By Brooke Winebrenner, PepperDigital
My daughter just won her first volleyball game!
I’m on vacation and just checked in at the beach with several of my closest friends.
As you read these statements, you might be asking yourself; who cares and why in the world are they even important enough to be included here? Unfortunately, we’re all too often subjected to messages like these on a daily basis on the various social media sites we hold true to our heart. We like to call these folks: the over-sharer.
It seems the over-sharer is likely here to stay, as science has uncovered the psychological gratification behind our experiences online. According to a recent study conducted by researchers at Harvard, they’ve gotten to the bottom of why so many of us are compelled to share our every thought, movement, like and want through mediums like Twitter, Facebook, Foursquare, Instagram and Pinterest.
So, what is your audience actually experiencing?
They found that our brain considers self-disclosure to be a rewarding experience. In fact, the act of disclosing information about oneself activates the same sensation of pleasure in the brain that we get from eating food, getting money or having sex.
In a series of experiments conducted, some test subjects would turn down money (only a few cents) to talk about someone else, in order to enjoy the more pleasurable sensation of talking about themselves. Seems crazy, but now we know the over sharer’s that surround us simply can’t help themselves.
This also helps to explain recent surveys of Internet use that show that roughly 80% of posts to social media sites like Twitter and Facebook consist of announcements about one’s own immediate experience.
This study only confirms, social online users are looking for an opportunity to talk about themselves. A finding that brands should keep on the top of their mind – users will certainly talk about your brand, or mention their experiences with it, as it relates to them. When posting content, the key to keeping fans engaged overtime is sharing compelling information that will trigger users to join in on the conversation and share their opinions, experiences, etc. – no matter how meaningless it may seem to the user on the other end.