Most businesses understand the importance of having an online presence, yet too few realize the value of advocates in their audience who share content. It’s better to have a small number of followers who are excited about what you have to say than many followers who could care less. If your followers aren’t reposting your content, it’s time to take a good look at your posts and ask, “How can I make this content more shareable?” Here are a few things to keep in mind when creating shareable content for your fans.

What’s the benefit? Social networks are for socializing, so blatant sales pitches tend to fail miserably. Whatever you post, step back and ask, is it informative? Funny? Inspiring? Spamming your friends is bad online etiquette, so if your content is all promotion and not genuinely interesting, they won’t share it. So how do you promote your business without going overboard? Aside from communicating about special events, you can showcase how a product is made behind the scenes; maybe post content related to your customers’ unique lifestyle, or even highlight your quirky company culture. Be creative with the topics of your content, but make sure they somehow relate to your brand image or line of business.

Is it easy to share? Some of the most viral content are video and images. This is because images can communicate much more than words with minimal effort by your audience. For example, an ice cream shop offering takeout boxes will entice more people using a picture of the box loaded with different ice cream flavors than a text post. When using text, keep it simple. If you’re posting huge chunks of information in text form, chances are, no one will share it because they may not even bother to read it.

Do they know what to do with it? Don’t forget to ask your followers to share posts with important information. Having a friends and family sale? Make sure to include “share with your friends” somewhere in your content. Studies have shown that followers are more likely to share content (as long as it’s useful!) when they are told to do so.

Advocates, or fans of your brand, are vital in increasing exposure for your business . If your content interests them, they will share it with others who have similar interests. This leads to more customers or at the very least, a bigger audience made up of people who care about your business. The next time you post for your business, whether on your website or on social media, keep these questions in mind to craft content that’s shareable.

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