The Science of Sharing
Influencer marketing is becoming one of the most powerful forms of digital marketing. It is the way for people to go. To be able to make it work, you need to know how to get people sharing on social media. Just how do you convince them that your content is worthy of marketing to your brand?
Here’s a look at the motivations of those who have built social media influence and the reasons they feel compelled to hit share on many of the posts they come across. Once you know that, you can use the tips to make your own posts compelling enough to share.
It’s All About the Emotions
Well, really, the science is in the relationship. If people know you and trust you, they’re going to share your content.
But it’s not just about you! It’s about the emotions and relationships a social media influencer has with their following. They feel the need to share exciting, interesting and helpful content on their posts. Any products they promote needs to speak massively to that bond, otherwise they’re not going to both sharing.
You can’t do much about the emotions or the relationships between influencer and customer. But you can see the type of content they share. You can find out more about the audience and what it expects to hear from the social media influencer.
There’s also the ability to focus on your relationship with your sharers. Give them a reason to trust you and want to get the word out.
It’s About the Definition
People want to make it clear to others what they stand up for and what they are interested in. They want to define themselves, and the best way of doing that is through sharing on social media.
This doesn’t just applying to influencers either. It applies to all users of social media, so you need to pay close attention to this reason.
If people feel like your content is going to help them define themselves, they are more likely to share it. But how do you know if someone is going to feel that way? Well, the best way is to have someone’s passions in mind when you are writing your content, creating your product, or posting anything on social media. Think about the message you are trying to get across and what that will mean for your followers.
It’s About the Brand or Cause
This is somewhat linked to the definition that people want to create. People are going to share something they’re passionate about, and that isn’t just a message. They’ll share something from a brand they are connected to or a cause that they fully believe in.
Social media is a powerful way to do this. They can reach their friends and family members. People can get the word out to complete strangers.
Influencer marketing can work with this reason for sharing. If someone is so passionate, they will step away from their usual brands or products to talk about their passions. There are plenty of social media influencers who will take a few minutes now and then to talk about a cause or charity that they support and would like to get the news out about.
There isn’t much you can do right now, but you can become one of those brands that a person is passionate about. Give them a reason to be passionate and your marketing will become much easier.
It’s About the Interest
Sometimes it’s not about what the influencer is interested in but what they know their followers are interested in. They will share posts about causes, brands or even topics that they know their followers will click and be interested in reading.
This isn’t always about articles or products. They may share memes to help spread the word or include videos from celebrities discussing about the topic.
You see, this motivation isn’t just to share the content to their followers. The marketing influencers know that it will also reach thousands of others interested in the same cause or brand. They are more likely to get new followers to spread the word about the things they’re also interested in.
It’s a business, and social media marketers know how to work it.
It’s About the Trigger
Love something or hate something, you are likely to think about it when it comes to triggers. This happens with influencers and social media users, and they will share their triggers when it comes to sharing.
Let’s take the song Friday for example. It was one of the most hated songs but it went crazy viral. It turned out—and still happens—that people think about it when it comes to a certain day of the week. You guess it—when it comes to Friday. So, people think about it and then share it with their friends.
If you can create a trigger, you can boost the chances of getting your content or products shared. You’ll be able to get into the subconscious that just makes people need to share what you have.
Just make sure your trigger is something that brings positive thoughts. You want your marketing to lead to more sales rather than ridicule or angry people.
It’s About the Entertainment
Sometimes there’s no moral story or trigger. People just see something and they find enjoyment or entertainment out of it. It could be something funny that they want to share to put a smile on their friends’ faces. They may have been excited about something and decided to share it to get others excited.
When people are entertained, they want to tell others. You can use that to your advantage in marketing.
The trick is to give people a reason to get excited. Get them to feel that need to entertain others around them on social media. You’ll get your content or product shared extremely quickly.
Now it’s time to take all this into account. Think about the reasons people share on social media and use it to your advantage. It’s time to make digital marketing through social media influence work to your advantage.
Just to add - when you're considering all this - and you should be for your brand campaigns (if you're not interested in organic sharing, look away now) you've got to think about all these elements from the idea stage - all the way through to who's going to be used in the activation, the content creators, vloggers, bloggers and influencers out there who can activate in the best possible way, on brand to budget and ensure everything is project managed from start to finish for a smooth and successful campaign.
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