Creating Shareable Content: What Works?

In today’s fast-paced world, it’s crucial to create content people want to share. But what makes content shareable?

Did you know that content that evokes strong emotions is more likely to be shared? Whether it’s awe, humor, inspiration, or even anger, these emotions drive people to share. 

People often share content to express themselves, with 68% doing so to show what they care about. Others may share to educate, entertain, or align with a social cause.

For example, Don’t Panic’s video for The Wildlife Trusts gained 7,000 new members and 190 media mentions. Greenpeace’s ‘Turtle Journey’ film also captured the attention of major media outlets, such as Channel 5 News and Sky News. Such campaigns work because they tap into the emotions of their audience and are timely and relevant to ongoing conversations.

Let’s explore viral marketing and how to create engaging, shareable content. By understanding the psychological triggers behind content sharing, you can craft content that resonates with your audience.

The Psychology Behind Content Sharing

A study found interesting facts about sharing habits. For example, 94% of people share because they think it adds value to others.

Emotions greatly influence sharing choices. 90% share to feel good or to avoid bad feelings. Content that makes us happy, amazed, or surprised spreads quickly. We deeply feel stories that touch us personally.

Social media sharing also helps people express themselves. 68% share to show who they are to others and themselves. This helps marketers create messages that match their audience’s values. Studies show that 73% share the desire to connect with others who think alike.

Different types of content sharers: 

• Altruists like email
• Careerists prefer LinkedIn
• Hipsters go for Instagram and Snapchat. 

By understanding these psychological triggers, marketers can create content that informs and touches people emotionally. This leads to more engaging online interactions.

How To Create Shareable Content

Creating content that people want to share is an essential strategy for building brand awareness and expanding your reach. Here are six proven strategies to help you create content that is not only memorable but also highly shareable.

1. Know Your Audience: Understanding your audience is crucial. Use polls, surveys, and analytics to identify their preferences, struggles, and desires.

2. Evoke Emotions: Share stories that inspire, amuse, or surprise. Emotional resonance drives shares and deepens connections.

3. Prioritize Visuals: Visual content grabs attention faster than text. Use images, videos, and infographics to simplify complex ideas and increase shareability.

4. Repurpose Content: To maximize its reach, turn one piece of high-performing content into multiple formats, such as videos, infographics, or short posts.

5. Be Authentic: Brands like Wendy’s and Duolingo succeed by maintaining a genuine, relatable voice. Authenticity builds trust and engagement.6. Incorporate User-Generated Content: Leverage testimonials, reviews, and user stories to create relatable and trustworthy content.

Essential Elements of Highly Shareable Posts

Creating content that people want to share starts with knowing what they like. Visuals are key because our brains get images faster than text. Use images and videos to grab attention and make your message clear.

User-generated content is also vital. People trust what others say more than what brands say. So, use content from your followers to make your posts more real and relatable. This way, you build a community around your brand.

Emotions play a big role in sharing. People are more likely to share posts that make them feel something.Share stories that touch your audience’s hearts. Remember, choosing the right niche helps you connect with your audience better.

Finally, make sure your content is valuable. A study by Moz showed that the most shared posts solve problems or teach new things. When your audience finds your content useful, they’ll share it with others who might find it helpful, too.

Content Formats That Drive Engagement

Engaging content comes in various forms:

• Visual storytelling: Short videos, infographics, and image carousels perform well on platforms like Instagram and TikTok, grabbing attention quickly and encouraging shares.
• Repurposed content: Break long-form articles into smaller, digestible pieces or transform them into videos, infographics, or social posts to increase reach and engagement.
• Live videos: Real-time interactions build community and showcase expertise, fostering deeper connections.
• Mini blog posts: Short, standalone social media posts spark engagement without requiring external links, often resulting in more comments and shares.
• Giveaways and promotions: These drive visibility by encouraging audience participation through actions like tagging friends or commenting.

Understanding your audience is key. Use analytics to identify the formats that resonate most. Selecting the right blogging platform also plays a vital role in maximizing reach. With over 600 million blogs, standing out is crucial. 

A well-chosen blogging platform can enhance shareability and even generate income. Many US bloggers earn an average of $31,000 annually, with top earners making $100,000 or more.

Platform-Specific Optimization Strategies

Social media platform-specific optimization means making content fit each platform’s special features:

• Facebook, with over 2.8 billion users, likes fun and visual stuff.
• Instagram, with 1 billion users, is great for visual stories and influencer marketing.
• Twitter’s 280-character limit makes brands concise. 
• LinkedIn is for professional networking and getting leads. 
• TikTok’s short videos can go viral, especially with younger people. 
• Pinterest boosts website traffic with eye-catching Pins
• Snapchat needs quick, engaging messages.
• YouTube lets brands show off their expertise with long videos. 

Knowing these differences is crucial for effective content distribution channels.

The 2024 Content Benchmark Report shows that short videos and static images are big hits. Brands should create honest, real, non-promotional content. Use social media tools to plan and check out the competition.

Most updates shouldn’t push sales. Instead, talk to users, share useful links, and show you know your stuff through your content.

Timing and Distribution Techniques

Sharing content well means knowing when and how to share it. Posting when your audience is online boosts engagement. Tools for social media optimization help schedule posts for the best times.

The digital world moves fast. Users post 8,726 tweets every second. Google handles over 8.5 billion searches every day.

Using content distribution channels wisely is crucial. Your own website and blog are the base. Getting mentions or shares on other sites expands your reach.

Posting on social media, writing guest blogs, and sending emails keeps your content flowing. This approach helps meet your content marketing goals and boosts ROI.

For 50% of content marketing pros, building a brand is key. To attract attention, create and share timely, interesting content. Use trending topics and tag people in your posts to get more eyes on your work.

Remember, 88% of people trust online reviews. Engaging with other creators’ content can make you more visible and help build a strong digital community.

Measuring Content Shareability

Effective social media optimization involves tracking shares, likes, comments, and click-through rates to understand what resonates with your audience. Platform-specific analytics tools provide valuable insights into user preferences.

A study by The New York Times identified five key factors that drive shareability: connection, trust, clarity, humor, and urgency. Content that fosters relationships often performs well, as people trust recommendations from friends and family.

Key metrics to track include:

• Share of Voice: Measure your content’s presence compared to competitors.
• Conversion Rates: Understand how well your content drives actions.
• Engagement Rates: Gauge audience interaction and interest.

Each platform has unique requirements — Instagram favors visuals, while LinkedIn emphasizes professional insights. Tailoring your content to fit these nuances is essential.

Consistently monitoring these metrics and refining your strategy ensures your content remains shareable. This strengthens your audience connection and boosts engagement across social media platforms.

Common Mistakes To Avoid

Many marketers stumble when crafting viral marketing strategies. Here are key mistakes to avoid:

• Lack of Audience Research: Failing to understand your audience is a critical error. According to Forbes, 90% of successful marketers focus on creating content their audience loves. Without this insight, even great content can miss the mark.
• Overposting: Posting too much too quickly can lower engagement. Start with one high-quality post per week to find a sustainable rhythm. Fewer, well-crafted posts are better than a flood of low-quality content.
• Ignoring Audience Feedback: Another common mistake is not engaging with your audience. Responding to comments builds connections, makes readers feel valued, and strengthens your community.
• Neglecting Visuals: Posts with compelling visuals keep readers engaged longer and are more likely to be shared. The right images or videos can significantly enhance your content’s impact.

Avoiding these pitfalls ensures your marketing efforts connect with your audience and boost shareability.

Building a Shareable Content Strategy

To create shareable content, start by understanding your audience. Find out what they like and tailor your content to match. Use polls to discover what interests them. This helps you make content that meets their needs.

Repurposing content is a smart move. Turn your top content into different formats. A hit blog post can become a video or infographic. This way, you reach more people on different platforms.

Optimizing for social media is key. Each platform is different, so adjust your content. For example, Twitter likes short posts, while LinkedIn prefers longer ones. Make sure 80% of your content is educational and valuable, with only 20% promotional.

Finally, track the success of your content. Use analytics to see what works and what doesn’t. This will help you improve your strategy and keep your content engaging and shareable.

Final Thoughts: Turn Your Content Into a Sharing Magnet

Creating shareable content isn’t just about ticking boxes—it’s about truly connecting with your audience. When you spark emotions, offer real value, and share stories that matter, people share your content. It resonates, builds relationships, and leaves a lasting impact.

Think about it: the posts you share are the ones that make you laugh, inspire you, or teach you something new. That’s what your audience is looking for, too. By understanding their needs, using eye-catching visuals, and staying authentic, you can turn your ideas into content people can’t wait to share.

Want to take your content game to the next level? Check out After Social for practical tips, creative strategies, and a fresh perspective. Together, let’s make your content something people love to talk about — and share!