Until not too long ago, ‘sharing’ a photo or video on Instagram meant simply… well, posting it on Instagram, and that was it. Visibility depended on the number of followers and the use of relevant hashtags. Users would like and comment on the image, but that was about it: unlike retweets on the platform currently known as X, or reblogs on Tumblr, there was no option for users to share a post on their own feed.

However, things have changed. The little ‘share’ button on Instagram, shaped like a paper plane, is now growing in importance. Through it, users can share posts they enjoyed to their story, to friends, or to other apps. This shift towards sharing means that the importance of making ‘shareable’ content has increased.

Head of Instagram Adam Mosseri has even personally advised content creators to try to make their content shareworthy in order to reach as many users as possible through this digital ‘word of mouth’.

“Don’t force it as a creator, but if you can, when you’re making content, think about making content that people would want to send to a friend, to someone that they care about, and it will help your reach over time,” Mosseri said.

If you use social media as part of your marketing activity, this is a hugelty significant development. It gives you a chance to boost the visibility of your content and your business. Essentially, it translates to free advertising, and more potential clients.

But what is it that makes content ‘shareworthy’? What shoudl you be focusing on to help your business reach new accounts and potential new customers?

Make your content relatable and engaging

Personal

Content that resonates with your audience on a personal level is more likely to be shared. For example, a humorous take on a common industry pain point can encourage users to share it with peers facing similar issues, while a serious post may not gain nearly as much attention. The core message remains the same, but a shinier package makes all the difference!

Inspirational

People love to share content that inspires or motivates. Quotes, success stories, and uplifting messages can evoke positive emotions, making them prime candidates for sharing. Businesses can use this to their advantage by posting content that aligns with their brand values; a sportswear business, for example, can make some serious numbers sharing a tribute to the first woman ever to run the Boston Marathon with an official race number despite severe pushback from race officials.

Educational

Educational content can also be highly shareable. Infographics, how-to guides, and quick tips relevant to your industry can position your brand as a thought leader. When users find your content helpful, they are more likely to share it with their network, but do make sure to share knowledge in quick, digestible bits! Attention span online is what it is – snappy statements will always trump long-winded lectures!

Visual

Of course, Instagram remains a visual platform – so aesthetically pleasing content is essential. High-quality images, eye-catching graphics, and well-edited videos can captivate your audience and encourage sharing. Investing in professional photography or graphic design can pay off by making your posts stand out in a crowded feed where most pictures come from mobile phone cameras held by amateurs!