MORE THAN WORDS

CENSYDIAM FRAMEWORK
towards an individual or small group. As such, it’s
one of the least visible types of sharing and it’s easy
sharing on social media platforms vary, because these
platforms fulfil different needs for users. Therefore,
ENJOYMENT
to underestimate how frequently people share in
brands must think carefully about what content will
VITALITY
CONVIVIALITY
this way. Whereas, image-based platforms, such as
Snapchat and Instagram tend to lean slightly more
work on each platform in order to remain relevant.
Tongue-in-cheek Paddy Power material might not be
POWER
SOCIAL
PERSONAL
DIMENSION
BELONGING
towards the Recognition side of the spectrum, mainly
because this type of sharing encompasses an attempt
to make a splash on social media, or show the best
side of oneself.
sharable on Facebook for fear of offending Grandma,
but may be ok to share with mates on Snapchat
or WhatsApp.
RECOGNITION
DIMENSION
CONTROL
SECURITY
We found that when brands share, they often do so
to make a big impact. This is because the ultimate
objective of their ‘share’ is to gain as much attention
and to get as many people to notice them as possible.
Consumers can be suspicious of this type of Power
behaviour, especially content that is posted directly
by brands. Therefore, the best way for brands to enter
I will only share this if
I think it is something
which I want others to
see. If I think it may not
be to people’s taste,
I will not share it.
social media can be to get actual consumers or social
(participant)
Influencers to share their content.
In a recent review of social media sharing; using
something obvious about yourself across social media
In our research on branded content, looking at
The downfall of many brands’ social media strategy
this motivational framework, we found that the vast
(Social Media Sharing: Your invitation to the online
influencers and engagers (Ipsos MORI, Social
is that they either rehash the same content across
majority of sharing takes places within the core
conversation: October 2014).
Influencers study 2016) we found that motivations
platforms or treat each platform as if it were used in
Censydiam motivations of Conviviality, Enjoyment
are similar for sharing both personal and branded
exactly the same way by everyone i.e. using Instagram
and Belonging as opposed to Power and Control.
Interestingly, Convivial sharing, or sharing that makes
content. For example, a piece of branded content is
to share in the moment statuses like you would do
The motivation behind the majority of shares is to
a personal connection, will often take place in
more likely to be shared if it is of personal relevance
with Twitter. Successful brands alter their content,
connect with a particular individual or group, not,
private channels, such as messaging. When posted
to the user or will help them to connect with others.
objectives and tone of voice for each channel, while
as may be expected, to ‘projective share’; shout
publically it will nearly always be specifically directed
However, as you would expect, motivations for
ensuring they retain an overarching personality.