THE PSYCHOLOGYOF SHARING:Discovering the Habits and Motivation of Sharing on Social Media

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INTRODUCTION Social networks are complex ecosystems, and the ways in which people use them are as varied as the human race itself. Some use social media as a pragmatic way to keep in touch and post life updates, while others have more emotional motivations for sharing their own content, as well as articles, videos, and photos by third parties.

This isn’t an obstacle for marketers, but rather an opportunity to pay close attention to why people share, and how motivations and habits vary by demographics. Because, even though it couldn’t be easier today to target audiences with technology, there is still no formula for reaching them with messaging that resonates and inspires.

Olapic’s Psychology of Sharing study sheds light on how and why consumers share content on social channels to give greater insight into their behavior and help marketers make more strategic and effective decisions as a result of this understanding. Conducted by Morar Consulting, our study identifies the social media sharing habits of people in the U.S., U.K., France, and Germany, analyzing segments by country, age group, and gender. The research uncovers the differences in how, when, and on which channels people share their own and third-party content.

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TOPFINDINGSOur research showed a lot of variance in what and where different age groups share content, as well as what motivates sharing in the first place.

Generally, the youngest age group is more digitally savvy and more likely to share visual content like photos and videos. Additionally, they are more diverse in the platforms they use. For example, Instagram and Snapchat show increased usage among this age group, while Facebook – popular among older groups – appears to be a waning trend, with almost 20 percent of this group saying they use the platform much less this year than the previous year.

Older groups frequently use social media and share content, but their motivations are more likely to be related to belonging and community than the youngest group. The research also uncovered some distinct differences between countries in why people share content and how it makes them feel. Subtle yet significant, these insights could shed light on the missing pieces to your content marketing strategy.

TARGETED CAMPAIGNS AREN’T THE FUTURE OF MARKETING, THEY’RE THE PRESENT. KNOWING WHAT DIFFERENTIATES MARKETS ALLOWS YOU TO CRAFT EFFECTIVE ADS AND AUTHENTIC CONTENT THAT RESULTS IN A BIGGER, MORE ENGAGED FOLLOWING.

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AGE GROUP BREAKDOWNS 16-29 A digitally savvy group, this cohort consists of younger Millennials and Generation Z. In all areas, people in this age group are the most likely to share on social media, whether it’s their own or third-party content.

The younger generations don’t share personal information the same way they do third-party content, and knowing the differences between these two behaviors can give you insight into how and why brand content is shared.

Among younger Millennials, personal status updates and photo sharing were the most popular actions on social media, with one-fourth reporting multiple daily status updates and 47 percent saying they post their own photos at least a few times weekly. Plus, this group shares third-party photos and videos about as often as they do their own status or photos, suggesting that they use branded content to shape their own identity on social media.

SAID THEY POST THEIR OWN PHOTOS AT LEAST A FEW TIMES WEEKLY

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47PERCENT

PLUS, THIS GROUP SHARES THIRD-PARTY PHOTOS AND VIDEOS ABOUT AS OFTEN AS THEY DO THEIR OWN STATUS OR PHOTOS, SUGGESTING THAT THEY USE BRANDED CONTENT TO SHAPE THEIR OWN IDENTITY ON SOCIAL MEDIA.

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While Facebook is still popular with people in their late teens and 20s, there has also been a shift among this age group towards more visual platforms like Instagram and Snapchat. Just 23 percent of this group reported higher Facebook use year over year, compared to 30 percent for Instagram and 31 percent for Snapchat. This trend highlights a need for high-quality, engaging photos, and suggests that user-generated content could be a huge untapped resource for marketers.

Perhaps unsurprisingly, the youngest age group was most likely to derive positive feelings from sharing on social

media when compared to older counterparts, perhaps due to their fluency in technology and comfort with having an online presence.

Still, this group places high importance on getting engagement on social posts, so their activity and content is closely tied to self-image and therefore is more likely to be thoughtfully chosen. Younger Millennials won’t share just anything that comes across their feed; content needs to resonate and have a high potential for engagement for them to hit the share button.

YoY GROWTH IN FACEBOOK USAGE

23PERCENT

YoY GROWTH IN INSTAGRAM USAGE

30PERCENT

31PERCENT

YoY GROWTH IN SNAPCHAT USAGE

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AGE GROUP BREAKDOWNS 30-44 Comprised of older Millennials and Generation X, this age group is young enough to regularly use social media and be technologically savvy, but they’re not quite as keen on sharing as the younger cohort.

While this group shared status updates at about the same rate as younger Millennials, they appear to be more private and significantly less likely to share their own photos and videos, with just 7 percent posting photos and 5 percent sharing videos every day. In fact, they’re more likely to share third-party content on a regular basis, with 11 percent sharing photos and videos daily, and 12 percent posting written content on a daily basis.

SHARE THIRD PARTY PHOTOS AND VIDEOS

SHARE THIRD PARTY WRITTEN CONTENT

11PERCENT

12PERCENT

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Twitter, Instagram, Snapchat, and Pinterest aren’t as popular and upward trends in these platforms are less sharp than they were in the younger group. This underscores a need for written content targeted to the 30-44 age group.

Younger Millennials reported being motivated by their own self interests when sharing content, but this slightly more mature group said they share to be supportive and helpful. Photos, videos, and written content that are

aspirational, uplifting, and informative are therefore more likely to be shared among 30 to 44-year-olds.

It’s slightly less important to Gen-Xers whether people interact with their social posts, but they still care, with 42 percent saying they share more as a result of positive engagement. Compared to all other age groups, this one was more likely to report feeling confident as well as embarrassed when engaging with a network. While percentages are small, this suggests that interactions are tied to feelings of self-worth as well.

GEN-XERS AND OLDER MILLENNIALS ARE THE HEAVIEST FACEBOOK USERS AMONG ALL COHORTS, AND LOYALTY APPEARS STRONG.

42PERCENT

SAYING THEY SHARE MORE AS A RESULT OF POSITIVE ENGAGEMENT

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AGE GROUP BREAKDOWNS45-59 The Baby Boomers have a massive influence on social and economic trends because of the size of the generation, but how big is their influence on social media?

Our research shows that this is still a viable audience even though it’s less likely to share on social media compared to the Gen X and Millennial generations. Boomers share third-party written content (26 percent share at least a couple times weekly) more often than anything else, except personal status updates.

As consumers of traditional media, this group appears to have migrated their habits from analog to digital by sharing articles and tips with their networks on Facebook – the Boomers’ favorite platform by far. Compared to younger cohorts, the popularity of Twitter, Instagram, Snapchat, and Pinterest is much lower among Baby Boomers. Just 6 percent reported using Twitter, the second most popular social network. These results show that articles and blog posts targeted to the 45 to 59-year-old age group may be more effective than visual content.

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SHARE AT LEAST A COUPLE TIMES WEEKLY26PERCENT

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Baby Boomers want to make connections when they share on social media and have little interest in showing off. Like a virtual hug or greeting card, this cohort aims to spread love when they share given that they’re not as concerned with whether people interact with their posts. This suggests that the Boomer generation values quality of interactions above quantity.

Our research shows that Boomers look to social media to gain a sense of community and belonging, so marketers that hope to engage with this demographic may find success in starting and fostering active discussions on social pages and directly interacting with their followers.

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AGE GROUP BREAKDOWNS 60+ This group consists of older Baby Boomers and some members of the Silent or Traditionalist generation. Computers and smartphones are relatively new to people in this age group, so while they don’t use social media as frequently as younger cohorts, they’re not a demographic to ignore.

Aside from status updates, older Boomers are most likely to share third-party written content on a regular basis (43 percent share at least once per month), which is in line with trends for younger Boomers. Facebook was by far the most used platform, suggesting that purely visual content might not be as effective at reaching older demographics.

Making connections via shared posts is a motivator for older Boomers, but one-third of this group also reported “other” reasons for sharing content online – substantially more than any other group. While sharing often results in positive emotions for this group, they were more likely than others to say they felt sad (2 percent) or lonely (4 percent) due to their network’s response.

43PERCENT

SHARE AT LEAST ONCE PER MONTH

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Our study shows that reaching older generations may require a deeper analysis of why they share and engage with posts, which may be done with surveys, questionnaires, or even A/B testing. Creating active online communities could go a long way in engaging this age group, which tends to experience feelings of isolation.

Additionally, content aimed at this age group should be user friendly as, of all the cohorts, the 60+ group was the most likely to not know what privacy settings are or how to use them, suggesting a lack of digital literacy.

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SAID THAT ENGAGEMENT DOES NOT MAKE THEM WANT TO SHARE MORE

SHARE IN ORDER TO KEEP A RECORD OF WHAT THEY’VE DONE

REPORTED FEELING ENGAGED WITH THEIR FRIENDS WHEN INTERACTING WITH THEIR NETWORK

REPORTED FEELING HAPPY WHEN INTERACTING WITH THEIR NETWORK

57PERCENT

20PERCENT

58PERCENT

35PERCENT

COUNTRY SUMMARIESUNITED KINGDOM Social media users in the U.K. appear to share content less frequently than their counterparts in Germany, France, and the U.S., and their habits are not heavily influenced by whether others engage with them – with 57 percent saying that engagement does not make them want to share more.

While this suggests that Brits may be more individualistic, the report shows that they still derive a sense of community and belonging from sharing among social networks – even if that’s not what motivates them in the first place.

In asking why they share content, respondents from the U.K. were more likely than other nations to share in order to keep a record of what they’ve done (20 percent) or to make people jealous (they tied with Germany on the latter, at 9 percent). Still, the main reasons cited were to keep their network updated or to spread interesting information.

But when asked how interacting with their network made them feel, the Brits reported feelings of engagement with their friends (58 percent) and happiness (35 percent). They were less likely than other cohorts to say sharing made them feel important or intelligent, suggesting this market isn’t quite as influenced by their interactions on social.

British markets may respond more positively to media that doesn’t take itself too seriously. A funny, lighthearted approach to creating content could be the key for marketers having trouble reaching this less engaged demographic.

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spurs feelings of vanity. While this percentage was just 3 percent, it’s the most frequently reported negative emotion from any country.

Additionally, Germans appear to be more adept at managing their privacy settings, which suggests a high level of digital literacy. Twenty-seven percent said they’re experts in this area, compared to 21 percent of Americans.

Content created for German markets should be informative and straightforward. This group is second only to France in terms of third-party content sharing, so there’s opportunity, but our research shows that the things they share tend to be more fact-based than aspirational.

SHARE CONTENT ON SOCIAL MEDIA BECAUSE THEY THINK OTHERS WILL FIND IT INTERESTING

39PERCENT

SHARE CONTENT ON SOCIAL MEDIA TO LET THEIR CONTACTS KNOW WHAT THEY’VE BEEN UP TO

41PERCENT

COUNTRY SUMMARIESGERMANYOur research shows that German markets may have a more pragmatic approach to social media, with moderate usage and low emotional influence or response to sharing.

The most common reasons Germans share content on social media is because they think others will find it interesting (39 percent) and to let their contacts know what they’ve been up to (41 percent). They also like to show support for friends and family, and are the least likely nationality to post about a purchase or lifestyle choice.

Most Germans said they feel important, accepted, or engaged with their friends when they share content. However, this cohort was the most likely to say that sharing

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SHARE PURCHASE AND LIFESTYLE INFORMATION ON SOCIAL MEDIA

WERE MOST LIKELY TO SHARE THIRD-PARTY PHOTOS AND VIDEOS

WERE MOST LIKELY TO SHARE WRITTEN ARTICLES MULTIPLE TIMES PER DAY

20PERCENT

11PERCENT

13PERCENT

COUNTRY SUMMARIESFRANCEThe social network sharing habits of people in France differ from the other countries surveyed in a few significant ways, particularly when looking at their reasons for sharing content.

Our research revealed that 20 percent of French respondents share purchase and lifestyle information on social media, which is almost double the rate of other nations. Plus, they more commonly admit to sharing in order to influence people’s opinions of them. They’re also less likely than other countries to say they share to feel more connected.

These findings suggest that French markets will embrace content that promotes an affluent, luxurious lifestyle. Moreover, the French were most likely to share third-party photos and videos (11 percent) as well as written articles (13 percent) multiple times per day. Year-over-year data shows an upward trend, presenting a great opportunity for marketers.

Community and connectedness are still important among the French, as they reported that sharing often makes them feel engaged with their friends as well as self-confident. Combined with data regarding the motivations behind sharing, we can infer that people in France want to feel like they are part of an exclusive group. They also place high importance on whether people interact with their posts.

Marketers may consider creating content that is aspirational and includes high-quality images in order to resonate with French markets. Additionally, messaging that suggests exclusivity could be highly effective at encouraging engagement and shares. 14

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WERE MOST LIKELY TO SAY THEY SHARE TO KEEP THEIR NETWORK UPDATED ON THEIR LIVES

50PERCENT

34PERCENT

SAID THEY SHARE TO FEEL CONNECTED WITH PEOPLE

35PERCENT

SHARE TO SHOW SUPPORT FOR FRIENDS AND FAMILY

COUNTRY SUMMARIESUNITED STATESAmericans want to feel connected on social media and use it as a way to forge a sense of community, our research shows. When compared to other countries, their habits didn’t vary as much in motivations for sharing and the feelings that stem from engagement.

U.S. respondents were most likely to say they share to keep their network updated on their lives (50 percent), to feel connected with people (34 percent), and to show support for friends and family (35 percent). They were also the least likely to report wanting to make people jealous or envious with their posts.

After sharing a status update or piece of content, Americans said they felt important, intelligent, and loved more than respondents from other countries. These are powerful emotions that suggest very real effects of social media sharing among U.S. residents, and underscore a need for authentic content.

Based on our research, we believe American markets are more likely to engage with content that is positive and encourages connections between people, and may respond negatively to that which seems superficial or boastful.

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GLOBALCOMPARATIVEFor most types of content, people in France report the highest rates of sharing. Germany, the U.S., and the U.K. come second, third, and fourth, respectively. While these patterns are useful and insightful, what truly sets these demographics apart is why they share and how sharing makes them feel.

To some extent, all countries revealed a feeling of community, engagement, and belonging stemming from social media sharing. But the slight differences that were uncovered may reveal important insights into how to better target these groups, effectively.

While French respondents showed a tendency to favor content that sets them apart from their peers, Americans more often shared content to fit in or build community. German respondents favor sharing informative posts, while the Brits use social platforms as a way of personal record keeping.

Be sure to pick up on the trends and factors that are most important to your brand’s strategy, because it’s the details that give you an edge on the competition. Empathetic messaging is what leads to effective marketing, so never lose sight of the things that matter to your audience.

TO SOME EXTENT, ALL COUNTRIES REVEALED A FEELING OF COMMUNITY, ENGAGEMENT, AND BELONGING STEMMING FROM SOCIAL MEDIA SHARING.

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CONCLUSIONThe differences between demographics are not skin-deep, and marketing to individual groups requires a tailored approach that considers the needs, desires, and motivations of each audience.

What sets us apart is also what makes us special, and you need to make your audience feel special in an age when they’re flooded with marketing messages. In the end,

authenticity will always win out, so don’t just mimic your audience – put yourself in their shoes.

Marketers can leverage our research to create content that resonates and makes an impression, to more effectively distribute it on social media. Knowing the emotional or pragmatic reasons why people share content is key to creating authentic experiences and engaging your audience effectively.

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© 2018 Olapic Inc. All rights reserved

METHODOLOGYWe worked with Morar Consulting to survey more than 4,000 people in the U.K., France, Germany, and the U.S. Our cohort was equal parts male and female, and was divided into four age groups, from 16 to 60+. Nationally representative groups were sent an online survey of seven questions about their social media sharing habits, and results were assessed by researchers at the University of London.

ABOUT OLAPICOlapic is an innovator in visual content solutions. From pioneering the first visual earned content platform to creating unique, on-brand visual content formats for use across all consumer touchpoints, Olapic helps drive brand engagement and performance, at scale, for hundreds of the world’s top brands. An official member of Facebook Marketing Partner program, Instagram Partner program and Pinterest Partners, Olapic is headquartered in New York City with offices in New York, Los Angeles, London, Paris, Berlin, Hong Kong, Tokyo, and Córdoba.

For more information on Olapic, visit www.olapic.com.

Olapic is a wholly-owned subsidiary of Monotype Imaging Holdings, Inc. (Nasdaq: TYPE).