We all know people share content on social media, but why? What do people share most in Johannesburg versus Jakarta? Do people prefer to share content that is educational or entertaining? Social@Ogilvy and SurveyMonkey teamed up to study what, why and how makes social media users share. In a 16-country online survey of over 6,500 respondents with social media profiles, results favoured content that is humorous and informative – with people expressing a desire to share in support of a specific cause or issue the most. Emotion is a key driver in why we share content. A blend of 'edutainment' hits the sweet spot in what we share. It's not the source of content that counts, but how interesting the content is. Higher quality branded content is needed in order spark user engagement.