K atie c ouric

CHAPTER 5
CREATE SHAREABLE CONTENT ON
FACEBOOK
s you have probably gathered by now, shareability is the most important
metric when looking to grow quickly on Facebook. It assures you that your
content is resonating with your audience. Getting people to share is also the
best way to organically spread your message and stand out from the noise.
Having a range of quality content regularly shared keeps you thriving and
increases your chances of going viral.
To create a massive following and a steady sense of growth, focus on
creating shareable content. You can’t push random content to people and
hope to keep their attention for long. The best way to keep them coming
back for more is to have a strategy that engages and involves your
followers. That’s how you can scale fast, especially on Facebook.
Sharing Is the Key to the Kingdom
Getting someone to like or view a piece of content is easy, but at the end of
the day it doesn’t really mean anything. It’s a great vanity metric, but it
doesn’t help you produce results. Someone who shares your content is
taking an action. This is feedback that your content is resonating. As
Latham Arneson puts it, “Taking action is essential. At some point, you
need your audience and consumers to do something, whether it’s engage, or

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buy a product.” Having followers sit back and passively like your page
doesn’t do you any good.
Major social media influencers understand the importance of getting
people to share content and this is where they focus their attention.
Magician and social media entrepreneur Julius Dein, who generated more
than fifteen million followers in fifteen months, explains that his main goal
is to get as many people to share his content as possible. “When I’m
looking at the videos I share,” he says, “I’m not looking at how many views
I get. I don’t care if the video’s got two million views on Facebook. I care
about how many shares it has, ’cause if it’s got a lot of shares, that means
it’s exponential.”
When people share your content, they’re helping you grow your brand.
They’re actively spreading your message and giving you a more powerful
voice. Tim Greenberg of the World Surf League points out that a share on
Facebook is the greatest indicator of a successful post. A share endorses
content as one’s own and proves that people champion and believe in the
message.
Greenberg also highlights that getting people to share your posts drives
that content to more viewers on the Facebook platform. Facebook
algorithms are designed to display highly shared content in more people’s
feeds. Overall post performance is highly correlated to how often it’s
shared. Facebook rewards sharing and it’s absolutely in your best interest to
capitalize on this. As Jon Jashni explains,
If what your audience experiences is deemed exceptional, worthy,
and replicable, they’ll leverage their social media networks and
become your ambassador, your proselytizers. And they’re coming
from a generation where the warrant is not easily granted. People
are not shy to indict, reject, and attack.
If everyone has been raised to believe that their own personal
brand is as relevant as the brands of those who are more widely
celebrated, or are more famous, there’s an inherent ego in that as
well. In that, “If I tell you to go to this restaurant, or watch that
movie, or watch that series, or eat that dish—and I’m telling you it’s
good—I’m the maven. I’m betting my reputation on my
recommendation.”

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When your audience deems your content worthy, they become a
powerful force in spreading your message. Also, people are inherently more
willing to take a recommendation from a friend, from someone they trust,
than from anyone else. People receive content more willingly when they
don’t feel like they’re being sold something.