In today’s digital landscape, creating shareable and engaging content has become essential for brands to cut through the noise, establish a loyal following, and foster overall brand longevity.
Content creation allows brands to express all facets of their brand identity and speak directly to their audience. As a result, engaging, sharable content has become a powerful tool for brands to expand their brand reach and cultivate meaningful relationships with their audience. In an era where social media platforms are key mediums for people to connect and viral content can propel brands to new heights, investing in shareable and engaging content is no longer a luxury but a strategic necessity for sustainable growth.
Later, a popular social media planning and management tool recently a short guide on content creation in their latest article “How to Create Shareable Content on Social Media”.Their article highlights the importance of understanding the behavior and preferences of social media users and offers practical tips on how brands can create content that resonates with their key audience.
Given our 7+ years of experience in influencer and ambassador marketing, we have worked with a wide range of brands such as goPuff, GladSkin, and Kendra Scott to improve their UGC and content efforts. We would like to add to the conversation of UGC by sharing some of the tips and guidance we provide to our partners below.
Understanding the Principles of Shareable Content
A. Definition of shareable content
Sharable content refers to any form of digital content, such as articles, videos, images, or infographics that possesses unique characteristics and qualities that make it highly desirable and compelling for individuals to share with others.
It is content that engages and resonates with its target audience, either through informative, entertaining, or emotional elements. Shareable content often offers a fresh perspective, valuable insights, or a distinct storytelling approach, making it stand out amidst the abundance of digital information. If a brand is able to nail its content creation strategies, Shareable content can act as a catalyst for organic reach, driving brand visibility and awareness as it spreads across online communities.
B. Key factors that make content shareable
1. Emotional appeal
The factor of emotional appeal in shareable content refers to the ability of content to evoke strong emotions, such as joy, surprise, empathy, or even sadness, within its audience. Emotional appeal creates a deeper connection with the audience, making the content more memorable and share-worthy. It is a powerful driver of social sharing and can significantly increase the reach and impact of the content.
2. Relevance and relatability
Relevance and relatability are key factors that make the content highly shareable. Relevance refers to how well the content aligns with the interests, needs, and preferences of the target audience. Relevance and relatability are key factors that make the content highly shareable. Relevance refers to how well the content aligns with the interests, needs, and preferences of the target audience. This is why certain trends such as daily hacks, styling tips, and day-in-the-life content never go out of style.
3. High-quality visuals
High-quality visuals play a crucial role in making content shareable. Whether it’s captivating images, well-crafted videos, or eye-catching graphics, visuals have the power to grab attention and convey messages effectively. Shareable content with visually appealing elements is more likely to capture the audience’s interest, increase engagement, and stand out amidst the flood of digital content. Quality visuals enhance the overall user experience, making the content more shareable as individuals are compelled to share aesthetically pleasing and visually impactful content with others.
However, this doesn’t mean that content must look professionally shot w/ studio lighting to be eye-catching or deemed “high-quality”. Authenticity is the primary thing that people look for when they are searching for good content to watch. As long as the content is clearly shot, displays the individuality of the creator who made it, and resonates with the audience it was intended for it will be shared.
4. Storytelling and narratives
Storytelling and narratives are integral to creating shareable content. Humans are naturally drawn to stories as a means of communication and connection. Shareable content with compelling narratives has the ability to captivate the audience, evoke emotions, and create a memorable experience. It takes the audience on a journey, engaging them on an emotional level and keeping them invested in the content.
This is why many brands are increasing the variety and volume of creators they work with to harness shareable content. Consumers want to see themselves represented in the content they consume. This is why many brands are adopting a brand ambassador strategy. When brands work with a variety of creators all representing different niches of their audience and allow each of their creators to use their individual storytelling styles in the content they create, it increases the chances of creating content that resonates.
Ex: GRWMs, Day In the Lifes,
5. Unique perspectives and insights
Content that offers unique perspectives and insights is highly shareable. It presents fresh ideas, different viewpoints, or industry knowledge that provides value and sparks interest among the audience. Shareable content with unique perspectives stands out from the crowd, provoking thought, inspiring conversation, and driving engagement. It offers a new lens through which individuals can perceive the world or their own experiences, making them more inclined to share it with others to broaden perspectives and contribute to ongoing conversations.
Crafting Engaging Content for Social Media
Crafting engaging social media content requires careful planning and consideration of various factors From our experience these are the key factors to consider when crafting compelling content that resonates with your target audience and keeps them actively engaged.
A. Knowing your target audience
Above all else, understanding your audience is crucial for creating engaging content. Take the time to really describe your ideal customers and segment the different niches of your audience. Thorough research is also an essential part of understanding your audience. Use data to understand the demographics, preferences, and online behaviors of your customers. These efforts will serve as the foundation of your content strategy.
B. Creating content that aligns with audience interests and needs
Once you understand your target audience, focus on creating content that aligns with your audience’s interests and needs. Address their pain points, provide valuable solutions, and share relevant information. By consistently delivering content that adds value to their lives, you establish the trustworthiness of your brand and foster brand loyalty.
C. Leveraging user-generated content (UGC):
User-generated content is a powerful tool for engagement. Encourage your audience to create and share content related to your brand or industry. This can be done by running contests, hosting giveaways, or simply asking for their opinions and experiences. UGC not only fosters engagement but also builds a sense of community around your brand.
D. Utilizing interactive elements
Interactive elements such as polls, quizzes, and contests add an element of fun and engagement to your social media content. These features facilitate a two-way conversation between your brand and your audience. This encourages your audience to stay involved and feel invested in the content your brand creates.
E. Incorporating humor and entertainment
Humor and entertainment have universal appeal and can make your content more engaging. Injecting a touch of humor or creating entertaining content can capture your audience’s attention and make them more likely to share it with others. However, remember to align the tone and style of humor with your brand values to avoid any misinterpretations or alienation.
F. Incorporating trending topics and hashtags
Lastly, keep an eye on trending topics and hashtags. Stay up-to-date with the latest industry news, viral content, and popular hashtags. By incorporating these trends into your content strategy, you can tap into existing conversations, increase your content’s visibility, and attract a broader audience.
By following these guidelines and consistently analyzing your audience’s response, you can craft social media content that is not only engaging but also helps you achieve your marketing objectives.
Encouraging Social Sharing and Engagement
Encouraging social sharing and engagement is a key aspect of a successful social media strategy. By implementing the following tactics, you can foster active participation and expand the reach of your brand.
A. Incorporating clear and compelling calls-to-action (CTAs)
To prompt your audience to take action, include strong and persuasive CTAs in your social media content. Clearly communicate what you want them to do, whether it’s sharing, liking, or commenting. By using enticing language and offering incentives, you can motivate them to engage with your content.
B. Simplify the Sharing Process
Simplify the sharing process by incorporating social media buttons and shareable links. Place them prominently within your posts or articles to encourage your audience to share your content with their networks. By removing any barriers and making it effortless for them to share, you increase the chances of your content going viral.
C. Engaging with and responding to audience comments and messages:
Actively interact with your audience by responding to their comments, messages, and mentions. Show genuine interest in their opinions and questions, and provide timely and helpful responses. Engaging in conversations not only boosts engagement but also builds a sense of community and loyalty among your audience.
D. Collaborating with influencers and brand ambassadors
Partnering with influencers and brand ambassadors can significantly enhance your social media presence. Identify individuals who resonate with your brand values and have a strong following within your target audience. Collaborate on content creation or host joint events to leverage their influence and reach. Their endorsement and active promotion can result in increased social sharing and engagement.
In conclusion, creating engaging and shareable content is essential for brands in the digital landscape. Shareable content cuts through the noise, establishes a loyal following, and fosters brand longevity. Key factors include emotional appeal, relevance, high-quality visuals, storytelling, and unique perspectives. Understanding the target audience, creating content aligned with their interests, leveraging user-generated content, and utilizing interactive elements are effective strategies. Encouraging social sharing through clear calls-to-action, shareable features, audience interaction, and collaborations with influencers amplifies reach and engagement. By following these guidelines, brands can create resonating content that achieves marketing objectives in social media.