7 Characteristics Of Content That Drives Brand Awareness

Share it while it's hot: 7 secrets to shareable content


Interesting content that gets shared by the users of social media and other platforms is the holy grail for every online marketer because it attracts attention, raises awareness, and builds a reputation. To produce such content, marketers and other professionals need to tap a little bit further into human psychology. Do not worry, though, this will be a fun journey with a great reward for your business.

We have compiled a list of secrets that will allow you to get your content shared more and increase your knowledge about online behavior. Let’s start.

1. Practical Value

According to the 2014 study 'Top 20: Brands with the most Loyal Fans', companies who were presented in social media platforms shared some common characteristics of their posts that made them popular among their followers.

For example, Ziploc, which is a food brand, often posted the recipes of various dishes for different holidays, and the viewers were apparently thankful for getting new exciting recipes for their holiday table.

Next, a brand called Medela, which delivers breastfeeding products, shared photos of cute babies being breastfed along with useful information for mothers that need to breastfeed. Therefore, users appreciated the usefulness of the posts and were happy to follow the brands that posted them.

2. Entertainment

Social media has been long used for entertainment purposes and they got really good at it. According to Social Media Today, a study carried out by the Hollywood Reporter concluded that nearly 90% of participants viewed sites like Facebook and Twitter as an innovative form of entertainment. Specifically, people used them for watching media clips, reading interesting articles, communicating with friends, and many other things. The media part is totally expected because social media platforms continue to incorporate more media capabilities. Given that social media’s entertaining value increases every day, considering it when posting information is a really good idea for online marketers.

3. Social Acceptance

Psychological science tells that we have a strong desire to be accepted and approved in us, and it often influences our choices in daily life. Social media are not an exception from this rule because there we can get it. According to Mike Kitchener from Teen Ink, many people today, especially young adults and teenagers, rely on the satisfaction of 'retweets' and 'likes' for the feeling of social acceptance. From this viewpoint, posts are liked and shared because of two reasons: previous interest by others and desire to show some 'expertise' and get accepted. The key takeaway here is to provide sharing functions to the viewers to make them readily available.

4. Interest

Social media is a powerful tool that allows people to find other ones who share their opinions on various issues and questions and connect with them. For example, by liking or sharing the post that you feel really strongly about actually connects you with the person that also performed these actions with that post. As the result, people can start new relationships and build communities based on the shared interests. Forbes, for example, considers interest-based social networks as the future because they can help to find new and better solutions for our needs. According to the article, social media unleash the power of the Internet in bringing the world together and allowing for an organic formation of groups. Most companies recourse to the professional writing services like College papers in order to create most interesting content aimed at their specific audience and bring in more leads.

5. Aesthetics

When it comes to content you post to social media, its design and appearance do matter because they represent your vision. The experience of many brands tells that content that gets posted for the customers should be well-organized in order for them to be able to scan it and understand the essence. Easy visual comprehension is critical for online posts because they allow viewers to see that looks matter for you. This rule extends well beyond the organization of textual materials and includes pictures, web design, and colors. What this means to online marketers is that they should provide clear organization of the posts.

6. Incentive

The human psyche is designed in a way that requires people to experience frequent reinforcement and praise. Therefore, many actions in both real and online life are driven by a need to be rewarded. Marketers use this knowledge to increase sharing qualities of their posts; for example, they reward the person who shared the most of the posts with various gifts, thus showing that sharing is good.

7. Beliefs and Causes

Creating content that resonates with your readers and followers is a crucial requirement in modern online business because it allows getting a better understanding of who your readers are. According to Hubspot, Internet users prefer to share content that defines them to others and shows what they care about. Adopting the right mindset when approaching ever post you put out there is a good idea because it helps to answer the question: how is my post improving someone else’s life? There are people that have the same mindset as well, and they will be thrilled to see that your posts actually talk about some relevant topics.

Concluding Thoughts

Creating shareable content is an art that has many secrets. Just now, you unlocked seven important ones that will help to ensure that your content is engaging, relevant, and ready to be shared. Use them and advance the effectiveness of you social media posts to the new heights.


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