What is Shares?

Low shares despite engagement indicate content is interesting but not share-worthy—it lacks the elements prompting users to risk reputation by distributing. Possible issues: too niche (relatable only to small audience, not worth sharing to broader network), too obvious (common knowledge won't make sharers look smart), too promotional (people don't want to advertise for brands), too emotional without practical value (inspiring quotes get likes, actionable advice gets shares), or awkward to share publicly (controversial opinions, personal stories). Sometimes content is perfect for audience but awful for their audience—B2B executives might like tactical tips but won't share them (prefer strategic perspectives). Content requiring too much context doesn't share well. Very time-sensitive content loses shareability quickly. Poorly formatted content (text too small in images, no clear takeaway) won't be shared. Missing clear hooks or quotable elements reduces sharing. If shares lag engagement, add explicit share prompts and make content more objectively valuable to broader audiences.

Increase shares by creating undeniably valuable content audiences want to be associated with—original research, comprehensive guides, proprietary frameworks, and data visualizations make sharers look informed and helpful. Include share-prompt CTAs ('Think your network would benefit? Share this.'), create tweetable/quotable snippets with click-to-tweet tools, optimize content for easy sharing (proper image sizes, clear headlines, mobile-friendly), make visual assets shareable (quote graphics, charts), and trigger emotions that prompt sharing (awe, surprise, anger, validation). Leverage influencers and employees to share content, starting distribution momentum. Create content people want to be seen sharing—'I use this strategy' implies competence. Tag relevant people/brands increasing shares from those networks. Use storytelling techniques making content memorable and repeatable. Make sharing simple—add one-click share buttons. Time posts strategically when audiences most likely to share (mid-morning weekdays for B2B). Create recurring valuable content series people anticipate and share habitually. Most effective: solve real problems exceptionally well so sharing is genuinely helpful to networks.