why relatable, shareable content is the real mvp of social media
let me tell you about 80 percent of the dms i get from my wife.
they’re not about marketing. or business. or even me (rude, right?).
they’re mostly parenting tips. gentle reminders. prayers over our kids. funny millennial memes. that “you’re not alone” kind of content that makes you feel seen as a parent.
the other 20 percent? disney content. we love us some disney. if someone posts a photo of a churro and a castle, we’re probably sending it to each other.
but here’s the bigger picture. that content wasn’t made for me, but it reached me. it added value. it got shared. it made me think of someone i care about.
that’s what great content does.
it’s not just about what your business does. it’s about how you connect.
here’s what i’ve been telling my clients lately
if you want your content to go further, beyond just followers and into group chats, dms, and saves. you need to ask:
would someone share this with a friend?
not “is this about my product?” or “did i mention my service enough?”
i’m talking about content that teaches, uplifts, encourages, or even entertains so much that people want to pass it along.
take one of my nonprofit clients, for example. they’re hosting a 5k in three months. rather than just promoting the event 15 times (boring), we created a carousel with a six-week couch to 5k training plan. easy, helpful, totally on brand. people saved it, shared it, tagged their friends, even folks who weren’t running our race found value in it.
that’s content with legs (literally).
why this type of content works
it increases shares and saves. instagram’s algorithm loves content that gets saved or sent in dms. it's a signal of value
it expands your reach beyond your followers. someone who’s never heard of you might get tagged in your post and become your biggest fan
it builds brand trust without the hard sell. when you consistently show up with value, people start to pay attention, even if they’re not ready to buy yet
according to instagram’s 2024 trend report, over 60 percent of users say they use the platform to learn something new or get inspired, not just scroll for fun.
so if you're only posting about your next sale or your office hours, you're missing a big opportunity.
here are a few quick ideas based on what’s working now
run a coffee shop? share a quick reel: “3 ways to level up your at-home iced coffee game”
real estate agent? post: “how to prep your home for fall showings (without spending a dime)”
therapist? try a carousel: “5 ways to support a friend struggling with anxiety”
nonprofit? create a checklist: “how to host a mini fundraiser at your school or job”
none of those directly say “buy from me”
but every one of them could start a conversation, build trust, and get shared
final thought
your content doesn’t always need to be about what you sell
sometimes the best way to grow your brand is by simply being helpful, human, and real
that post you share today might show up in someone’s group chat tomorrow
and that’s how fans become followers and followers become clients
now go make something worth saving
