Why Do People Share?

by Liz at MeeWee August 17th, 2020

We're taught to share at a very young age. Maybe, like me, you were repeatedly told, “You need to share your toys with your cousins.” (FINE, just don’t you dare break She-Ra's Crystal Castle.)  

Once we’ve (begrudgingly) mastered the art of sharing of things, we learn that sharing can also be about the generosity of ideas. 

“Isn’t it wonderful that people will share with us the things they know how to do?” is one of the many kind thoughts shared by Fred Rogers during an episode of Mister Rogers' Neighborhood.

Plainly stated by our trusted friend: sharing is magical. 

While we might still hate sharing our toys, the sharing of ideas sticks with us into adulthood. Ingrained in our DNA by our need to tell and share stories, the internet is full of ideas fighting with each other for your attention.

So, how does any brand make it through the congestion? By connecting directly to someone’s world through a personal connection. What does that even look like on social media?

Content shared by a trusted friend.  

First, let’s take a step back and first consider what makes people share on social media in the first place. It boils down to one or a combination of these categories: 

  1. Self Interest: sharing because they think they will be rewarded
  2. Altruism: sharing makes them feel good
  3. Validation: sharing feeds the ego
  4. Affinity: sharing to feel more a part of the community

Your customer brand advocates (CBAs), the most engaged members of your audience, are the ones most likely to share your content. What motivates each one may vary, but as a marketer you can test the most effective messages for different segments of your audience. Of course, what your advocates like to share may not be the same as what another brand’s advocates want to share. It will depend on your brand, your message, the segment, and so on. 

What is helpful about all this testing and sharing, is that you’ll discover what resonates best with your engaged customers. At the same time, you’ll amplify your reach through their advocacy.

When CBAs share your content, you’re reaching a receptive audience that was previously just beyond your grasp. 

Advertising only gets you so far. A friend validating a brand’s messaging by sharing it on social? That’s magical. It’s the real world validation of a concept, idea, an unknown, that will push a person from interested prospect to new customer. 

And we think that’s worth sharing. 

MeeWee is a customer advocacy application helping brands build momentum, drive revenue, and connect with new & devoted customers. 

We’re sharing it for free because we believe MeeWee can help marketers grow authentic reach for their brands and give traction to critical campaigns. 

We do that by helping you engage with your loyal customers and turn them into brand advocates.

Interested in learning more?

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