🧠 How to Make Content People Want to Share

Intro

Remember the first time a post of yours got more attention than usual? It felt like you finally figured something out. But here’s the thing. Today, going viral isn’t really about luck or shock value anymore.

Research from Columbia Business School, NYU, and Wharton found that only about 5% of content actually goes viral. And often, that attention isn’t the kind you want. Instead of building your brand, it brings criticism or gets ignored completely.

That’s where the SPREAD Framework comes in. It gives you a way to check your content before it goes live, so you’re not just guessing what will work. You’re planning for it.

Here’s how to use it.

Topics: Content Strategy, Marketing, Psychology of Sharing
For: B2B and B2C Content Creators and Teams
Research Date: April 2024
Universities: Columbia Business School, NYU Stern, Wharton

Socially Useful 

People like to share things that feel helpful. Whether it solves a problem or just makes life a little easier, usefulness is a big reason people click “share.”
Ask yourself: Does this help someone do something better or faster?
Example: A simple checklist for improving LinkedIn headlines.

Provocative 

Not every post has to stir up debate, but it should make people pause and think. Curiosity grabs attention.
Ask: Will this make someone say, “I never thought of it like that”?
Example: “Most content doesn’t flop because it’s bad. It flops because it’s forgettable.”

Replicable 

When a post is easy to reuse or build on, more people want to try it. Formats like templates or challenges spread fast.
Ask: Could someone take this and put their own spin on it?
Example: A post format that others can copy and adapt.

Emotional 

People share things that make them feel something. It could be joy, pride, surprise, or even frustration.
Ask: Will this touch someone enough that they want others to see it too?
Example: A personal story about a business failure that turned into a lesson.

Ambiguous 

If your content leaves a little room for interpretation, it often sparks conversation. It gets people thinking and talking.
Ask: Could this invite different opinions or reactions?
Example: A photo with a surprising caption that makes people want to add their take.

Distributive 

Some posts are just easier to share. They work across different platforms and feel natural in lots of formats.
Ask: Can someone share this easily on LinkedIn, X, or email without needing to explain it?
Example: A short insight with a visual that works in a feed or a presentation.

How to Use This 

Try this scoring method before you publish:

Socially Useful: ___ / 5
Provocative: ___ / 5
Replicable: ___ / 5
Emotional: ___ / 5
Ambiguous: ___ / 5
Distributive: ___ / 5
Total: ___ / 30

Aim for 20 or more.

Tweak the weakest areas.

Then go live.

If this was useful, pass it along to your team or a fellow creator. The best content doesn’t shout. It connects. ❤️

See you next Wednesday!

Redona