Last night I was walking in my society. It was a walk after the meal.

I had been thinking of doing this for a long time, and last night, I started it.

I had a long walk after my meal late night and did 7832 steps.

I was happy & felt motivated.

I went to my apartment, and in excitement, I showed the step tracker to my mother, showing her data.

She appreciated me.

But soon after that, I had a question in my mind:

“Why did I show my steps tracker to my mother?”

“Why I shared it with her?”

Why?

Immediately a series of thoughts started running in my mind, thinking & relating all the things and I started asking question to myself.

Why we share something on Facebook ?

Why some people forward those good morning videos in family WhatsApp groups ?

What is the psychology behind sharing?

I thought if I cracked it and implemented it in my future marketing campaigns, that would do something great for me.

I started my research and looking at the old metrics of all the campaigns we did, looking the most shared campaigns.

Then I researched some sites to understand how our mind works and what types of chemicals/hormones are responsible for our action of sharing.

Though it’s not a deep research (I am not a medical student) but the information I find is precious.

I find these 4 hormones (or chemicals) in our mind influence our day-to-day decisions.

• Serotonin – Hormone that helps us produce pride, confidence, & respect.
• Dopamine– Primary feel-good hormone we feel when we buy something, have sex, get money, etc.
• Oxytocin – the hormone that produces safety, trust, belonging, and love.
• Endorphins – the hormone that masks the pain and creates feelings of euphoria (you’re body’s natural morphine)

Content that triggers dopamine & Serotonin will always get maximum shares.

Dopamine ensures that First you will get that “Aha” moment & then Serotonin ensures that you will get respect, value, and importance for sharing that content.

So we need to focus on these 2 hormones as of now.

With 60 billion messages shared daily on mobile platforms alone, getting people’s attention and making them want to listen to you is extremely difficult.

Moreover, the problem is getting more prominent since the more smartphones people have, everybody is making content.

With time, the content will be overflowed, and you will find it hard to stand out and get your message to resonate with your audience, hence low shareability, low reach, and low growth.

But it will become much easier if you understand the psychology behind content consumption and why people share something.

As we discussed above, the main goal is to give your audience a hit of Dopamine & Serotonin; we need to understand what kind of topic or categories give your customer a hit for these chemicals.

Content Type That Hit Dopamine & Serotine

#1 Humour

#2 This Is So Me

#3 Helping Me Learn Something –

#4 It Makes Me Feel Something Special

#5 Moment Of Respect

#6 Something Is Never Seen Before

#7 Answer (Never Presented Like That) To Our Hidden Questions

#8 My Culture & Personality

#9 Surprise

#10 Explained A Complicated Thing In A Very Simple & Detailed Manner

#11 Latest or Breaking News

In all of the above 10 content types you will find the Dopamine & Serotonin Hit.

Dopamine: Laugh, Wow moment, Eye Opening, Excited

Serotonin: You share this because you want to be perceived as a funny person or want to be first one who shared a new insight or news, wants to sound intellectual or want to show that you belong a specific community.

Ultimately, it narrows down to the ‘Me’ word.

How I want to look, How my friends & family perceive me, and What they will think about me.

We all want to look bright, funny, entertaining, intelligent, and knowledgeable.

That’s a wrap for today’s signal.

See you next wednesday.

If you have any query related to this system you can ping me on Instagram. Would love to answer.

Do me a favor and screenshot what your favourite shift was, post it to IG stories and tag me @iamsahiljasuja so I can see it.

My favorite part is seeing your tags and reposting them to my stories.

I can’t wait to see what resonates with you!

Also, if you think your brand has great potential and is missing out the awareness and sales it should get, click here (You can directly contact me on WhatsApp)

Hope you have a great week ahead. Cheers !!