How to create content that gets shared on Instagram (for free)
When your instagram follower numbers aren’t growing or your posts feel like they’re tumbleweeding, it can feel like nothing’s working. If you’re lucky, the same handful of people continue to like and maybe even comment on your posts - but you’re not reaching new people.
You’re showing up, you’re putting in all the work, but growth is either painfully slow or not happening at all.
You’ve probably had the spammy emails from companies offering you the opportunity to buy shares or followers. But that’s not a very good idea - aside from anything else, purchased followers are highly likely not to be your ideal clients. They will also likely be bot accounts.
A far better solution is creating shareable content. Because content that gets shared on Instagram helps you reach new people - and it tells the algorithm your content’s popular so they’ll show it to even more peeps.
What is shareable content?
It’s content that drives people to hit the share button which is like a word of mouth recommendation - it’s the most powerful way to grow your audience and your reach without paying for it.
What doesn’t get shared?
Anything promotional or salesy is very unlikely to be shared and often won’t get much engagement. That doesn’t mean don’t post it though!
If you’re using Instagram to grow and market your business, you need to sprinkle in sales posts among your other content types. Because otherwise, all your work on social media becomes a vanity project - and that won’t pay the bills!
Each piece of content has a job. Some pieces of content are for sales, some are for sharing and some are for social proof and showing the human behind the business.
You need to ‘pick n mix’ each content type so you can meet different objectives and grow your audience while nurturing sales.
The psychology behind why people share
To help you create social media content that gets shared, it helps to understand what motivated people to share something. So you can use that data to guide your content creation.
#1: To say what they want to say (without having to say it themselves)
This might be a strong opinion post, an advocacy post or a post that educates on something they care about. They might wish their friends or other people understood them more or that they could tell people what they wish they’d do.
Sharing a post that takes a stand feels one step removed from saying it yourself - and that’s why posts that advocate can be highly shareable.
#2: To entertain (and get a dopamine hit)
Content that’s funny or entertaining is very shareworthy - because we like to send things that are funny to our friends or to repost it to show it to our network. When something entertaining stops your scroll, you’re very likely to share it to spread the joy. This example from Adam at The Whole Hound Academy is great - but it doesn't have to be a reel. It could be a meme, a carousel or an infographic style post.
View this post on Instagram
#3: To support causes they care about
This could be on a timely thing that’s happening in the world - for example when legislation changes or important campaigning is happening and they want to get behind it. Or to champion a charity, brand or individual they care about. Rescue charities are often able to get good traction on these types of posts, but they can work for other businesses too.
#4: To educate others
Valuable information like how to’s and myth busting can be very shareable. We all have things we wish other people understood and by sharing other content creator's posts it lets us educate without feeling like we’re the ones preaching. It’s a way for people to share helpful advice and information with people that they wish they would pay attention to.
This is one example from Alex the Vet who creates a lot of down the lens style video content. This particular post had much higher engagement than his others which suggests the share factor may have helped. It also inspired a lot of comments which is another nudge to the algorithm to widen the reach of the post.
View this post on Instagram
#5: To share inspiration
Maybe you see a quote that resonates or a relatable pep talk that lifted your spirits - this is another kind of content people like to share because it makes them feel good. But inspiring posts aren’t just uplifting quotes - they could be videos showing an activity or experience that people aspire to have. It’s a post that has a feel good factor - and that’s what makes people want to share it.
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What gets shared
Infographics, Down the Lens Talking Videos, Memes and Carousels.
When you try a product you love, you tell your friends. When you see a meme and it makes you laugh, you DM it to your friend. When you see a helpful infographic, you share it and save it.
That is brand visibility.
You might feel like it’s pointless putting out these types of content but it is a vital part of your social media strategy.
Creating shareable content gets more eyes on your business. So it plays a role in your overall strategy. And if you can make that content evergreen so it stands the test of time, all the better.
One of Christi's clients has a beat the heat infographic that she created for them in 2021 - it’s still getting saves and shares today. Another one she made on fireworks even shows up on a Google search for fireworks tips for dogs!
How to make shareable content easily
The easiest way to make shareable content is to join the Underdogs Content Club. It’s just £30 a month and you’ll get a fresh drop of social media templates, ideas, hooks and CTA that you can swipe and make your own.
They’re made by Christi, Rikki and Alison.
Christi has been a social media manager for over a decade, working with brands like Nutriment, Tug-E-Nuff and The Muzzle Movement. She’s got her finger on the pulse of ever changing algorithms and has tried and tested what works for dog brands big and small.
Rikki is a dog geek, a marketing specialist and a copywriter. She brings the strategy, words and extra dog geekery to the club. She’s also the one who writes all our emails which encourage you to keep logging in and using your templates.
Alison is a graphic designer with over 20 years experience. She’s our antidote to AI slop when it comes to imagery and our right hand woman for everything visual. She makes most of the templates inside The Club.
