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Anyone interested in reading the article with this title, without knowing it, participates in a social experiment. Just the fact that people take the time to read the story instead of just sharing it, thanks to its catchy headline, says a lot.
People are motivated to share articles based only on the title
Recently, The New York Times Customer Insight Group conducted a study with the aim of getting people to understand the psychology that motivates people to share content on social networks. When people were questioned by less than half of the participants in the study, they said they shared information through social networks with the sole purpose of getting information to people to enrich those around them. 68% of people said they would share the information to project along with reinforcing an image of themselves.
A person who participated in the study said they would try to share information that would reinforce an image they would like to present, that was reasoned, kind, thoughtful, interested and passionate about something.
People shared an article that didn’t even have content
An article on Facebook was shared last April with the title of “Why Does America not Read Anymore”. The website that shared it wanted to see how the audience would react by reading the title. They then focused on how the audience would react to the title and if they would share it or share what they thought about the article based on the title. If the follower clicked on the article to read it, he would not have been able to read it because there was no real article.
Forbes became interested in the phenomenon and published an article with the clever title of “59 percent of you will share this article without even reading it.” The title said it all, of course, but even many followers responded by not opening the article and simply sharing it.
The phenomenon shows that people pay more attention to the title than anything else
Jayson DeMers, the author of the article, went on to talk about how the importance of the article’s title impacted. He said it doesn’t matter if people had fun or got angry with the phenomenon, it does exist on social networks. He went on to say that people will have to take steps to adapt to it and, although the content of the article is still very important, the owner is the true king. Without a solid title, there will be no opportunity to get shares in social media that are meaningful.
Scientists at the French National Institute and the University of Columbia were interested in whether it was taken to other social media platforms and looked at data from more than 2.8 million online news articles that were shared through from the social media channel Twitter. The results suggest that up to 59% of the links shared on Twitter have not been clicked.
People spend more time sharing content than actually reading
Arnaud Legout, the study’s co-author, said people seem to share more articles than spend time reading them. He went on to say that this is typical of the consumption of modern information. People form an opinion that is based solely on a summary of information and does not deepen it.
So, if you are among the few people who were motivated enough to read what this article was until the end even though it has nothing to do with the title, congratulations. It shows that there is a change that is important in online habits. But will you share the article now that you have read it?