Are you getting shared around enough? Probably not.
There are no “copywriters” anymore – just content creators. And those content creators are judged in large part by the degree to which their content is shared. Getting lots of shares and retweets (going viral) feels good and spreads your message. Not getting shared feels more akin to having a virus.
So how do we increase the chances of being shared on social media? Here are some advice based on a study by BuzzSumo of 100 million pieces of social media content.
1. Length matters: here’s a big important counter-intuitive fact – longer posts get shared more than shorter.
Yep – we all say we are overwhelmed with information. We all have too little time and too much to read but this data – based on people’s real behaviour not their answers to a survey question – is very revealing. It seems that when the right people are reading your content they want MORE information, not less. And the more content your provide in a single post or tweet, the more likely it is that the reader will share your work.
As BuzzSumo’s investigation of what gets shared via social media shows, the longer the content, the higher the chances of getting a share / retweet / link. Think 2000 words minimum. Yep – you read that correctly.
Why does this make sense? Well, when we are mildly interested in a topic a short sharp piece of content may suffice but for those readers with genuine interest in you or your issues, the longer, the better. Longer posts win by a country mile.
Remember what Aristotle (left) said: good speakers establish their ethos (high moral standing and pure motivations) before delivering the logos (facts, figures and information) while remembering to create pathos (to stir emotions whether angry, sad, patriotic etc).
That’s hard to do with a 150-word post. Of course not all posts are conceived equal. Some pieces of content need nothing more than the usual pith – others though need planning, writing and enhancement. Go long on content that really matters.
This works for Hootville – our most shared and enduring content is always our longer and angrier pieces.
2. Pictures help too. On both Twitter and Facebook content with pictures were shared much more frequently.
Finally: Content creation is hard work but if you want to create a bond with your reader you need to persuade them of your bona fides. Valuable, relevant, practical, freely available information goes a long way to securing that bond. And it also inspires people to share your work.
Read more about the sort of content that gets shared at BuzzSumo.
PS: this post include 460 or so words.