K atie c ouric

Have a Clear Message
Shareable content needs to have a really clear message and narrative.
Arneson explains that people must understand what you’re giving them or
they won’t pay attention. He urges content creators to be clear about what
they’re presenting. He clarifies that you can confuse the viewer in terms of
“I don’t know what this is, but I’m intrigued” as long as you’re intentional.
Understand what you’re trying to give to the audience so the message
resonates. This will make your content more relatable and shareable. Find a
way to get the audience to care.
To reflect on what your overall message is, go back to Prince Ea’s
advice and ask yourself, “If this is the last video I’m ever going to produce,
what do I want to say?” That way you can frame the content in a way that’s

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deep and real. As Prince Ea says, “What comes from the heart, reaches the
heart.”
Quick Tips and Recap
• Shareable content is the number one way to grow quickly and keep
fans engaged.
• Serve others. Being service minded will get you further than
thinking about yourself. Always try to give to others and think about
them first.
• Using a good headline will up your shareability factor because it
helps the messaging become clearer and your audience will be more
likely to look at the content.
• Connect with your audiences through emotions. Make sure your
content makes your audience feel something. Whether it gets them
to laugh, cry, or feel in any way, try to reach the audience at the
heart level.
• Don’t assume that people are watching your videos with sound. It’s
always good to subtitle your content and ensure that your message is
crystal clear.
• Keep video introductions to a minimum. Go straight into something
fast paced and exciting. Remember that you only have a second (or
three max) to hook someone and grab their interest.
• Play into the unexpected. Have twists, especially at the end of
videos.
• Don’t force an obvious call to action. Get your audience to share by
giving them a reason to involve their friends, not by saying
something obvious like “Follow me!” or “Go check this out!” Think
of something creative and fun to engage people into performing a
specific action.
• Each piece of content should stand on its own. Don’t rely on the fact
that everyone has seen all your content. Even if they have, you can’t
expect them to remember what they saw before.

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• Don’t be afraid to create content or leverage content that’s 
related
to
your subject and not necessarily 
about
your subject. Content that
shares moments from your brand’s lifestyle can be just as powerful.
(And when in doubt, sunsets and videos of dolphins surfing work
like a charm.)
• Follow your gut and be authentic. Social media is a two-way
conversation. When you’re genuine and connected to yourself, it’s
easier for others to connect with you.
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1
 “The Ayzenberg EMV Index Report,” Ayzenberg, 
http://www.ayzenberg.com/about/ayzenberg-
emv-index-report/
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