Every day, millions of people flood the internet with shared content. In fact, Facebook users alone share 4.75 billion pieces of content daily. With so much competition, standing out can feel nearly impossible. So, what’s the best way to share something that resonates with people and encourages them to pass it along to others?

Research conducted by The New York Times Consumer Insight Group reveals some of the most common reasons people choose to share content. These reasons include fostering connections, building online identity, and contributing value to their relationships. The study highlights seven essential factors that influence sharing habits. However, understanding these factors is just the first step. Knowing how to implement them effectively makes all the difference.

If you want your content to spark engagement and earn more shares, here’s how to make it happen.

Create Content That Builds Connections

Tips on what's the best way to share something.

Image by freepik | Create content that adds value and strengthens connections.

People share content to connect with others, not with brands or businesses. The primary motivation behind sharing is the value it adds to relationships. This means shareable content doesn’t just meet the needs of your audience—it helps them provide something meaningful to their own network.

To achieve this, create content with the recipient in mind. Think about how your audience can use the content to entertain, inform, or help someone they know. For example:

1. Share tips they can easily pass along to a friend or coworker.

2. Provide relatable humor that makes them think of someone specific.

3. Offer insightful articles they can use to start meaningful conversations.

When content adds value to relationships, people feel more motivated to share it with others.

Build Trust to Increase Credibility

People hesitate to share content if they don’t trust its source. Their credibility is tied to the content they share, so trustworthiness is non-negotiable.

How to Build Trust:

1. Invest in a Professional Website: A polished and visually appealing website makes a strong first impression.

2. Provide Reliable Information: Use accurate facts and credible sources to ensure your content feels dependable.

3. Maintain Consistency: Consistent tone, voice, and branding help establish familiarity and dependability.

When your audience trusts your brand, they feel confident sharing your content with others.

Simplify Your Message for Maximum Impact

Consumers tend to engage with content that has a clear and focused purpose. They share posts that deliver concise, actionable information, rather than content that tries to cover too many topics at once.

Tips for Simplicity:

1. Focus on one primary subject per piece of content.

2. Break information into short paragraphs or bullet points for easy reading.

3. Craft headlines that immediately communicate the main takeaway.

For instance, a blog post titled “5 Quick Ways to Improve Sleep” offers a straightforward and actionable topic that appeals to a busy audience.

Inject Personality With Humor

Humor plays a major role in making content more shareable. People often feel drawn to posts that entertain them or elicit an emotional response. When used appropriately, humor adds a human touch to your content, making it more relatable.

How to Add Humor:

1. Use light-hearted jokes that align with your audience’s preferences.

2. Include funny examples or relatable scenarios that reflect everyday experiences.

3. Experiment with memes, GIFs, or creative imagery.

For example, sharing a humorous meme related to a trending topic can encourage followers to tag friends who’d find it funny. While humor doesn’t fit every industry, showing some personality in your content helps build connections.

Make It Timely and Relevant

Timeliness adds urgency to your content, giving readers a reason to share it immediately. Whether you relate the topic to a current event or an upcoming trend, a sense of urgency makes your content feel more relevant.

How to Add Urgency:

1. Tie your content to a seasonal event, such as holiday preparation or back-to-school tips.

2. Provide solutions to time-sensitive problems, such as tax season organization.

3. Highlight deadlines or limited opportunities that encourage readers to act now.

For example, sharing an article about “How to Save on Holiday Shopping” in November provides timely value. This encourages readers to share the content with friends who might benefit as well.

Engage With Your Audience’s Sharing Efforts

Content sharing doesn’t end when you hit publish. Recognizing and interacting with those who share your work reinforces their behavior and encourages others to join in.

Tips to Engage with Sharing:

1. Respond to Shares: Thank users who share your content on social media or email.

2. Comment on Engagement: Reply to comments or questions to foster two-way conversations.

3. Share Their Contributions: Highlight followers’ creative posts that reference your content.

When people feel acknowledged for their actions, they’re more likely to continue engaging and sharing your work.

Don’t Overlook the Power of Email

Image by rawpixel.com on freepik | Use email to share content effectively.

While social media gets a lot of attention, email remains a top method for sharing content. Unlike social platforms, email feels more personal and direct.

How to Encourage Email Sharing:

1. Add “Email This Article” buttons to your website or blog posts.

2. Offer downloadable resources, like eBooks or guides, that readers can forward to others.

3. Create engaging email newsletters that encourage recipients to share with friends.

For instance, sending out an exclusive recipe guide with the message “Share this with someone who loves cooking!” gives readers a clear incentive to pass it along.

What’s the Best Way to Share Something That Stands Out?

To make your content shareable, focus on building trust, creating connections, and delivering value. To increase its appeal, simplify your message, add personality, and make it timely. Engaging with your audience and providing easy sharing options, such as email buttons, further encourages sharing.

By combining these strategies, your content can rise above the noise, capture attention, and inspire readers to share it with their networks. In a world where billions of pieces of content compete for attention daily, these tactics ensure yours stands out.

Helen Hayward

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