There’s plenty of content out there. Most of it vanishes without a trace. The stuff that sticks makes people feel. It says something real, makes someone laugh, or helps them look clever in a group chat. That’s what travels; not noise, but emotion.
The New York Times found that 84% of people share content to back causes or ideas they care about. The rest? To look sharp, funny or informed. Either way, know the motive, because shareable content isn’t just seen, it’s spread.
How to Create Shareable Content
1. Know Your Audience Like a Friend
People share what feels personal. To hit that nerve, know what your audience loves, hates, laughs at and fights for. Watch how they talk, what they react to, and where they find meaning, then speak their language back to them.
Relevance fuels reach - Demand Gen says it boosts shareability by 83%. The closer your content mirrors who your audience is, the further it flies.
Example: Take WaterAid’s “The Girl Who Built a Rocket.” It wasn’t just a story; it was a spark. Hope, ingenuity and emotion all rolled into a film people couldn’t help but pass on.
If you’re wondering what makes content go viral, this breakdown on emotional engagement is a quick win.
2. Lead with Emotion
Emotion runs the internet. Joy, awe, anger, empathy. They move people faster than any clever headline. The best brands don’t just tell stories; they engineer feelings that make people hit share before they’ve even thought about it.
IPA data backs it up, emotional ads outperform logical ones almost two to one. Proof that feeling beats thinking every time.
Example: Netflix nailed this with “The Two Sides of Christmas”, chaos and calm in one scroll. People saw themselves in it and hit share to say ‘this is so us’.
3. Offer Value Worth Passing On
If your content makes someone look smart, helpful or in the know, they’ll do your marketing for you. Tips, hacks, explainers, the practical stuff spreads fastest because it gives value people want to pass on.
The Journal of Marketing Management found it’s not brand fluff that wins - it’s the how-tos and hacks that get shared.
Example: YouTube’s “Seat at the Table” is proof. We teamed up with Cheshire Wildlife Trust to rewild farmland and amplify unheard voices in the climate debate, turning purpose into shareable storytelling that mattered.
Hungry for more tips? Try these branded content strategies and examples.
4. Design for Scroll-Stopping Visuals
If your visuals don’t stop the scroll, nothing else matters. Every platform’s a visual battlefield — win it with strong contrast, motion, and clarity. Design for eyes first, thumbs second, and always mobile-first.
Adam Connell’s 2025 data says it all - bold, distinctive visuals get shared 40 times more. Safe design doesn’t travel.
Example: Wildlife Trusts’ “Wind in the Willows” brought nostalgia to life, playful, bold and emotional. It reignited love for the countryside and started real conversations about conservation.
Want more? Learn how to make compelling social media videos that stop people scrolling.
5. Tap Into Culture, Not Noise
Shareability happens where timing meets truth. Don’t chase trends — hijack moments that already matter to your audience. Culture moves fast; meet it head-on.
Sprout Social says 93% of people expect brands to stay culturally relevant. 90% use social to keep up with what’s happening. Miss the moment and you miss the share.
Example: Take our Oxfam campaign, “Say It With Me Now.” We didn’t just join the tax justice debate, we flipped it into a movement. Influencers, rhythm, and rebellion turned policy talk into something people actually wanted to post about.
For timing and trend fit, this guide on how to go viral is a sharp checklist.
6. Invite People In
The most shareable ideas make space for people. Challenges, polls, duets, UGC - anything that lets them co-create. When they help tell the story, they help spread it.
Hootsuite’s 2025 data shows it plain, UGC beats brand posts every time. Real voices build trust, and trust gets shared.
Example: Our giffgaff campaign, “Have a Proper Chat,” proved it. Real people, real stories, real talk and it spread like wildfire because it felt genuine.
7. Keep It Effortless to Share
Friction kills sharing. Keep it stupidly simple; one click, one tap, one reason to share. People are generous with attention until you make them earn it.
CoSchedule found that just removing friction, fewer clicks, clearer CTAs, can boost shares by 20%. A single “Share this with someone who…” line can double your reach overnight.
