How to Create Engaging and Shareable Content on Social Media
In the world of digital marketing, the power of social media cannot be underestimated. When a single post goes viral, it can feel like magic. But behind every successful viral post is a well-crafted content strategy focused on shareable content. By creating content that resonates with your target audience and encourages them to share it with their friends, you can harness the organic power of social media and expand your brand’s reach without having to rely solely on paid advertisements.
In this guide, we will explore the key elements of impactful and shareable content and provide you with practical tips on how to craft engaging posts for different social media platforms. So let’s dive in and unlock the secrets of creating content that your audience will want to share.
The Power of Shareable Content
When you post on your business’s social media platforms, whether it’s Facebook, LinkedIn, or Instagram, you should always aim to make your content worthy of a share by your ideal audience. Shareable content serves multiple purposes:
- Engagement: Shareable content makes it easy to engage with your current and prospective customers. When your followers share your content, it strengthens your brand’s relationship with them and helps them embark on or continue their customer journey.
- Expansion of your audience: When your followers share your content, it exposes your brand to potential leads who may interact with it. Encourage the practice of sharing to expand your reach and gain valuable insights into your audience’s preferences.
- Free exposure: Shareable posts act as free advertisements for your brand. When people share your content, it reaches a wider audience without you having to pay for it.
- Brand building: By creating shareable content, you have the opportunity to shape a public persona for your brand that goes beyond simply highlighting your products and services. Building a brand takes time, but shareable content helps you become more relevant to a larger audience.
Now that we understand the power of shareable content, let’s explore the key elements that make content impactful and shareable.
Key Elements of Impactful Shareable Content
To create content that people want to share on social media, you need to consider several key elements. These elements will help your content resonate with your audience and make it more likely to be shared.
Relevance
Shareable content needs to be relevant to the person reading or viewing it. Relevance can vary not only by target audience but also by platform. For example, if you want to announce a new team member, a short bio and headshot might make sense for LinkedIn, while a short live video showcasing their personality would work better on Instagram. On Facebook, you could share business-related photos, news announcements, and other curated content. Tailor your content to each platform to ensure maximum relevance.
Emotion
Shareable content should elicit emotional responses from your audience. People scroll through social media looking for meaning and value, so tap into their emotions. For example, a coffee lover might enjoy seeing how baristas create amazing artwork in the froth of a latte. If it’s impressive enough, it may even motivate them to visit the cafe. Understand your audience’s emotions and create content that resonates with them.
Value
Shareable content should provide value to your audience beyond promotional material. Educate and inform your audience by sharing blog posts, white papers, and infographics that add value to their lives. Aim for the “80-20” rule, where only 20% of your social media content directly promotes your goods or services. By providing valuable content, you establish yourself as an authority in your industry and build trust with your audience.
Visual Appeal
The most compelling content is visually appealing, regardless of the platform. Incorporate visually engaging elements into your content, such as images, videos, and graphics. Use social media tools like Canva to create beautiful designs that make your posts stand out. Remember, even if the content is the same, more people will hit the share button if your post looks visually appealing on their screen.
Now that we have covered the key elements of impactful shareable content, let’s explore how to craft such content for different social media platforms.
Crafting Shareable Content for Different Platforms
When it comes to social media, it’s best to focus on one or two platforms initially to establish a solid foundation and consistent strategy. Once you have mastered those platforms, you can expand your reach further. Here are some tips for crafting shareable content on popular social media platforms:
Facebook is a versatile platform that allows for various types of content. To make your content shareable on Facebook:
- Share business-related photos, news announcements, and curated content.
- Create visually appealing posts by incorporating images and graphics.
- Use Facebook Live to engage your audience in real-time.
- Encourage discussions by initiating conversations and asking questions.
Instagram is a visually focused platform, making it ideal for sharing behind-the-scenes looks at your business and highlighting your best products and services. To create shareable content on Instagram:
- Share high-quality photos and videos that showcase your brand.
- Use Instagram Stories to provide real-time updates and exclusive content.
- Collaborate with influencers or brand ambassadors to expand your reach.
- Incorporate relevant hashtags to increase discoverability.
LinkedIn is a professional networking platform that is well-suited for sharing industry insights and thought leadership content. To create shareable content on LinkedIn:
- Share informative articles and blog posts that provide valuable insights.
- Engage in discussions and comment on relevant industry topics.
- Highlight your company’s achievements and milestones.
- Connect with industry influencers and participate in relevant groups.
Twitter is known for its concise and real-time nature, making it perfect for sharing bite-sized pieces of information. To create shareable content on Twitter:
- Keep your tweets short and to the point.
- Initiate real-world conversations by using relevant hashtags.
- Share interesting articles, blog posts, and news updates.
- Engage with your audience by responding to their tweets.
Pinterest is a platform focused on visuals, making it ideal for businesses with visually appealing products or services. To create shareable content on Pinterest:
- Share high-quality images that showcase your products or services.
- Create boards that are relevant to your target audience’s interests.
- Include links to your website or blog in your pins.
- Collaborate with influencers or brands to expand your reach.
Remember, these are just a few examples of popular social media platforms. Depending on your target audience and industry, other platforms like TikTok, Snapchat, and YouTube may also be relevant. Adapt your content strategy to each platform and experiment to find what works best for your brand.
Shareable Content Strategies
Now that you have a better understanding of how to craft shareable content for different platforms, let’s explore some strategies to maximize the shareability of your content.
Short-Form Content
Social media users have short attention spans, so focus on creating bite-sized pieces of information that can be easily digested. Keep your organic posts on platforms like Twitter and Threads below 80 characters, and limit videos to around 60 seconds. By condensing your content, you increase the chances of it being shared and consumed by your audience.
Visual Storytelling
Visual content is highly shareable and captivates viewers. Use images, videos, and graphics to tell a story and engage your audience. Share behind-the-scenes images, showcase your team members, and create videos or live-streaming content that offers a unique perspective on your brand. Visual storytelling is a powerful tool for grabbing attention and encouraging sharing.
In-Depth Articles
While short-form content is important, don’t neglect longer, in-depth articles that provide valuable insights. Host blog posts on your website and share them with a link on social media. By sharing your expertise through well-researched articles, you establish yourself as a trusted source of information and differentiate yourself from the competition.
Leverage Trends and Viral Content
Stay up to date with current trends and viral content in your industry. Curate and share interesting content from other sources that you think your target audience will appreciate. By integrating trending topics and viral content into your social media strategy, you demonstrate that you are in touch with the latest developments in your field and provide fresh perspectives to your audience.
Adapt and Innovate
Don’t be afraid to be creative and take risks with your content. Stand out from the competition by being genuine, authentic, and unapologetically different. If you notice that certain types of content, such as humorous or inspiring posts, generate more engagement, capitalize on them. Experiment with different formats and ideas to find what resonates with your audience and encourages sharing.
Leverage Interactivity and User-Generated Content
Engage your audience and deepen your relationships by adding interactivity to your content. Polls, quizzes, contests, and challenges are great ways to encourage participation and sharing. Polls can provide valuable feedback, while quizzes and contests can be fun and rewarding for your audience. User-generated content is another powerful way to add shareable content to your social media strategy. Share content created by your audience and show appreciation for their contributions.
Timing and Frequency
Consistency is key when it comes to posting on social media. Create a schedule that outlines the topics, dates, and times of your posts, and assign team members responsible for the work. Consider scheduling Facebook posts ahead of time to save time and ensure a consistent flow of content throughout the week. Thoughtful planning and execution will lead to greater success in garnering shares and engagement.
Success Stories and Examples
To inspire you, let’s look at two quick examples of shareable content that have achieved great success.
The first example comes from Rolling Stone magazine, which is famous for its robust listicles such as “The 200 Best Singers of All Time.” These lists generate a significant amount of attention and engagement because they are subjective and spark passionate conversations among music fans. By creating shareable content that taps into the fanbase of top musicians, Rolling Stone magazine has successfully generated buzz and increased their brand visibility.
Another example comes from Headspace, a mental health app. Headspace regularly offers short, guided meditations for free to everyone. These valuable and interactive content pieces introduce the concept of mindfulness to new audiences and encourage sharing. One of their videos received over 734,000 views, demonstrating the power of providing valuable and engaging content for free.
Start Creating Shareable Content Today
Shareable content is a powerful tool for connecting with your target audience and deepening relationships with them. By using social media platforms to encourage likes, comments, and shares, you can leverage the organic reach of your content and expand your brand’s visibility.
If you’re inspired to create a digital marketing plan that includes shareable content, start with a brainstorming session. Gather your most creative team members and generate unique strategies that integrate curated and user-generated content. Choose ideas that align with the key elements of shareable content discussed in this guide, create a schedule, and start posting!
Remember, creating shareable content is an ongoing process that requires experimentation and adaptation. Monitor the performance of your content, analyze the engagement metrics, and make adjustments as needed. With time and effort, you can master the art of creating impactful and shareable content on social media, driving meaningful results for your business.