• Home
  • Free Marketing Templates
  • Products
  • Social Media Speaker
  • News
  • Blog
  • Podcast
  • Webinar
    • Navigate Next 90 Days
    • Digital Marketing for Consultants
    • Linkedin Crash Course
  • Events
  • Contact
  • Search
Bluewire Media - Web Strategy
  • Home
  • Blog
  • Contact Us
  • More
  • Free Templates & Training
    • LinkedIn Templates
      • LinkedIn Headshot Guide
      • Linkedin Profile Checklist
      • LinkedIn Nurturing Process
      • LinkedIn Video Guide
      • LinkedIn 10 Minute Daily Plan
      • Linkedin Blueprint
      • LinkedIn Conversion Guide
      • LinkedIn Content Plan
    • Marketing Templates
      • All 33+ Marketing Templates
      • Web Strategy Planning Template
      • Editorial Calendar Template
      • Landing Page Design Template
      • Content Marketing Promotion Template
      • SEO Planning Template
      • Content Marketing Sales Funnel
      • Inbound Marketing Flight Plan
      • Inbound Marketing Methodology
      • Influencer Outreach Email Template
      • Skype Interview Template
      • Web Marketing Report Template
      • Email Lead Nurturing Template
      • Blog Post Planning Template
      • Content Ideas Generation Template
      • Communication Schedule Template
      • Content Publishing Rhythm Template
      • Aspirational Contacts Template
      • Email Sales Copy Template
      • Event Marketing Template
      • Web Marketing Health Check Template
      • Digital Marketing Methodology Template
      • Website Content Collaboration Template
      • Speakers Social Media Template
      • Business Cloud Planning Template
      • Website Checklist for Graphic Designers
      • Lead Magnet Checklist
      • Guest Blogging Strategy Template
      • WordPress Shortcuts Template
      • Google Adwords Planning Template
    • Free Social Media Templates
      • Social Media Guidelines Template
      • Social Media Planning Template
      • Social Media Corporate Approval Template
      • 8 Step Blueprint
      • Negative Comments Response Template (for Social Media)
      • Social Media Image Sizes Checklist
      • Instagram Daily 5 Minute Marketing Plan
      • Twitter Daily 5 Minute Marketing Plan
      • Twitter Cheatsheet
      • Facebook Marketing Plan Template
      • Pinterest Daily 5 Minute Marketing Plan
      • Google+ Daily 5 Minute Marketing Plan
    • Free E-Books
      • Free chapter of our book
      • 59 Web Marketing Tools
      • Web Strategy Secrets E-book
      • Content Marketing Magic e-book
      • Twitter Tips and Tricks For Business e-book
      • A Short Guide to Email Marketing & Social Media
      • Social Media: How to Get Started Guide
      • Inbound Marketing For Business e-book
    • Hablas Espanol?
      • Plantilla de Planeación de Estrategia Web
      • Secretos de la Estrategia Web
    • Marketing Mini Course – Tools of The Trade
  • Our Bestselling Book
  • Online Courses & Products
    • Web Marketing That Works Book $25
    • All Access Starter Pack $97
    • SEO Accelerator $97
    • Social Media For Leads $297
    • Double My Leads $597
    • LinkedIn Accelerator $97
    • LinkedIn Course $997
  • Corporate Training Courses
    • Accountants – Social Media Training
    • Financial Adviser – Social Media Training
    • Real Estate – Social Media Training
    • Mortgage Broker – Social Media Training
    • LinkedIn Training Courses
    • Social Media Training Courses
    • Digital Marketing Training Courses
  • Digital Marketing Coaching
    • Web Marketing Strategy
    • Social Media Marketing Strategy
    • Marketing Mentoring Programs
    • Coaching Program
    • Corporate Workshop Facilitation
  • Why Engage Bluewire Media?
    • 10 Reasons To Work With Us
    • Meet Our Team
    • Company Profile
    • Recognition & Testimonials
    • The Bluewire Story

Bluewire Media Web Strategy Blog

Home / Why You Should Favour Shares Over Likes (And 6 Ways To Get More)

Why You Should Favour Shares Over Likes (And 6 Ways To Get More)

Posted by Karol Kopanko

Share27
Share19
Pin
Tweet10
56 Shares

Updated on November 19th, 2015

This is a guest post  – Karol Kopańko is Quiz Master at 4screens, the company that developed Engageform – an easy to use tool to engage customers on every screen with quizzes, surveys and polls. Follow him at @kkopanko or @4Screens.

Welcome Karol…

Why You Should Favour Shares Over Likes (And 6 Ways To Get More)

Making people share your content is the best way to reach a broad audience.

Unlike impressions that can be bought with click-bait headlines or appealing graphics, you can’t fool somebody into sharing your content. Sharing means that the brand is in line with one’s philosophy or system of values.

In the beginning let’s take a quick tour through the shareability potential of the biggest social network in the world –  Facebook. It’s News Feed is run by an algorithm called Edge Rank, which decides which stories are showing up on your screen.

From time to time Facebook tweaks the algorithm in favor of one type of content. In the past, it used to recommend a lot of commercial content created by brands to show how effective social media could be even without big budgets. Then organic reach slowly fell away and some marketers accused Facebook of quietly altering Edge Rank to force them to pay for reach.

Later on, Facebook decided that it finally has to show the content that matters and balance posts from Friends and Pages. They stressed on showing the stories which engaged you and your acquaintances to interact with the content by liking, commenting or most importantly sharing.

Edgerank image for getting more shares

Image Source: We Are Social Media

Bonus: Download the 33 free templates from Toby and Adam’s new book.

According to the Huffington Post, there are 4 main factors that determine where your Facebook post will feature:

  • The frequency with which a person interacts with a given person or page
  • How many likes and comments a person or page receives from people in general
  • How many likes and comments a person or page receives from your shared friends
  • How much a person has interacted with a given type of post (e.g. photo, article, video) in the past

It’s easy to plunge into the numbers – that’s how algorithms work.

But we as marketers should think in different categories. I’m not saying that Facebook likes or YouTube views are bad or unworthy to take into account. But there is a very visible difference when one is liking or sharing branded content.

The infographic below is showing the order of interactions that the marketers should follow. Liking is the least powerful thing that the user can do while sharing is the most important one.

WHAT IS THE MOST IMPORTANT IN SOCIAL MEDIA?
Create your own infographics

Fortunately, businesses are starting to understand that in the era of content marketing, people are looking for the best content.

When big advertisers were proudly presenting effects of their social media campaigns they used to underline views or impressions. Nowadays the focus has shifted more to numbers connected with sharing. Take the two Cannes Lions Winning campaigns below as an example:

GE – “#6SecondScience Fair” (Facebook Shares, Retweets, Revines)

EA Sports – “Madden Giferator” (Shares, Reblogging)

Madden Gif for getting more shares

Image Source: Tumblr

But how do you ensure the shareability of your content?

1. Make it mobile friendly

As Benedict Evans stated: “For as long as the idea of the ‘mobile internet’ has been around, we’ve thought of it as a cut-down subset of the ‘real’ Internet. I’d suggest it’s time to invert that – to think about mobile as the real internet and the desktop as the limited, cut-down version.”

Your content has to be mobile friendly in the world where more people connect to Facebook and watch videos on YouTube on mobile devices than on PC’s or laptops.

2. Go visual

Images, photos, and videos are far more eye-catching to potential readers than simple text.

It’s also easier to consume information which is properly structured with key factors underlined.

Photos shared more on Facebook graph for getting more shares

Image Source: Social Media Examiner

To create appealing visual you can use:

  • Canva for graphics
  • Infogr.am for infographics
  • Skitch for screenshots
  • Thinglink for creative pictures
  • Quickmeme for memes
  • Haiku Deck for presentations
  • Shakr for video creation
  • Engageform for quizzes

3. Create calls-to-action

Encourage people to share your content by simply asking them to do so. Don’t forget to be involved in a discussion and thank for every share.

Here’s a call-to-action right now for you to take a quiz about “Where you share your content on social media”.

After taking this super-quick quiz you will see what everyone else answered for the same question.

Take the quiz (or click on the image).

How to get more social shares quiz

4. Remember emotions

According to a study by Facebook Karma, emotional posts are getting up to 10 times more interactions than informational ones. Plus, different emotions will spark different reactions – Joy will be liked, fear will be shared and rage will be commented.

Headlines chart for getting more shares

Image Source: CoSchedule

5. Think beyond Facebook and Twitter

Twitter and Facebook are well-known and the biggest social networks in the world, but you can reach more specific audiences with less populated platforms like:

  • SlideShare (convert your post into a presentation)
  • Quora (built authority while answering questions)
  • LinkedIn (known as an interactive CV but can be used just like Facebook)
  • Snapchat (short videos loved by Millennials)
  • Instagram and Pinterest (visual communication)

With an active presence on all of these platforms you create synergy and reach for your brand.

6. Develop interactive forms of content

Interactive content can capture an enormous amount of information. This allows you to build rich customer profiles and direct them to personalised landing pages or send them a customised newsletter. This is more than just your average lead, or email subscriber – these are high quality.

What kind of interactive forms of content are there?

  • Quizzes
  • White Papers
  • Games
  • Calculators
  • Videos

Here is a Quiz I created titled: “What Coffee Look Are You?“.

Coffee quiz for getting more shares

Conclusion

Don’t forget that your most important asset in the world of social networks is great content delivered on a regular basis. The more value you share the more shares and leads you will gain from content marketing. With a reason to come back, you will build a loyal audience of readers, users and customers.

Karol Kopanko HeadshotAbout Karol

Karol Kopańko is Quiz Master at 4screens, the company that developed Engageform – an easy to use tool to engage customers on every screen with quizzes, surveys and polls. Follow him at @kkopanko or @4Screens.

Bonus 3Book wordpress3 Free Templates

Download the 33 free templates from Toby and Adam’s book.

  • About the Author
  • Latest Posts

About Karol Kopanko

  • 4 Ways To Increase Your Revenue With Social Media - Mar 25, 2016
  • Why You Should Favour Shares Over Likes (And 6 Ways To Get More) - Nov 17, 2015
Share27
Share19
Pin
Tweet10
56 Shares
2 Comments
Social Media, Social Media Strategy
 0 Shares
Tweet

Posted on Nov 17, 2015

Content Marketing Sales Funnel 3D Icon

Content Marketing Sales Funnel

Your content marketing sales funnel is all about getting people to know, like and trust you by nurturing them with the right information at the right time.

Download it now

← 15 Surefire Ways to Get More Impact From Your Blog Posts Time Management and Productivity Hacks of Billionaires & Olympians [Podcast] →
  • Latest
  • Popular
  • Comments
  • Tags
  • How to Create Compelling Content that Drives Sales Feb 7, 2021
  • 7 Reasons Why SEO can Contribute to Business Growth7 Reasons Why SEO can Contribute to Business Growth Feb 4, 2021
  • How To Write Cold Emails That’ll Open Doors To New Guest Blogging Sites Jan 18, 2021
  • How to Market Your Brand With a Sustainable Mindset Jan 17, 2021
  • How to Generate Massive Social Proof to Increase Web Conversions Jan 10, 2021
  • Marketing experimentsMarketing Experiments: Email Content That Gets Clicked Apr 23, 2013
  • LinkedIn Marketing Strategy Infographic Nov 13, 2013
  • seo-secretsFishing for backlinks – Tips from SEO Secrets Oct 27, 2009
  • Your Ultimate Blog Checklist Jul 16, 2014
  • DanNorrisThe 5 Best Google Analytics Reports for Content Marketers Jan 8, 2014
  • Excel Salon Products […] Download Image More @ www.bluewiremedia
  • How To Get More Backlinks: Ultimate Guide - 100% Australian Digital Marketing Services […] is actually something we ourselves do as
  • What I shipped in 2019 | Adam Franklin […] I originally published this on the Bluew
  • What I shipped in 2019 | Adam Franklin […] Each year I post a year in review highl
  • How to write an email that people will read – MCNM Marketing Magazine […] a freebie, giving your contacts somethin
adam franklin Adtech apple iphone balance barry feldman bg patterns blackberry calls to action color scheme designer Copywriting copy writing for web digital marketing Digital strategy dot tk email Email Marketing Facebook flash GIMP google HTML-ipsum internet marketing matthew michalewicz myspace online advertising Pat Flynn pic markr Rand Fishkin search engine SEO shrink o'matic smush.it! social marketing social media Social Networking Twitter VA viral marketing virtual assistants visual Web Design web design brisbane web design SEO Will Blunt YouTube

Archives

  • 2021 (5)
  • 2020 (93)
  • 2019 (132)
  • 2018 (31)
  • 2017 (60)
  • 2016 (131)
  • 2015 (176)
  • 2014 (122)
  • 2013 (99)
  • 2012 (73)
  • 2011 (93)
  • 2010 (152)
  • 2009 (135)
  • 2008 (1)
  • Back to Top
    • Home
    • Free Marketing Templates
    • Products
    • Social Media Speaker
    • News
    • Blog
    • Podcast
    • Webinar
      • Navigate Next 90 Days
      • Digital Marketing for Consultants
      • Linkedin Crash Course
    • Events
    • Contact
    • Search
    • Bluewire Community
      • Free Marketing Templates
      • Amazon – Web Marketing That Works
      • Join our Faceook group
      • iTunes – Web Marketing That Works
      • Spotify – Web Marketing That Works
      • Bluewire Podcast
      • Recommended Reading
      • Online Tools
      • Student Centre Login
      • Subscribe to Bluewire News
      • Sitemap
    • Hire Adam Franklin to Speak
      • Social Media Speaker
      • Digital Marketing Speaker
      • Keynote Speaker
      • Marketing Speaker
      • LinkedIn Keynote Speaker
      • Harbour Space Uni Lecturer
      • Toby Jenkins
    • Adam Franklin – Awards Judge
      • Optus MyBusiness Awards
      • Real Estate Business (REB) Awards
      • Australian Broking Awards
      • Australian Accounting Awards
      • Women in Real Estate Awards
      • Better Business Summit Awards
      • Young Leaders In Finance Awards
    • Contributors To
      • The Australian
      • Sydney Morning Herald
      • Smart Company
      • Huffington Post
      • Convince & Convert
      • Hubspot
      • Problogger
      • Kochie’s Business Builders
      • Entrepreneur HQ
      • Dent /Key Person of Influence
      • Life Hacker
      • Quora
      • Medium
      • Elite Agent
    • Working with Bluewire
      • As a Client
      • As an Affiliate
      • As an Event Attendee
      • As a Guest Blogger
      • As a Partner
      • Testimonials
    • Connect on Social Media
      • Adam Franklin on LinkedIn
      • Twitter
      • LinkedIn
      • Facebook
      • YouTube
      • Instagram
      • Pinterest
      • Slideshare
    • Disclosure
      • Disclosure & Terms and Conditions
      • GDPR Compliance & Privacy Policy
    Australia

    28 Kinkade Avenue
    Ashgrove
    QLD, 4060

    Copyright © 2021 All contents Creative Commons Licensed Bluewire Media Pty Ltd.