If your content isn’t getting shared, it’s not growing. You can run ads and post every day, but if your audience isn’t spreading your message for you, you’re leaving reach, trust, and sales on the table. But here’s the thing
People don’t share content randomly. They do it for emotional, social, and even psychological reasons.
Sharing = Identity + Emotion + Value
We often think of sharing as an act of generosity. Sometimes it is. But more often, sharing is an act of identity. People share because
✔ They want to say, “This is so me.”
✔ They want to look smart, funny, woke, useful, kind, or cool
✔ They want to spark conversation or help others
✔ They want to feel connected to something bigger
Content is a form of self-expression. If your content doesn’t reflect how people see themselves, they won’t share it.
The 5 Reasons Why People Share, based on the NY TIMES STUDY
A famous New York Times study revealed five key reasons why people share content. Here’s how to use each one:
✔ To bring value and entertainment to others. “I thought of you when I saw this.”People want to help their friends learn, laugh, or think. Content that’s useful or entertaining gets passed along. For example, life hacks, listicles, infographics, memes, and skits.
✔ To define themselves to others. “This represents who I am.” People use content to craft their public image. Make content that aligns with identity, aspirations, or beliefs. For example: personal development quotes, social justice posts, taste-based content (“If you drink black coffee, you’re like this…”)
✔ To grow or nurture relationships. “We’re the type of friends who’d find this funny.” Content becomes a social glue. People share as a way to say, I see you. I get you. For example, inside jokes, viral challenges, tweets, memes, or reels with “tag someone who…” energy
✔ To feel more involved in the world. “I want to be part of this conversation.” People share to signal they’re aware, caring, and informed. For example: trending topics, thought-provoking takes, timely reactions to news or events.
✔ To support causes and feel purposeful. “I believe in this.” People want to be part of something meaningful. Make content that connects to values, missions, or purpose. For example: fundraiser campaigns, sustainability messages, empowerment stories
So… How Do You Make Shareable Content?
Use this simple formula: Emotion + Usefulness + Identity = Shareable
✔ Make them feel something
✔ Make it easy to digest
✔ Make it say something about them
Tips for Designing for Shares
✔ Use headlines that spark curiosity: “10 Things I Wish I Knew Before…”; “If You’ve Ever Done This, Read This”
✔ Keep visuals snackable: Short videos, GIFs, meme-style images, carousels with hooks
✔ Invite participation: Use “tag a friend,” polls, stitches, or duets in a non-cringe way
✔ Be bold in point of view: If you try to please everyone, no one will share it
✔ Create “I feel seen” moments: Call out common pain points or habits in a funny or empathetic way
What NOT to Do
✔ Don’t beg with “Please share this!” People can feel that desperation
✔ Don’t post content that’s only about you; make it about your audience
✔ Don’t try to force virality; aim for relatability, not reach
Final Thought, The Best Content Isn’t Just Consumed; It’s Carried
When people share your content, they’re not just extending your reach; they’re endorsing you. So if you want growth that’s exponential and authentic, stop thinking like a content creator and start thinking like a conversation starter. People don’t share what’s branded; they share what’s relevant, emotional, and reflective of who they are. Create for them, not just for you
Visual credit: Helena Lopes