Creating shareable content is essential for brands to generate traffic and attract potential customers. In this article, we give you the tactics to make your visual content worth a thousand shares.
Social media and content marketing have opened the doors for brands to reach unlimited audiences. Now more than ever, content is pervasive, and it is created from multiple sources: brands, influencers, independent artists, young professionals, scholars, etc.
So, what makes your content more shareable than the rest? You need to remember that people don’t want to see the same things over and over again. At the end of the day, your audience will decide which content really matters to them and, as a brand, you need to listen.
Read on as we elaborate on how you can create shareable content that will help you reach a broader audience.
Which content is share-worthy?
Short answer: most content you can think of. Long answer: Shareable content can take the form of blog posts, videos, memes, infographics, quotes, collages, illustrations, etc.
Furthermore, it is characterized by three things: it’s valuable, it’s relatable and it’s relevant. In other words, it provides your audience with reasons to care.
Traditional branded content does not usually drive customer attention due to the reluctance of people to be evidently sold to. Nonetheless, when you provide value through your branded content, people become more receptive and even curious about your brand.
A great example of this is Oatly. If you haven’t heard from them, they are a leading oat milk brand from Sweden. They are known for focusing their marketing on billboards. However, what is special about them is that they contain original yet relatable copy with little to no images.
The result you may ask? Thousands of people find their content funny and sarcastic and, thus, share their billboards all over LinkedIn, Instagram, and Twitter.
Why is shareable content important?
- Increase brand awareness and organic traffic
- Boost engagement and brand trustworthiness
- Attracts attention from potential customers
- Opens up opportunities
- Drives sales
How to create shareable content?
Brainstorm or research relevant topics
You have to find out what your audience resonates with, what they are interested in, what they want to know about your brand, or how your brand relates to their interests. Indeed, the key is to keep them involved.
For instance, Quora and Reddit are great sources to find out what people are searching for. You can even gather ideas there on what to write about for your brand’s blog or website.
Another way to brainstorm relevant topics is to look at trending stories, festivities, events, or cultural shifts on social media (LinkedIn, Instagram, etc.)
Check how footlocker used Valentine’s Day (a trending topic in January/February) and the engagement of Megan Fox and Machine Gun Kelly (a trending celebrity topic) to their advantage.
Think of it as exchanging value
It is clear why a person sharing your content is valuable to your brand. But, what would someone get out of sharing your content? There are multiple reasons why people might feel tempted to share your creations with their own following:
1. Shared interests (self-fulfillment)
i.e Users re-sharing art, fashion, or photography inspiration.
2. Helping a good cause
i.e Reposting educational resources during International Women’s Day, or mental health resources amidst the pandemic.
3. Self-expression (defining ourselves to others)
i.e A quote that people identify with, an opinion, or something that makes people look cool or clever.
4. Social utility
i.e Travel tips or destinations – someone may re-share what they think their friends will find valuable.
5. Hoping on trends
i.e Re-sharing a viral meme, audio, or clip.
6. Sharing emotions
i.e Lyrics of a song, a motivational quote, etc. – someone connected emotionally with your content and wants to share it to their following so they feel it too.
See some great visual examples below and identify which sharing intention they targeted!
Connect emotionally with your audience
Great shareable branded content usually evokes emotion. Why? Because this makes your content relatable. Your audience wants to feel represented, validated, and inspired. This way, they will associate positive feelings with your brand.
Think personal experiences, how you overcame challenges, how your product has helped people, funny stories, and so on. This will also contribute to the aforementioned reasons as to why people choose to re-share content.
Keep your text-based content readable
Think concisely and straight-forward. The clearer your message, the easier for people to read.
However, remember this: most people will scroll unless there is something of value. the greater value you provide, the greater people will be inclined to share it with their peers.
You must include an interesting or funny hook.
Check out these couple of great examples of brands educating their audience while promoting their products.
Don’t be afraid of videos
It is no news that videos are preferred by current social media users. However, if you are thinking of making a video of more than 30 seconds, you need to make sure it is entertaining enough.
Short videos are rather easy to master once you figure out the valuable message you’ll provide your audience and a fun way to deliver it.
Here are two great shareable video examples from fashion brand Pacsun. In addition to participating in trends, they cleverly collaborated with fashion influencer, Emma Chamberlain, to create content for their audience (which reaches her audience too!).
Give your brand personality
Who doesn’t love a refreshing pinch of authenticity among brands who are just trying to sell their products and services?
Giving personality to your content – hence, your brand – will allow you to keep things relatable. Which in turn creates a sense of belonging among your followers.
It has been long noticed that consumers expect more and more accountability from brands. Thus, it is important to make a clear stand on relevant subjects and showcase your brand’s values. Reassure your audience that you are not afraid to voice opinions.
A great example of a brand leveraging its personality is Duolingo. Their TikTok account is constantly viral – with more than 1 million views – for their unhinged videos latching to trendy audios.
Let’s sum it up
Here is how you can create valuable, relatable, and relevant shareable content for your brand:
- Brainstorm or research relevant topics
- Exchange value
- Connect emotionally
- Keep text-based content readable
- Don’t be afraid of videos
- Give your brand personality
If you liked to read our insights on how to create shareable content, stay tuned to the Cherrydeck blog, where we regularly share insightful content for your brand!
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