[prebrov]

Sharing something doesn't mean people have read it in full. :) I know I sometimes start reading an article, "get where it's going" and pass it on.

More often than not, sharing long article is a form of self-praise (for me). I feel very pleased with myself sharing a piece from Aeon on Facebook, amidst cats and babies and other stuff: "Look at me, I'm deep and I'm making Facebook a smarter place".

So, it makes total sense that long read gets more shares per view, but it doesn't necessarily mean deeper "engagement".