The Most Obvious Reason People Share on Social Media (That Most Brands DON’T Get)

It seems that most brands don’t understand why people really share on social media.

Yes, people use social media for entertainment, to connect with others, and to be heard. But there’s a deeper motivation behind why people share anything on social media.

Shoring up your public persona

People use social media to shore up their public persona – the version of themselves they want the world to see.

Every single time we share something on social media, we are expressing who we are to friends, family, colleagues, and even complete strangers. And what we share reflects how we want to appear (our public self or persona).

How peers perceive us is very important (we’re hard-wired this way, sorry) and this plays out in what (and how) we share online. Most people won’t admit this, but it’s true.

Carl Jung talked about this persona as a “mask, designed on the one hand to make a definite impression upon others, and on the other to conceal the true nature of the individual”.

The most important content marketing question

So the next time you’re crafting content, ask yourself:

“What will their friends think about them when they share this post?”


captain obvious

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John Haydon