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Why Do People Share (or Not Share) Content

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Customers don’t create content out of love for brands.

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They share because it gives them something. Emotionally, socially or practically.

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Here are the main motivations you can tap into:

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• Self-expression – I want to show who I am. And that I have great taste.
• Recognition – I want the brand or community to notice me. A like will do.
• Belonging – I want to be part of something bigger. Part of “our brand”.
• Inspiration and sharing – I want to recommend, help, be useful.
• Fun and play – I want to enjoy it. Maybe even compete a little.

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Notice what’s missing: “I want to help the brand sell.”
But when you meet their needs, they end up creating content that sells on its own.

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How to Put This Into Practice

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1. Give Simple Prompts (And Make Them Sexy)

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Instead of “Share what you bought,” try something like:

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“What does your morning ritual with our coffee look like?”
“Show us how you wear our new sunglasses – #MyLookByX”
“Your first reaction when you open the box? Film it.”

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Leave space for creativity but set clear boundaries. Show an example.

2. Use Gamification. Keep It Fun

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People love small challenges and a sense of achievement. Just add a few elements:

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A leaderboard of top videos or moments of the week
Stickers or badges for frequent creators
A prize draw for anyone who posts (not just the best content)

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It’s not about competing for an iPhone. It’s about feeling like something is happening.

3. Make People Feel Like They Matter

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If a customer sends a photo and you ignore it? Game over.
If you repost it and thank them by name? You just gained a brand ambassador.

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Recognition is currency. The more often you give it, the more it pays off.

4. Integrate the Prompt Into the Purchase

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A challenge card in the package:
“Tag us with #MySkinAfterX and see if you make it to our feed.”

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A QR code on the packaging that opens a ready-made Instagram Story template.

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UGC starts with the product. Not with Instagram.

5. Build a Community Vibe

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People don’t create content for the brand.
They create it for the community the brand represents.

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If you want them to create, they need to feel like they belong. Like they’re part of the story.

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That means reposting Stories isn’t enough. You have to be present.
Notice them. Give them a name, a voice, a spotlight.
Make inside jokes, use community slang, talk to them like insiders.
Show that you care about more than just their wallet.

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One extra comment. A surprise DM. A reaction to a Story that’s not even about you.
That builds trust. And trust leads to content that feels natural, not forced.

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Summary

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UGC that sells doesn’t just appear.
It shows up when a brand understands human psychology. When it gives people enough reasons to want to be part of the story.

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Be a brand that entertains. That gives space. And that values every post.

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The rest? The algorithm will handle that.

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