It can be nerve-wracking trying to come up with engaging social media content that people can’t wait to share. Although it seems like things go viral at random on the internet, there are methods and practices you can implement that will entice others to share your content online. No one knows exactly what’s going to connect with audiences without first doing the research. It really boils down to truly understanding your audience. Effective market research will get you into the minds of those in your target market, recognizing what topics and ideas they are most interested in. You can then fine-tune your content in a way that gets them to share your work more frequently.

Why People Share

There are various motivations for people to share content online. No, this won’t be another article accusing millennials of vanity through excessive Facebook and Instagram posts, most people use social media simply as another way to connect with others. Studies have shown that key reasons people share include:

• Defining themselves to others
• Spreading awareness on causes important to them
• Fostering relationships
• Bringing insightful and entertaining content to others

Content that is funny, inspiring, shocking, controversial, though provoking, or cute is more likely to be shared.

How to Generate Content People Want

Creating shareable content isn’t an exact science, but there are ways to increase the chances of getting your content shared more. Want to appeal to audience’s need to connect with others? Tell a great story. Perhaps there are big changes happening in your industry, what’s your take on them? If there is good news happening within your business or industry, share it! Lovers of your product will want to share this good news with others as well.

Or maybe you have some useful tidbits of information people will likely want to share with their friends. Once you have established your credibility over time, your insights will hold oven more weight within your community, generating even more shares.

Want to appeal to audience’s need to define themselves to others? Make your audience look smart and sophisticated with content containing great insights and useful knowledge. If there is a social cause your business wants to promote, you better believe that is likely something others will also want to share. Aesthetics are important as well, some people won’t share your content at all if it doesn’t look pleasing to the eye. Use headlines and pictures where appropriate. Your content should be easy to read and not overwhelming in words.

Investigating and analyzing what your audience is interested in is the best first step to creating shareable content. Knowing how you consumers tick will not only make for better content, but better service as well.