What makes something shareable?

Lets be blunt— putting a hashtag on something isn’t the answer.
Kittens aren’t the answer either, sorry not sorry.
And let’s bear in mind, just because you make something — doesn’t mean people will share it (or even notice it).

So what makes something worth sharing?
Well let’s make this super simple.
Here’s the question you should be asking;
“Would one of your friends, share it with one of their friends?”
If yes, great. If not, why not?
The more you think about it in this way — the better chance you’ll figure out what will hit the mark, socially.

The more successful social work has humour, or has something mad in it.
You tend to see words like ‘hilarious’, ‘unbelievable’, ‘wow’, ‘insane’, ‘shocking’, ‘controversial’, ‘mad’ & ‘sad’ associated with social content, to name but a few.
Now they aren’t subtle words.
They’re extreme words.
Well, ‘humour’ isn’t extreme I grant you, but it’s a disarming reaction to an advertisment that’s well worth noting.
Now if something’s too clever, it doesn’t seem to work as well. Clever only seems to do well in Advertising circles. Which is great for awards and impressing your peers, but in the real world, ‘clever’ falls a bit flat.
If it’s ‘normal’, too ‘safe’, or run of the mill, then you guessed it — #fail.

Look closely at why people share.
What they share.
And what people get out of sharing.
We shouldn’t be arrogant and think people are just waiting for our ad to be made, fingertips at the ready just itching to share it.

Years ago TV ads had comedy and standout.
They didn’t take themselves too seriously.
If some old ads were remade today, I think they’d do well, socially.
For example, if the Blackcurrent tango ad aired tomorrow — people would share it.
The smash martians, too.
The whassup advert? Definitely.
Basically they’re conversation starters. They’re a bit mad and out there, funny & bold. They’re adverts your friends would share.
Importantly they appeal to people who share new content too — the conversation starters.
And conversation starters are always on the look out for something fresh to talk about.
“Have you seen this?”.
“This is so funny, check this out.”
So by producing work that provokes conversations, you will naturally amplify your advertisement through people that that start conversations.
But it will have to be bold, funny or a bit mad. This amplification of your advertisement is mainly described as ‘viral’. It used to be called ‘word of mouth’. However you describe it, it is still the most powerful way to get your advertising talked about and remembered.

Controversially I think my favourite VW Snowplough ad wouldn’t have worked as well, socially.
It was very clever and thought provoking.
But “Would I share it with my mate?”
No.
Not unless they worked in advertising.

My advice
Make it mad, bold, funny or all of the above. Make it for the conversation starters. And if you think your friend would share it with their mates — you might be onto a winner.

Adam McGowan
Art Director
@graphic_design_