We all know people share content on social media, but why? What do people share most in Johannesburg versus Jakarta? Do people prefer to share content that is educational or entertaining?
Social@Ogilvy and SurveyMonkey teamed up to study what, why and how makes social media users share.
In a 16-country online survey of over 6,500 respondents with social media profiles, results favoured content that is humorous and informative – with people expressing a desire to share in support of a specific cause or issue the most.
Emotion is a key driver in why we share content.
A blend of 'edutainment' hits the sweet spot in what we share.
It's not the source of content that counts, but how interesting the content is.
Higher quality branded content is needed in order spark user engagement.
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Why do people share on social media? Global survey results
1. Why do we share?
16-country Survey Results by Social@Ogilvy and SurveyMonkey
2. 2
Why Is Your Facebook Feed Covered With Buzzfeed Posts?
Social@Ogilvy & SurveyMonkey surveyed 16 countries to find out!
3. 3
Spoiler Alert:
The Profile Of A Global Sharer
1. What kind of content do they share?
Humorous and informational
2. Why are they sharing?
To promote a cause and stay in touch with their fans and
followers
3. What garners the most reaction from their fans?
Humorous content
4. How do they feel about branded content?
More likely to view it but rate quality as low or average
4. 4
What Does This Mean?
1.Companies and content producers have an opportunity to get
their message to reach even more people.
1.Focus on producing HIGH QUALITY content.
1.When thinking about the audience, focus less on attracting
media attention and more on the everyday person.
2.One size does not fit all!
6. 6
How Often Do You Share Content on Social Media?
46%
Almost half of respondents
actively share content on
their profiles
7. 7
Who shares content the most?
80%
73%
71% 71%
68%
China Hong Kong Brazil Mexico Turkey
These countries usually or always share interesting content online.
8. 8
How often do you share content on social media?
90%
Least Active “Sharers”
67% 64% 57%
Japan USA Germany Korea
The following countries never share content or only do it once in
a while.
Both the most active and least active users are in Asia: four in ten
(41%) in Hong Kong say they ALWAYS share interesting content online,
while half in Japan say they NEVER share content.
9. Why do users share content and what type of content do users share?
Why:
Top reasons for sharing: to promote a cause or issue (36%) and to
stay in touch with people (34%). Very few, with notable exceptions in
Hong Kong and China, also say that they post content because it
makes them look smart. The top two reasons apply to most countries,
except for those in Hong Kong and China who also mention that
sharing content “helps define their personality” as another top reason.
9
64% 34%
Newsworthy Informative
10. 10
Why Do You Share Content?
36% 34%
Social media users share so they can stay in touch and bring
attention to issues they care about. Hardly anyone shares content for
promotional purposes (both job and self).
11. 11
What Type of Content Do You Share?
Users prefer to share content that is either funny or informational, and
say that funny content garners the most amount of attention from
fans and followers.
35%
Share entertaining content
38%
Share informational content
12. 0% 20% 40% 60%
12
Least Likely to Share
Political Content
0% 2% 4% 6%
Singapore
China
Indonesia
Hong Kong
While political content isn’t so
popular in most countries, over
two in ten (22%) in Turkey say
that political material garners
the biggest reaction.
Poland
Japan
UK
0% 20% 40% 60% 80%
Brazil
Turkey
Mexico
Indonesia
Most Likely to Share
Informational Content
Hong Kong
Most Likely to Share
Funny Content
What Type Of Content Do Users Share?
13. 13
Who Loves To Promote A Good Cause?
There are a few countries whose top reason is clearly to promote
issues and causes.
65%
Mexico
55%
USA
54%
South Africa
46%
Singapore
45%
Russia
14. 14
Mature Vs Emerging Markets: Which Type Of Content Are
You Most Likely To Share?
40%
Emerging Markets
share entertaining
content
43%
MatureMarkets
share informational
content
16. 16
Key Takeaway
The focus should be on producing HIGH QUALITY content that has
the following characteristics:
1.Helps address an issue or cause the public is passionate about.
2.Is both informational and humorous; “edutainment” is the sweet
spot here.
19. 19
Do Emotions Affect Whether We Share?
61% say they are most likely to share content when they come across
something newsworthy, less so because they are in a good mood (21%)
or bored (13%).
Hong Kong social media
users stand out here: the
top reason for sharing
content is because they
are in a good mood.
Japanese users are
the only group with a
large portion saying
they are most likely to
share content when
they are bored.
Across all countries,
very few say that
they share content
because they feel
sad or lonely.
40% 43% 13%
20. 20
What Is The Most Common Emotion Associated With Sharing?
Chinese social media users differ here - their
top emotion is creative.
Few feel unique when sharing content, except
in Japan (21%).
In general, when you share content how does it make you feel?
In general,when you share content howdoes it make you feel?
14%
Feel Creative
32%
Feel Useful
Useful 32%
Thoughtful 17%
Creative 14%
Resourceful 12%
21. 21
Satisfaction From Informational Vs Funny Content
Content Social Media
Users Enjoy The Most
Informational 39%
Candid 26%
Funny 14%
Overall, touchy feely content isn’t as popular, while funny content is
most popular in Hong Kong (36%).
Countries That Enjoy
Informational Content
Indonesia 62%
Mexico 53%
USA 53%
39%
Informational
62%
Indonesia
23. 23
Do people engage with branded content?
Few social media users say they never read or watch branded
content or ads, but only a quarter do so on a regular basis.
Across the globe, three quarters of respondents would rate the
quality of ads as average to poor.
77%
Say ad quality
is average to
poor
Who Is Sick Of
Seeing Ads?
Americans 83%
Japanese 74%
Korean 73%
Six in ten say they see too
many ads, while a little
over a third (36%) say that
the amount of branded or
ad content is about right.
24. 24
Quality of Ads
American and Japanese users are most likely to give a lower rating on
the quality of branded content and also least likely to watch such content.
Most Likely To Read Or
Watch Branded Content
More than seven in ten
social media users in
these countries say they
do so at least half of the
time.
Turkey 75%
China 73%
Hong Kong 71%
In general what is the
quality of branded
advertising content?
When you encounter
branded or advertising
content, how often do
you read/watch it?
44%
Good
39%
Occasionally
25. Emerging Markets Need High Quality Ads
Social media users in emerging markets report that they are overwhelmed
with ads. Emerging markets need to produce high quality content in order to
get noticed.
25
=
In general, what is the quality of
branded or advertising content?
MATURE
MARKETS
Good
EMERGING
MARKETS
Good
46% 41%
26. Sharing Branded And/Or Advertising Content
Fewer users say they share ads: only about a third (36%) share
branded content at least half of the time.
Most Likely To Share Branded Content
Social media users in the following countries stand out as the most likely
to share content, with a majority in each group sharing ads they see at
least half the time.
When you encounter branded or advertising content,
how often do you share it?
26
Hong Kong 63%
China 62%
Turkey 58%
Mature Markets
Occasionally
Emerging Markets
Never
39% 37%
28. 28
What About the Content Source?
The content source isn’t particularly important, except in China, Korea,
and Turkey where content produced by established media outlets takes
precedence. Further, the top-of-mind companies and organizations that
produce the most interesting content are not the traditional content
producers. Ads from food, beverage, and clothing along with established
media organizations are mentioned less frequently than “clearinghouses
for content” like Google and Facebook.
40%
Say source doesn’t
matter,as long as it’s
interesting
29. 29
While Content Source Is Not Important In Most Countries, There
Are A Few Exceptions
Emerging markets are more likely to share content from a friend than
mature markets (27% vs 19%).
Social media users in the Asian countries surveyed are more likely to
share content from established media than the European markets
surveyed (27% vs 19%).
28
27
26
25
24
23
Content SHARING FROM
A Company/BRAND
The most common type of content shared
among Hong Kong users is content from a
friend (32%).
39.2
39
38.8
38.6
38.4
38.2
38
37.8
37.6
37.4
Content SHARING FROM
MEDIA Outlets
Korea China Turkey
Japanese, Polish, and German social media users
are more likely to share content from a friend than an
established media outlet.
22
Indonesia Hong Kong
30. Country barriers to freedom
of speech and press play a
crucial role in the type of
source that content sharers
engage with and trust
30
31. 31
What Are The Top Reasons To Follow An Organization?
Top Reasons To Follow Organizations
Products, Offers, or News 34%
Entertainment 19%
To Give Direct Feedback 16%
34%
Products, Offers, or News
19%
Entertainment
32. 32
Key Takeaways
Focus on producing HIGH QUALITY content. To get noticed, it is even
more important to produce high quality content in emerging markets in
what is viewed by social media users as a space overcrowded with ads.
When thinking about the audience, focus less on media attention and
more on the everyday person.
The content source, individual companies, and brands aren’t as
important, but where people can find content is.
34. What companies or organizations regularly produce interesting content?
Hornbach
34
UK Germany
AppleNIVEA
GoogleSonyBild
Yahoo Facebook BMW
YouTube
The Guardian
Twitter
Vine
McDonald's Knorr eBayEdeka
Media Markt Spiegel
L'Oreal
Coca-Cola Amazon
WWF Paddy Power Vodafone Samsung Greenpeace
France Poland
OrangeY Żubr Wirtualna Polska
VIVA
L'Oreal
La Redoute
LU Nestlé Coca-ColaLe Monde
Danone Allegro ING Bank Red Bull House
Sony LOT
ouTube
AppleOasis
Amazon Nike
SonyGoogle Facebook
IKEA
KNPNikePlus Heyah
Pepsi Onet Adidas Danone FacebookGoogle C&A
Nokia TVN Mercedes-Benz
Biedr
OrangePlay
Panasonic
onka
Coca-Cola
Marks & Spencer
YouTube The Sun
Virgin Google Change.org
BuzzFeed Sky 3 Guinness Tesco
BootsBBCApple BT Sainsbury's
Huffington Post
John LewisCoca-ColaNikeEvian
Facebook Cadbury
comparethemarket.com
35. What companies or organizations regularly produce interesting content?
35
USA Mexico
PETA Google
Huffington Post Drudge Report
Amazon Coca-Cola PBS
LG Upsocl Telcel
UpworthyBBC New York Times
Apple BuzzFeed ESPN Greenpeace Heineken Yahoo Quo
Televisa
Mother Jones GeicoHumaneSociety
I Fucking Love Science
NPR Aristegui Noticias Kraft Budweiser Privalia eresant
Old Spice
Brazil South Africa
OUTsuranceRed Bull
YouTube The WHOot
Coca-Cola9gag
Volkswagen
Stardoll Fiat Pontofrio
Unilever
Sony LG Vodacom
ItaúMicrosoft Nando's Ford Twitter
Renner Primedia Nestlé Catraca Livre Magazine Luiza Citroen Nike TED FNB Zando
Levi's Virgin Discover FacebookGoogle L'Oreal Passarela Groupon
NetflixGloboSamsung Dove Nike News24 Veja Samsung Banco de Brasil
MTN Allan Gray
DStv
Eyewitness News
Apple
Toyota
Maroela Media
Johnson&Johnson
Hypeness Dell Superinteressante
Oi Natura Skol Heineken
SubmarinoGoogle Vivo
Coca-ColaAppleZaffari Dafiti
YouTubeFacebookFolha
Netshoes
Bom Negócio Havaianas Porta dos Fundos
UOL O Boticário Ambev Greenpeace
Microsoft
National Geographic
FacebookTwitter Linio
CEMEX Adidas La Bioguía
Coca-ColaSony
YouTube Ford Walmart
Samsung
Corona AppleGoogleNikeDiscovery
Muy Int
P&G
e Huggies
36. What companies or organizations regularly produce interesting content?
36
Hong Kong China
Sohu
Olay
McDonald's New Balance
HSBCSK-II
AppleTVB
Cathay Pacific YoukuMidea
HP
Qilu Tmall L'Oreal
FacSingetelbLeonovook9gag
Coca-Cola
H&MYahoo
NikeSInatelmDurexsWuneixgNike in P&G
YouTube DBS Bank
P&G
Sina ESPN
Opinionbus Google Samsung
Japan Korea
Google
Microsoft
Lotte NaverHyundai
SamsungAdidas
HankyorehNewstapaOlleh SK
Yahoo Government EBS Blizzard
Sharp
Apple Daily
NHK Line Bloter LG Apple CJ
YouTubeFacebook Innis DaumUnitas BRAND
YTN Twitter Ohmynews
Panasonic
SoftbankGoogle
Suntory Sony
Coca-Cola
Rakuten YouTube
NetEaseMI PepsiMcDonald's
SinQaQWuTaobao
Renren MiZone
Mengiu
ZhihuTudou
37. What companies or organizations regularly produceinteresting content?
37
Singapore Indonesia
Toko Bagus
CadburyZaloraCoca-Cola Kaskus Yahoo WWF
Bisnis FacebookKompasIndosat Globallshare
Honda Amazon ZaloraYouTube
Samsung Coca-Cola Blackberry
Line
BBC Pepsi
SingtelSamsung Stomp Tiger
Straits Times
aruda Viva
DetikXL
P
vSeornyG
UnileH
Apple Djarum76
Google
Berniaga Telkomsel Air Asia
Okezone
Turkey Russia
Hepsiburada
YouTube TurkcellRed Bull
Facebook ETi Vestel
Sony Onedio
MicrosoftSamsungWikipedia
Coca-ColaKoç Bosch TNT
Government
Akbank Samsung
Google
Iş BankasıHürriyet Pepsi ÜlkerApplePhilips YandexApple
DeFacto Nike Arçelik Markafoni
Turkish Airlines Adidas KupiVIP Mercedes-Benz Trendyol Milliyet
Tele2Coca-Cola
BeelineAvonSherbank Rossii
NikeMTSYouTub
T
oyota
e
Adidas
VKeBayGoogle Sony
Rakuten
Lazada
P&G Starhub Nike
Accenture Qoo10
DBS
Visa AppleYahoo
Sony
Xiaomi 9gag HeinekenScoot GoogleFacebookNestle
Dove
McDonald's Evian Durex Mediacorp
YouTube Singapore Airlines
Hardwarezone Groupon ChangiAirport
39. 39
What Does This Mean?
1.Companies and content producers have an opportunity to get
their message to reach even more people.
1.Focus on producing HIGH QUALITY content.
1.When thinking about the audience, focus less on attracting
media attention and more on the everyday person.
2.One size does not fit all!
40. 40
Survey Methodology
Results were gathered online from 6,522 self-reported social media users
aged 18+ in 16 countries using Survey MonkeyAudience.
Surveys conducted in Brazil, France, Germany, Mexico, Poland, Russia,
South Africa, Turkey, UK, and USA were completed in June 2014, and
surveys conducted in China, Hong Kong, Indonesia, Japan, Korea, and
Singapore were completed in April 2014. For open-ended responses,
only phrases with two or more mentions are shown in the word clouds.
Countries defined as emerging markets: Brazil, Mexico, Poland, Russia,
South Africa, Turkey, China, Indonesia
Hinweis der Redaktion
Companies and content producers have an opportunity to get their message across to even more people.
Focus on producing HIGH QUALITY content that helps address an issue or cause the public is passionate about that is both informational and humorous—“edutainment” is the sweet spot.
When thinking about the audience, focus less on attracting media attention and more on the everyday person. The content source, individual company, or brand isn’t as important, but where they can find content is.
One size does not fit all: Strategies for targeting emerging markets should differ from mature markets. Content for emerging markets should focus on entertainment or humor, while content in mature markets should focus on helpful information. Social media users in emerging markets report that they are overwhelmed with ads. To get noticed, these markets need to produce high quality content.
Social media is a part of everyday life. Almost half of the respondents with social media profiles report being active sharers of content on social media.
KEY TAKEAWAY: Companies and content producers have an opportunity to get their message across
to even more people.
Mini-trend of emerging markets (China, Brazil, Mexico, Turkey) being the biggest sharers.
MINI TREND: Both the most active and least active users are in Asia: four in ten (41%) in Hong Kong say they ALWAYS share interesting content online, while half in Japan say they NEVER share content.
Active sharers are twice as likely to cite feeling cool as the main reason for sharing content (11% versus 5% for non-active sharers). They share when content is newsworthy and informative, and prefer that content from organizations they follow on social media is candid.
Also, one size does not fit all: Strategies for targeting emerging markets should be different from mature markets.
Content for emerging markets should focus on entertainment or humor, while content in mature markets should focus on helpful information.
Even though social media users say that funny posts result in the most engagement from their fans and followers, they are equally likely to share informational content even though it doesn’t get as big of a reaction.
Summary slide.
About half of social media users (53 percent) find offensive content off-putting, and less than one in five have a negative reaction to ads.
• Hong Kong, USA, and Korea react most negatively to ads, with over a quarter of users in each country saying that ads are the most off-putting type of content they see.
Offensive content is less off-putting in the Asian countries surveyed, compared to their European counterparts (48 percent versus
percent). A similar trend is seen in emerging markets versus mature markets: Six in ten (61 percent) respondents in mature markets say offensive content is the most off-putting, compared to less than half (46 percent) in emerging markets.
Surprisingly, few cite the volume of content as the most off-putting, indicating that the amount of content is not a deal breaker.
In general, ad quality is rated as at least good by a majority of users, and a little over half say they read or watch these ads at least half the time. American and Japanese users are most likely to give a lower rating on the quality of branded content and also least likely to watch such content.
Japanese, Mexican, and Korean social media users tend to care the most about brand association, with about a quarter citing this as the primary reason for liking or following organizations. About three in ten Japanese and Polish users say their main reason is to give feedback.
Coke is regularly named as producing great content, part of their “liquid and linked” ambition and focus on content strategy.
In the US the main brands are actually publishers and brands appear less prominently.
Surprisingly some of the big names in content creation – Red Bull and GoPro – don’t appear as much as we would have expected.
In Asia there’s a high prominence of national companies appearing in the list i.e. SoftBank for Japan and Samsung for Korea. Could be because those companies have a higher profile in that market or could be because there is genuinely stronger content produced for their home country.
Tech brands featuring prominently here: Sony, Panasonic, Samsung, Sina, Taobao, Tudou, Google, YouTube.
Less publishers and traditional media companies appear in Asia and Europe than they did in the Americas.
Again, national brands appear strongly.
Companies and content producers have an opportunity to get their message across to even more people.
Focus on producing HIGH QUALITY content that helps address an issue or cause the public is passionate about that is both informational and humorous—“edutainment” is the sweet spot.
When thinking about the audience, focus less on attracting media attention and more on the everyday person. The content source, individual company, or brand isn’t as important, but where they can find content is.
One size does not fit all: Strategies for targeting emerging markets should differ from mature markets. Content for emerging markets should focus on entertainment or humor, while content in mature markets should focus on helpful information. Social media users in emerging markets report that they are overwhelmed with ads. To get noticed, these markets need to produce high quality content.