4 Steps to Making Shareable Content
Creating content is always an exciting venture, but if you’re someone that cares about analytics and metrics, which you should, creating shareable content should be of utmost importance. Why do you want to make shareable content? Because word of mouth is perhaps one of the greatest tools that we have in order to grow our audience. Sharing is what makes something enter the viral loop. It’s what gets us likes, views, and most of all, conversions! For that reason, we are going to talk about what it takes to make shareable content.
These are the FOUR steps to Create Shareable Content
- Knowing Your Audience
- Researching Current Trends & Relevant Content
- Making Original & Repurposing Content
- Tracking Your Analytics and Knowing Your KPI’s
Knowing Your Audience
What does your ideal audience member look like? Are they a milennial or Gen Z? Are they low-income or middle-class? Do they care about social justice issues? Do they just like relatable funny memes? Do they enjoy gossip or love watching makeup tutorials? Do they sit and watch Twitch videos for hours? There are so many possibilities, so I first suggest you create an archetype of what your ideal audience member looks like, thinks like, and feels like. Once you’ve done that, figure out how they relate to the category type of content that you produce.
Researching Current Trends & Relevant Content
Now, once you understand who your audience is, the next thing to do is see what other people are doing and who they are following. I can 100% guarantee that someone is already doing something similar, and that’s great! Why? It proves your concept, but it also tells you what type of content will be most engaging to your targeted audience.
The first step is to look up current trends. Look at what’s trending on Instagram, YouTube, and TikTok. You can do this simply by clicking the “Trending” tab. You can also follow top influencers in your category and use them for inspiration to begin developing your own style for editing and creating content.
Making Original & Repurposing Content
When it comes to creating shareable content, there are two ways to go about it: making new content or recycling and repurposing old content.
When it comes to making new content, the research part comes in handy. You can understand what styles and visuals are most popular, as well as what people like to share. For this, you want the content to be highly engaging and stunning, whether it’s a photograph, an illustration, or etc. Text content gets shared the least unless if it is very intellectual, purposeful, or relatable. The most common form of text content shared are quotes. Photo content strives on being stunning, new, and different except for memes. Video content is shared most frequently. Funny, sexy, and engaging videos have the highest share rate.
What does repurposing content mean? The most common form of repurposing content are memes. There are so many meme pages or reaction pages, and this is considered recycling content but from a new perspective. Tagging celebrities, influencers, and inspirations can boost content reach and impressions. Paper Magazine recycles content on their IG all the time, but what they do is change up the captions, mainly reacting to the content from their POV. It’s a great way to have content without the burden of creating it from scratch while still keeping it fresh by giving your own POV.
Tracking Your Analytics and Knowing Your KPI’s
This is the last and most important step. Track your analytics! Figure out what’s working and what isn’t. Do more of what is and continue to run content tests to see what your audience engages with. Instagram, Twitter, Facebook, YouTube, etc. usually have some form of analytic tracking that you can use to see where content traffic is coming from, how many people are sharing your content, and whether your content is converting.
KPI’s are key performance indicators. Many people were mad about IG taking away likes, but to be honest, likes are a pretty weak KPI. You want conversions. How many people see your content and respond to your call of action, such as clicking the link in your bio or purchasing the thing you recommended. This is what matters. Is your content expanding your audience? Do people want to tune in? Do people listen to you? Are they influenced by you to act? That is the goal of the content we create. Figure out what your KPI’s are and create with that intention in mind.
That’s all I’ve got to say on making shareable content. I’ve been running social media tests with these concepts and my engagement tripled, so I believe you too can also do the same. Tune in for another topic soon!
