8 Tips to Help You Create Shareworthy Content

Sharing is more than caring on social media - it's the foundation of growth and connection. Sharing can turn a single post into a widespread conversation, taking content far beyond its original audience. Whether it’s a laugh-out-loud meme, a heartfelt story or a game-changing tip, sharing is the driving force behind organic growth and helps brands build meaningful connections. But what makes some content so irresistible to share, while other posts fade into the ever-growing social media void? In this blog, we explore why sharing works on social media and how you can create content that people can’t wait to pass along.

So why does sharing work on social media?

1. Emotional Connection. People share content that evokes strong emotions—joy, surprise, awe.. even outrage. Emotional resonance makes content memorable and drives people to share with others who might feel similarly.

2. Social Identity. Sharing aligns with how people want to be perceived. Users share content that reflects their values, beliefs or sense of humour to express their identity. And in an age where real-world connections are less and less frequent, social identity matters more and more.

3. Community Building. Sharing connects people to others with similar interests, lifestyles and goals. It fosters a sense of belonging and participation in larger conversations.

4. Value and Utility. Content that is helpful, informative or entertaining gets shared because people want to add value to their network. Sharing is a way to say, "Look what I found—it’s worth your time!" And to take it a step further, "..because it was worth my time, please validate me by liking and sharing this too!"

So, how do brands create shareable content? Follow these 8 steps.

1. Know Your Audience. Understand their interests, emotions and pain points, then create content that resonates deeply with their values and aspirations.

2. Be Relatable. Create content that feels authentic and mirrors the audience’s everyday experiences. Use conversational tones, memes or trends that align with their world.

3. Focus on Emotion. Tap into universal emotions like joy, inspiration, nostalgia or humour. Visuals, storytelling and music can amplify emotional impact.

4. Add Value. Provide educational tips, how-tos and insights that are relevant to your audience. Practical and actionable content encourages people to share with their networks.

5. Use Strong Visuals. Eye-catching images, videos and infographics make your content stand out in a crowded feed. High-quality visuals are more likely to stop the scroll and encourage sharing.

6. Use a CTA. Encourage sharing with a direct ask: “Tag a friend who needs this!” or “Share this if you agree!” Asking works.

7. Leverage Trends. Stay on top of trending topics, audios, challenges and adapt them to your brand. Trendy, timely content increases relevance and shareability.

8. Tell a Human Story. Share human-centred stories that are inspiring, relatable or thought-provoking. Personal stories often evoke empathy and a desire to share with others.

Then, analyze what your audience already shares. Use tools like analytics to measure shares, comments and reach. Adjust your content strategy based on what performs best.