The Most Excellent Qualities of Shareable Content
Today’s post is by Duct Tape Marketing’s Kala Linck – Enjoy!
You posted a picture of your new shoes on Facebook, and now the whole world is debating whether they are pink and green or red and yellow. 50 thousand shares, and umpteen million interactions. People are going to your Facebook page; most are even liking the page for updates on the real color of your new shoes… The alarm clock buzzes. Time to face reality.
Does this sound like a social media dream you’ve had? Ok, maybe not shoes, but having a piece of your content go viral? For this to happen, you’ve got to create shareable content. Your followers are looking for certain qualities in the content they share. If you’re not ensuring that your tweets, updates, blogs, etc. have those qualities, you’re ensuring that no one beyond your followers will ever see that information. Here are three qualities to consider including if you want to make that viral dream a reality:
You’ve seen the tweets that say something along the lines of “I’m at Applebees,” or “I take good pictures.” While this sort of content might get some shares because of it’s comic undertones, many people cannot relate to this content, and some might even wonder why you’re sharing these updates.
With your content, instead provide something that people will relate to or use to help their daily routines, their business grow, etc. For example, “5 Ways to Make Your Instagram Photos Stand Out,” makes me want to share this information that I find valuable and think other might as well.
If you haven’t noticed, people love to argue on social media. The most famous thing this year is a black and blue dress or was it gold and white? If you can get people passionate about something, and keep them talking – they will enlist the help of their followers, and the process will repeat.
Now, this might not be the kind of shareable content that you want. There is an art to having a debate happen and it being beneficial for the poster.
For example, you need your content to be less like this, “Why I Think Wisconsin Will Win the National Championship,” and more like, “We are thinking of offering training on-line in addition to our in-person training, what are your thoughts?” The comments that you get are likely to support a business decision, and this also gets people talking about your organization.
This word comes up quite a bit when we’re creating content, and can seem like a buzzword at times. What does “stay relevant” really mean? By definition, it means “closely connected or appropriate to the matter at hand.” A good starting point.
What is important here is to figure out what exactly is the “matter at hand,” and then provide information pertaining to, or providing value for it. For example, on LinkedIn, a post that says, “2015 PowerPoint Presentations are now available on the website from those presenters who granted us permission to post their slides,” might be relevant if your following went on LinkedIn to find your PowerPoint presentation, but is that what they are looking for?
It would be my thinking that the first thing people would do when looking for said PowerPoint presentation would be to check on your website, or send an email to your organization.
A more relevant post for LinkedIn would look something like this: “Meet the VP that could be hiring YOU.” People get on LinkedIn to look up connections and jobs, and to find encouraging workplace content. Think about your audience and what they are really seeking on each social media platform, and that will help you create more relevant content.
There are lots of reasons that things go viral. Maybe they contain a cute baby or a puppy, or maybe they make you laugh or bring you to tears. More often than not, viral content pulls an emotion out of the reader or viewer. Making sure your content is relevant, refutable and/or relatable is a good way to start inviting those emotions that will make people want to share your content. And who knows, maybe your dreams of viral shoes will come true. What aspects of content make you want to share it?