Creating Shareable Content: What Makes People Click 'Share'?

In the digital age, where content is abundant and attention spans are fleeting, crafting content that resonates and prompts sharing is both an art and a science. Understanding the psychology behind sharing can empower marketers to create content that not only engages but also spreads organically across platforms.

1. The Psychology Behind Sharing

People share content for various reasons, often rooted in psychological triggers:

▪ Emotional Resonance: Content that evokes strong emotions, be it joy, anger, or awe, is more likely to be shared. Emotional arousal increases the likelihood of sharing behavior. 

▪ Social Currency: Sharing content that makes individuals look knowledgeable or in-the-know enhances their social standing. 

▪ Practical Value: Useful content, such as how-to guides or tips, provides value to others, prompting shares.

▪ Identity Expression: People share content that aligns with their beliefs or identity, helping them express themselves to their network.

2. Characteristics of Shareable Content

To increase shareability:

▪ Relevance: Content should align with current trends or issues that matter to the target audience.

▪ Storytelling: Narratives are more engaging and memorable, making them more likely to be shared.

▪ Visual Appeal: Incorporating images, videos, or infographics can enhance engagement and sharing.

▪ Simplicity: Clear and concise messages are easier to understand and share.

3. Strategies to Encourage Sharing

Implement the following tactics:

▪ Call-to-Action (CTA): Encourage readers to share by including prompts like "Share this with someone who needs it."

▪ Engagement: Respond to comments and engage with your audience to build a community around your content.

▪ Share Buttons: Make sharing easy by adding social media buttons to your content.

▪ Influencer Collaboration: Partner with influencers to expand reach and credibility.

4. Platform-Specific Tips

Different platforms have unique dynamics:

▪ Facebook: Emotional stories and videos perform well.

▪ Twitter: Concise, timely updates with hashtags increase visibility.

▪ Instagram: High-quality visuals and stories engage users effectively.

▪ LinkedIn: Professional insights and industry news are more shareable.

5. Measuring Shareability

Track the success of your content through:

▪ Engagement Metrics: Likes, shares, comments, and click-through rates.

▪ Traffic Sources: Analyze where your traffic is coming from to identify sharing hotspots.

▪ Conversion Rates: Measure how shared content contributes to your goals, such as sign-ups or sales.

Explore More on Avramify's Blog

For additional insights and strategies on enhancing your content's shareability and overall digital marketing efforts, visit the blog section at Avramify. Discover a wealth of resources to elevate your online presence.