The Psychology Of Why People Share Videos
I don’t care much for the vanity metrics of social media; likes, comments & followers.
However, the one that I do care for, is shares.
Shares are the most powerful form of distribution: word-of-mouth at scale.
The thing I love about shares the most is that they are emotional. They’re human. And it’s almost never about you as the brand, as it is about them, your audience.
So today, we’ll discover the five psychological reasons why people share videos, and how to use these to your own advantage in your own video content to improve engagement, reach, and brand loyalty.
1. People Share To Express Who They Are
The videos we share say something about us.
Whether it’s our favourite sporting team winning a trophy, or a documentary-style piece showing a community project led by a school, people hit share when something reflects their identity or values.
Ask yourself:
- Does your video help your audience say something about who they are?
- Does it align with the values they want others to associate with them?
Consider your own actions too when sharing videos.
I will often share to my Instagram account videos of my sporting teams achieving success, motivational discussions and an occasional meme I resonate with.
Why? Because these areas of my life, particularly the sport and business side, are a big part of who I am, and they visually express this.
If you’re a tourism brand, for example, showing moments of freedom, nature, or cultural pride can help someone say, “This is the kind of person I am.”
In sport, content showing high levels of passion and pride often gets shared far and wide, because fans don’t just follow a team, they live and breathe it.
2. People Share To Connect With Others
Sharing a video is a way of saying: “You need to see this. It reminded me of you.”
If your video is relatable, you’re giving someone a reason to connect with their friend, sibling, teammate, or colleague.
Likewise again, looking at my own actions, I’ll often share videos with friends of whom I know they are interested in the subject matter. Whether this be a podcast, sport, or other topic of relevance to them, or our relationship.
Build in small moments of shared experience, things that feel real and human. That’s what helps your content get passed around, not because of what it says, but because of what it lets people feel together.
3. People Share To Add Value
Think about the last video you sent someone. Chances are, it was useful.
A quick behind-the-scenes tip. A recap. A short video that changed your perspective.
Your audience wants to feel smart, helpful, and valuable, so give them something they’ll be proud to pass on.
In education: explainer videos, insight from staff or alumni, or student-led initiatives.
In tourism: itinerary breakdowns, local secrets, seasonal tips.
In sport: mindset tips, injury prevention, skill development.
If the video can help someone else grow, laugh, or solve a problem, it’s well positioned to be shared.
4. People Share To Be First (and Relevant)
There’s social currency in being early.
People love being the first to share a moving story or powerful insight.
If your video taps into a current trend, a local news story, or a timely cultural event, it gives people a reason to share now.
I can’t wait to share a video of Manchester United scoring an insane goal, because I want others to experience the same joy I am feeling in the moment (even though they likely couldn’t care less! 😂)
If it’s relevant and timely, your audience becomes your distributor.
5. People Share Because They Feel Something
This is the big one.
Emotion is the #1 driver of sharing.
People don’t share facts. They share feelings.
If your video doesn’t make them feel anything, they won’t do anything with it.
The best videos show a clear before and after journey:
- A struggling student becomes a proud graduate.
- A small-town athlete earns their first victory.
- A burnt-out tourist finds peace in a remote mountain town.
These stories, when told visually and emotionally, don’t need to ask for shares. People share them because they want others to feel what they felt.
Final Thoughts
When you’re creating your next video, ask yourself:
- Does this say something about my audience?
- Will they want others to see it?
- Does it feel like something worth sharing?
Whether you’re in sport, tourism or education, your audience doesn’t just want to watch your content.
They want to be part of it.
And when you understand the psychology behind sharing, you don’t just get views, you are able to build connection.
Want Some Help In 2025?
At Fixon Media Group, our team specialise in capturing the emotions that resonate with your customers and transforming them into powerful, captivating brand films designed to connect with your audience.
If you’re looking to create impactful brand films and short-form video content in 2025, feel free to get in touch with our Melbourne based video production team.