Prof Jonathan Wilson, a professor of brand strategy and culture at Regent’s University London, thinks there is an ulterior motive for people sharing these end-of-year-reviews – especially on apps that people use to track their virtuous activities, like fitness and education.
“It’s like bragging but without the selfie,” he explains. “Lots of people don’t want to take selfies for various reasons but one of them is that people feel a bit cringe, that it’s a bit narcissistic.”
People share information on social media if it “enhances the image we wish to portray publicly of who we are and what we want to align ourselves with”, he says.
Apps like Strava will tot up how far you have run or cycled this year, while Duolingo will tell you how many hours you’ve spent learning another language.
Goodreads provides you with images you can share on social media displaying the books you have read this year, with details about the average page length and your top genres.
“Data is a really good way to humblebrag, as opposed to actually taking selfies in all of your best clothes surrounded by all of your best people and belongings,” Prof Wilson adds.
“It’s less like bragging and a bit more evidence-based,” agrees Prof Caroline Wiertz, a professor in marketing at City, University of London.
