What Makes Brands’ Social Content Shareable on Facebook? An Analysis that Demonstrates the Power of Online Trust and Attention

Tania Yuki



  • There are clear psychological drivers that affect sharing of brand content on Facebook: social currency, emotion, usefulness, and content that tells a story.
  • These drivers vary by users’ age and gender as well as by brand category.
  • These differences should inform the ways in which marketers craft their social content to inspire their audiences to share their content and, thereby, generate word-of-mouth and earned-media recognition.


Even before social media, people shared information for a variety of reasons (Berger, 2013). Some sought to increase their social recognition; others wanted to gain status or learn useful tips. On occasion, an emotionally moving story would call for such notice. And sometimes the motive was as the desire to pass on a great tale.