08 Jun How to Create Shareable Content on Social Media
in Content Marketing
Getting your content shared on social media is one of the most challenging parts of being a marketer. But what's really the formula for creating shareable content?
Crafting engaging and shareable content is the key to unlocking greater reach and interaction on social media platforms. However, with constantly evolving algorithms and an overwhelming influx of information, ensuring that your content gains traction has become increasingly challenging.
Shareable content is the type of content that people can’t help but click “share” on. It resonates with them, captivates their attention, and prompts them to share it with others in their social circle. The most successful types of shareable content are:
1. Keep up to date with what’s trending
One of the best ways to create shareable content is to actually jump into trends. Whether it is a meme, hashtag, challenge or even a holiday — use current trends to your advantage. People love content that is relevant and timely, so keep up with the latest trends and incorporate them into your social media posts.
This could be as simple as putting your own spin on a current trending meme or audio that’ll speak to your audience. Start with research and think of content that actually gets your target audience to do something and that tends to be more shareable.
Ask yourself: what are the types of content that you want your target audience to take action on? What type of content would they find useful, informative, and entertaining, and would encourage them to share it?
CAUTION: Brands should only jump on trends in ways that support their larger brand narrative and be careful using trending audio that is licensed to others.
2. Skip the filters
People are more likely to share content that creates a genuine connection and doesn’t look overly polished or perfect. Sure, you can use filters to enhance the overall look of your content but don’t overdo it — too many filters will make your content feel staged and inauthentic.
Days are long gone when people are obsessed with filtered social media photos. Think about Be Real and Instagram’s ‘Life lately’ or ‘photo dump’ posts where creators and brands share genuine and relatable photos.
These types of content tend to be more personal and inspiring, leading people to think, ‘Hey, I can relate to this!’ Remember, making connections like this is key when it comes to creating shareable social media content.
True brand fans love to see “behind the scenes” content that isn’t as polished as a glossy magazine ad or perfect TV spot.
3. Create value & impact
When creating content, think of the value you’re bringing to your audience. Make sure your content contains something useful and provides some kind of value for your target audience.
When content has a real impact and value, people want to share it with a friend, a colleague, or in our case our internal #AlwaysLearning Slack channel. Give your audience something to talk about, and let them be the ones to spread the word.
Creating content that adds value to people’s lives will help you develop a strong connection with your target audience — making it more likely for your followers and potential customers to share it. Whether it’s educational or inspiring, ask yourself: What is the key message I want to bring across? Is this content going to leave an impact on my audience?
In doing so, you’ll be able to create content that’s truly shareable and have your followers talking about it. Not only will this bring great results for your brand, but also help you reach wider audiences and establish a stronger connection with them.
4. Make it engaging
@jeneen_sahtout #greenscreen ♬ original sound – Jeneen sahtout
Engagement is key when it comes to creating shareable content. You want your audience to actually interact with your content — whether it’s liking, commenting or sharing it. To achieve this, make sure the visuals you use are eye-catching, and the copy is captioned in a fun and engaging way.
Include questions and invite your followers to join the discussion, and encourage them to tag or share it with their friends. This helps give more visibility to your content and prompt people to take action.
For brands, one way to do this is to post shoppable videos — these allow shoppers to shop the video as they watch. Not only do they encourage people to take action, but also help you sell more products.
For creators, you can create polls, ask for feedback or create challenges to engage with your audience.
5. Lean into ‘storytime’ content
We have already stated the obvious: people are more likely to share content that’s engaging and meaningful — but content that tells a story is another great way. Storytelling is one of the best ways to create thumbstopping content — it helps bring your message to life in a way that just listing facts and figures can’t. Stories help your audience connect with you emotionally, increasing the chances for them to share your content.
Additionally, stories are a great way to educate, inform, and entertain your audience. How do you create content that tells a story? Do it in a video and get people to comment for “part 2!”
For creators, try doing a #getreadywithme while you tell a story or go about your day.
For brands, do a voiceover about your behind-the-brand story while showcasing a product video.
The key takeaway here is to create stories that are relatable, engaging, and entertaining. This way, you can be sure that your content is shareable and will help you reach a wider audience.
Remember that creating shareable content on social media isn’t an overnight process. It takes time, practice, and determination to get it right — but with the right tips and strategies, you can get your content shared more often.
If you need help creating shareable content, reach out to our team, and we’ll be happy to help you!
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