How to Create Content That People Can’t Help but Share
Have you ever wondered what makes some social media posts go viral while others barely get noticed?
The answer lies in understanding the psychology behind sharing. Social media isn’t just about likes and comments; it’s about connection. People share content because it resonates with them on an emotional level or helps them express themselves to their networks.
Recent research sheds light on this phenomenon, particularly on Instagram, where the platform’s algorithm prioritises the “sends per reach” metric. This metric tracks how often a piece of content is shared using the platform’s paper airplane icon. The more your content is shared, the better its chances of being seen by a broader audience. To tap into this opportunity, focus on the three key drivers of shareability: entertainment, expression, and education.
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1. Entertainment: Captivate Your Audience
Content that entertains is universally appealing. People turn to social media to unwind, laugh, and escape from their day-to-day routines. Posts that are humorous, surprising, or just plain fun are highly shareable because they evoke strong emotions.
Think of memes, funny videos, or engaging challenges. These types of content invite people to share the joy or laughter they felt with their friends and followers. To create entertaining content, keep it light-hearted and relatable. Use visuals, trending sounds, or playful captions to grab attention and spark delight.
Pro tip: Monitor current trends and hashtags to ensure your entertaining content aligns with what’s popular. This increases its likelihood of being shared.
2. Expression: Help Your Audience Say Something
Social media is an extension of personal identity. People love sharing content that reflects their beliefs, values, or sense of humour. Posts that allow your audience to express themselves are inherently shareable because they help users articulate their identity to their network.
For example, think about inspirational quotes, posts that align with specific lifestyles, or visuals that speak to shared experiences. These types of content resonate deeply because they give your audience a way to say, “This is so me!”
To create expressive content, think about your audience’s needs and desires. What makes them proud? What are their pain points? Tap into these emotions to craft posts that feel personal and meaningful.
Pro tip: Polls, questions, and “fill-in-the-blank” posts encourage interaction while also providing insights into your audience’s personality and preferences.
3. Education: Add Value to Their Day
Content that educates is always a win on social media. People love sharing posts that teach them something new or solve a problem they’ve been facing.
Educational posts are valuable because they empower the audience and position you as a trusted source of information.
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This could be a quick tip, a how-to guide, or an interesting fact relevant to your niche. For example, if you’re in the property industry, a post about tips for improving kerb appeal or how to stage a home for sale can be highly shareable among homeowners and prospective buyers.
Pro tip: Make your educational content visually appealing with infographics or videos to boost engagement and make it easier for followers to share.
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Why Positivity Wins
While all three E’s (entertain, express, educate) drive shares, the tone of your content plays a crucial role.
Research shows that positive content significantly outperforms neutral or negative posts. People prefer to spread joy, inspiration, and knowledge rather than negativity or criticism.
For example, a motivational story, a post celebrating small wins, or uplifting visuals can go a long way in encouraging shares. Positivity creates a ripple effect—when people feel good, they’re more likely to share that feeling with others.
Pro tip: Even when tackling serious topics, focus on solutions and optimistic outcomes to maintain a positive tone.
Putting It All Together
To create content that truly moves people and compels them to share, aim to incorporate one or more of the three E’s in every post:
And remember, positivity is the secret ingredient that makes your content even more shareable. By combining these elements, you can create posts that not only engage your audience but also amplify your reach.
So, the next time you’re planning your social media strategy, think about what will make someone say, “I have to share this!” With these tips in mind, you’ll be well on your way to creating content that people love to pass along.
Ready to start crafting posts that people can’t help but share? Let’s get to work!
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