Abstract: Social media has emerged as the most effective platform for viral content distribution, with user sharing behavior being the key driver behind this phenomenon. Extensive theoretical research and interviews with college students have revealed that intrinsic motivation, rooted in the fulfillment of needs such as impression management, personal value identification and construction, social relationship maintenance, group honor, and group identity, serves as the fundamental driving force behind users' content sharing on social media. Consequently, the introduction of extrinsic motivators, such as material rewards, may impede intrinsic motivation and lead to a counterproductive effect. In light of this, this paper proposes strategies to enhance users' motivation to share on social media. These strategies include fostering a sense of active participation, cultivating high-quality communities, prioritizing emotional connections, and being cautious of potential interference from extrinsic motivations, such as material rewards. By implementing these strategies, the optimization of communication effectiveness can be achieved.