We post what we post primarily for our own self-interests, driven by a combination of factors ranging from personal entertainment to building professional networks and promoting causes we care about.
Self-Interest as a Motivator
At the core of our sharing behavior lies the desire to fulfill personal needs and desires. This self-interest manifests in various forms:
- Entertainment and Connection: Sharing content to amuse friends and family, fostering social bonds and maintaining relationships.
- Professional Development: Building a professional network by sharing industry-related articles and insights. This positions us as knowledgeable and helps us connect with peers and potential employers.
- Personal Branding: Creating a desired image of ourselves online by sharing content that aligns with our values, interests, and aspirations.
The Role of Emotion
Emotion plays a significant role in determining what we share. Content that evokes strong feelings, whether positive or negative, is more likely to be shared.
- Inspiring Content: Stories of resilience, acts of kindness, and motivational messages resonate with audiences and inspire them to share these narratives with their own networks.
- Outrage and Advocacy: Sharing content that highlights injustices or promotes social causes allows individuals to express their values and contribute to meaningful change.
- Nostalgia: Content that evokes memories and familiar feelings is often shared because it helps people connect with their past and share those connections with others.
Spreading Awareness
Another key reason we share is to spread awareness about causes, brands, or products that we support.
- Promoting Causes: Sharing information about charitable organizations or social movements allows individuals to raise awareness and encourage others to get involved.
- Brand Advocacy: Sharing positive experiences with products or services helps promote those brands to our networks, often driven by a desire to help others discover valuable resources.
In essence, we post what we post because it serves our self-interests, often driven by a desire to connect, express emotions, and advocate for causes we believe in, all while shaping our online identity.
