As marketers, we’re all chasing the ‘share’. Getting your content distributed by your audience – not just seen, but actively passed on – is powerful. It extends your reach organically, builds trust, and ultimately drives growth. But what actually makes content shareable? It’s not just about being ‘good’; it’s about understanding the psychology behind why people share in the first place.
We’ve seen countless campaigns, and a few key themes consistently emerge. Here’s what we believe really moves the needle for Australian SMEs.
- Emotional Resonance: Content that evokes a strong emotion – joy, surprise, anger, even sadness – is far more likely to be shared. Australians connect with authenticity and relatable stories. Think about content that taps into national identity, humour, or shared experiences.
- Practical Value & Utility: People share things that make them look good, or that help their network. ‘How to’ guides, checklists, templates, and resources that solve a problem are incredibly shareable. Focus on providing genuine value to your target audience.
- Social Currency: Does sharing your content make the sharer look smart, informed, or ‘in the know’? Exclusive insights, early access to information, or content that reflects positively on their personal brand all contribute to social currency.
- Storytelling & Narrative: Data and facts are important, but stories are memorable. Weave a compelling narrative around your brand or product. Focus on the human element – the people you help, the challenges you overcome, the impact you make.
It’s also important to remember the platform. What works on LinkedIn (professional insights, industry news) won’t necessarily fly on Instagram (visual storytelling, aspirational content). Tailor your content format and messaging to suit each channel. Don’t underestimate the power of visual content either – high-quality images and videos significantly increase share rates.
Ultimately, creating shareable content isn’t about tricking people; it’s about genuinely connecting with them. By focusing on emotional resonance, practical value, social currency, and compelling storytelling, you’ll dramatically increase the likelihood of your content being shared, amplifying your message and driving sustainable growth into 2026 and beyond. Your next step? Analyse your existing content – which pieces have performed best in terms of shares, and why?
