How To Create Facebook Posts That Get Shared
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How To Create Facebook Posts That Get Shared

Need to know how to create Facebook
posts that gets shared? Comments are powerful but nothing cuts through
the dreaded Facebook algorithm like shares. Today we’ll talk quickly about
the psychology of what gets posts shared and how I’ve used these things to get
tons of organic reach for my agency clients, alright? Let’s get into it Hey busy people, welcome to Five Minute
Social Media. If you have had “figure out my social media” on your to do list forever, for a long time but it just keeps getting shoved down the list ’cause
you’re overwhelmed, you don’t know where to start, you’re in a great place. Every
week we put out a quick video to help you with a different piece of your
digital marketing strategy. If that sounds like something you could benefit from
take a second, click Subscribe, click that bell and that way you’ll be notified
whenever a new video comes out. My name is Jerry Potter (yes it rhymes with the
boy wizard) and we can connect on social media @mrjerrypotter. Today we’re
talking about how to create content that gets shared. Sharing is the ultimate when
it comes to reaching more people with your social media content and social
media algorithms love shares. And this goes beyond Facebook as well, like on
Instagram if somebody shares your post via DM or into their story, that helps
you a lot to reach more people. Three things I’m gonna cover today: What to
keep in mind when you’re creating your posts so that you get more shares with
your content, I’m gonna share a few posts that I’ve done for agency clients
that have gotten a ton of shares and talked about why those ones worked in
particular, and third, three easy things you can do after your post is up to get
more shares. Now if you’re already about to turn this video off listen to this
one thing. The one thing to keep in mind when you’re creating content and
creating posts is to create something that causes an emotion in somebody. When somebody feels an emotion from your post that is the number one indicator that
they’re going to share it. There’s nothing more powerful than emotions and
they are contagious Let’s unpack that a bit here. An
emotion can be anything anyone feels – so making them laugh is great – happy, sad,
patriotic, even angry counts as an emotion – if you make somebody feel
something. Nostalgia counts as an emotion Now even though sadness and anger are
emotions and they can lead to shares, the University of
Pennsylvania did a big study and they found that positive content got way more
shares than negative content. Most of us don’t want to share doom and gloom with
our friends and family. But if that makes sense for your brand people will share
things that make them upset and angry Basically the stronger the emotion they
feel the more likely they are to share it. So how do people decide what to share?
Well most people are motivated to share based on their networks online who are
their friends and family. Who are they going to be sharing with? The New York
Times did a massive study about why people share content and these were the
top five reasons people share content on social media:
Number one, they wanted to better the lives of others. Whether it was a
motivational quote or something like that, they wanted to improve the lives of
their friends and family by sharing Number two, they want to spread the word
about something they believe in. This could be a political thing, this could be a
charity thing, anything that they believe in. By sharing it it’s part of their
identity. Number three, they share because they like the idea of having people
comment and engage. So they share something because they think their
audience, and again I’m talking about an individual, their friends and family, will
engage with it. Number four, they want to grow and nourish relationships. This
again comes down I think to their identity to an extent. Like you share
something that you’re into, then other people realize you’re into it they go, “Oh
I didn’t know you were into that I’m into that let’s have coffee! Let’s talk!
Let’s talk in the comments section!” And number five kind of sums it up, they want
the content to reflect their online identity. So how do you create more
shareable content? Well first of all try and make it fit into one of these three
categories. They did a huge UCLA study and the majority of things that get
shared online fit into one of these three categories. Number one, utility. We
like to share things that we think will be useful or helpful to other people.
Life hacks is a huge one of these. Number two type of content people share:
entertainment. Obviously we all love to be entertained so if we see something
that makes us really happy or amused or something from a reality show or makes
us laugh, we want to share it for other people to feel that same thing that we
felt. And the third category of most shared content is inspiration. Things
that inspire us are very sharable, and it’s not just inspirational quotes, like
that’s where my mind went first. It could be an inspirational
story any number of things. Now keep in mind as you’re trying to create
shareable content for your brand, even if you look at some of the biggest
brands that get the most shares (like BuzzFeed for example), every post doesn’t
get 500 shares or whatever it might be Only some of them really take off like
that. So for you don’t focus on trying to create 30 pieces of shareable content a
month. You’d be better off focusing on trying to create one or two and going
from there. I wanted to share a few posts that I’ve done for clients that have
gotten a ton of shares and just kind of talk about why I think they worked,
although the third one was a bit of a mystery so I’ll show you that one here
in just a second. This first one was right after the Seattle Seahawks had
gotten bounced from the playoffs and I put this up for a sports bar/tavern. You
know I think it caused an emotion for people because it reflected the identity
of them in that moment. The fans were devastated but at the same time really
happy with the way the season came out, and because of that, again, caused an
emotion, reflected how they felt and reflected their online identity and let
others know how they were feeling. It got shared 271 times. This next one was for a
collision center and this is a little simpler – didn’t have to be topical or
anything like that. It caused an emotion, in this case nostalgia, perhaps joy, seeing a photo of that car. This was not a special photo, this was just a stock
photo that we found and we put up and obviously it did really well, it got 113
shares. And the last one honestly a bit of a mystery; this was for a car
dealership and the air show was coming up including the Navy’s Blue Angels, and
it caused an emotion of some sort. I don’t know, it could have been some
patriotism for people maybe in the Navy or it could have just been the emotion
of, “Cool! Jets!” And it got 46 shares. So a few examples there of posts that have
gotten shares and why based on the psychology that we just talked about.
I hope those examples were helpful and let me just say those were some that did
really well. I create stuff that does not do well all the time too. It’s definitely
an art to get it to go and it doesn’t always get shared. Alright, last thing: Your post is up you feel like you should
be getting more shares. What can you do? Now three things you can do to get more
shares once it’s already up. 1) Ask people to share it. Not in the post –
Facebook doesn’t like it when you use engagement bait language like, “Share if
you love puppies too.” But you could DM a few key friends or people that you know
have a good following that would be interested in that anyway – think about
the type of people you ask – say, “Hey would you mind sharing this and adding a
thoughtful comment to the top?” Nothing wrong with doing that. A few of those can
really get a post going. 2) Share it yourself. If it’s on your business
page share it to your personal page and add a comment to it. Share it in some
Facebook groups. Every time you share it it increases the little number at the
bottom of the posts says “3 Shares.” If somebody sees a post and it already says
“3 Shares,” that’s sort of a psychological nudge of, “Maybe you want to share this
too, huh? Huh?” I’m a terrible winker. And number 3) Get people to tag friends in the
comments. You might start this on your own – you put something up on your
business page and then you go down to the comments with your personal page and
say, “Hey @Sarah, thought you might like this too.” And then she comes and checks
it out and then maybe she shares it You’re just getting new people to the
post by tagging them. Again, don’t spam your friends too much – this is all to be
done within reason – but every little bit helps if you have the time. Alright best
of luck with getting more shares on Facebook. Do not be discouraged – most things are not going to go crazy and get shared – but every little bit
helps. And of course create the best content that you can, that’s also the
ultimate to getting shares. Thank you so much for watching. If you have more
questions about this you can drop them in the comments or join us in our free
Facebook group, just search Five Minute Social Media on Facebook. If you liked
this video give it a Like, hit sSubscribe You’re not only supporting me but also
my two tiny superheroes at home

15 thoughts on “How To Create Facebook Posts That Get Shared

  1. Tested out YouTube's new "Video Premiere" feature for this video – Fun to watch it with some of you live. Makes it seem like my tiny little video is like a Hollywood blockbuster (yeah right). 😉

  2. Hi Jerry… great vid. Can you do a follow-up video or provide some points on how to apply the 'emotional' aspect to your business? I'm not always convinced of taking this approach with business (or B2C) and thus tend to gravitate to the 'rational' side. Thanks.

  3. Really Nice Video Jerry and with a TON of really meaningful information. Thanks a lot.
    Good Luck to you, your wife and your two young Super Heros!! Cheers!!!!! 🙂

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