[INFOGRAPHIC ]The Science of Sharing: Who Shares What, Where, & Why

Photo by Ben White on Unsplash

Some fast takeaways:

• Approximately 90% of all sharing on social media takes places on Facebook
• 85% of the most-shared content on Facebook in 2017 was video content
• Video is here in a big way–and it’s not going anywhere anytime soon.

Some other most popular shared content formats

• List articles (listicles)
• Infographics
• How-to articles
• What articles
• Why articles

Marketers can use this to their advantage by crafting headlines (and content itself) designed to take advantage of the content types that get the most shares organically.

Why do people share:

• 25% of people cite sharing content that evokes awe
• 17% share content that makes them laugh
• 15% share content because it’s amusing
• 14% cite joy as an emotion that drive them to share

It also about reinforcing out identities. More than a third of people said they share content specifically because it makes them look good. And almost two-thirds of people said they avoid sharing content when it might them look bad.

Source: slide.ly