If you want to thrive on social media, then you really need to take advantage of the nature of the platform. Social media platforms offer us a huge amount of potential because they allow us to tap into real social networks and connections that exist in the real world.
This in turn allows information to spread through that web of connections just as it does offline – and that’s where the concept of something going ‘viral’ comes from.
Viral content is essentially content that enjoys exponential growth. So you post something to your followers and they then respond by sharing it with some of theirs. If this cycle continues you can end up getting thousands – or even millions of views.
But of course in order for this to work, your content needs to be something that people want to share, and it needs to be the kind of thing that naturally lends itself to being shared.
Figuring out what type of content will be sharable means you need to understand how people work and why they share stuff in the first place.
The Psychology of Sharing
People usually share content to communicate and/or express themselves. The posts we share on Facebook are a representation of what we believe in, what we are passionate about, and what we want others to think of us.
Most sharing is basically narcissistic, and thus the real reason we post is to tell the people we are friends with something about ourselves. This makes us very likely to share content that we feel perfectly encapsulates who we are – just like we might hang a poster in our room if we like the message.
The other reason people share is because they think someone else will particularly respond to the content, and in that way we are doing them a favor and showing that we’re thinking of them. This way, sharing content becomes a form of communication.
In both situations though, content thrives because it is tailored for a specific person. So think about this when you write your own posts: who is this for? What kind of person will share this?
Tailor Your Content
Tailoring your content towards your audience and thinking about what they will want to share will instantly help your content to spread, but there are more things to consider as well.
One is that very often people share content before they’ve actually read it. Rather, they base their decision to share or not simply on the title and the image. This tells you that you need an eye-catching image and a great title with every post.
It also helps to make the content easily digestible. For those who do read beyond the headline, you want the content to be skim-able and easy to read. Limit the length of the content by taking out hyperbole and adjectives and lengthy commentary. If something can be presented in bullet points, then create a list.
These are just a few of the ways you can make your content more shareable. What are some tactics you’ve used?