What motivates people to share third-party content on Facebook with their friends? Are there differences between why men and women share on the social network?
The researchers focused on third-party content: i.e., why people post links/articles/videos from external websites to Facebook and why they reshare external links that other users post.
Some 48% of respondents say the primary reason they post third-party content to Facebook is to entertain their friends.
Just 17% share to address issues they care about, 13% want to evoke an emotional response, and 11% are looking to provide useful information.
Nearly one-third (31%) of respondents say they share content on Facebook to maintain a certain image of themselves.
Users with a large number of friends (500+) are 7% more likely to share content that maintains a certain image of themselves and also 9% more likely to share content that makes them look good.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji