The Psychology Behind the Shareability of Your Content

When we consider the kinds of content that tends to go viral on the internet, a wide breadth of topics come to mind. People tend to share content that impacts them in ways that are emotional, insightful, or entertaining. The vast majority of viral content focuses on the positive and negative aspects of society that elicit intense reactions. The desire to share this content stems from the innate desire to connect with other like-minded individuals and form a sort of bonding experience. There are some key components that impact the desire to share content:


  • Entertainment Value
  • Reward
  • Appearances and Validation
  • Relatability
  • Convictions
  • Insight


Entertainment Value


The most propagated kind of content are those where there is high entertainment value. The ability to make others laugh and enjoy a picture or video is highly sought after. Content that can be viewed quickly isn’t intrusive or needy, it’s a quick method of connecting with friends and family. People of all walks appreciate the laugh and the positive impressions they leave.


When your content is entertaining, the shareability increases. Consider the emotional impact your media leaves with the viewer. Pay special attention to the audience demographics for the content you publish. Take into consideration what types of content are shared the most often, and the different types of social media which they are shared over. Instagram, twitter, and facebook all have varying types of media that go viral.




Companies have begun to use rewards as a method of gaining visibility. Offering products or services in return for likes and shares is fast and simple. There are no tedious forms to fill out and the potential reward for little effort is highly enticing. The key is to reduce the amount of effort people need to put in for seemingly high reward.


Facebook is often the most utilized for these kinds of incentives. The platform makes it incredibly easy to connect to other and already has tools that will maximize how often your posts and contests can be viewed. Even small surveys on personal opinions are popular because they offer the reward of “sharing your personal experience.”


Appearances and Validation


Whether we realize it or not, appearances take a huge part in the kind of content we share. All of us have an innate desire to be seen in a positive light by others. We want to appear knowledgeable, fashionable, and kind. Sharing content that has already been approved of by others is one way that people validate themselves in social structures. We rely on others to frame what is right or wrong, we crave the approval of our peers.


These can take the form of various articles and blog posts. It’s well understood now that people often “like” and share posts that have a high approval rating. Using the desire of others to feel validated is something that you can use to your advantage. Try to stay on top of current trends and do your research. It’s great to share the opinion of the majority, but as a coach you must retain your authority and position as an expert. Stay informed.




Deep emotional experiences and feelings help bind individuals together. They create a sense that we are not alone. Everyone has experienced certain situations that are awkward, scarring, or wondrous and these resonate with us on a very personal level. This emotional impact drives us to share certain content, there is a togetherness that can be achieved and felt from them.


Being relatable is a great way to form an emotional connection with your audience. Potential clients will be able to see your personality through the information you put online. Be active in your social media accounts and let your personality shine through in a professional way. Interact with others and display your empathy and knowledge in a way that will leave a lasting impression.



From religious beliefs to social movements, convictions play a large part in the shareability of content. Spreading messages of moral beliefs help people showcase what they believe in. These define their individuality further and their desire to spread support for their causes.


Emphasize your core beliefs as a coach. Your online presence should really attest to how invested you are in your clients and the issues that they face. This will further increase your credibility in your field while creating consistency in your character. You really want to build up a trail of social media that cements your authority.



Content that provides insight on topics in an educational manner explicate the knowledge of the person that shared it. People want to show that they are active in their research of various topics and can be relied on for information and insight. Intellectually engaging content also instills a sense of excitement or panic at potential outcomes that will impact the world.
Credibility is something that can be easily attributed or taken. By sharing and creating posts that provide concrete data or analyses, you create a stronger impression of credibility. These posts can be research articles, poignant thought pieces, or explanatory videos on current topics and how they relate to your niche. Take the time to think about how you can build up your social media through content that will elevate you.



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