How To Create Shareable Content & Examples

‘Shareable’ is something we all want our content to be; the most shareable content not only gets you talking to your audience but gets your audience talking about you. A share shows that an audience not only likes it enough to tell their network but is willing to have that content reflect their identity. In this article, we’ll get to grips with some of our favourite examples of shareable content, why it can help you stand out from the crowd, and what you need to do to create it.

What is shareable content and how to create shareable content

So, what makes a piece of content shareable?

Emotion

It taps into “reasons to care” through...

Content that evokes a strong emotional response is twice as likely to be shared. Whether it’s joy, excitement, nostalgia, or hope, emotion is key in contributing to shareability. We believe that you need to encourage people to feel something before you can get them to think about your product, company or service, or take action.

Storytelling

Storytelling has a unique power to create a lasting impact on us. When we hear a story that resonates with us, it boosts feelings of trust, compassion and empathy. Because of this, stories have the unique ability to build connections, making it more likely that consumers will stick around to engage with the content on a deeper level and share.

Relevance

For people to invest their support into branded work, they have to be just as interested in it as you are. A good way to do this is to tie your content into a trending topic or a cultural shift - tapping into something that’s already recognisable to them encourages positive associations. Research into your intended market will give you insight into what the targeted consumers like and don’t like, which cultural references are relevant and important to them, and most importantly, what will motivate them to share.

Example

Don’t Panic’s launch film for The Wildlife Trusts’ Wilder Future campaign looked to raise awareness of wildlife depletion in Britain. Media coverage around the issue at the time was bleak and problem-focused, leaving no room for the role of the public in creating a solution. So, we tapped into feelings of nostalgia and some familiar voices to inspire action, showing that the damage can be reversed. This highly shareable video content resulted in 7,000 new member sign-ups to The Wildlife Trusts and 190 pieces of media coverage.

It creates "reasons to share" through…

A value exchange

Why should your audience engage in and more importantly, share your content?

IT CREATES “REASONS TO SHARE” THROUGH…

Social Currency is a big driver in sharing - validation is a primary human motivator, and all want to look knowledgeable, funny or entertaining. What’s more, people increasingly want to show off their social values. 68% of people say they share to give others a better sense of who they are and what they care about. Ultimately if you’re ticking two of the below, you’re well on your way to creating shareable content.

EXAMPLE

Greenpeace’s ‘Turtle Journey’ looked to raise new awareness of the dangers of ocean destruction, prompting people to share the message with their following and demonstrate their own beliefs around environmental protection. The film not only presented the issue in an entertaining way, (with additional help from the recognisable voices of Olivia Coleman and Dame Helen Mirren), but also encouraged them to sign the petition for a Global Ocean Treaty. What’s more, the animation caught the attention of national media publications and channels which broadened the reach through the likes of Channel 5 News, Metro UK and Sky News.

What are the benefits of shareable content?

Below we’ve outlined some reasons why creating shareable content is an important tool for brands and causes.

It creates authentic interactions

Shareable social media content puts the user in control and lessens the possibility of branded content coming across as invasive. People are much more likely to take notice of content shared by their peers than a brand, which allows for more authentic interactions.

It reduces the need for paid media

By creating truly shareable content, you are able to utilise media buys without relying on them, so your money goes further by leaving paid to fan the flames, not light the fire. This is particularly attractive for causes or brands with smaller marketing budgets.

It increases engagement and brand awareness

With shareable content, you open the door to high levels of social engagement and brand interaction which can lead to increased brand advocacy. When users engage with brands via content they choose, rather than content they are given, they are more likely to interact with the content and the brand.

Talk to us about your shareable content plans

Our shareable branded content services can help increase the shareability and talk-ability of your marketing campaign, converting eyeballs into action. If you’d like to talk to us about your next campaign, get in touch with us at newbusiness@dontpaniclondon.com