Have you ever wondered why certain social media posts catch the attention of millions of viewers while others don’t perform as well? Social media sharing plays a major role in determining how far content can reach, but understanding why people share content goes beyond simply trying to figure out the algorithm. They can track engagement, analyze performance metrics, and study the numbers all they want, but that still doesn’t guarantee a viral moment.
Betting your entire marketing strategy on the algorithm isn’t the most effective approach. Instead, it’s important to pay attention to one of the most powerful forms of social media engagement: shares.
Shares can help your content reach more screens, audiences, and communities. Modern marketers are diving deeper into social media user behavior to understand the many ways that “the power of the people” can help a brand grow.
Value-Based Virality
When creators and brands build their content calendars, a great deal of strategy goes into deciding what content to publish. They consider the purpose, relevance, and social value behind their messages.
Researchers at the University of Pennsylvania have studied the psychology behind online sharing behavior across thousands of social media users and a variety of topics. Their research found that people are more likely to share information they perceive as valuable or important.
Content can generate high levels of shares and views when people believe it provides value—not only to themselves, but also to the people around them.
Users are also more motivated to share content that connects to their personal identity, experiences, or values. When people encounter a post they genuinely relate to, they may feel seen, heard, or understood. They may also recognize that their own experiences are shared by others.
That sense of connection can turn an ordinary post into something people want to pass along.
Social Media Sharing and Connecting With Others
Social media provides people with a space to share parts of their lives and express their identities. Over time, users have increasingly turned to social platforms to connect with others and build relationships.
This connection happens through direct messaging, but it also happens through content sharing. Sending a friend a funny video, sharing a pop culture update, or forwarding a trending TikTok dance can all become ways of communicating and strengthening relationships.
The growth of the digital world, particularly during the COVID-19 pandemic, also highlighted the role social media plays in sharing timely information. News organizations shared health updates and safety protocols, while influencers and creators provided tips for navigating quarantine and everyday life during an uncertain period.
People shared this type of content because it provided information they felt was useful or relevant at the time.
A social media post can also remind users of specific people, experiences, or communities. Connecting those ideas can encourage people to share content with their social circles and communicate something about who they are and what matters to them.
For example:
Sharing a funny video with a friend → strengthens a relationship through humor and laughter.
Sharing a new restaurant or food spot → creates anticipation around a potential experience together.
Sharing an organization’s update → helps spread awareness of useful information or a meaningful cause.
Brands can learn from the types of content that foster these connections. Content centered around the human experience can encourage people to share, helping information become more visible, relevant, and meaningful within online communities.
The Type of Content You Put Out Matters
Not everything we see on social media motivates us to click the “share” or “repost” button. Some posts simply don’t resonate enough to make users stop scrolling.
Among the countless pieces of content people encounter every day, certain types are particularly likely to encourage sharing. These often include informative, humorous, and emotional or provocative content.
Informative Content
Informative content allows users to educate themselves and others. Social media videos featuring topics such as study tips, career advice, or helpful how-to information can motivate a targeted audience to share valuable resources with their peers.
When content solves a problem or provides useful information, people have a reason to pass it along.
Humorous Content
Humorous content provides a sense of joy and entertainment. Because laughter and amusement can be socially contagious, people often share funny content as a way of spreading positivity within their social circles.
A simple meme or funny video can become more than entertainment—it can become a way for people to communicate with one another.
Emotional Content
Emotional content can capture attention by creating a strong psychological or physiological response. Content that sparks excitement, inspiration, surprise, empathy, or other strong emotions can encourage users to share it and start conversations around a collective experience.
When a post makes someone feel something, they may be more inclined to share that feeling with others.
Social media users watch, engage with, and scroll through thousands of pieces of content every day. However, certain types of content are more likely to inspire the behavior that leads to increased reach and visibility.
Creators and brands can use these insights to think more intentionally about the content they produce and how it connects with their target audiences.
Social Media Sharing: Leveraging Your Audience’s Behavior
Understanding patterns in social media behavior is the first step toward creating content that reaches more people. Brands and creators can use these observations when developing their content calendars and building their online communities.
Many people focus on simply pushing content out and hoping it goes viral. But creating content with a specific audience and purpose in mind can be a more intentional approach.
Start by identifying the viewers who find your content socially relevant. What emotions, experiences, interests, or values do they share? Once you understand those commonalities, you can build future content around them.
Shared experiences can encourage people to participate in conversations and share content within their communities.
When promoting a product or service, for example, it can be difficult to generate interest by simply explaining what the product is. Instead, brands can create more value by shifting the focus toward the audience and showing how the product or service connects to their needs, experiences, and everyday lives.
When people see themselves in your content, they may have a stronger reason to engage with it—and potentially share it with others.
Conclusion
Sharing social media content is a powerful way to expand a page’s engagement and reach. While algorithms play an important role in determining what users see, brands shouldn’t rely on algorithms alone when developing their marketing strategies.
The power of people is just as important.
When content provides value, creates an emotional response, or strengthens connections between people, audiences have a reason to share it. And when people share your content, they can help introduce your brand to new audiences and communities.
If you’re a brand or company looking to create intentional content that connects with your audience, Power Move Marketing is here to help. Explore our content creation success stories and case studies to see how strategic content can make an impact, or request a quote to learn how we can help your brand grow.