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THE KEY TO SHAREABLE CONTENT:
EMPATHY, ENGAGEMENT & EASE.
What makes some things go viral and some
things fade into the Internet ether, never to be
seen again? What is it that drives people to click
that elusive share button? Why has pretty much
everyone seen the video of the woman who is
now known as “Chewbacca Mom”, but no one is
sharing a video you made that you thought was
equally hilarious?
It’s all about harvesting a genuine reaction
out of people. If somebody views a video and has
an actual belly laugh about it, tears streaming
from their eyes, chances are, the video is getting shared. If someone looks a picture, and it
makes them think, “wow, I wish I was in that
place”, they’ll probably like and share it. It’s all
about creating content that generates genuine
emotion, be is happiness, sadness, sympathy, or
anger. So how does this apply to your business,
and what can you do to ensure that your social
media content is as shareable as possible? We’ve
outlined some great ways to start.
MAKE IT RELATABLE
All over the Internet, you’ll find scores and
scores of click bait articles, ones you have to
continuously click through to continue to access
the content. These aren’t necessarily things
people want to share. You need to find some
thread of human connection, and let your audience connect with the content on a deeper level.
Whether it’s a story of human survival or something people can laugh along with, it needs to
be relatable.
BE POSITIVE
The biggest complaint people have about the
news is that it is always negative. People are
tired of negative, so enlighten their day with
some positivity. The stories that get shared
the most on the Internet are the happy ones.
Whether it sparks creativity, is entertaining, or
makes people feel better, those are the kind of
things people want to share.
READ ALL ABOUT IT
The headline is the first thing a person sees,
and it’s the thing that will either make them
continue reading, or decide to scroll on past.
Just make sure, when you come up with a great
headline that you have great content to go with
it, or the reader will start to lose trust in you. It
shouldn’t be about just getting clicks, your content needs to be useful and people need to feel
happy that they clicked on it.
PRACTICALITY
Touching on our last sentence…give the reader
something of value. It needs to benefit them in
some way (and they’ll share it if they think it
will benefit their friends in some way). Nobody
is going to share anything that ended up being
a waste of his or her time. Don’t fall into the
trap of putting up shoddy content just to get
people to click on your content…this is a shortterm solution that will only end up costing you
customers. Create value for people. They will
appreciate that. Give them advice that is actually useful. Give actual instructions for things,
and don’t leave room for misinterpretation.
MAKE IT EASY
People don’t want to read something only
to look up every other word. And they don’t
want to read something that requires them to
click 10 times to get to the end of the article.
The best ways to improve readability of your
online posts are to incorporate bullet points,
keep paragraphs short, don’t be overly verbose, pepper your content with several images,
screenshots, gifs, charts, infographics, leave
space between paragraphs and divide content
with subheadings.
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