people want to seem knowledgeable and learned, so share articles that are of interest to only a small, educated niche. That would explain why sharing rates are lowest for topics such as Men’s Media (1%) and shopping (<1%), and highest for science articles (12%). But clickback rates for science articles are low (at 9%, compared to the average of 24%), and much higher for categories such as celebrity content (at 40%). Needless to say, entertainment and celebrity content isn’t high on the “personal branding” agenda, with sharing rates for those content types at 2.1% and 1.7%, respectively.