Every minute, millions of posts are shared online, and only the most strategically crafted content spreads beyond its creator’s inner circle.
Unlike generic posts, which inform or entertain, shareable content compels users to take action. It taps into emotions, solves pressing problems, or offers such unique value that audiences feel driven to share it, boosting organic reach, amplifying brand visibility, and strengthening community ties in the process.
This guide breaks down six essential techniques for creating shareable content that captures attention and boosts organic reach, equipping you to craft posts that spread naturally across networks.
Creating shareable content begins with one non-negotiable rule: know who you’re speaking to. What resonates on Instagram might fall flat on LinkedIn, not because the idea is weak, but because each platform thrives on distinct audience behaviours and intent.
Let’s break down how to create shareable content.
Technique #1: Understand Your Audience
Shareability isn’t universal. Before you write a single word, learn exactly who you’re speaking to and what drives their sharing behaviour.
A post that goes viral on TikTok (where Gen Z seeks quick entertainment) might not work on LinkedIn (where professionals want career insights).
Each platform attracts different demographics and engagement patterns, so tailoring your message to match those habits dramatically improves share rates.
To craft content that travels:
1. Map Platform-Specific Behaviours
- Instagram: Visual storytelling and trends (e.g., “Get ready with me” reels)
- LinkedIn: Problem-solving and industry expertise (e.g., “how I saved 10 hours/week” case studies).
- TikTok: Raw, relatable moments (e.g., “Day in the life” snippets).
2. Audit Your Analytics
Review native insights (e.g., Instagram’s “Audience” tab) to pinpoint:
- Age, location, and active hours of your followers.
- Top-shared posts from your archive; look for common themes in format, tone, and topic.
3. Ask Directly
Run a quick 1-question Instagram Story poll:
- “Which of our posts did you share last week? 😊”
- Taps into the motivations in your audience’s own words.
- Follow up with respondents who answered to uncover why (e.g., “It solved my morning routine struggle!”).
Example
A fashion brand called Rawson used a fun ‘this or that’ poll to get their viewers involved in voting on their clothing line. It’s a great way to do product research and truly understand what your audience prefers.
Poll Stickers in Rawson’s Instagram Story
(Source: Sprout Social)
Now that you know your audience’s platform preferences and pain points, let’s explore the types of content they’re most likely to share – a key social media optimisation tactic.
Technique #2: Pillars of Shareability (Examples of Shareable Content)
The most viral posts all share three traits: they’re useful, emotionally engaging, and instantly clear. Here’s how to translate that into real-world formats and unlock viral content techniques.
1. The Three Pillars of Shareability
For content to spread, it must be:
- Useful: Solves a problem (e.g., “5 Tax Mistakes Costing Freelancers £1K”).
- Emotional: Sparks joy, awe, or indignation (e.g., “Watch Turtle Tim’s Rescue Journey”).
- Glanceable: Understood in 3 seconds (e.g., infographics with bold headlines).
Pro Tip: Align these pillars with audience values. A sustainability brand might share a “Zero-Waste Kitchen Hacks” carousel (useful + eco-conscious), while a career coach posts “How I Negotiated a 20% Raise” (emotional + aspirational).
2. Copy Structure for Maximum Shares
Use this formula as your blueprint:
- Hook: “Only 1% of posts go viral—here’s why yours will.”
- Value: “The 3-second rule: Use bold text and icons so mobile scrollers stop mid-feed.”
- Call to Action (CTA): “Tag a colleague who overcomplicates their designs.”
Real Example:
Notion’s LinkedIn New Feature Post
(Source: LinkedIn)
Notion’s LinkedIn post announcing conditional forms nailed all three pillars of shareability through this copy structure:
- Hook: ‘You asked for it…’ (validates audience input).
- Value: Quick video demo (no jargon).
- Prompt: ‘IF “✅ Yes” THEN “We listened!”, IF “✅ No” THEN “We launched it anyway.”
The result: You can see it for yourself (1,900+ reactions). This works because it’s useful (saves time), emotional (validates user input), and glanceable (short video + bold text).
3. Crafting Emotionally Resonant Stories
Use this five-part framework to turn everyday moments into shareable narratives:
- Headline: Highlight a relatable transformation (not just the end result).
- Problem: State the struggle in one sentence (creates empathy).
- Turning Point: Share the specific action that changed things.
- Outcome: Show tangible proof (quote, metric, or visual).
- Share Cue: End with an inclusive prompt.
Example: Local Bakery’s Story
| Structure | Copy |
| Headline | “How Our Sourdough Starter Survived a Heatwave (And Saved Summer Orders)” |
| Problem | “When temperatures hit 35°C, our starter began dying, threatening weeks of pre-orders.” |
| Turning Point | “We moved it to a wine fridge at 18°C and fed it twice daily.” |
| Outcome | “Not only did it recover, but customers raved about the tangier flavour.
One review: ‘Best sourdough I’ve ever had!’” |
| Share Cue | “Know a fellow baker battling the weather? Pass this on!” |
Why It Works: The transformation arc taps into ambition and relief, two potent sharing triggers.
4. User-Generated Content (UGC) Campaigns
Launch a UGC drive in 4 steps:
- Name, Theme, and Hashtag: Develop a simple, branded concept. #MyCreativeDesk (branded but broad).
- Task: Give clear instructions (e.g., photos, videos, stories). “Share your workspace setup—messy or minimalist!”
- Incentive: Offer recognition or a small reward. “Top 3 featured + £50 voucher.”
- Nomination: Encourage tagging friends to spread participation. “Tag 2 friends to join.”
Real-World Example: Taylor Swift’s #TSTheErasTour Campaign
#TSTheErasTour Campaign by Taylor Nation
(Source: Sprout Social)
Swift’s team encouraged fans to share concert outfits using a branded hashtag. By reposting fan photos on her official fan account, Taylor Nation, she turned attendees into co-stars of the tour. The results exceeded 5 million posts and a deeper emotional bond with fans.
Tip: Invite participation with a simple hashtag, celebrate contributions publicly, and watch your community grow.
5. Interactive Quizzes & Polls
Quiz Template:
- Question: “What’s your content creation style: Storyteller, Analyst, or Educator?”
- Reveal: Vibrant personality result graphic (e.g., “You’re a Storyteller—your strength is emotional hooks!”).
- Share Prompt: “Challenge your team—who’s your content twin?”
Poll Example:
“Which frustrates you more?
- A) Endless edits
- B) Blank-page syndrome.
Vote → Comment why!”
→ Doubles as engagement bait and research.
Now that you’ve seen what works, let’s dive deeper into the most powerful sharing driver: emotional triggers. (Because facts tell, but feelings sell.)
Technique #3: Harness Emotional Triggers
When content sparks a strong feeling—joy, nostalgia, awe, or surprise—people instinctively pass it on so that others can experience it too. Crafting stories around clear emotions gives every post an extra push. These are core to content engagement strategies.
Actionable Steps
- Choose the feeling first: Decide whether the post should inspire, delight, or surprise before you outline the story.
- Collect real anecdotes: Source testimonials, behind-the-scenes snippets, or user-generated clips that embody that emotion.
- Frame a micro-narrative: Open with context, peak with an emotional moment, and close with a gentle share prompt.
Example:
Baby Sea Lions by NatGeo
(Source: TikTok)
National Geographic posted a 30-second clip on TikTok featuring cute baby sea lions that sparked joy and awe, garnering over 900,000 views and 138,000 likes.
While emotion powers sharing, visuals are the vehicle that accelerates it.
Technique #4: Optimise Visual Formats
A striking visual communicates complex information at a glance and makes your message memorable. By applying proven viral techniques to infographics, carousels, or short videos, you stand out in crowded feeds.
Why visuals dominate:
- The human brain can process entire images seen for as little as 13 milliseconds. (Source: MIT)
- Posts with visuals (especially videos) significantly outperform text-only posts in engagement. (Source: Hubspot)
Actionable Steps
- Storyboard the flow: Sketch each frame and write a full-sentence caption that moves the story forward.
- Stay on brand: Use your official palette, fonts, and logo so the piece is instantly recognisable.
- Layer in data: Convert key stats into charts or icons, each paired with a concise explanatory sentence.
- Finish with context: Close every visual with one line that ties the takeaway back to your audience’s pain point.
Example
HubSpot transformed their 2025 State of Marketing Report into an 8-slide LinkedIn carousel, opening with “6 Marketing Trends You Need on Your Radar” (hook), visualising data with branded charts (consistency), and closing with “Check out HubSpot’s State of Marketing Report” (CTA). This LinkedIn carousel post resulted in over 900 engagements with 130 reposts.
Pro Tip: Test visuals with a 3-second rule; if the key message isn’t clear at a glance, simplify further.
Great visuals catch attention, but intentional engagement strategies turn viewers into sharers. Let’s discover how CTAs can transform your audience into active participants.
Technique #5: Encourage Social Engagement
Strategic, conversational prompts convert passive scrollers into active sharers. Think of CTAs as conversation starters; they invite your audience to participate rather than passively consume.
1. Strategic CTA Placement
- Opening: Prime engagement early (“Save this if you’ve ever faced [specific challenge]”)
- Mid-content: Encourage reflection (“Which tip resonates most? Tag someone who’d benefit”)
- Closing: Simplify sharing (“Bookmark for your next project or pass it along”)
2. Natural Prompting Language
- Educational: “Which statistic surprised you? Discuss in comments.”
- Community-focused: “How would your team apply this? Tag them below.”
- Action-oriented: “Try this today and share your results!”
3. Frictionless Sharing Tools
Click-to-Tweet: Convert key insights into ready-to-share snippets:
“‘Engagement grows when you speak to shared experiences.’ [Tweet this]”
Platform Features: Use LinkedIn’s “Reshare with thoughts” to add context:
“Adding this to our onboarding process—what would you adapt?”
Example
Canva excels at this – their design templates don’t just look good, they actively invite collaboration and sharing through smart CTAs. Here are a few examples, and the results speak for themselves:
CTA: “Will you be using this?”
(Source: Canva)
CTA: “Tag one who inspires you in the comments”
(Source: Canva)
CTA: “Drop a 🍊 if you’re going to try this”
(Source: Canva)
While engagement tactics help content spread, what makes it truly worth sharing is original value. Let’s find out more.
Technique #6: Provide Original Value
Unique data and research transform your content into a must-share resource. When you offer exclusive insights, your audience becomes an active participant in distributing knowledge, not just passive consumers.
Why it works:
- Original research and unique data get more shares and backlinks than generic tips; people share what they can’t find elsewhere.
- Audiences share unique insights to signal expertise within their networks.
How To Create It:
- Run a Micro-Survey
- Use Google Forms or Instagram Polls to ask one focused question:
- “What’s your #1 challenge with [topic]?”
- Analyse & Visualise
- Turn responses into a bar chart (for stats) or quote collage (for testimonials).
- Package for Sharing
- Present as a downloadable PDF or Instagram carousel with clear takeaways.
Example
Top Countries Leading Energy Transition
(Source: WEF LinkedIn)
The World Economic Forum’s LinkedIn post on “Top Countries Leading Energy Transition” features exclusive data from their Energy Transition Index 2025, visualised into a shareable 60-second clip, and is gaining shares by delivering unique insights that professionals want to reference.
From the World Economic Forum’s data-driven maps to Canva’s collaborative templates, we’ve seen how original, emotionally resonant content, packaged for effortless sharing, creates lasting impact. Now, let’s distil these lessons into actionable steps.
Wrapping Up
By blending audience insight, emotional storytelling, compelling visuals, engaging CTAs, exclusive value, and precise timing, you’ll create shareable pieces that travel well beyond your own feed.
To craft content that spreads organically:
- Start with audience insights
- Tailor formats to platform behaviours (e.g., LinkedIn carousels for professionals, TikTok stories for Gen Z).
- Prioritise emotional hooks
- Joy, awe, and inspiration drive 3× more shares than purely informational posts.
- Invest in original value
- Proprietary data (like WEF’s energy index) earns backlinks and establishes authority.
Design for sharing
- Use Canva-style CTAs (“Tag your team”) and visual storytelling (HubSpot’s 3-second rule).
Your Next Steps:
- Pick one technique to test this week (e.g., run a micro-survey or redesign a post as a carousel).
- Save our checklist below (“6 Ways to Boost Shareability”) to audit your content.
Remember: Shareability isn’t luck—it’s strategy. By combining these blueprints with your unique expertise, you’ll create content that educates, resonates, and spreads!
Ready to Create Your Viral Content?
These techniques are just the beginning. Explore @ASK Training’s Digital Marketing courses to deepen your skills in data-driven storytelling, visual content creation, and audience engagement, turning insights into measurable results.
Courses worth exploring:
- WSQ Digital Content Creation
- WSQ Copywriting and Content Writing
- WSQ Facebook and Instagram Marketing
- WSQ TikTok Marketing
Enrol today and let’s create something worth sharing!
Related Courses
◆◆◆