In the 1970s, a psychologist named George Silverman made an interesting discovery. When focus groups of physicians discussed new drugs, skeptics were often swayed by positive comments from their peers. This happened even when a doctor’s negative views of the drug were the result of firsthand experience. Silverman's findings underscore the remarkable power of peer influence, and the advent of the Information Age has made it more potent than ever. Bloggers can leverage this power by creating shareable content. 

Why is shareability important?

Traditional advertisements have a lot of baggage associated with them. Years of exaggerated claims, misleading statements, and the promotion of outdated stereotypes have made many people cynical about the advertisements they see. One only has to look at the cigarette ads in the Stanford Research into the Impact of Tobacco Advertising collection to see some of the worst sins of the advertising industry on full display. Unsurprisingly, studies have shown that fewer than half of all people still found traditional advertisements to be credible. At the same time, 92% of people reported that they trusted recommendations from people they knew above all forms of advertising.

What makes something shareable?

But what makes something shareable? Ultimately, people share things that they find meaningful, be it a funny meme, a recipe for chocolate chip cookies, or a video game review. On a more theoretical level, The Hartford’s Business Owner’s Playbook has identified three psychological drivers of shareability:

• Value. People share content that aligns with their needs and wants. Example: A tech blog might share a practical ChatGPT guide to help businesses streamline customer service. Since it solves a real problem, readers happily share it for its tangible benefits.
• Disruption. Content that challenges the status quo in some way often lends itself to being shared. This doesn’t mean you have to write like an argumentative teenager, however. It’s more about giving your audience a fresh perspective and making them think. Example: An influencer on Medium questions the 9-to-5 work model and advocates a four-day week. This fresh angle sparks debate, prompting readers to share and discuss.
• Emotional engagement. People are drawn to content that stirs their emotions as shown by the fact that a video of a baby lamb prodding someone with its foot has racked up 53 million views on YouTube. If your content makes someone feel something, there’s a good chance they’ll want to pass that feeling onto others. Example: A heartwarming Dodo article about an abandoned puppy finding a home tugs at readers’ emotions, compelling them to spread the feel-good story.

Tips for making shareable content

While there’s no magic formula that will guarantee that your content will be shared, here are three strategies that can improve your odds.

• Leverage current trends and pop culture. Incorporating tidbits of pop culture into your content can help it resonate with your audience. For example, when everyone and their uncle was talking about Charli XCX’s Brat over the summer, NASA made an Instagram post which referenced one of her songs. In doing so, they managed to get their content in front of many people who wouldn’t normally care about NASA’s work. Of course, this strategy isn’t without its pitfalls. If the end result isn’t natural, it could feel like a “How do you do, fellow kids?” moment!
• Embrace video content. Many people feel that video is more engaging and dynamic than text. Meanwhile, platforms like TikTok, Instagram Reels, and YouTube have made it easier than ever to share video content. Video is also a versatile medium that can encompass everything from a 20-hour analysis of Skyrim to a 30-second Instagram reel. Whatever you want to say, you can say via video. 
• Utilize AI and machine learning. Generative AI tools are making it easier than ever to create shareable content. Semrush’s title generator can help you craft the perfect headline, while ChatGPT and Microsoft’s Copilot can distill your content into social media-friendly excerpts. Wordpress’s AI Assistant can even help you hone your long-form content by providing feedback on organization and structure. Image generators like Midjourney can add visual spark to your content with custom-made images. The bottom line is that these tools allow you to create content that’s tailored for every niche in your audience. And when you meet your readers’ needs, they’re more likely to share your work with others.

Sharing is caring

All content creators should aspire to create shareable content. People are more likely to engage with your content if it’s recommended by someone they trust, and sharing can make it easier for you to reach new readers.

• People share content because of factors like value, disruption, and emotional engagement. 
• Strategies such as integrating current trends and pop culture, embracing video content, and utilizing AI and machine learning tools allow you to craft content that meets those criteria.

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