Summary of "Creating Share-Worthy Instagram Content That Outperforms"

Social Media Marketing Podcast
Host: Michael Stelzner, Social Media Examiner
Guest: Brock Johnson, Instagram Strategist
Release Date: May 22, 2025

Introduction

In this episode of the Social Media Marketing Podcast, host Michael Stelzner welcomes Brock Johnson, an Instagram strategist known for his work with creators and small businesses. The discussion centers around creating share-worthy content on Instagram to help marketers and business owners expand their reach, attract relevant audiences, and ultimately drive more leads and sales.

Guest Background and Journey [02:08 – 07:43]

Brock Johnson shares his entrepreneurial roots, heavily influenced by his parents, particularly his mother, Chalene Johnson. He began his career at 19 by creating an online course to teach moms how to use Snapchat to keep their teens safe. As Instagram introduced Stories—mirroring Snapchat's feature—Brock seamlessly transitioned his expertise from Snapchat to Instagram. Despite initial slow growth, a pivotal moment came in April 2021 when he undertook a "30 reels in 30 days" challenge, resulting in a significant surge of over 100,000 followers and multiple viral reels. This period marked the transformation of his business into what it is today, with over 700,000 Instagram followers and ongoing content creation efforts.

Importance of Share-Worthy Content [07:43 – 10:26]

Brock Johnson emphasizes that "shareworthy content is how you grow. It's how you go viral. It's how you reach a new audience" (08:03). He explains that while algorithms play a role in content visibility, genuine shares from real people are far more effective in reaching curated and engaged audiences. Brock cites a study where a single share equated to 150-400 additional views, significantly outperforming likes, comments, or saves in driving visibility.

Understanding "Shares" on Instagram [10:26 – 11:50]

When discussing what constitutes a "share" on Instagram, Brock clarifies that it involves sending a post directly to someone via direct message, group chats, or adding it to one's own stories. Unlike platforms like Twitter, Instagram lacks a native repost button, but the essence of sharing remains similar—"taking a post that you have seen from someone else and sharing it with another person." (10:38)

Types of Share-Worthy Content [11:50 – 26:53]

Brock outlines five primary categories of share-worthy content:

1. Motivational/Inspirational Content

   • Definition: Content that inspires or motivates the audience within the context of your niche.
   • Example: Brock shared a reminder that "success is rarely overnight" by highlighting how figures like Mr. Beast and Mel Robbins achieved their milestones after numerous attempts.
     (17:59)

2. Community/Cause-Driven Content

   • Definition: Posts that rally the community around a cause or significant event.
   • Example: The ALS Ice Bucket Challenge is cited as a model for effective community engagement.
     (19:39)
   • Tip: Align these posts with timely or culturally significant events relevant to your niche, such as Mental Health Awareness Month for fitness coaches discussing body image and self-talk.

3. Relatable Content

   • Definition: Content that users find personally relatable, often incorporating humor or shared frustrations.
   • Example: Using specific scenarios like "when the algorithm changes for the 14th time since Tuesday" makes the content more relatable and share-worthy.
     (21:13)

4. Controversial Content

   • Definition: Sharing niche-related unpopular opinions or dispelling common myths without being defamatory.
   • Example: Michael shares his stance on using the em dash, which Brock supports as share-worthy because it resonates with others' experiences.
     (28:04)

5. Timely Content

   • Definition: Content that taps into current trends or cultural moments.
   • Example: Creating memes based on events like the Super Bowl halftime show or trending audio formats.
     (30:08)
   • NAP (Niche Adjacent Post): Relates timely content back to your niche to maintain relevance while tapping into broader trends.

Recommended Content Mix [15:21 – 16:25]

Brock suggests that the proportion of share-worthy content should vary based on business goals and current activities:

• Active Launch Periods: Reduce share-worthy posts to around 20-25% to focus on converting existing audiences.
• Growth Phases: Increase share-worthy content to 50-60% to attract new followers.

Creating Share-Worthy Content [26:53 – 36:33]

Brock Johnson offers actionable tips for marketers aiming to craft share-worthy content:

• Analyze Successful Content: Review what types of content from other niches are performing well and adapt those strategies to your own niche.
• Leverage Past Successes: Repost or recreate content that previously garnered high shares, giving it extended shelf life.
• Use AI Tools: Utilize AI to generate new ideas based on successful past content, simplify language for relatability, and enhance sentence structure for better comprehension.
  (36:33)

Choosing the Right Visual Formats [37:57 – 48:48]

Brock discusses the effectiveness of different Instagram formats for share-worthy content:

• Reels vs. Carousels vs. Images: While studies suggest video content (Reels) garners more shares, Brock's experience shows that carousels and still images can sometimes outperform videos in shares.
• Strategy: Create multiple versions of the same idea across different formats to maximize reach—for example, a relatable meme as a Reel, a still image, and a carousel.
• Repurposing Content: Adapt successful content into various visual styles to appeal to diverse audience preferences.

Role of Captions in Share-Worthy Content [40:52 – 42:30]

Brock advises that captions are often "overrated, especially when it comes to share-worthy content."

• Statistics: Less than 50% of viewers read captions, and fewer than 10% finish them.
• Recommendation: Keep captions short—typically one to two sentences or even just an emoji—to complement the visual content without demanding attention.
• Exception: Use longer captions when necessary, such as for detailed stories or recipes, but ensure they add value.

Inviting Followers [42:30 – 50:19]

With Instagram algorithms shifting to favor non-followers, Brock highlights the importance of subtly inviting new viewers to follow:

• Full Reintroduction Reels: Every 60 days, post a reel reintroducing yourself and your mission.
• Calls to Action (CTAs): Incorporate brief CTAs within reels and captions, such as "Follow for more tips on growing your Instagram" or "Hit that follow button for daily ideas."
• Variety in CTAs: Use different placements and formats for CTAs to avoid becoming monotonous, such as overlay text, verbal prompts, or caption mentions.
• Pinned Posts: Maintain a pinned introduction post to serve as a quick reference for new visitors.

Example from Brock:
"I posted one the other day. That was Mr. Beast. He took him over a thousand videos..." illustrates how motivational content ties into the importance of perseverance.
(18:02 – 18:58)

Leveraging AI for Content Creation [36:33 – 38:24]

AI can aid in:

• Idea Generation: Input successful post screenshots or scripts into AI to generate similar yet fresh ideas.
• Simplifying Language: Use AI to make captions and text more relatable and easier to understand.
• Enhancing Structure: Improve sentence construction for better readability and engagement.

Conclusion and Takeaways

Brock Johnson concludes by encouraging listeners to apply these strategies to create diverse, engaging, and share-worthy content tailored to their niches. He emphasizes the balance between different content types and the strategic use of AI tools to enhance content creation efficiency and effectiveness.

Notable Quote:
"Shares and creating shareworthy posts is really the key to grow for people." — Brock Johnson
(08:03)

Additional Resources

For more insights on creating share-worthy content, Brock offers a free download available at instaclubhub.com SME, providing further guidance and examples.

Follow Brock Johnson on Instagram: @brock11johnson

This summary encapsulates the core discussions and actionable insights from the podcast episode, providing a comprehensive guide for marketers and business owners aiming to enhance their Instagram content strategy.