Build Your Tribe | Grow Your Business with Social Media
Episode: Complete Guide To Shareworthy Content | How To Beat The Instagram Algorithm - 833
Release Date: May 15, 2025
Host: Brock Johnson
Co-Host: Chalene Johnson
In Episode 833 of Build Your Tribe, hosts Brock Johnson and Chalene Johnson delve deep into the intricacies of creating shareworthy content to outsmart the ever-evolving Instagram algorithm. This comprehensive guide is essential for entrepreneurs, content creators, and anyone looking to amplify their presence on social media.
Understanding the New Instagram Algorithm
Brock Johnson kicks off the discussion by addressing the frustrations many face with Instagram's algorithm updates. He passionately states, "Screw the flippin algorithm. That's how I've been feeling lately, and I'm gonna guess that you've been feeling the same way." (02:15)
He reveals a strategy developed over the past 18 months that emphasizes the power of shares as the cornerstone of overcoming algorithmic challenges. Citing insights from Adam Mosseri, Instagram’s head, Brock explains that "shares per reach," or "*sends per reach," is now a pivotal metric for content visibility (04:45).
The Power of Shares
Brock elaborates on the fundamental nature of shares, highlighting their authenticity and organic reach. "At the end of the day, a share is one human being sending a post to another human being," he notes (07:30). This human connection ensures that shared content reaches a relevant and engaged audience, unlike algorithm-driven recommendations that might miss the mark.
A recent study from Insta ClubHub is cited, revealing that a single share can lead to an average of 150 extra views, with some studies suggesting up to 400 additional views from just one share (12:05). This underscores the immense value of creating content that resonates enough to be shared.
Five Types of Shareworthy Content
Brock outlines five distinct categories of shareworthy content, each with unique characteristics and potential for virality:
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Motivational Content
- Definition: Posts that inspire and uplift, such as quotes, affirmations, and powerful reminders.
- Key Insight: "Motivation is something that we all need on a regular, if not daily, if not multiple times a day basis" (16:20).
- Examples:
- Simple text graphics with motivational messages.
- Personal affirmations related to business growth.
- Notable Quote: "Pretending to be someone else on social media is a waste of who you are" (21:10).
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Call to Arms Content
- Definition: Content that mobilizes the community towards a common cause or action.
- Key Insight: Inspired by the ALS Ice Bucket Challenge, this type of content leverages tagging and community involvement to amplify reach.
- Examples:
- Posts encouraging support for small businesses.
- Community-driven challenges that align with brand values.
- Notable Quote: "Simply that phrase 'I need your help' is a great way to cue people in that you are calling on the community for their assistance" (19:50).
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Relatable Content
- Definition: Content that humorously or thoughtfully mirrors the audience's experiences and pain points.
- Key Insight: "The deeper your understanding of your target audience, the more shareworthy your content will be" (22:35).
- Examples:
- Jokes about common struggles in growing on Instagram.
- Specific anecdotes that resonate with niche behaviors.
- Notable Quote: "When you can really empathize with their pain points and know their struggles... your posts will be more relatable" (25:00).
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Controversial Content
- Definition: Bold posts that challenge existing norms or provoke thought, encouraging discussion and shares.
- Key Insight: "Say the thing that no one else is willing to say. Say the unpopular opinion" (26:45).
- Examples:
- Opinions debunking popular Instagram growth hacks.
- Critical takes on industry standards.
- Notable Quote: "It's a way for your target audience to self-identify and show your content to other people who would be interested" (27:30).
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Timely Content
- Definition: Posts that tap into current trends, pop culture, or breaking news to stay relevant.
- Key Insight: "Timely content is not just trends. It's tapping into pop culture as a whole" (28:10).
- Examples:
- Reviews or skits related to trending TV shows.
- Commentary on recent industry news or updates.
- Notable Quote: "Using content related to what's widely talked about can help you reach a wider audience" (28:55).
Why Educational Content Falls Short
Interestingly, Brock points out that educational tips—while valuable—are generally less shareworthy. "Knowledge is not that share worthy" (30:20). He explains that educational content tends to be saved for later rather than shared, unlike the more engaging and entertaining shareworthy types.
Five Tips for Creating Shareworthy Content
To aid listeners in implementing these strategies, Brock shares five actionable tips:
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Start with a Hook
- Advice: Craft simple, concise hooks using 5th-grade reading level language. Incorporate negative words to grab attention.
- Notable Quote: "Use negative words like no, don't, stop... These words grab our attention" (32:10).
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Encourage Sharing with Purpose
- Advice: Instead of a generic "Share this post," provide a reason aligned with the content type.
- Examples:
- "Share this post if you agree."
- "Share this post to spread the message."
- Notable Quote: "Directly ask people for the action you want them to take and give them the reason why" (34:50).
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Learn from Success Outside Your Niche
- Advice: Observe shareworthy content in different verticals and adapt successful elements to your niche.
- Notable Quote: "Don't look at successful posts from within your niche. Look outside of your niche" (37:15).
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Apply the Miniskirt Rule
- Definition: Ensure your reels are long enough to convey your message but short enough to maintain attention.
- Advice: "Long enough to cover the important bits, but not any longer than that" (39:30).
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Implement the Two-Second Rule
- Definition: Change or transition something in your video every two seconds to keep viewers engaged.
- Advice: "There should be some sort of edit, change, transition or something happening every two seconds" (41:10).
Conclusion
Brock emphasizes the dual advantage of prioritizing shareworthy content: it not only delights your audience but also aligns with the Instagram algorithm’s preferences. By focusing on creating content that people want to share, entrepreneurs can organically grow their reach and build a loyal following.
"If you follow these five tips and create one of the five kinds of shareworthy posts, you will get more shares, reach more people, and grow your business because of it" (45:00).
He concludes by encouraging listeners to apply these strategies and stay tuned for future episodes by subscribing to the podcast.
Key Takeaways:
- Shares are Paramount: Emphasizing shares can significantly boost content visibility and algorithmic favor.
- Diverse Content Types: Incorporate motivational, call to arms, relatable, controversial, and timely content to maximize shareability.
- Strategic Content Creation: Utilize hooks, purposeful calls to action, and learn from successful content outside your niche.
- Engagement Techniques: Implement the Miniskirt and Two-Second rules to maintain viewer interest.
By implementing these strategies, listeners can effectively navigate the challenges of social media algorithms and cultivate a thriving online presence.