Question 1: What Makes Content Highly Shareable?

"Don't just generate impressions, leave impressions" 

 What makes content highly shareable?

“Don’t just generate impressions, leave impressions”

The ideal outcome for any type of content is for it to go viral. But what makes content so contagious that it goes viral? I have developed my content around Jonah Berger’s six step marketing formula, where he outlines what makes content highly shareable. He believes the key is “making your product or idea compelling” (Shaw, 2021).

Social Currency –This is about social influence, i.e. what a company does and says online, is how people will see you online. I have made sure my content portrays the right message, tone, and emotion, speaking to my buyer persona, and being consistent so I have a strong social currency through the content I put out there. I have tried to make my content stand out from the rest so it has a real point of difference to competitors. This helps to grow social currency rather than devalue it. 

Triggers – A trigger is something that makes people connect with something they have seen, done or felt before. I have used triggers in my key messages, speaking directly to my buyer persona pain points, helping to solve their problem/challenges.

Emotions – If you can make content connect emotionally with people, they are more likely to want to talk about it and share with family and friends.  

Public – Putting content in front of people regularly is going to attract eyes to your brand, product, service. The more you put it out there, the more likely it is for people to start noticing it; subconsciously, they will likely remember your brand when they go to search for products.

Practical Value – If you can create useful content, people are more likely to want to share it, as naturally people like to share things that resonate with them. My content is useful as it helps to resolve a real-life issue for my buyer persona i.e. healthier recipes, time poor.

Stories – If you can tell a narrative that is captivating to your audience, it is not only more interesting, but it is more accepting as people normally connect better through stories that being thrown a whole bunch of facts. 

Why I chose Facebook:

I chose Facebook because it is the platform my buyer persona is most likely using. Facebook users are likely to be between ages 25-44. Facebook Business Suite also has the features I need to micro target my audience so I am reaching the right people. My buyer persona is likely to like, tag, comment and share (organic marketing) with her friends and family, because the content is relatable, she has formed an emotional connection with as it helps solve her problem.