August 30, 2017

Log into Facebook, Twitter, LinkedIn or even Instagram, and what do you see? More likely than not, among candid pics of your friends and event reminders you’re likely to see post after post of content from another source.

Everything from news articles to tutorial videos, funny memes or moving gifs, content is being shared everywhere. If your brand isn’t creating content with shareability in mind, you’re missing out on a huge opportunity. 

Shareable content can come in many forms, but first and foremost, it must elicit an authentic emotion from the audience. That emotion can be fear, excitement, love, loss or just a good old-fashioned belly laugh.

Movie trailers are inherently a good example of shareable content because they strive to tell a full story about the film, but also leave the audience wanting more. Trailers are also incredibly focused on selling the film to a targeted audience segment. Think about it: A trailer for a horror movie is very different than one for a comedy, yet both have an equal chance of being shared by fans of either genre.

I don’t know about you, but five years ago, I would have been shocked if you told me commercials would one day go viral online. But today, advertising agencies and brands are pushing the boundaries to create powerful spots. If a commercial does an especially great job of connecting with an emotion, then it has a greater chance of being shared or mentioned on social media, which not only adds life to that video but also improves brand recognition.

Take this Extra Gum commercial. When it was released in October 2015, not only did it cause grown men and women to shed a tear (or two), it also inspired many articles from reputable sources. Without a single word being spoken, Extra told the story of how two people met, fell in love, overcame hardships, and got engaged all within a two-minute video set to an incredibly touching song. Today the YouTube video has received almost 21 million views. That’s a lot of gum.


Another factor in determining if content is easy to share is if it’s educational. Take, for example, Tasty, a subsidiary of Buzzfeed. These short videos showcase one recipe or ingredient at a time and are highly engaging, if not addicting, to watch. Part of what makes them shareable is they condense the cooking process from a 30-minute or hour-long process into just a few minutes. The videos are set to fast-paced music, and the visuals make the recipe look so easy, viewers have the “I can do that!” moment, thus explaining the high retweet rate of these clips.

What factors compel you to share content on social media? Share your thoughts in the comments below!

About the author: Sydney Smith

Sydney Smith has been the Dynamic Social Innovator at 6AM Marketing since March 2017. She has a Master's degree in Interactive Media from Quinnipiac University and extensive experience creating content and social media campaigns. 

Post tags:Digital

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