Creating content that stands out on social media can feel challenging. With so many posts being shared every second, it’s easy for your message to get lost.
You might get frustrated when you put time and effort into content that barely gets any likes or comments. This not only wastes your time but also limits your brand’s reach and engagement.
But there are proven strategies to help you create content that resonates with your audience and gets shared. In our digital marketing course, we teach you the skills and knowledge you need to create content that people want to read and share on different platforms.
In this article, we’ll share simple tips and techniques to help you create engaging and shareable content for social media.
Shareable content is any type of content made to be easily shared on social media, encouraging people to pass it along to their friends and followers. This includes articles, infographics, videos, memes, and quizzes.
At its core, shareable content is about creating value whether that’s through entertainment, education, or inspiration. It often evokes emotions, sparks curiosity, or provides useful information that people want to pass along.
To make content that people want to share, you need to focus on two key things: relevance and relatability. Relevant content connects to what the audience cares about or what’s trending, while relatable content reflects their own experiences or feelings.
When content connects with people personally, they are more likely to share it with others.
Shareable content is important for several reasons:
Increases brand awareness
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When you post your content and your audience shares your posts, they introduce your brand to their followers, expanding your reach far beyond your original audience. This free promotion helps you gain new followers and potential customers.
Boosts engagement
Content that connects with your audience encourages likes, comments, and shares. This builds a community around your brand, strengthens relationships with current followers, and attracts new ones.
Improve search engine rankings
When you publish high-quality shareable content online, it creates a backlink opportunity to your website, signalling to search engines that your site is valuable and relevant. This can help your site appear higher in search results and bring more visitors.
To position your brand as an authority in a particular industry, you need to consistently produce valuable and relevant content that is relevant to your audience. With a lot of brand competition for the same audience, creating valuable content will help you stand out which can lead to increased credibility and loyalty among your audience.
Focusing on creating content people want to share can help your business grow in a big way.
Creating shareable content is essential for increasing your brand’s visibility and engagement on social media. But what exactly constitutes shareable content?
Below are some of the most effective types that can help you connect with your audience and encourage them to spread the word.
List Posts (Listicles)
These are articles that present information in a numbered format, making it easy for readers to digest. For example, “16 Best AI Writing Tools to Help You Write Better Content in 2024” or “15 Ways to Get More Clients as a Freelancer” are engaging and straightforward, inviting readers to share them with friends.
Memes
Memes tap into shared experiences and emotions, making them highly shareable among friends and followers. So when you use funny images or videos with captions that reflect current trends or relatable situations, it can go viral quickly.
Infographics
Infographics are not only eye-catching but also provide valuable insights at a glance, making them easy to share on platforms like Pinterest and Facebook. These visual representations of data or information help simplify complex topics.
Videos
Short, engaging videos whether they’re tutorials, funny skits, or behind-the-scenes glimpses are incredibly popular on social media. Videos can convey messages quickly and memorably, prompting viewers to share them with their networks.
GIFs
These short, looping animations often capture funny or cute moments and are perfect for expressing emotions in a light-hearted way. They’re easily shared in conversations, adding a fun element to interactions.
Contests and Freebies
Offering giveaways or contests is another great way to encourage participation and sharing of content among users eager to win prizes. This will help boost engagement and also increase your follower count as participants often share the contest with their friends.
Controversial Takes
Articles that challenge common beliefs or present a unique perspective offer spark discussions and share among the audience. While they may not always be universally accepted, they often generate buzz and encourage people to express their opinions.
You can leverage these types of shareable content to improve your social media strategy, encourage interaction, and grow your audience.
Some of the most effective ways to create shareable content on social media include:
Do Competitive Research
One of the most effective ways to create shareable content is to conduct competitive research. Start by examining what your competitors are doing so you can gain valuable insights into what resonates with your target audience.
Do your research to identify your top competitors in your industry and analyze their social media presence. This will give you insights into the types of content they share, the engagement levels on their posts, and the topics that spark conversations.
Why spy on your competitors, take note of which posts receive the most likes, shares, and comments.
Are they using humour, emotional storytelling, or informative guides?
When you study these patterns, it help you identify trends and preferences within your niche.
Additionally, pay attention to any gaps in their content topics they haven’t covered or angles they haven’t explored. Examples of tools that can help you identify content gaps include SEMrush, Ahrefs, and Screaming Frog.
This presents an opportunity for you to fill that void with unique and engaging content that stands out. Good research isn’t about copying what others do, it’s about learning from their successes and mistakes.
Tell A Story With Your Content
Storytelling is one of the best ways to generate a lot of sharing for the content you create on social media. Humans are naturally drawn to narratives, they evoke emotions, create connections, and this makes information more relatable to them.
When you create content using a storytelling format, you are inviting your audience to engage on a deeper level, making them more likely to share it with others.
So start by identifying the core message or lesson you want to convey. Whether it’s a personal experience, a customer success story, or a behind-the-scenes look at your business, aim to create a narrative that resonates with your audience’s values and interests. You can also create vivid imagery and descriptive language to paint a picture that captures their attention.
For example, instead of simply sharing statistics about your product, tell the story of a customer who transformed their life using it. Share their challenges, triumphs, and how your product played a role in their journey. This not only humanizes your brand but also inspires others to see the potential impact of your offerings.
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When people connect emotionally with a story, they are more likely to share it with friends and family, amplifying your reach and enhancing your brand’s visibility on social media.
Create Useful Content
Quality content is information that is useful, interesting, and well-made, that is meant to connect with a particular group of people.
When you create content and your audience finds value in what you share, whether it’s practical tips, how-to guides, or insightful resources, they are more likely to pass it along to others.
So if you want to create something that your audience can share, start by identifying the common challenges or questions your audience faces and address these directly in your content.
For example, if you run a fitness brand, consider sharing workout routines, nutrition tips, or motivational stories that inspire your followers. You can also use infographics that summarize complex information or checklists that simplify tasks can also be incredibly helpful.
When your content serves a purpose and improves the lives of your audience, it encourages them to engage and also motivates them to share it within their networks.
So don’t just create content, focus on content that is useful to them and it will expand your reach on social media.
Create an Emotional Connection
An emotional connection with your audience is essential for crafting shareable content on social media. When your content resonates emotionally, it encourages people to engage and share it with others.
So start by understanding your audience’s feelings, desires, and challenges. What motivates them? What makes them laugh, cry, or feel inspired?
When you understand this, use storytelling techniques to evoke emotions—whether it’s joy, nostalgia, or empathy.
For instance, share a heartfelt customer testimonial that highlights how your product or service made a difference in their life. You can incorporate visuals that capture genuine moments, such as candid photos or videos that reflect real experiences.
This makes it easy for you to tap into your audience’s emotions, and make your content more relatable.
When people feel connected to your message, they are more likely to share it with their networks, amplifying your reach and impact on social media.
Use Visuals Content
Articles that feature visual content every 75-100 words get twice as many social media shares as those with fewer images. This shows that adding engaging visuals to written content significantly boosts its attractiveness and shareability on social media platforms.
When planning your content, make sure to include visuals that are easy to share on social media. In a world where users scroll quickly through their feeds, bold images or graphics can catch their attention.
So make sure you use high-quality photos, bright colours, and interesting designs to make your posts stand out. Examples of tools you can use to create visual content include Canva, Lumen5, Adobe Lightroom, Photoshop, Snapseed etc
You can also tools like Piktochart to create infographics to explain complex ideas simply and appealingly. They make information easier to understand and share. Videos are another great way to get your message across quickly and keep people engaged.
When creating the visual, ensure that your visuals align with your brand identity. Use consistent colours, fonts, and styles that can help reinforce your brand image and make your content recognizable.
Involve Your Audience in Creating Content
When you are creating your content, you need to be strategic about it. You need to find a way to involve your audience in the content creation process to boost engagement and encourage sharing.
When people feel like they’re part of your brand, they’re more likely to share what you post. Start by asking for their input or ideas on topics they want to see covered. You can create polls or surveys on social media to gather feedback directly from your audience.
Another effective approach is to interview a subject matter expert. You can ask them to share their thoughts, and then feature their insights through text, photos, or videos. This gives you valuable, real content that will connect with your audience.
So when you involve your audience when creating the materials, it increases the likelihood that they will share the content they helped create. This creates a sense of community and can help your brand reach more people on social media.
Encourage User-Generated Content (UGC)
According to Everyonesocial, 84% of people are more likely to trust a brand that uses UGC in its marketing campaigns, highlighting the credibility that user-generated content brings to brand messaging.
UGC is a great way to create content that people want to share on social media. When your customers make and share content about your brand, it helps build a sense of community and makes your brand feel more real and trustworthy.
User-generated content can include things like photos, videos, reviews, or testimonials that show how customers use and enjoy your products or services.
To get your audience involved, you can run contests or challenges that encourage them to share their experiences.
For example, you could ask them to post photos using your product with a special hashtag. This gets more people excited about your brand and also gives you content you can share on your own social media.
When you share UGC content on your page, it shows that you appreciate your customers and helps build trust with new potential buyers. When people see real customers enjoying your brand, they’re more likely to engage and share, helping you reach even more people.
Utilize Listicles and How-to Guides
Listicles and how-to guides are other great formats for creating shareable content on social media. People love quick, digestible information that they can easily scan, and these formats deliver just that.
A listicle, such as “14 Ways to Use Social Media to Get A Job and Common Mistakes to Avoid” breaks down valuable insights into bite-sized pieces, making it easy for readers to absorb and share.
How-to guides, on the other hand, provide step-by-step instructions that empower your audience to accomplish specific tasks. For example, a guide titled “How to Get Started in Digital Marketing in 2025 ” not only offers practical advice but also positions you as an expert in your field.
When you publish your content using either of these formats, it encourages engagement because they provide real value to your audience. When readers find useful information, they’re more likely to share it with their networks, increasing your content’s reach and impact.
Drop Your Opinion On Trending Topics
When you tap into current events or viral trends, you position your brand as relevant and in-the-know.
In marketing, trends play a crucial role in shaping consumer behaviour, preferences, and purchasing decisions. Trends can also reveal new opportunities for growth, innovation, and customer engagement.
To effectively leverage trends, keep an eye on social media platforms, news outlets, and trending hashtags. Once you identify a topic that aligns with your brand values and audience interests, create content that adds your unique perspective or insight.
Whether it’s a witty commentary, an informative post, or a creative take on the trend, make sure it feels authentic to your brand.
This will help you capture attention and also encourage engagement as people are often eager to discuss and share content related to what’s hot right now.
By joining the conversation around trending topics, you can increase your visibility and encourage shares as people engage with timely content that reflects their interests.
Make Sharing Easy
One of the simplest yet most effective ways to encourage sharing is to place sharing buttons in a visible area of your content.
When users come across engaging posts, they should be able to share them with just one click. Ensure to position these buttons prominently at the top or bottom of your articles, videos, and images, ensuring they are easily accessible without scrolling.
Make sure the design of your sharing buttons stands out but still aligns with your overall branding. Clear labels like “Share,” “Tweet,” or “Pin It” can guide users on how to engage. Additionally, consider adding social sharing buttons for multiple platforms, allowing users to choose their preferred method of sharing.
When you make it easy for your audience to share your content, you increase the likelihood that they will do so. This small adjustment can lead to significant growth in your reach and engagement on social media, helping your content spread further and faster.
Conclusion
Creating content for social media isn’t just about going viral, it’s about connecting with your audience and offering value. When you know what your followers like, tell interesting stories, and use eye-catching visuals, you can create content people want to share.
As you try these ideas, stay flexible and keep track of what works best for your audience. Social media changes quickly, so paying attention to trends and feedback will help you improve your approach.
The goal is to create content that grabs attention and encourages people to act. When your audience feels connected and appreciated, they’ll share your message with others, helping it spread even further.
To learn about content creation that can easily be shared by your audience, you can register to take our digital marketing course, where you’ll discover the latest strategies and techniques for creating engaging, shareable content that drives real results.
To create shareable content on Facebook, focus on using engaging visuals and videos, as they tend to capture attention effectively. You can incorporate emotional storytelling to connect with your audience and inspire them to share. Finally, always include a clear call-to-action, prompting users to like, comment, or share your post for better engagement.
To make your Instagram content shareable, use high-quality images and videos that are visually appealing and relevant to your audience. You can use Instagram Stories and Reels to create engaging short-form content. Add trending hashtags and encourage user-generated content by asking your followers to tag you in their posts. Lastly, consider hosting contests or giveaways that require sharing for participation, amplifying your reach.
How to create savable content?
Creating savable content involves providing valuable information that users want to keep for future reference. This can include how-to guides, checklists, or infographics that summarize key points. Use visually appealing formats and clear layouts so users can easily save and revisit the content later. Finally, you can encourage saving by adding prompts in your captions, such as “Save this post for later!”
The most shareable content often includes emotional stories, humorous posts, informative infographics, and interactive quizzes or polls. Content that provides practical value like tips or how-to guides also tends to be shared frequently. Additionally, visually striking images and videos can capture attention and encourage sharing among users.
Why is content sharing in decline?
Content sharing may be declining due to several factors, including oversaturation of similar content across platforms and changing algorithms that limit visibility. Users are also becoming more selective about what they share as they seek authentic and meaningful interactions online. To combat this decline, creators should focus on producing high-quality, unique content that resonates with their audience’s interests and emotions.
More resources
10 Social Media Marketing Challenges in 2024 and How to Overcome Them
11 Effective Ways to Use Social Media to Promote Your Content
How to Become A Social Media Expert in 2024
What is Social Media Management? Everything You Need To Know