Why do some posts go viral while others get ghosted? Why is one infographic racking up reshares, but your carefully crafted blog post barely gets alike? The truth is that creating shareable content isn’t about luck; it’s about strategy. More importantly, it’s not about you at all. It’s about them.
Yep, people share content when it resonates, sparks emotion, or makes them look good. If your content isn’t hitting these notes, it’ll be about as popular as an all-meat pizza at a vegan food convention.
But don’t worry—we’ve got you covered. By the end of this blog post, you’ll understand how to craft content that’s irresistible to your audience and impossible not to share. Let’s dig in.
Before we jump into the how-tos, let’s explore the psychology of sharing. Why do people hit the “share” button? According to a study by The New York Times Consumer Insight Group, people share content to:
Bring valuable and entertaining content to others.
Define themselves to others (a.k.a. “This post proves I’m smart/funny/witty!”).
Grow and nourish relationships.
Feel involved in the world (or just stay relevant).
Support causes or issues they care deeply about.
Notice something? None of these reasons directly involve promoting your brand. People share content for their benefit—not yours. This is why your focus should always be on creating something your audience finds beneficial or emotionally compelling.
Creating shareable content is part art, part science. It taps into psychology, emotion, and social proof. Here’s the framework to help your content hit the sweet spot.
Know Your Audience Deeply
If you don’t understand what your audience values, you’re throwing darts in the dark. Creating content that resonates starts with knowing who you’re talking to.
Ask yourself:
Tools like Google Analytics, social media insights, and surveys can help you dig deeper into these questions. For example, if you’re marketing to Gen Z, don’t drop “Saved by the Bell” jokes; they were toddlers when the series ran. Instead, memes and quick, snappy captions might work better.
Tap Into Emotion
Emotion is the secret ingredient in viral content. People are more likely to share something if it makes them feel something strongly. According to a study by Wharton School professor Jonah Berger, high-arousal emotions—like awe, anger, and humor—increase the likelihood of sharing.
Here’s how to make your audience feel:
Emotionally charged headlines can also work wonders. Consider titles like “She Earned $1 Million in 6 Weeks; Here’s How” (awe) or “Why We’re All Using Productivity Tools Incorrectly” (mild frustration mixed with curiosity).
Provide Value (Be Helpful)
Content that solves a problem or offers tangible benefits is highly shareable. Think tutorials, how-tos, or cheat sheets. When users feel like they’ve gained insider knowledge or found something useful, they’re more likely to send it to their friends or coworkers.
Helpful value-packed content ideas include:
Pro tip: Prioritize actionable takeaways over fluff. If your audience takes away something meaningful, they’ll be grateful (and hooked).
Write Headlines That Scream “Click Me!”
Your headline is your first impression, and we all know how important those are. A strong headline makes users pause their scroll and check out your content.
Here are a few rules to make your headlines irresistible:
Headlines that convey a direct emotional or practical benefit perform far better. Test several versions with your team or audience to identify the winner.
Visuals Are Your Best Friend
Eyes glaze over large blocks of text, so visuals are essential to keeping your audience engaged. Incorporate graphs, memes, infographics, and videos wherever possible. Not only do visuals enhance comprehension, but they also increase shares. According to BuzzSumo, Facebook posts with images see 2.3x more engagement than those without.
Wondering where to look for free image-making tools? Start with Canva (for design newbies) or Venngage (for infographic needs).
Make It Easy to Share
You might create the most awe-inspiring, jaw-dropping post out there, but if people can’t share it easily, it’s game over. Here’s what you can do:
Remember, the fewer hurdles you create for your audience, the more likely they’ll press “share.”
Build Social Proof
People are herd creatures. If they see that others are engaging with your content, they’re more likely to jump in. Amplify your credibility by:
This kind of social proof gives people a sense of FOMO (fear of missing out), nudging them to share your post with their circle.
Create Timely, Relevant Content
Current events and trends can be goldmines for share-worthy content if you act quickly. Keep an eye on trending hashtags, memes, or cultural moments, and create content that ties them into your niche.
For instance, Oreo’s famous “You Can Still Dunk in the Dark” tweet during the Super Bowl blackout is still celebrated as an example of timely marketing genius.
Creating shareable content isn’t rocket science. It’s about understanding your audience, tapping into their emotions, and making content valuable, timely, and easy to share.
Here’s your actionable next step: Pick one of your upcoming posts or campaigns and incorporate these strategies. Test what works for your audience, iterate, and watch your share counts climb.
Want insider tools to craft content that converts and captivates? Download our guide.
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