Think about the last piece of social media content you forwarded to a friend or colleague. It probably resonated with you emotionally, solved a problem in a fun way, or delivered an “aha” moment. In short, it offered a clear benefit—and it was easy to pass along.

Creating shareable posts goes beyond racking up “Likes.” It helps build your brand’s credibility, forms deeper connections with your audience, and can ultimately boost conversions. According to a 2025 Sprout Social report, 71% of consumers say they’re more likely to buy from a brand they feel a genuine connection with on social media. Getting your content shared is one of the easiest ways to nurture that bond.

The Basics of Social Media Writing

Before diving into our checklist, let’s look at some guiding principles that Chip and Dan Heath emphasize in Made to Stick—principles that apply perfectly to social media:

•Simplicity: Strip away anything that dilutes the main point.

•Unexpectedness: Find a fresh angle or surprising stat.

•Concreteness: Use vivid details that people can easily picture.

•Credibility: Cite reputable sources or real examples.

•Emotions: Appeal to your audience’s feelings.

•Stories: Weave in a mini narrative that helps ideas “stick.”

When you marry these “sticky” basics with the unique culture of each social platform, you’ll be well on your way to crafting posts that get shared repeatedly.

10 Tips to Create Content That Gets Shared

1. Write for Humans (and Then the Algorithm)

Just like in SEO, it’s tempting to stuff your post with buzzwords or hashtags to catch the algorithm’s eye. But social platforms reward content that garners authentic engagement. Write as if you’re talking to a friend. Make it real, human, and relatable. Then optimize for keywords and hashtags that your audience would actually search for.

Pro tip: Create posts with a personal anecdote or relatable mini-story before adding your hashtags at the end. Authenticity > keyword stuffing and using a bunch of hashtags that don’t really do anything anymore. Seriously, Elon said it. Hashtags are pointless on X.

2. Start with a Hook that Promises Value

When you have only seconds to capture someone’s attention, don’t bury the lede. Lead with the juiciest part of your message—whether that’s a surprising statistic or a compelling question.

Example Hooks:

• “Did you know that videos under 60 seconds get 80% more engagement on Instagram?”
• “Want to 3x your reach without spending a dime?”

3. Invoke Emotion to Spark Action

Emotions are powerful catalysts for engagement. When people feel something—whether it’s joy, empathy, hope, or even a sense of urgency—they’re far more likely to share content, comment on posts, or click through to learn more. In their book Made to Stick, authors Chip and Dan Heath highlight that emotionally charged messages linger in our memories much longer than purely factual or neutral statements. By tapping into the right emotional triggers, you can elevate your social media copy and inspire your audience to take meaningful action.

Why Emotional Triggers Matter In Social Media Copy

•Shareability: Content that triggers emotion is more likely to be shared with friends, family, and colleagues. This organic reach is invaluable for growing brand awareness.
• Recall: People remember how you made them feel. If your social media copy sparks an emotional response, it increases the likelihood of your brand staying top-of-mind.
• Connection: Emotions foster a sense of community and belonging. When your audience resonates with your message, they’re more likely to feel loyal and connected to your brand.
• Behavior Change: Whether the emotion is hope, excitement, or even concern, it can prompt people to take actions like signing up for a newsletter, making a donation, or purchasing a product.

Below are a few practical strategies for weaving emotion into your social media content. Mix and match these approaches to see what resonates best with your audience and brand identity.

1. Share a Customer Success Story That Tugs at Heartstrings

•Example: A short testimonial from a loyal customer who overcame a challenge thanks to your product or service.

•Why It Works: Personal stories tap into empathy and allow followers to envision themselves achieving similar success. Include quotes, before-and-after photos, or even short videos for extra impact.

2.Use Humor or Playful Banter to Create a Feel-Good Moment

•Example: A lighthearted meme relevant to your industry, or a fun, short video that showcases your team’s personality.

•Why It Works: People love to laugh—and shared laughter can forge a quick connection. Humor humanizes your brand, making it more approachable and memorable.

3. Highlight an Inspiring Social Cause That Aligns With Your Brand

•Example: If your company is passionate about environmental sustainability, post about a tree-planting initiative and invite followers to participate.

•Why It Works: Showcasing your values helps create an emotional bond with those who share them. It positions your brand as not just a business, but as a community-driven entity.

Extra Tips for Emotional Storytelling

•Be Genuine: Audiences can sense inauthenticity. Share real, heartfelt stories or messages that reflect your brand’s genuine mission and ethos.

•Add Visual Elements: Pair emotional copy with compelling images, GIFs, or short video clips. Visuals often amplify an emotional response.

•Use Storytelling Structures: Consider the classic story arc (beginning, conflict, resolution). It mirrors how we process real-life experiences and keeps audiences hooked.

•Encourage Audience Participation: Ask open-ended questions or invite followers to share their own experiences. When they see others engaging, they’ll be more likely to jump in too.

4. Keep It Simple and Clear

Social media often has strict character limits, and even on platforms without them, brevity is powerful.

One well-known framework that captures this idea is the KISS Principle (“Keep It Simple, Stupid”), reminding writers that simplicity is key. If your message is complex, break it down into bullet points or a short list, and steer clear of jargon.

“The difference between the right word and the almost right word is the difference between lightning and a lightning bug.”

— Mark Twain

This quote underlines how precision and clarity can be the deciding factor between a message that resonates and one that misses the mark. Another effective approach is to follow what’s sometimes called the “ABC Rule” — Accuracy, Brevity, Clarity — to ensure your writing stays on point.

Remember: If people have to work too hard to parse your meaning, they’ll scroll on by. After all, as Antoine de Saint-Exupéry put it:

Perfection is achieved not when there is nothing more to add, but when there is nothing left to take away.”

5. Use the Element of Surprise

Picture your audience’s social feed.

It’s a ceaseless lineup of promotional posts, personal updates, memes, and videos competing for clicks. In this mix, the most unexpected statements shine the brightest.

Think of surprise as a pattern interrupter. When readers encounter something that defies their assumptions, they’re forced to pause, question, and engage. This momentary shift in attention can be the difference between a scroll-by and a click-through.

Why Surprise Works

1.Curiosity Hook

Psychologically, humans seek answers when faced with a knowledge gap. An unexpected fact or an unusual spin on a familiar topic creates a desire to “fill in the blank.” People click to resolve their curiosity.

2.Emotional Impact

Surprise triggers an emotional response—anything from delight to disbelief. Emotions fuel social sharing, as readers want friends or followers to experience that same “Can you believe this?” moment.

3.Standout Factor

Most content in a feed looks and sounds the same. Surprising copy breaks the monotony, making your post memorable and increasing the likelihood of engagement, likes, and shares.

Practical Ways to Add Surprise

• Contrast Two Opposing Ideas: Juxtaposing seemingly contradictory concepts in a single post or headline is an effective way to catch attention. For example: “Why Losing Customers Might Be Your Best Growth Strategy” or “How Being Less Productive Can Boost Your Creativity.” These headlines beg for an explanation, nudging readers to click.

• Reveal Lesser-Known Facts: Every industry has hidden insights or little-discussed truths. If your niche is home improvement, share “the top DIY mistakes even pro builders make.” In tech? Reveal “weirdly simple cybersecurity hacks” that everyone should know but rarely do. These unexpected facts challenge assumptions and highlight your expertise.

• Flip Common Wisdom: Is there a piece of “conventional” advice in your industry that’s no longer relevant—or just plain wrong? Shine a light on it. For instance, “Why Counting Calories Might Be Ruining Your Diet” or “No, You Don’t Have to Post Daily to Grow on Instagram.” Such counterintuitive statements create a need to read on.

• Introduce an Unusual Analogy: Draw parallels between your subject and something wildly different. Think: “Social Media Strategy Is Like Planning a Road Trip”—complete with “pit stops” and “fuel stations.” These comparisons intrigue people enough to explore how your analogy plays out.

Pro Tip: Deliver on the ‘Wow’

Surprise is powerful only if you back it up with substance. Once you capture your audience’s attention with a surprising statement or angle, ensure the rest of your copy follows through. Offer insightful details, actionable tips, or compelling stories that keep readers engaged. If the initial surprise fizzles into fluff, you risk losing trust.

By harnessing the element of surprise—through bold contrasts, unexpected facts, flipped wisdom, or quirky analogies—you’ll stand out in the feed and keep your audience intrigued from start to finish. The next time you plan a social media post, ask yourself, “What can I say or show that no one else is saying right now?” Then follow through with stellar content that delivers genuine value.

6. Adapt to Each Platform’s Unique Culture

Your audience expects different styles on Twitter, Instagram, LinkedIn, TikTok, or Threads. If your brand is playful on Twitter, carry that same tone on Instagram—just adapt it to the platform’s visual focus. The more you respect each platform’s norms, the more likely your content will “click” with its users.

7. Encourage Engagement with Authentic CTAs

A well-placed “tag a friend,” “join the conversation,” or “what do you think?” can be the difference between a post that falls flat and one that sparks a community dialogue.

However: Make sure your CTA is authentic and not overly promotional. If your audience trusts you, they’re more likely to share and recommend you to their network.

8. Harness Visuals to Complement Your Story

Whether it’s an arresting photo or a quick 10-second video, visuals are non-negotiable in today’s feeds.

But keep in mind that the image or video should align with your text. An eye-catching photo might hook viewers, but your caption is what convinces them to share.

Visual Tips:

• Use clear, bold graphics or quotes that distill your message.
• Incorporate your brand’s color palette for consistency.
• Experiment with GIFs or memes that tie into your post’s theme.

9. Align Consistency with Experimentation

It’s crucial to stay on-brand, but also give yourself room to experiment with tone, style, or post format. Test short videos, carousels, or even ephemeral stories. See what resonates. Then, refine your approach using platform analytics—engagement, reach, shares, and saves can all show you what’s working.

10. Measure, Tweak, and Optimize

Sharing is only half the battle. Monitor data around your post’s performance—how many shares, saves, or link clicks did it get? Use tools like Buffer, Hootsuite, or native platform analytics to see patterns. Then iterate, adjusting your tone, visuals, or timing based on what you learn.

Pro Tip: Gather feedback from your followers. Poll your audience to see what they find most helpful or fun. Actual user insights are gold.

Bonus: Free Social Media Post Templates

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