A crazy product video, an inspirational quote, a dog and kid video and some crazy stunt — why are they shared and other content isn’t?
Here’s some perspective, thanks to a recent Marketo Contagious Content whitepaper reveals what kind of Facebook posts get shared and provides some powerful insights and advice on enhancing shareability.
The Marketo team reviewed 31,000 data points from 67 Facebook pages and 30 days’ worth of posts from many other pages to find the most shared posts from each. These surveys helped them create savvy pearls of shareability wisdom.
- Gives offers, discounts, deals or contests that everyone can benefit from, not just one sub-group of your friends.
- Advises through tips, especially about problems that everyone encounters. (e.g. how to get a job or how to beat the flu.
- Warns about dangers that could affect anyone.
- Amuses through funny pictures and quotes, as long as they’re not offensive to any group- sometimes the humor isn’t quite as strong or edgy- it has to appeal to a general audience.
- Inspires through quotes or stories.
- Amazes through pictures or facts and experiences.
- Unites as a post that acts as a flag to carry and a way to brag to others about your membership in a group that’s doing pretty darned good, thank you very much.
These correspond to my principles that the purposes of a post — especially shareable ones — are to educate, inform, entertain and engage.
Just as powerful are these insights offered from a recent New York Times study on social sharing.
- 75% say sharing helps them better understand and “process” news they’re interested in.
- 85% say the responses they get from posting and sharing on a social media site provide more thought.
- 94% consider how helpful a link would be to another user before posting it.
- 68% share as an advertisement for themselves, to give others a better sense of who they are.
- 73% say it helps them find people with common interests.
Want some more ideas on sharing, enjoy this post about the most shared Facebook posts of 2014. Minions, dog, babies and smart sayings and advice, especially about not texting and driving or how to wear a scarf and diabetes awareness month are highly shareable.
And check out these smart and powerful ways to sharing other people’s content.
How are you making your content more shareable?
Subscribe to our posts via RSS