5 secrets of creating shareable content

 5 secrets of creating shareable content

With the changes in the Facebook Atticus Blog algorithm, it has become increasingly difficult for marketers to reach and engage with their target audience. Since earlier this year, the number of photos and link post interactions has declined. In June 2016, Facebook announced a change in their algorithm to favor newsfeeds from friends and family members over fan pages by brands and publishers. Two months later, they announced another shift in marginalizing clickbait stories and keeping the newsfeed reader-centric.


However, this doesn’t mean social media marketers should abandon organic content strategy. Rather, they should figure out how to get regular users of many ‘friends and families to share and engage with their content. Here are five useful tips to help marketers create content that users will communicate and interact with. 1. Be personable and appeal to emotions. The first important ingredient of great content is that it can develop connections and empathy between the content and the content consumer.

Most people are generally interested in things they can relate to. They will share things that make them think, “This is so true and related to my experience.” A great example would be the viral posts you see on Thought Catalog, which often achieve virality because others can relate to them. Besides being relatable, it is also important to evoke strong emotions. For instance, videos that have gone viral all over Asia include the tear-inducing ones created by advertising agencies in Thailand and Petronas’ famous holiday films. These videos often tug at their readers’ heartstrings and relate to their experiences in their romantic lives, friendships, and family.   Besides sadness and warmth, other emotions that can trigger sharing and interactions include righteous anger, surprise, and humor. 2.


Helping people gain social currency is the idea that people who engage on social media sites enhance their identity, status, or recognition. In other words, people consciously shape their online persona by the types of things they share. If they wish to look good in front of their peers (which most people do), they share content that helps them. Marketers can create content that allows users to tell others about themselves. For instance, this highly viral post, “Why Generation Y Yuppies Are Unhappy,” achieved 803,000 shares on Facebook because it helped many millennials express their perspective, experiences, and struggles, which they found hard to articulate.

Sharing this post gave them a quick way to express their strongly agreed views. Another way would be for marketers to create quizzes that help users define who they are and share them with others. Besides telling others about themselves, social media users often want to look good and showcase their values or their kindness or smartness. To appeal to this instinct, get your audience involved in a social cause or opinion. People want and expect the content they can discuss, and the more this is true, the more your content will get shared.

Dennis Bailey


Professional beer geek. Alcohol ninja. Social media scholar. Award-winning twitter fanatic. Writer. Basketball fan, mother of 2, audiophile, Saul Bass fan and communicator, collector, connector, creator. Producing at the sweet spot between simplicity and purpose to create strong, lasting and remarkable design. I'm a designer and this is my work.