American Marketing Association Professional Certified Marketer (PCM) Content Marketing Practice Exam

What is one of the scientifically proven characteristics that describe what causes people to share?

1. The content is emotionally significant

2. The content has significant others in it

3. The content is socially current

4. The content is visually appealing

The correct answer is: The content is socially current

The correct characteristic that scientifically drives people to share content is that it is socially current. When content resonates with current social trends or discussions, it provides individuals with a sense of relevance and connection to the wider community. This relevancy creates a sense of belonging and social currency, which encourages people to share the content within their networks. Content that aligns with current events, popular culture, or trending topics is more likely to attract attention and provoke engagement. People are motivated to share this type of material because it puts them in touch with ongoing conversations and helps them position themselves as informed or trendy among their peers. While other characteristics like emotional significance, visual appeal, and involvement of significant others can enhance shareability, the emphasis on social relevance clearly highlights why people feel compelled to share content that reflects or engages with the social context of the moment. This understanding is essential for creating impactful content that resonates with audiences, as it maximizes the chances of reaching a wider audience through sharing.