The Secret Why Consumers Share Content

The #1 reason why Americans share content is to make people laugh. In fact, when asked if they were more likely to pass on information that was funny or information that was important, the vast majority of Americans chose humor.

The powerful emotional driver underlying sharing is the desire for interpersonal connection. However, consumers tend to have specific motivations for re-posting different types of content. They share inspiring content to express their creativity. Cause-related posts to belong and earn respect. Controversial material to seek opinions. (The researchers did not analyze why people post political content, so I’m going to go with my gut and say it is to piss off others.)

75% of Americans share others’ posts. They are most likely to pass on content from friends and family, followed by work colleagues. Material from third parties (news sources, brands etc.) is shared less often.

UM Wave’s research shows brands can most effectively achieve specific marketing objectives by creating different types of content. Controversial content is best for driving brand awareness. Entertaining material is most likely to create product desire. Educational posts excel at driving trial, and highly sharable content is most powerful for promoting brand loyalty.