How to Create Shareable Content on Facebook
If you’re marketing your business on Facebook, then you probably understand the importance of creating content that is both interesting and, most importantly, shareable. Few things matter as much in social media marketing as that little share button at the bottom of your post. But, of course, creating “shareable” content isn’t always easy.
6 Tips for Creating Shareable Content on Facebook
People are, by their nature, enigmas. So, what they like, comment on, and share depends on who they are, their values, what they want to engage with, and, sometimes, their current mood.
Nothing is guaranteed, but there are a few things you can do to tip the scales in your favor and increase the likelihood that your audience shares your content.
Here are six tips for creating shareable content on Facebook.
1. Follow Best Practices
Before we fall too far down the rabbit hole, we should start by saying that if you want to create shareable content, you have to start with the basics. These are called “best practices” for a reason, and that reason is that they work. So, no matter what strategies you employ with your content strategy, you should always try to include the following:
- Storytelling: People love stories. So, when creating content, you should always focus on that innate part of your brain that narrates things in story format. Almost any kind of content can be presented like a story, so keep that in mind when you’re creating.
- Humor: People also love to laugh. In fact, 71% of social media users report they primarily use social media to find things that make them laugh. That’s why memes and gifs are so popular. If you can make your audience laugh, they’re more likely to share your content.
- Lists and Bullet Points: If you create content anywhere online, you’re probably familiar with the term “listicle.” In short, it’s a type of article written in list format. (This article is, in fact, a listicle). But this format isn’t just about easy writing and simple styling. There are several reasons why lists and bullet points are favored among content creators. One, they’re more visually appealing than large blocks of text. Two, they’re easier to read. And three, they help readers break down complex information into digestible chunks – think about it like SparkNotes, but smaller and way more universal.
- Images: The old saying that “an image is worth a thousand words” is not just a thing people say. It’s actually true. Images serve an important role in content because they evoke emotion, attract attention, stay in the memory longer, and succinctly summarize the point you’re trying to make. In fact, on Facebook alone, people interact with image-based posts 50% more often than text-based posts.
- Grabby Headlines: Not all Facebook posts have headlines. In fact, headlines typically apply to advertisement copy and outgoing links, but if you’re sharing content from your blog or website that you’d like people to click and share, creating a grabby headline is vital.
- Relatable Content: The last best practice is probably the most important. More than anything, people identify most with brands they can relate to. In fact, relatability is the foundation of influencer marketing. So, if you create content that people like, believe in, and relate to, then you’ve done something right, and your content should be shareable.
(For more advice on the fundamentals – check out our Beginner’s Guide to Marketing on Facebook.)
2. Share Videos and Reels
As it stands, there are two types of videos you can share on Facebook, and both are essential. So, let’s take a moment to talk about them.
- Videos: Sharing videos on Facebook has been around for a long time, but with the advent of Reels, they’ve changed a bit. Videos nowadays are usually longer and more detailed than Reels and may even be uploaded from external sources, like YouTube or Vimeo. They’re perfect for storytelling, music videos, web series, interviews, tutorials, and other long-form content.
- Reels: Reels are a newer addition to Facebook and are meant to be short, digestible, and shareable, similar to TikTok videos or YouTube Shorts. They’re perfect for skits, behind-the-scenes moments, clips, tips, and short stories.
3. Target Emotions
As a social media user, you’re exposed to over 5,000 pieces of content on average per day. But your brain only registers about 86 of them, and typically only around 12 make an actual impression. So, no matter how much content and information we’re exposed to, there’s only so much content our brains can absorb.
That’s why targeting and evoking your audience’s emotions – otherwise known as “emotion marketing” – is so important. It’s also important to remember that there are many ways to evoke emotion, just as there are many emotions you can evoke. Here are a few of the most common:
- Pull at Heartstrings: Most people think you have to incite fear or rage to evoke an emotional response, but that’s not always necessary. People also respond well to messages that bring them joy or touch their hearts. A sappy story that makes people cry tears of happiness can be just as powerful as one that makes people tremble with rage.
- Anger Baiting: If there’s one surefire way to create shareable content on Facebook, it’s by tapping into your audience’s annoyance, irritation, or rage. If there’s some shared value or piece of content that makes people angry enough to click and share, it may be in your best interest to share it. This type of content can include discussing social injustice, opposing ideologies, world events, and more.
- Touch on Fears: Much like anger, fear is another negative emotion that can inspire people to interact with and share content. If people are afraid of something, they’re more likely to share it with their friends and family because they either want to spread the information or want their fears validated by those they trust most. Either way, it enables you to create content that attracts your audience’s attention and lets them know that you share an ideological viewpoint.
4. Share Wild Facts
Here’s a wild fact: 71% of Americans report that they get almost all of their news from social media platforms. This is now the status quo. So, if you want to create content on Facebook, it might be in your best interest to share some fun, wild, or otherwise insightful statistics and facts that add to the important global conversation happening on social media platforms every day.
Of course, with the advent of “fake news,” it’s more important than ever to properly vet facts before sharing them. It’s one thing to share content that draws a reaction. But it’s another thing entirely to spread harmful misinformation. Therefore, you should do everything you can to create factually accurate content.
5. Involve Your Audience
Another way to ensure people share your content is to get them involved. Ask questions that prompt thoughtful answers, and your audience may share them on their own pages to learn what their friends and families think.
You can also create quizzes like “Which Hogwarts House Do You Belong In?” or “Which Friends Character Are You?” But make them related to your business or niche, of course. People love to share their results!
Or, if you’re interested in learning more about your audience, create a poll. Not only will that give you valuable information about your demographic, but if the information you’re trying to learn is relatable and/or valuable, it might inspire your audience to share it with their friends and family.
6. Learn Your Audience
Speaking of learning things, how about we talk about the most important thing you can learn as a business owner or solopreneur? Your audience. To create shareable content, you must know who you’re creating for and what they like.
Of course, it’s not as simple as Google searching, “What kind of content does <insert your target demo> like and engage with?” You have to try things out, test new theories, do lots of research, and analyze your results. And once you figure out your audience, you still aren’t finished because people change!
So, not only is “learning your audience” a vital part of creating an online brand and business. It must be an ongoing part of your business strategy, including in-person, social, and digital marketing efforts. If you know who you’re trying to reach and what they like, it makes every other part of owning and running a business that much simpler.
Start Sharing Shareable Content Today!
People are, by nature, difficult to predict. So, you have to stay on your toes and remain vigilant in learning everything you can about your audience, including who they are, what makes them tick, and what they like, value, and want to see from the brands and businesses they follow on social media.
And while there are no guarantees that your audience will share your content, there are several things you can do to increase the likelihood of it happening. By using the tips shared above, you can create interesting content that your audience is more likely to engage with and share. So, what are you waiting for? Now that you know how to create sharable Facebook content, start creating shareable content today!
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