How do you make content shareable?

Tips to Create More Shareable Content

From TV, radio and print to blogs and podcasts, from influencer partnerships to live streams, stories and reels. How many media channels do we have available to spread our marketing messages these days? As people are inundated with messages around the clock, which means the way you present and promote your business in the marketplace must be spot on.

Social media is a powerful tool to get new audiences to notice your products or services. Social media marketing should undoubtedly be a focus area for your overall marketing strategy. Statistics show that there were 3 4.48 billion social media users worldwide in 2021, so you can’t be a modern business without tapping into that potential. However, doing it successfully is not as easy and cost-effective as it once was.  

They are all chasing your advertising dollar, so social media algorithms have dramatically reduced the reach of organic content. By the end of 2020, 98% of consumers globally said they had visited a social network in the past month and in the meantime, the global social media ad spend also jumped 50% in one single year.

With all these ads saturating everyone’s feeds, standing out is more important than ever. Only content that deserves to get shared will get shared. That means your challenge is to create content that people will naturally want to share, with or without the assistance of an algorithm.

Likes and comments are nice, but only your most engaged audiences are likely to share your content. That’s why it’s the shares that count. Sharing means more traffic, and more engagement means more leads. If you’ve published something that you’re proud of, there’s no shame at all in asking people to read and share it.

Some things to keep in mind

  1. Each platform has a unique audience, and you do not have to be everywhere. Pinterest makes no sense if you’re a plumber but it’s the perfect platform for interior designers. As a dentist, you probably have no need for Instagram, but photos of cute pups could get you many followers if you’re a dog groomer.
     
  2. People scroll ultra-fast, and you don’t have much time to catch their attention. According to Fors Marsh group tests, it takes only 0.25 seconds of exposure for people to recall mobile feed content at a significant rate. In the News Feed on Facebook, people spend, on average, 1.7 seconds with a piece of content on mobile, compared to 2.5 seconds on desktop.
     
  3. The old saying “people buy from people” is true. Consumers care more about personal connections than brands, and Facebook and Instagram have adjusted their entire newsfeed to reflect this. That’s why high-performing content often comes from influencers instead of brands themselves.
     
  4. There is a lot of competition. Every other brand and content creator uses the exact same platforms and networks that you do, so you are competing for attention with everyone else. You can only cut through that noise by posting eye-catching and relevant, carefully created and curated content consistently.

Content that makes people love your brand

Don’t just create content for the sake of creating content, as people won’t take much notice. If you are at the early stages of content marketing for your business, the fundamental rule is to create content that informs and attracts the right audience. Then keep going, stay consistent, and give it time.

If you want it to get attention and get as many eyes on it as possible, your content needs to be shareable. Only then it has the potential to spread across the Internet. When people connect with your topic, idea, or story and click to share it with their friends and followers, you’ll find new audiences.  

At the heart of any piece of shareable content is a compelling topic as people will only share content that sparks something in their hearts and minds. That’s why your focus should be on creating content that is interesting and presented correctly so make sure to include images, video, infographics, and links.

In a nutshell, shareable content should be:

  1. Easy to read
  2. Visually appealing
  3. Entertaining
  4. Thought-provoking
  5. Educational
  6. Practical
  7. Unique

What makes people share?

The book Viral Marketing The Science of Sharing written by Dr Karen Nelson-Field, is a senior research associate at the University of South Australia's Ehrenberg-Bass Institute for Marketing Science, names emotion as the most important driver. This research mainly focuses on videos that have gone viral and viral marketing campaigns, but the findings apply to other content, too. To be shareable, it must be memorable.  

“Content creators should aim to increase the emotional appeal of their videos, with less emphasis and fewer restrictions on the creative devices they use. Creators should worry less about whether the video content contains a baby, a dog or a celebrity, and instead invest in pre-testing to ensure the material makes the viewer laugh, gasp or get goose pimples,” the study states.

Social media is emotional, and people tend to share pieces that hit them at gut level - things that make them feel excited or inspired. To share something is to essentially say, “This represents me,” or “This made me think.” It’s hugely personal, and people are also passionate about subjects that make them angry, sad, shocked or overwhelmed.

If your content strikes a chord with audiences and makes them feel something, you are doing it right. Make it easy for them to feel connected with your topic and recognise themselves in your content. Answer their questions, relate it to hot topics (you could check the hot topics on Twitter and Reddit), give them solutions and helpful advice.

Gain intel on competitors’ content strategy

Not only should you create content that is brand-consistent and meaningful for your existing audience, but you should also be aware of what’s going on externally. Keeping a close eye on what your competition does with their content marketing can assist you with perfecting your own.

It gives you the opportunity to identify key trends, such as topics and media type. When you dig a little deeper into their content and identify which topics or articles get most likes, shares and comments, you get a good idea of what’s important and relevant for your market. Next, identify the white space of untapped opportunities. Look for topics that have not yet been covered, and channels that may be underutilised by others as that’s where you can add value.  

Ready to boost engagement?

Yes, there is a lot to it but the final word about shareable content is this: always focus on quality over quantity. It could be tempting to post on every social channel several times a day, but if you’re short of time and haven’t given it much thought or simply slap some content together to fill a gap, it could be detrimental to your marketing campaign. Always offer value, invite your audience to be part of the conversation, use a bit of humour where appropriate, and stay brand consistent.

If you found this post valuable, feel free to share it on Facebook, Twitter, LinkedIn, or any other platform of your choice. If you are interested in learning more about content and marketing strategy, we have amazing creative content experts and digital marketing strategists in our team who would be more than happy to help you get your social marketing humming and set your campaigns up for success.

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