Stop chasing likes. Create content people want to send to a friend

For years, likes have been one of the easiest ways to judge whether our social media content is doing well.

They're visible, they're immediate and let's be fair, it feels nice when something you've created gets lots of them.

But likes only tell us so much…

Instagram has increasingly talked about the importance of sharing, particularly content people send privately to friends. And from a marketing point of view, I think that's a much more interesting thing for small businesses to pay attention to.

Because I'd much rather create something that makes one of your ideal clients think “I need to send this to someone” than something they double tap and immediately forget about.

Think about how you actually use Instagram

Think about the last few posts you liked on Instagram, you might struggle to remember them.

Now think about something you recently sent to a friend.

There's usually a reason you shared it. It made you laugh, reminded you of them, answered a question, taught you something or perfectly described a conversation you'd already had.

That's a very different interaction from quickly tapping the heart as you scroll.

The same applies when someone saves something because they want to come back to it later.

For a small business, those actions can tell us something useful about our content. Someone hasn't simply seen your post. You've created something useful or relatable enough for them to do something with it.

Ask a better question before you post

Instead of asking:

“Will people like this?”

I'd start asking:

“Would someone send this to a friend?”

It's a small change but it can completely change the ideas you come up with. You're no longer creating something because you feel like you need to post today. You're thinking about what would actually be useful, interesting or relatable to the person you're trying to reach.

That doesn't mean every post needs to be an educational carousel either.

Sometimes the most shared content is funny or sometimes it's reassuring, sometimes it puts into words exactly what somebody has been thinking.

The important thing is that there's a reason to share it.

What makes someone want to share a post?

There's no magic formula for creating shareable content, but there are definitely patterns.

People often share posts because they:

• Answer a question they've been wondering about

• Solve a common problem

• Explain something in a way that's easy to understand

• Make them feel seen or understood

• Say something they've been thinking themselves

• Save someone else time

• Make them laugh

• Remind them of somebody they know

None of those things require an expensive camera, complicated editing or hours spent designing the perfect graphic.

The idea behind the content is usually much more important.

What could this look like for your business?

Let's say you're a Pilates instructor.

You could post another photo from the studio with “Happy Monday!”, or you could create:

“Three things people worry about before their first Pilates class and why you really don't need to.”

If you're a brand photographer, instead of simply sharing another finished shoot, you could talk about:

“Five things to avoid wearing if you want your branding photos to still feel like you.”

Or if you're a florist:

“What I wish everyone knew about making a bouquet last longer at home.”

They're still fairly simple content ideas, but each gives the reader something they could genuinely want to save or pass on.

Your clients are probably giving you content ideas already

One of my favourite places to find content ideas is in the conversations you're already having.

What did a client ask you this week?

What do you find yourself explaining over and over again?

What are people worried about before they book?

What misconception about your industry drives you slightly mad?

Those conversations are full of content ideas because they're based on things your actual customers care about rather than what you think the algorithm wants you to talk about.

If one person has asked you a question, chances are somebody else is wondering exactly the same thing.

You don't need 50,000 views

This is another reason I think focusing on shares is useful for small businesses.

We can get so caught up in reach, views and follower numbers that it's easy to forget what we're actually trying to achieve.

You don't necessarily need thousands of people to see every post.

If one of your ideal clients sends your post to their friend with “This is the person I was telling you about”, that could be far more valuable to your business than a Reel getting 50,000 views from people who have absolutely no intention of buying from you.

That doesn't mean reach isn't important, of course we want more of the right people discovering our businesses.

But relevant reach is much more useful than simply chasing the biggest number possible.

Try this when you're planning your next post

Instead of sitting down and asking “What am I going to post this week?”, start somewhere more useful.

Ask yourself:

• What question did someone ask me recently?

• What do my clients regularly worry about?

• What could I explain that would save someone time?

• What do I wish more people understood about what I do?

• What feedback did I get about a product or service?

• What would make one of my ideal clients immediately think of a friend?

• What's something my clients would find funny because they experience it too?

You'll probably end up with much stronger ideas than you would by trying to think of something simply to fill a gap in your content calendar.

Create for people first

Instagram will keep changing. We'll get new features, different recommendations and plenty more conversations about what the algorithm wants from us, but I don't think small businesses need to build their entire content strategy around trying to please an algorithm.

Think about the person on the other side of the screen instead.

Would this help them? Would they relate to it? Would it answer something they've been wondering? Would it make them laugh? Would they know exactly who they wanted to send it to?

If the answer to one of those is yes, you're probably onto a much better content idea.

If you've got plenty of ideas but aren't sure which ones are actually worth turning into content, a Social Brew can help you turn them into a clear plan.