The Psychology of Social Sharing and Personal Recommendations for a Better User Experience


Hatched by Glasp

Jun 30, 2023

4 min read


The Psychology of Social Sharing and Personal Recommendations for a Better User Experience


In today's interconnected world, social sharing has become an integral part of our online experience. Whether it's sharing funny videos, informative articles, or product recommendations, people are constantly sharing content with their friends and followers. In this article, we will explore the psychology behind why people share content and how personalized recommendations can enhance the user experience.

The Power of Personal Relationships:

When it comes to sharing content, personal relationships play a significant role. Studies have shown that people are more likely to buy or share content from those they know, like, and trust. The personal relationships of your readers have a greater impact on the likelihood of your content being shared than their relationship with you. This highlights the importance of building strong connections with your audience.

Reasons for Sharing:

There are various reasons why people share content. One of the primary motivations is to bring valuable and entertaining content to others. People want to inform others about products they care about and potentially influence opinions or encourage action. Sharing content also allows individuals to define themselves to others, giving them a sense of identity and showcasing their interests and values.

Additionally, sharing information online helps people stay connected to individuals they may not otherwise stay in touch with. It nourishes relationships and allows individuals to feel more involved in the world. Furthermore, sharing content is often driven by the desire to support causes or brands that individuals care about. It becomes a way to champion and spread awareness for important issues.

The Role of Entertainment and Value:

To make content more shareable, it is crucial to provide value and entertainment. Good content should not only inform but also entertain the audience. The entertainment factor plays a significant role in determining whether people will share the content with their networks. Creating content that is both informative and engaging increases its chances of being shared.

Identity and Social Validation:

When readers come across content that resonates with them, they have an opportunity to define themselves to others by sharing it. It allows them to showcase their interests, beliefs, and knowledge to their own audience. By sharing content, individuals seek social validation and recognition from their peers. This desire for validation can drive the sharing behavior, as individuals feel valued when their friends appreciate the information they share.

The Impact of Personalized Recommendations:

In the age of information overload, personalized recommendations have become crucial for enhancing the user experience. Platforms like Foursquare utilize personalized data such as prior visit history, similar venue visits, and friend/follower prior history to provide relevant recommendations to users. Personalization helps in tailoring the content to the user's preferences, making it more likely to be engaged with and shared.

While personalization is essential, it is equally important to avoid creating a "personalization bubble" that limits exposure to new and exciting places or content. Striking a balance between personalized and non-personalized recommendations is key. By incorporating a mix of both, users can discover new venues, products, or ideas that they may not have come across otherwise.

Three Actionable Advice for Effective Personalized Recommendations:

  • 1. Continuously produce great content: The quality of your content plays a significant role in driving social sharing. Consistently provide valuable and entertaining content to your audience to increase the chances of it being shared.
  • 2. Utilize social conversations: Attach conversations to your content to encourage sharing. When readers feel engaged and involved in a discussion, they are more likely to share the content with others.
  • 3. Balance personalization and diversification: While personalization is important, ensure that your recommendations also include non-personalized options. This helps users discover new and exciting content or venues that they may not have considered otherwise.


Understanding the psychology behind social sharing and incorporating personalized recommendations can greatly enhance the user experience. By leveraging personal relationships, providing valuable and entertaining content, and finding the right balance between personalization and diversification, platforms can create a more engaging and shareable environment. By implementing the actionable advice provided, you can optimize your content strategy and foster a culture of social sharing.

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