The Art of Engaging Content on Social Media: Creating Shareable Posts

Written by Kelly McCullough

July 27, 2023

In today’s digital world, social media has become an integral part of our daily lives. Platforms such as Facebook, Instagram, Twitter, and LinkedIn provide a huge opportunity for businesses to connect with their audiences and build brand loyalty. The competition on these platforms however is extremely fierce, making it crucial for marketers to master the art of creating engaging and shareable content.

Shareable content is a necessity of social media. If you can make your posts resonate with your audience and have them share it between networks, your brand’s reach will multiply. How can you create content that grabs your audience’s attention, sparks interest, and encourages users to hit that “share” button? This article will dive into key strategies for creating shareable posts on social media.

Know Your Audience

Understanding your target audience is the foundation of successful social media marketing. Research needs to be conducted to identify your audiences’ preferences, interests, pain points and communication style. Tailor your content to resonate with your audience personally and use language that aligns with their demographics and values

If the audience you are targeting are younger for example, incorporating memes and trendy hashtags could help make your content more shareable within their circles.

Evoke Emotions

Emotions are a powerful drivers of social media sharing. Content that causes strong emotions whether its laughter, empathy, nostalgia etc. is more likely to be shared. You have the power to inspire your audience through stories, entertain them with humour or tap into their aspirations and dreams.

The more emotionally invested you can get your audience, the more likely they are to share your content.

Visual Appeal Matters

Captivating visuals are essential to stop users in their tracks and grab their attention. Invest in high-quality images, videos and infographics that are not only visually appealing but also relevant to your message.

Experiment with various formats to see what your audience resonates with the most. Different approaches work for different brands. For example, some brands, user-generated content may perform extremely well and other brands may find success in professional-grade videos or interactive posts.

Keep it Concise and Snappy

When using social media, users tend to have short attention spans, so you need to convey your message quickly and effectively. Create your posts with attention-grabbing headlines, compelling hooks, and clear call-to-actions (CTA) to encourage sharing.

Try to avoid lengthy paragraphs and rather utilise bite-sized chunks or text. Incorporate emojis or any other visual elements in order to break up the content and add personality.

Utilise Storytelling

Storytelling is a successful tool for creating an emotional connection with your audience. Create narratives that align with your brand’s values and mission. Create and share authentic stories of different customer experiences, highlight the journey of your products, or narrate the company’s origin story.

Stories that are compelling, resonate more with people and are more likely to be shared. This will allow your brand’s message to be shared organically.

Encourage User-Generated Content (UGC)

It is extremely important to encourage your audience to share content that is related to your brand. This can include reviews or testimonials, and user submitted photos or videos.

UGC not only boosts engagement but fosters a sense of a community around your brand and makes it more likely for users to share their creations with their networks or followers.

Leverage Timely and Trending Topics

For a brand to stay relevant on social media, monitoring current events and trending topics is a necessity. You can incorporate these different trends into your content strategy where appropriate but be careful with it appearing insincere.

Be sure to align your brand’s message with trending topics that actually resonate with your audience and use relevant hashtags to increase discoverability and engagement.


Being able to create shareable content on social media is a fine art and skill that requires understanding your audience, evoking emotions, and creating visually appealing and compelling visuals. By crafting concise, timely and authentic content, you can connect with your audience on a deeper level and inspire them to engage and organically increase your brand’s reach through shares.

Social media is dynamic and an ever-changing landscape. It is important to test and continuously improve your content strategy to stay up to date with the changing preferences of consumers. With creativity, dedication and a genuine connection with your followers, you will be successful in creating engaging and shareable content that propels your brand to new heights in the digital realm.

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