Motivations for Sharing 3rd Party Content on Facebook

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This survey conducted by Fractl, a content marketing agency, gives granular insights into why people share specifically 3rd party content Facebook.

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Motivations for Sharing on Facebook

Infographic Summary

Primary Reasons People Share Content on Facebook

  • Educate – 11%
  • Move – 13%
  • Express – 17%
  • Entertain – 48%
  • Other 11%

Sharing to Educate

Percentage of Respondents With Altruistic Tendencies on Facebook

  • 55% Share things their friends will find useful
  • 45% Are not concerned with the usefulness of content they share

Does Facebook Help People Feel Connected with Their Friends?

Percentage who said sharing helps them feel close to their friends

  • Completely True – 16%
  • True – 53%
  • Neither True nor Untrue – 22%
  • Untrue – 6%
  • Completely Untrue – 3%

Women Vs. Men: Why do they share content on Facebook?

  • Sharing helps me feel connected with my friends – 73% Women, 65% Men
  • I share things that inform my friends of the things I care about 57% Women, 52% Men
  • I share things that will make my friends feel something (happiness, sadness, anger, etc) 53% Women, 41% Men
  • I share things to persuade my friends about something 16% Women, 19% Men

Facebook’s Most Frequent Sharers

Facebook’s most frequent sharers have an outsizes Influence on their friends’ News Feed. 56% of Facebook users check the platform more than once a day, but only:

  • 18% share content more than once a day
  • 5% Share content more than 4 times a day

Who shares content more than once a day?

  • Women Facebook sharers are 26% more likely to share content more than once a day then men.
  • Baby boomers are 19% more likely to do so.
  • People who share more than 4 times a day tend to be bolder in their sharing habits
  • 43% less likely to avoid controversy
  • 90% Less likely to avoid political content

Do Facebook users avoid controversy?

Percentage who said they avoid sharing Hot-Button Content

  • Completely True – 21%
  • True – 31%
  • Neither True nor Untrue – 16%
  • Untrue – 18%
  • Completely Untrue – 14%