The Psychology of Sharing: What Makes People Share Your Kickstarter Project

What makes your content share-worthy?

Cosma Zhang

November 16, 2023

The digital age has transformed the way we share information. As we navigate through the sea of memes, viral videos, inspirational quotes, and crowdfunding campaigns, we often find ourselves asking, 'What makes content share-worthy?' This question is particularly pertinent if you're a Kickstarter creator looking to spread the word about your project. Let's delve into the psychology of sharing and discover how you can create content that your audience will be eager to pass on.

The Reflection of Self

Renowned marketer Seth Godin once said, "You are what you share." On the internet, we often share content that mirrors our desired self-image. We share witty articles to appear clever, touching videos to seem compassionate, and exciting projects to look innovative. As a Kickstarter creator, remember your content is a reflection of your backers. Craft content that makes them look and feel good about themselves.

Emotional Resonance

Scott Stratten, the author of 'Unmarketing', points out, "People don't share commercials; they share emotions." We're drawn to content that stirs strong emotions within us - be it joy, surprise, or even anger. We share the best, the funniest, the most heartwarming. For your Kickstarter campaign, don't just sell a product or a service. Sell a feeling. Create a narrative that resonates emotionally with your audience.

The Joy of Helping

We often share content to help others. It could be a useful tip, a fascinating article, or a promising Kickstarter campaign. Sharing is more than just a click; it's an affirmation of our helpful nature. As a Kickstarter creator, make your backers feel they're contributing to something bigger. They're not just pledging money; they're helping bring a dream to life.


Sharing, at its core, is about communication. We share to talk, to engage, to express. As Kickstarter creators, your challenge is to create content that inspires conversation - whether it's a debate, an agreement, or simply an exchange of ideas. Go beyond the standard 'share' button. Create compelling images, stir up emotions, and craft narratives that your audience will want to talk about. Remember, your project is not just about you; it's about your community of backers. Make them a part of your journey, and they'll be more than willing to share it with the world.

Note: This is a continual learning process. Experiment with different strategies, learn from your successes and failures, and keep refining your approach. The digital landscape is ever-evolving, and so should your sharing strategies. Good luck with your Kickstarter journey!