Why people don’t share your content (and how you can change it).
“It’s not the best content that wins. It’s the best promoted content that wins.”
Whether you are a business owner or someone that wants to grow on social networks, you will mainly focus on getting your content shared. However, it is a tricky task.
Whether you are simply writing a blog, promoting a brand or creating awareness for a cause, it will not be of any use if it is not shared on social network platforms.
Many people do not understand the importance and hence fail to improve their content or correct their shortcomings.
Therefore, let’s look at some of the main reasons why people do not share your content and how to change it.
Lack of awareness and exposure
The primary reason your content is not shared is because enough people are not aware of it. For people to read your content, they must be exposed to it. The more number of followers you have on Social Media platforms such as Facebook, Twitter and LinkedIn, the more people will read your post and increase the chances of your content being shared.
Your content is not interesting
For the readers to share your content, they need to find it interesting enough to share it. Most of the times people tend to only promote their brand and nothing else.
The content you post needs to grab their attention and further keep them interested to be shared. Nobody will share content they do not find interesting.
Content does not add value
Various studies suggest, people are more likely to share content that adds value. They are looking for valuable information. The content needs to be more than just brand promotions or product placements.
The reader should be able to relate to the content to go ahead and share it. Each of your posts must contain something to draw the attention of your audience.
Building credibility through sharing
In today’s world, when we meet more people online than in real life, all of us are conscious of how people perceive us in the digital world.
People tend to increase their credibility through the content they share on the social media profiles. Therefore, unless your content is something that will add value to their credibility, there is very less possibility of anyone sharing your content.
Share to build relationships with others
Studies show that people value relationships with other people than brands. They are looking for a community with shared interests and idea.
Some people use links to stay connected to people they might not otherwise stay in touch with. While others use it to find people with common interests.
Understanding your audience
The content you are putting out may be the best, but it will not be effective if it does not reach the correct audience. Understanding your audience is essential to make your content shareable.
If you are a business owner or a service provider then you need to keep in mind the key difference when addressing B2B and B2C. When trying to promote your content to other businesses or business individual, the approach needs to be more professional and to the point.
Whereas, the consumer is more inclined to make a primarily emotion based decision, for which you need to focus on the emotional value of your content.
The New York Times study found there are six sharing personas for online fans and a seventh based on the recent trends. Understanding who your customers are can help you
- Altruists—Altruists share content out of a desire to be helpful and aspire to be seen as a reliable source of information. Preferred tools: Facebook and email.
- Careerists—Careerists are well-educated and seek to gain a reputation for bringing value to their networks. They prefer content that is more serious and professional in tone. Preferred tools: LinkedIn and email.
- Hipsters—Hipsters are younger sharers who have always lived in the “information age.” They use Twitter and Facebook to share cutting-edge and creative content. They share content to build their online identity. Preferred tools: Facebook and Twitter.
- Boomerangs—Boomerangs seek validation and thrive on the reaction of others to their content, even when it’s negative responses. Preferred tools: Facebook, email, Twitter and blogs, wherever people will engage them.
- Connectors—Connectors see content sharing as a means of staying connected to others and making plans. They are more relaxed in their sharing patterns. Preferred tools: Facebook and email.
- Selectives—Selectives are more thoughtful in what they share and with whom they share it. They personalize their sharing and expect responses to their content. Preferred tool: email.
Although this is not based on The NY Times research, based on the recent trends on social media:
- Trendsetters—Trendsetters are thought leaders, marketers and business leaders who purposefully seek to stay abreast of breaking news and trends in their industry, sharing it quickly and aggressively. These people are typically seen as experts (or aspire to be seen as such). Preferred tools: Twitter, Facebook and LinkedIn.
Not been asked to or able to share
The chances of the reader sharing your content also depend on whether and how you ask them to. In most cases, it is better to be clear about it than implying it at the end of your post. People don’t always understand the need to share unless made clear. It is a result of the fast paced lifestyle in today’s world.
Your content is only effective if it engages the readers. The readers will be more willing to share the content if they themselves find it engaging enough. The content should not be repetitive and lengthy beyond a point.
To conclude, as mentioned above if you focus on the quality of the content and approach the correct audience accordingly, then you make sure people share your content.