Creating Shareable Content: How to Make Content People Want to Share

We’ve all seen it happen: one post, video, or article suddenly spreads everywhere. But behind every “viral” moment is a simple truth: people don’t share content, they share connection.

During my nonprofit internship, I noticed this firsthand. Posts that highlighted real stories or experiences from the community got shared far more than general statistics or program updates. That taught me that connection matters more than just facts.

Let’s break down how to create content that people actually want to share, based on your content marketing slides and a few supporting insights from trusted sources.

1. Understand Why People Share

The first step to creating shareable content is knowing your audience and what matters to them. At the nonprofit, I realized that even small changes in tone or focus made a big difference in engagement. When content reflected the interests and experiences of our audience, it was more likely to be shared. This showed me that understanding your audience is not optional; it is the difference between content that spreads and content that is ignored.

People share things that make them feel awe, laughter, surprise, or inspiration, or that help express who they are. Sharing is about connection, value, and real feeling, whether learning something new, being entertained, or inspiring others.

According to the New York Times Customer Insight Group’s “Psychology of Sharing” report, most people share content to bring valuable and entertaining information to others, to define who they are, and to feel more involved in the world around them.

Similarly, Hootsuite (2025) emphasizes this emotional and relational element in its guide to creating engaging social content, recommending that every post include a clear value, a strong visual, and a reason for the audience to care or respond. In other words, posts that make people feel something or gain something are the ones that get shared most.

To create shareable content, understand your audience and create content that is valuable, entertaining, and visually appealing. You can increase shares by using engaging headlines, telling stories, leveraging current trends, and making content easy to share.

That means your goal isn’t just to inform, it’s to connect. Ask yourself: Would someone feel proud, understood, or inspired by sharing this?

2. Deliver Real Value

Valuable content happens when brand goals and customer interests overlap.

That’s the sweet spot. If you only talk about yourself, no one cares. But if you solve a real problem or make your audience’s life easier, they’ll remember (and share) you.

Think about what kind of value your audience wants:

• Educational: Teach something new or simplify a complex topic.

  
  

• Inspirational: Share stories that motivate or uplift.

  
  

• Entertaining: Make them smile, laugh, or be surprised.

Brands like General Electric (GE), which uses educational storytelling about innovation, and Red Bull, which focuses on entertainment and adventure, have mastered this balance. Their content works because it serves the audience first and not the algorithm.

3. Make It Emotionally Engaging

Originality, emotional connection, and relatability are what make stories stick. People remember how you make them feel more than what you say. Emotional storytelling builds a bridge between your message and your audience’s experiences.

Whether it’s a customer success story, a behind-the-scenes video, or a heartfelt message, emotion makes your brand human.

Research from Harvard Business Review (2015) found that emotional-connection-driven growth can occur across the entire customer experience, not just through traditional advertising. For example, one condiment brand saw growth after discovering that 60% of its social-media-connected customers were emotionally engaged compared to only 21% of all customers. This demonstrates that when content creates an emotional connection, it not only inspires action but also drives measurable business growth.

I saw this in action during my nonprofit internship. Images of real people, events, or outcomes grabbed attention far more than generic stock photos. One photo of a volunteer helping in the community was shared multiple times, while a text-only update received little engagement. This taught me that emotional storytelling doesn’t just capture attention but rather encourages people to interact and share.

4. Optimize for Readability and Shareable Content

Even the best story won’t be shared if it’s hard to read or navigate. Structure matters especially for blogs, listicles, and how-to guides. Here’s how to make your content share-ready:

• Keep it clean and visual: Use images, infographics, and white space to make content easy to scan and more engaging.

  
  

• Use clear structure: Break up text with short paragraphs, bold subheads, and bullet points to guide readers through your content.

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• Make it easy to share: dd visible social buttons, embed shareable quotes, or include callouts like “Share this tip!” Consider pre-written social snippets to simplify sharing.

  
  

Think of your reader’s journey. Make it effortless for them to absorb your content and then amplify it. Include clear takeaways, step-by-step instructions, and visuals that support understanding and engagement.

5. Show Social Proof

Social proof helps demonstrate trust and authority. People are more likely to share content when they see others already engaging with it. You can leverage this by:

• Highlighting testimonials or comments from satisfied users.

  
  

• Mentioning influencers or community members who support your content.

  
  

• Sharing engagement stats, like “10,000 people downloaded this guide.”

During my nonprofit internship, we started using testimonials from program participants so people could see the real impact of our work. These stories made the content feel authentic and relatable, and we noticed that posts with testimonials were shared more often than general updates.

When people see real responses and results, they feel confident joining in. Sharing lets them be part of a larger story, amplifying your content while reinforcing trust in your brand.

6. Measure and Adapt

Your content shouldn’t be a one-and-done effort. The “Lifecycle of Content” model is a roadmap to longevity.

Start by examining your analytics:

• Which posts get the most shares or saves?

• Which headlines draw the most clicks?

• What topics spark comments or reactions instead of silence?

  
  

Once you spot patterns, refine your strategy. Double down on what resonates, and don’t be afraid to evolve. The most successful brands aren’t the loudest; they’re the ones who listen and adapt.

Final Thoughts

Creating content that people want to share isn’t about chasing trends; it’s about earning trust.

When you deliver real value, make people feel something, and tell stories that reflect their world, you give them something worth passing along.

I noticed that posts offering tips or useful resources for our audience were more likely to be shared. People did not just share because it was about our nonprofit. They shared because it helped them or their community. This showed me that providing real value is key to content that travels.

So before you hit publish, pause and ask:

 👉 Would I share this?

 If the answer is yes, you’re already halfway there.

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References

• Content Marketing Slides. (2025, September 23). Crafting compelling narratives, essential strategies, lifecycle of content. 

  
  

• New York Times Customer Insight Group. (2011). The psychology of sharing: Why do people share online? The New York Times Company. https://foundationinc.co/wp-content/uploads/2018/12/NYT-Psychology-Of-Sharing.pdf

• Hootsuite Inc. (2025, July 10). Create engaging and effective social media content. Hootsuite Help Center. https://help.hootsuite.com/hc/en-us/articles/4403597090459-Create-engaging-and-effective-social-media-content 

  
  

• Harvard Business Review. (2015, November). The new science of customer emotions. https://hbr.org/2015/11/the-new-science-of-customer-emotions