information you share and if there is any social influence, behaviour or any trigger related to it.

Consciously, individuals may choose to share information based on their intentions, motivations, and perceived benefits or consequences of sharing.

On the other hand, unconscious factors can also influence sharing behavior. These might include automatic responses, emotional reactions, social norms, and cognitive biases.

Personally, I really believe it's much more unconscious than conscious, because even our conscious actions are influenced by the environment, by many factors related to our culture, social interactions and other emotional triggers. There's no way of proving that our decision or action is totally logical and uninfluenced.

By the way, this could be completely a separate topic, maybe we will talk about it in the next article.

The six ingredients that cause things to be talked about and shared:

1- Social Currency:

Most people say that they do what they do or wear what they like without worrying about other people's opinions, that they do it for themselves. But I really don't think that's the case.

We all want to please, we all want to belong to a group or several, and to say the opposite is to deny that you're human.

We want to be smart to impress others, we experiment to have stories to tell, and there's nothing wrong with that. I mean, going on a trip just to post on Instagram isn't what I'd recommend, but everyone has their own way of doing things.

This is how social currency plays a major role in our lives. When we share something, we want to attract attention, look smart or give the impression of having a strong body.

As marketers, we can take advantage of this situation and get customers or users to share our products, or our services, by giving them something they can use to impress, like new information, or something that makes them look cool, like a new trendy pants.

2- Triggers:

We all have products that remind us of a specific event or part of our lives. And when we buy them or hold them in our hands, we become simultaneously nostalgic. And this is what we call triggers.

Triggers are stimuli that prompt people to think about related things.

Here's a fun example: remember when everyone was talking about NASA's mission to Mars? Well, during that time, sales of Mars chocolate bars shot through the roof. I know that there is no correlation between and chocolate bar and space exploration, But just hearing the word "Mars" made people want to eat that chocolate.

The best way to use triggers is to design products or ideas that are frequently triggered by the environment and everyday life.

Because when we use triggers right, we're not just selling stuff—we're selling memories. And that's pretty powerful stuff.

3- Emotion:

Emotions are like the secret sauce of sharing. When we care deeply about something, whether it's heartwarming, inspiring, or even anger-inducing, we're more likely to hit that share button.

Think about it: when was the last time you shared an article that left you feeling uninterested? Well, that's just it. It's the things that touch our hearts or make us laugh that we can't wait to pass on to our friends.

So, as marketers, we need to tap into that emotional reservoir. Instead of just listing off product features, we need to create content that resonates on a deeper level. Whether it's a touching story about how your product changed someone's life or a hilarious ad that leaves people in stitches, focus on stirring up those feelings.

Because when we care, we share. And when we share, well, that's when the magic happens.

4- Public:

Alright, picture this: you're sitting in a cafe, sipping on your latte, when you spot someone at the next table using the latest gadget or wearing those trendy sneakers you've been eyeing. What do you do? You take notice, right? Maybe even make a mental note to check them out later.

That's the power of making things public. When other people are using or engaging with our product, it's like free advertising. Suddenly, it's not just about what the product does—it's about being part of the cool crowd.

So, We need to make our products more observable. Whether it's featuring them in high-traffic areas or encouraging user-generated content on social media, the goal is to make our stuff impossible to ignore.

Because when people see others rocking our products, they'll want to get in on the action too. And that's how trends are born, my friend.

5- Practical Value:

Let's get real for a sec: in a world overflowing with information, attention is the ultimate currency. So, if we want people to pay attention to what we're putting out there, we need to offer them something valuable in return.

Practical value. This is about showing people how our product or service can make their lives easier, save them time or money, or simply improve their daily lives.

It could be a tip that simplifies their morning routine, or a gadget that makes some of their tasks easier. Whatever it is, the key is to highlight the incredible value of what we're offering.

Because when people see that something is a good deal—not just in terms of dollars and cents, but in terms of the real, tangible benefits it brings—that's when they're ready to jump on board.

6- Stories:

Stories are the PDF files of human information: easy to read, easy to remember, and, most importantly, easy to share.

Think about the last time you heard a really great story. Did you keep it to yourself, or did you pass it along to everyone you knew? Exactly. Stories have this magical ability to capture our imaginations and stick with us long after the final chapter.

So, our job as marketers is to abandon dry presentations and start telling stories. Whether it's a customer success story that highlights the transformative power of our product, or a behind-the-scenes look at how it all came together, stories are our secret weapon.

Because when we can create a narrative that resonates with people on a personal level, that's when the real magic happens. So, go ahead, unleash your inner storyteller and watch as your ideas take on a life of their own.

So, here's the thing: it's not just about creating content for the sake of going viral. It's about understanding the human psyche, connecting with our audience on a deeper level, and ultimately, making a real impact in their lives.

As we navigate the ever-evolving landscape of marketing and psychology, let's remember to keep it light, keep it insightful, and above all, keep it real. Because in a world inundated with information, it's the thoughtful, human approach that truly resonates.

Let's raise our metaphorical coffee cups to the fascinating world of psychology and marketing. And until our next caffeinated chat, stay curious, and stay creative,