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Shareable content

Content creation

Brand exposure

Social media strategy

Visual marketing

ARTICLE #124

Table of contents

Understand what makes content shareable

Factors that lead to sharing content

Develop a content creation strategy

Create valuable and unique content

Optimise content to increase shareability

Use visual content for maximum impact

Most shareable content types

The role of timing in content shareability

FAQ

How to create shareable content for maximum brand exposure?

Shareable content

Content creation

Brand exposure

Social media strategy

Visual marketing

Shareable content

Content creation

Brand exposure

Social media strategy

Visual marketing

Written by:

7 min read

Updated on: October 18, 2024

Toni Hukkanen

Head of Design

Creative Direction, Brand Direction

Toni Hukkanen

Head of Design

Creative Direction, Brand Direction

One tweet or short video can push your brand from a quiet corner to digital stardom. That’s the power of shareable content—material that not only holds attention but also sparks enthusiasm and motivates others to spread the word. In a hyperconnected world, purely promotional posts tend to vanish into the background. Content needs to do more: it should fire up curiosity, prompt real engagement, and turn your audience into your brand’s unofficial ambassadors.

Here, we’ll look at strategies for creating content that broadens brand reach, builds trust, and ignites organic growth—all while keeping the conversation lively and down-to-earth.

Understand what makes content shareable

Sharing content often comes down to universal human impulses—like the desire to connect, feel validated, or reinforce personal beliefs. A study by the New York Times Consumer Insight Group found that top motivations for sharing include:

Providing entertaining or valuable content to others (94%)
Defining oneself to others (68%)
Nurturing relationships (73%)
Self-fulfilment (69%)
Supporting causes or brands (84%)

When your content aligns with a person’s viewpoint, it validates their sense of identity. That’s where viral magic can happen.

Providing entertaining or valuable content to others (94%)
Defining oneself to others (68%)
Nurturing relationships (73%)
Self-fulfilment (69%)
Supporting causes or brands (84%)

When your content aligns with a person’s viewpoint, it validates their sense of identity. That’s where viral magic can happen.

Factors that lead to sharing content

Factors that motivate people to share often revolve around emotional resonance, informational value, and humour. Anything that triggers strong emotions—like laughter, awe, or a sense of righteous indignation—tends to spread faster than more subdued content.

A classic example is Dove’s “Real Beauty” campaign, which tackled beauty stereotypes head-on. Its emotional punch led to millions of shares and major buzz worldwide.

Emotions and relevance

To create genuinely shareable content, you’ve got to tap into your audience’s values, fears, or aspirations. Make them feel something—whether it’s joy, empathy, or motivation.

Content that connects with audience preferences

Short, emotional videos: According to some polls, 82% of people say a well-crafted brand video can convince them to buy.
Infographics: These visually packed data charts condense complex information into digestible, shareable snippets.
In-depth articles: LinkedIn thrives on thought-provoking pieces that provide in-depth analysis and practical takeaways.

Campaigns built for sharing

ALS Ice Bucket Challenge: Combined emotion, fun, and a worthy cause—prompting viral challenges.
Old Spice’s “The Man Your Man Could Smell Like”: Unexpectedly hilarious and appealed to both women and men in a fresh way.

A classic example is Dove’s “Real Beauty” campaign, which tackled beauty stereotypes head-on. Its emotional punch led to millions of shares and major buzz worldwide.

Emotions and relevance

To create genuinely shareable content, you’ve got to tap into your audience’s values, fears, or aspirations. Make them feel something—whether it’s joy, empathy, or motivation.

Content that connects with audience preferences

Short, emotional videos: According to some polls, 82% of people say a well-crafted brand video can convince them to buy.
Infographics: These visually packed data charts condense complex information into digestible, shareable snippets.
In-depth articles: LinkedIn thrives on thought-provoking pieces that provide in-depth analysis and practical takeaways.

Campaigns built for sharing

ALS Ice Bucket Challenge: Combined emotion, fun, and a worthy cause—prompting viral challenges.
Old Spice’s “The Man Your Man Could Smell Like”: Unexpectedly hilarious and appealed to both women and men in a fresh way.

Develop a content creation strategy

A robust content strategy guides your brand towards clear goals, whether that’s expanding your audience, driving website traffic, or building a community.

Increasing visibility: Eye-catching, share-worthy content can rapidly boost brand recognition.
Driving website traffic: Blogs, infographics, or videos can act as a funnel, directing people to your site for deeper engagement.
Building a community: Encourage discussions, comments, lo-fi and user-generated content to form a loyal audience.

Without specific goals, even the most brilliant content risks getting lost in the digital ether.

A robust content strategy guides your brand towards clear goals, whether that’s expanding your audience, driving website traffic, or building a community.

Increasing visibility: Eye-catching, share-worthy content can rapidly boost brand recognition.
Driving website traffic: Blogs, infographics, or videos can act as a funnel, directing people to your site for deeper engagement.
Building a community: Encourage discussions, comments, lo-fi and user-generated content to form a loyal audience.

Without specific goals, even the most brilliant content risks getting lost in the digital ether.

Create valuable and unique content

High-quality, distinctive content is the backbone of any viral campaign. Present yourself as a credible authority or insightful voice that deserves attention.

Research the industry: Stay on top of trends, user feedback, and emerging issues. Brands like HubSpot excel by constantly updating their marketing blogs with fresh data.
Incorporate unique data: Proprietary statistics or case studies give readers new angles and insights—just like Spotify’s “Wrapped,” which personalises data for each user.
Use expert opinions: Collaborating with thought leaders or interviewing experts boosts credibility. Harvard Business Review is a prime example, attracting business professionals who frequently share its articles.

High-quality, distinctive content is the backbone of any viral campaign. Present yourself as a credible authority or insightful voice that deserves attention.

Research the industry: Stay on top of trends, user feedback, and emerging issues. Brands like HubSpot excel by constantly updating their marketing blogs with fresh data.
Incorporate unique data: Proprietary statistics or case studies give readers new angles and insights—just like Spotify’s “Wrapped,” which personalises data for each user.
Use expert opinions: Collaborating with thought leaders or interviewing experts boosts credibility. Harvard Business Review is a prime example, attracting business professionals who frequently share its articles.

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Optimise content to increase shareability

Once you’ve created the content, take steps to make sharing as natural and tempting as possible.

1. Use clear calls to action (CTAs)

A straightforward prompt—like “Share this post” or “Tag someone who needs this”—nudges people to act. Also, placing social sharing buttons conspicuously within the content can significantly increase the share count.

2. Encourage user-generated content

From photo challenges to short testimonials, user-generated content (UGC) builds authenticity. People love putting their own spin on a brand’s materials. Think about the success of Starbucks’ annual red-cup design contests.

3. Follow best SEO practices

If people can’t find you, they can’t share your stuff. Weave relevant keywords into headlines, subheadings, and the body. Compelling meta descriptions also help attract clicks, boosting overall visibility.

4. Track engagement metrics

Use tools like Google Analytics or BuzzSumo to see which pieces are getting the most traction. If videos gain ten times more engagement than blog posts, you know where to invest your efforts.

Once you’ve created the content, take steps to make sharing as natural and tempting as possible.

1. Use clear calls to action (CTAs)

2. Encourage user-generated content

3. Follow best SEO practices

4. Track engagement metrics

Use tools like Google Analytics or BuzzSumo to see which pieces are getting the most traction. If videos gain ten times more engagement than blog posts, you know where to invest your efforts.

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Effective content marketing strategies for small businesses

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Use visual content for maximum impact

Visual elements—images, videos, GIFs—are processed more quickly by the brain than text. They also help you stand out among millions of daily posts.

Creating shareable visuals

When designing visual content, you must consider the following things.

Keep branding consistent: Colours, logos, and typography should reflect your brand’s persona.
Platform-specific formats: Tailor each piece for Instagram Reels, YouTube Shorts, TikTok, or wherever you’re publishing.
Add CTAs in the visuals: A simple “Tag a friend” or “Swipe up” can work wonders.

Incorporate video marketing

Short, punchy videos thrive on TikTok and Instagram Reels. Brands like Gymshark or Chipotle have skyrocketed their social presence with entertaining short-form video content.

Visual elements—images, videos, GIFs—are processed more quickly by the brain than text. They also help you stand out among millions of daily posts.

Creating shareable visuals

When designing visual content, you must consider the following things.

Keep branding consistent: Colours, logos, and typography should reflect your brand’s persona.
Platform-specific formats: Tailor each piece for Instagram Reels, YouTube Shorts, TikTok, or wherever you’re publishing.
Add CTAs in the visuals: A simple “Tag a friend” or “Swipe up” can work wonders.

Incorporate video marketing

Short, punchy videos thrive on TikTok and Instagram Reels. Brands like Gymshark or Chipotle have skyrocketed their social presence with entertaining short-form video content.

Most shareable content types

The format of your content drastically influences its shareability. Each serves a unique function:

1. Long-form vs. short-form

Long-Form (1,500+ words): Whitepapers or in-depth guides position you as a knowledgeable authority.
Short-Form (300–800 words): Fast, snackable items (think BuzzFeed listicles) fit perfectly into today’s quick-scroll world.

2. Interactive content

Quizzes, polls, or surveys stir engagement by inviting people to participate. For instance, Spotify’s “Wrapped” concept compelled listeners to share their personalised stats far and wide.

3. Snackable content

Bite-sized, easily digestible posts (tweets, quick memes, or short inspirational quotes) can trigger swift shares, aligning with shorter attention spans.

The format of your content drastically influences its shareability. Each serves a unique function:

1. Long-form vs. short-form

Long-Form (1,500+ words): Whitepapers or in-depth guides position you as a knowledgeable authority.
Short-Form (300–800 words): Fast, snackable items (think BuzzFeed listicles) fit perfectly into today’s quick-scroll world.

2. Interactive content

Quizzes, polls, or surveys stir engagement by inviting people to participate. For instance, Spotify’s “Wrapped” concept compelled listeners to share their personalised stats far and wide.

3. Snackable content

Bite-sized, easily digestible posts (tweets, quick memes, or short inspirational quotes) can trigger swift shares, aligning with shorter attention spans.

The role of timing in content shareability

Timing can make or break your content’s performance. Even great posts may flop if they land at the wrong hour or on the wrong day.

Pinpoint the right hours

Every network has its particular engagement window.

Instagram: Typically, mid-morning or early afternoon mid-week sees strong engagement.
LinkedIn: Often more active during business hours, especially mid-week.
Twitter: Busy around news events, live sports, or trending topics.

Experiment and keep track of when your audience is most receptive.

Collaborate with influencers

Influencers not only amplify your reach but lend an authentic tone to your brand. Brands like Daniel Wellington soared by partnering with micro-influencers who resonated with their minimalist watch aesthetic.

Take advantage of hashtags and trends

Hop onto viral hashtags or trending conversations—but do so sensibly. If you can add genuine value, your post might just ride the wave of a popular discussion.

Timing can make or break your content’s performance. Even great posts may flop if they land at the wrong hour or on the wrong day.

Pinpoint the right hours

Every network has its particular engagement window.

Instagram: Typically, mid-morning or early afternoon mid-week sees strong engagement.
LinkedIn: Often more active during business hours, especially mid-week.
Twitter: Busy around news events, live sports, or trending topics.

Experiment and keep track of when your audience is most receptive.

Collaborate with influencers

Take advantage of hashtags and trends

Hop onto viral hashtags or trending conversations—but do so sensibly. If you can add genuine value, your post might just ride the wave of a popular discussion.

Frequently Asked Questions

What is shareable content in SEO?

It’s content people want to pass along because it’s useful, entertaining, or relatable, thereby attracting more links and social mentions (and boosting your SEO).

How do you create brand exposure?

By combining social media, influencer collaborations, and valuable, distinctive content that grabs attention and prompts shares.

How do we achieve brand visibility?

Consistency across multiple channels, genuine engagement with your audience, and a recognisable brand identity form the foundations of strong visibility.

Conclusion

Shareable content works like rocket fuel for your brand—it energises your audience, sparks genuine conversations, and shines a spotlight on your unique value. By mixing eye-catching visuals, platform-customised posts, and authentic brand ambassadors, you give people more reasons to talk about (and share) what you do.

Meanwhile, tracking your performance helps you tweak your approach, ensuring your content not only reaches more folks but also resonates deeply with them. Over time, this blend of creativity and strategy builds a loyal circle of followers—people who stick around, speak up, and push your brand to grow in a competitive digital world.

Frequently Asked Questions

What is shareable content in SEO?

It’s content people want to pass along because it’s useful, entertaining, or relatable, thereby attracting more links and social mentions (and boosting your SEO).

How do you create brand exposure?

By combining social media, influencer collaborations, and valuable, distinctive content that grabs attention and prompts shares.

How do we achieve brand visibility?

Consistency across multiple channels, genuine engagement with your audience, and a recognisable brand identity form the foundations of strong visibility.