Every time you hit “post,” you’re either boosting your content engagement or getting buried by the algorithm.
So, how do you make sure your content works for you?
It all boils down to two critical factors: Shareability and Scannability.
Miss these, and you risk your content getting ignored.
But, nail them, and your audience does the marketing for you.
So, let’s break it down.
- Shareability: The Key to Algorithm-Friendly Content
Social media platforms reward content that people love to share. Why?
Because shares expand your reach beyond your followers. Instagram, LinkedIn, Twitter—every platform prioritizes content that gets shared.
Why Shareability Matters
- When someone shares your content, they’re endorsing it.
- The algorithm sees shares as a sign of high-quality content.
- Additionally, shared content has a longer lifespan, meaning more engagement over time.
How to Make Your Content More Shareable
- Emotionally Triggering Content – Content that sparks strong emotions—laughter, nostalgia, surprise—gets shared the most.
Think of brands like Nike, whose inspirational ads get millions of shares.
- Example: Remember Apple’s “Shot on iPhone” campaign? People shared those stunning photos because they resonated with the visuals and storytelling.
- Relatable and Trend-Based Content – If your content aligns with trending topics or memes, then it’s more likely to be shared.
- Example: Duolingo’s TikTok presence exploded because they tapped into viral trends and humor.
- Useful and Informative Content – People love sharing value.
Whether it’s a “Top 5 Hacks” post or an insightful industry stat, useful content spreads fast.
- Example: LinkedIn posts sharing “5 Quick Tips to Boost Your Productivity” often go viral because professionals find them useful and want to help others.
- Strong Visuals and Easy-to-Consume Formats – Carousels, short-form videos, and infographics are highly shareable because they deliver value quickly.
- Example: HubSpot’s Instagram carousels break down marketing tips in a super digestible way, leading to thousands of shares.
- Scannability: Because No One Reads Long Blocks of Text
PEOPLE DON’T READ!
Instead, they scan. Attention spans are shrinking, and if your text-heavy post looks overwhelming, your audience will simply scroll past it.
Why Scannability Matters
- Research shows that around 80% of people only scan online content.
- Scannable content keeps readers engaged longer.
- Moreover, it helps your key message stand out, improving retention and engagement.
How to Make Your Text More Scannable
- Short Sentences. Short Paragraphs. – Break down your content into bite-sized pieces.
- Bad Example: “Long paragraphs with no breaks make it difficult for the reader to stay focused, leading to lower engagement and higher bounce rates.”
- Good Example: “Long paragraphs? Skip them. Break your ideas into short, readable chunks.”
- Use Bullet Points and Lists – Readers love lists. They make content easy to digest.
- Example: Buzzfeed’s listicles (“10 Things Only Coffee Addicts Understand”) are designed for scanning.
- Highlight Key Information – Use bold, italics, or subheadings to draw attention to important points.
- Example: “The secret to great marketing? Simplicity and clarity.”
- Keep It Conversational – Write like you talk. Additionally, avoid jargon and overly complex sentences.
- Example: Gary Vaynerchuk’s LinkedIn posts are easy to scan because they sound like a casual conversation.
The Perfect Formula for High Content Engagement
To truly maximize your content engagement, you need both Shareability and Scannability.
- If it’s not Shareable, then no one spreads it.
- If it’s not Scannable, then no one reads it.
The next time you create a post, ask yourself:
- Would someone want to share this?
- Can they scan and understand it in seconds?
Great content isn’t about writing more.
Instead, it’s about making people want to engage with it.
When you master these two factors, your content won’t just be seen—it’ll be remembered and shared.
Now, go create something people actually want to share.Content Engagement
