Creating content is one thing, but making it shareable is another. With millions of posts circulating on social media daily, it’s easy for your content to get lost.
The key to gaining traction is crafting content that resonates with your audience and is tailored specifically for sharing. Shareable content not only increases visibility but also drives traffic back to your website, boosts brand awareness, and creates more meaningful interactions.
Why is Your Social Media Traction Low?
It’s not uncommon for businesses to struggle with social media traction, especially if the content isn’t designed with engagement and shareability in mind. Static posts or overly promotional content often fail to connect with audiences. Content that doesn't inspire, entertain, or educate is rarely shared, leaving your post to float unnoticed in the vast social media space. To avoid this, you need to develop a strategy that places shareability at the heart of content creation.
What Makes Content Shareable?
Shareable content taps into three major elements: emotion, value, and relatability. When your audience feels something, learns something, or finds something they relate to, they’re more likely to engage with and share your post.
1. Emotion
Emotion is a powerful trigger for sharing. Content that makes people laugh, feel inspired, or think deeply is naturally more shareable. Emotional appeal creates a personal connection that moves your audience from passive consumers to active promoters of your content.
2. Value
Offer your audience something of value. This could be educational content, helpful tips, or useful resources. When people find something that benefits them, they are more inclined to share it with others who could also find it useful.
3. Relatability
Content that speaks to the daily experiences, frustrations, or aspirations of your audience will resonate and, in turn, be more likely to get shared. Understanding your audience’s pain points and desires is crucial to making your content relatable.
For example, in web design, relatable content could centre around common challenges businesses face when building a website and how to overcome them.
Types of Shareable Content
Not all types of content are created equal when it comes to shareability. Here are some content formats that perform exceptionally well on social media:
1. Infographics
People love visuals that break down complex information into easy-to-understand graphics. Infographics not only provide value but are also highly shareable because they simplify information. Additionally, infographics can drive backlinks to your website, improving SEO rankings.
2. Videos
Videos are some of the most shared content across social media platforms. Whether it’s how-to videos, customer testimonials, or behind-the-scenes footage, video content is engaging and digestible. Live video streams are particularly popular, as they allow for real-time interaction.
For example, a digital marketing video campaign explaining the benefits of PPC or SEO services can generate engagement while educating your audience.
3. User-Generated Content (UGC)
Encouraging your audience to create and share content related to your brand is one of the best ways to increase visibility. UGC can take the form of customer reviews, photos, or testimonials. It builds trust with potential customers and shows that real people use and endorse your product or service.
4. Interactive Content
Interactive elements like quizzes, polls, and surveys invite users to participate actively, making the experience more engaging. When people take part in something, they are more likely to share the results. Incorporating interactive content boosts engagement and increases social sharing.
How to Integrate Shareable Content with Social Media
Simply creating shareable content isn’t enough - you need to integrate it effectively into your social media strategy. Here’s how:
1. Know Your Platform
Different social media platforms call for different types of content. Instagram thrives on visuals and short, snappy videos, while LinkedIn might favour more in-depth articles or professional insights. Tailoring your content to the platform you’re posting on is essential for maximising engagement and shares.
2. Encourage Sharing
Sometimes, users need a little push to share your content. Include clear calls to action (CTAs), asking your audience to share if they found the content useful or entertaining. Phrases like "Share this with a friend who needs to hear this" or "Tag someone who could use these tips" work well.
3. Use Hashtags Wisely
Hashtags can help increase the visibility of your content by making it discoverable to people searching for specific topics. Research relevant hashtags with high engagement rates and include them in your posts. Tools like Hashtagify can help identify the best-performing hashtags for your niche.
4. Cross-Promote
Promote your content across multiple platforms for maximum reach. Share your blog post on Facebook, then repurpose the same content into an infographic for Instagram, and finally create a summary video for Twitter. Repurposing content allows you to tap into different segments of your audience without creating entirely new content for each platform.
Real-World Example: Interactive Challenges as Shareable Content
Let’s say you run that same health and fitness blog. Instead of just creating a static infographic, go one step further by launching a fitness challenge that includes daily tasks or workouts. Use an interactive landing page where users can track their progress and share results with their friends on social media. Each time they share, they encourage others to join in. This dynamic approach to engagement not only makes your content more valuable but also amplifies its reach.
For businesses utilising SEO services, running a similar campaign - such as a quiz or interactive tool - can lead to massive traffic boosts. These challenges spark curiosity, engagement, and natural shares, increasing organic visibility without relying on conventional content formats.
Conclusion: Crafting Shareable Content for Success
Creating shareable content is about more than just making something look good - it’s about crafting something that connects with people on an emotional or intellectual level. By focusing on relatable, valuable, and emotionally charged content, and integrating it into a well-rounded social media strategy, you can increase your visibility, engagement, and traffic.
Start today by creating content that your audience will want to share - and watch your social media traction skyrocket.