Breaking the internet is certainly not as easy as what Kim Kardashian made it appear to be. She preempted and attempted; the public commented and lamented. The well-oiled social media queen did stir the internet with the butt-naked news but whether she broke the internet or not is still in debate. So what exactly does it take to dominate social media like Instagram and Facebook?
In the first of the two-part series, we share the motivations behind a social share.
According to a research conducted by New York Times Consumer Insight Group and Latitude Research, below are some of the reasons behind a social media share.
- 73% share to process information
- 49% share to inform, change opinion or encourage action
- 68% share to define themselves
- 78% share to stay connected
- 73% share to engage like-minded
- 69% share to feel more involved in the world
- 84% share to support causes or issues they care about
Understanding motivations is critical in ensuring social media success. Social media content may be well-scripted and well-planned like Kim Kardashian’s attempts. However, in an ironically reclusive social media world, sometimes impromptu, ingenuity or authenticity will take you farther than you think.
Nicole Kidman’s clap dominated social media at 2017 Oscars apart from the ‘Envelopgate’ fiasco. Is it a publicity manoeuvre? Only her publicist and herself can tell.
As for why the internet is obsessed with clapping, we can say that people do want to feel involved and express themselves. They are needing a story to do just that.