Why People Share: The Psychology Behind "Going Viral"

In light of the Australian Government ruling that link sharing is now a chargeable activity (follow Benedict Evans for the smartest take on this), I thought it might be a good moment to explore why we users like to share links at all? Some psychological marketing for you then, introducing “8 Motivation Clusters”. It’s a great read on the user behaviours we too often blame the platform the on. Also useful for anyone trying to ‘viralise’ content. Have a read.