How to create social media campaigns, and content, that gets shared

Content that's been shared on Facebook

Sharing content is a popular form of self expression, especially when linked to identity formation (& the identity of our relationships to others).

Here’s a summary of social media advice. Every successful social media campaign that I’ve been involved with has drawn on a combination of these elements. I hope you find this list useful.

Remember these triggers of social media sharing


Sharing content is a popular form of self expression, especially when linked to identity formation (& the identity of our relationships to others).

People will often share content to express something about their identities, and their relationships with other people. In this way, content can be used to strengthen social bonds.

“I think one thing we have in common is a very deep need to express ourselves… a lot of these very traditional physical human activities, these acts of self-expression, have been moving onto the Internet” – Jonathan Harris

“You’re coming to Buzzfeed’s homepage not for yourself, but to find something to share with someone else.” – Jonah Peretti

“platforms like Instagram, Twitter and Facebook have become a big part of the landscape, because increasingly, self-expression is the new entertainment.” – Arianna Huffington


People like to appear smart & useful.

“Successful publications improve their users’ lives more efficiently than rival publications.” – Ciaran Ryan


Ambiguous messages hinder self expression (messages that tap into Confirmation Bias will often do well).

“Who wants to share a story that can be misunderstood? Nobody wants to take ownership of a political article where there is no truth – only further information, and complex developments that even experts can’t agree on.” – Annalee Newitz

Re: Confirmation Bias – “people don’t want something truly new, they want the familiar done differently” – Nir Eyal. For more examples of social media “hoaxes” (often stories that are honed to conform to what the audience wants to hear), see here and here.


Topicality – especially topicality in the physical world will get shared.

“Studies show that when you expose us to something new, our brains reward us with a booster shot of the feel-good chemical dopamine.” – Jordan Kasteler

E.g. Many brands creating topical Olympic (big event) themed messages – as topicality brings attention. However only a few are combining this with point 1 – self expression, and have zoomed in on an influential hero, with a large following.


Emotions such as happiness, joy and awe are infectious (as is anger and suprise).

“altered emotional states — whether we find something hilarious, horrifying or just plain weird — are integral to anything we share on our feeds, facilitating a shared emotional experience with our friends out there in cyberspace” – Lore Oxford

“By seeing the miraculous in the mundane, we’re learning to fall in love with the world again, to laugh with it, and to be fascinated by it.” – Abigail Posner


Make brains light up. Provoke a physical, neural response.

“when you see your aunt’s face swapped with her cat’s or your boss’ face on your own… it screws with your in-built facial recognition — an area of the brain called the fusiform face area. It’s why the face swaps featuring people we know are so spectacularly weird.”

“Sigmund Freud defined encountering the unfamiliar in a familiar setting as the ‘uncanny’ — a ‘thrilling state of arousal’.” – Lore Oxford.


Each social platform has different technical, content & conversational requirements.


Tap into communities that already exist.

“It’s all about the three Cs – content, conversation and community. Start with the content, build the conversation and move that conversation into an ongoing community. … There is no better promotional tool than word of mouth and social media gives you access to word of mouth on a global scale.” – Barry Pilling


Positive impact. People like to make the world a better place (especially if it requires little effort).

Appeals for good causes, evidence from charity stunts get shared – especially if they allow the sharer to express themselves. See: The Ice Bucket Challenge etc.


Social acceptability. There is a private-social dissonance – some topics are shared less than others because they are deemed less socially acceptable.

“The private-social dissonance consistently varies across content categories.
“Content categories such as sex, crime and celebrities are characterised by a high positive dissonance. Articles under these categories tend to be visited relatively more than being shared.
“On the other hand, content categories such as books, wine and careers are characterised by a negative dissonance. Articles under these categories tend to be shared relatively more than their popularity.”

See also

Content for sharing, not reading. So package that opinion

Why people share content, according to BuzzFeed & Jonah Berger

On hoaxes and social media

Social media marketing strategy for your business

Further reading about social media

Emotions and social media sharing

Google explores memes

Infographic about social media and virality

BBC: Engaging social media audiences

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14 Responses to How to create social media campaigns, and content, that gets shared

  1. Ciaran Ryan December 6, 2014 at 9:53 pm #

    Re: “topicality in the physical world will get shared” – prompts in key locations can encourage social media sharing.

  2. Ciaran Ryan January 7, 2015 at 9:01 pm #

    Dr Maria Michalis, University of Westminster Centre for Social Media Research: “It is one of the things about social media – if you see a friend has posted something you tend to believe it. So stories go viral and they cannot be stopped”

  3. Ciaran Ryan February 23, 2015 at 5:08 pm #

    Peter Young uses outrage / strong emotion to propel his stunts:

  4. Ciaran Ryan June 3, 2015 at 9:43 pm #

    Research from 2015 Content Marketing and Data Intelligence report, by iProspect and MEC, says:

    “The biggest motivator to share was found to be the practical value of content, driving 35 per cent, followed by the fact that users believed tha by sharing it, it reflects well on their “personal brand” (31 per cent).”

  5. Ciaran Ryan June 15, 2015 at 8:41 am #

    Tapping into confirmation bias (It arises because people search for information that confirms their view of the world and ignore what doesn’t fit.) may also help social sharing

  6. Ciaran Ryan August 5, 2015 at 6:51 pm #

    Re: 1) the identity of our relationships to others. See, for example:

    23 Faces Your Girlfriend Has Absolutely Made

  7. Ciaran Ryan August 6, 2015 at 1:54 am #

    Sharing: “35 Signs You Were Raised By Polish Parents” can signal a person’s cultural roots, and acknowledge a parental bond

  8. Ciaran Ryan September 8, 2015 at 9:55 am #

    Or in other words: What messages can you create that will allow your target audiences to express themselves?

  9. Ciaran Ryan September 11, 2015 at 9:30 pm #

    example of “expressive” messaging:
    “When you write JavaScript and it works first time ”

  10. Ciaran Ryan November 7, 2015 at 1:46 pm #

    Example of 1) Identity / family:

    Texts from Mum

  11. Ciaran Ryan March 22, 2016 at 12:42 pm #

    Report: “Disclosing information about the self is intrinsically rewarding” – Humans devote 30–40% of speech output solely to informing others of their own subjective experiences.

  12. Ciaran Ryan March 22, 2016 at 12:46 pm #

    And surely all boils down to chemicals.
    “I’m waiting for the first social network that just injects you with dopamine directly when you click [Like].”

  13. Ciaran Ryan March 22, 2016 at 2:39 pm #

    Importance of self expression in social sharing also means that it’s not enough for a brand just to create content. The sharer considers content and who is associated with that content, the originator etc. So the branding of the originator is crucial. So, for brands, social sharing is intertwined with their branding & values.

  14. Ciaran Ryan April 27, 2016 at 8:20 pm #

    “Not only does face swapping — and sharing the results — demonstrate proof of your real-world relationships, it provokes a physical, neural response among the people that see it, which digital friendships so often lack.”