What happens next?
I remember scrolling through Instagram last week and watching this really fun reel. The video starts as a relatable parody of over-protective mothers. “Oof, I should send this to my mom”. Immediate thought. Until halfway through the video I saw a product placement for a cooking-ware. HAH! As a marketer, quite used to looking with apprehension at every piece of advertisement I see online, I was actually not that appalled. And even decided to follow the brand. They were doing some crazy stuff on social.
Guilty as charged, some of my favorite examples of how to create content for social media have come from brands that I started liking solely because they were doing something different. Don’t worry, I won’t mention Duolingo’s Instagram. But did I just?
Creativity often gets mystified as this magical trait that some people are just born with. The truth is, creativity is a muscle. You can train it with practice, exposure, and curiosity.
Start small by observing content you enjoy and asking, “Why does this work?” Break down what makes something funny, engaging, or relatable. Then, experiment by remixing those elements into your own content. Remember, even the most creative people started with something basic before they found their groove.
You don’t have to only do memes, or only do reels, or only do dancing trends to stand out on social. Any content that can offer value to your reader past that 3 second glance they lay on it will work. Depending on what’s useful to your audience, you can also share collaterals or interesting trivia that your audience will be happy to share.
Short, punchy videos, carousel posts with bite-sized tips, or infographics make life easier. These formats work because they’re easy to consume and provide value. Canva does this exceptionally well with design tips, while brands like HubSpot create share-worthy marketing advice in quick-to-read posts or reels.
This is gonna happen. Anticipate and actually, look forward to it. Your first few (or hundred) posts might not be great, and that’s okay. Bad content is part of the process. It’s how you learn, improve, and ultimately create something worth sharing.
Some flops will happen in front of your audience. Take it in stride and move on. Look at what didn’t work and ask why. Was it the timing? The tone? The format? Don’t unpack and rot in your social media blunders. Social media’s fast-paced nature means today’s flop is forgotten by tomorrow. Keep creating.
Some of the most shareable content comes from your fans. User-generated content (UGC) not only boosts engagement but also makes your brand more relatable. Brands like Glossier thrive on reposting fan photos, while Starbucks’ holiday cups spark a flurry of UGC every year. Encourage your audience to share their stories with your products and spotlight their contributions.
Another thing you can do is find creators who truly resonate with your brand and give them creative freedom. Chipotle’s TikTok game is strong because they work with creators who love their burritos (and know how to make people laugh).
Social media is social—engage with your audience like you would with a friend. Reply to comments, participate in conversations, and sometimes, just have fun with your followers. Look at how brands like Innocent Drinks use witty replies to engage their fans and keep their voice consistent. Duolingo’s owl literally roasts (and threatens to kidnap) their followers all the time.
But here’s a bit of advice that you’ll thank me for – don’t be what you are not. Humour and quirkiness works for some brands because that’s just how their brand personality has been set and it shows in all their content and marketing efforts. If that’s not you, don’t force it. You can have your own voice — simply replying to customers, being gracious, being friendly, or whatever it is your brand sounds like.
If you’re just starting out with social media, it’s gonna test every last morsel of patience you have. Honestly speaking, and not a lot of people are honest about it, you don’t just grow on social by creating share-worthy content. At first, you’ll need to get your own people to share your stuff. Build the initial hype around your brand. Do the hard, gritty, and embarrassing work as you ask colleagues or friends to share your content.
But do it regardless. Social media algorithms are annoying sycophants that sniff out posts that are doing well and then favour them more. It’s a cycle that you have to first set off. If you want to do it on a larger scale, you can work with influencers who can further engage with and share your content.
Data might seem boring or intimidating, but it’s the secret sauce to creating content that resonates. Use data to understand what works, what doesn’t, and why.
Creating share-worthy content isn’t about going viral every time—it’s about building a consistent presence that resonates with your audience and adds value to their day.
Start small, embrace the learning curve, and don’t shy away from taking risks. Whether it’s a meme that makes someone laugh or a heartfelt story that inspires, your content has the power to connect in meaningful ways.
Also check out: Top 100 social media management tools
Focus on solving your audience’s problems, sparking emotions, or providing entertainment. Understand their needs, use insights from analytics, and create content that’s educational, relatable, or inspiring.
Share-worthy content is content that resonates so strongly with the audience that they feel compelled to share it. It’s usually entertaining, relatable, informative, or emotionally engaging.
Tap into trends, use relatable humor, craft visually appealing designs, and tell stories that evoke emotions. Keep it concise, authentic, and relevant to your audience’s interests.