Why Some Content Gets Shared (and Most Gets Scrolled Past)
By Anmol Harjani
Every communications professional has experienced it.
You spend days refining the messaging. The visuals are polished. The copy has been reviewed multiple times. You hit “publish” with confidence.
Then… nothing.
Minimal engagement.
Few shares.
Little conversation.
On the other hand, you’ve probably also seen a simple post—one with no elaborate design or expensive campaign behind it—spark hundreds of comments because it resonated with people.
So what’s the difference?
It’s tempting to blame algorithms or changing social platforms, but the reality is often much simpler.
People don’t share content because it’s well designed.
They share content because it gives them a reason to care.
As communicators, our goal isn’t simply to create content. It’s to create communication that people find valuable enough to remember, discuss and pass along.
Here are five principles that consistently make content more meaningful.
- Start with Your Audience—Not Your Message
One of the most common mistakes in communications is beginning with what an organization wants to say rather than what the audience wants to hear.
Before writing a single sentence, ask:
- Who is this for?
- What problem are they trying to solve?
- What question are they hoping someone will answer?
When content begins with audience needs instead of organizational priorities, engagement becomes a natural outcome.
- Information Is Everywhere. Perspective Is Rare.
Today’s audiences have access to more information than ever before.
What they’re looking for isn’t another summary.
They’re looking for interpretation.
Instead of asking:
“What happened?”
Ask:
“Why does this matter?”
That’s where communicators create value.
Whether you’re sharing industry news, organizational updates or campaign results, your perspective helps audiences understand what comes next.
- Stories Create Connection
Facts are important.
Stories make those facts memorable.
Think about the articles, presentations or campaigns that have stayed with you over the years.
Chances are they didn’t begin with statistics.
They began with people.
Stories give context to information.
They make complex ideas easier to understand and help audiences see themselves in the message.
That doesn’t mean every piece of content needs a dramatic narrative. Sometimes a simple workplace experience, customer interaction or lesson learned can be enough to bring a message to life.
- Make Participation Easy
Great communication isn’t always measured by how many people read it.
It’s measured by how many people respond.
One of the easiest ways to encourage engagement is to invite it.
Instead of ending with a conclusion, end with a conversation.
Consider asking:
- What’s your perspective?
- Have you experienced something similar?
- What would you add?
When audiences feel their voice matters, they’re more likely to contribute.
- Consistency Builds Trust
Viral moments come and go.
Trust is built over time.
Organizations that consistently provide helpful, relevant and authentic content are far more likely to build lasting relationships than those chasing every trend.
Consistency doesn’t mean posting every day.
It means showing up with a clear voice, a clear purpose and a commitment to delivering value.
Every article, post or campaign becomes another opportunity to strengthen credibility.
Beyond Metrics
Communicators often measure success through impressions, clicks and engagement rates—and those metrics certainly have value.
But some of the most meaningful outcomes are harder to measure.
A conversation that changes someone’s perspective.
A post that inspires a new idea.
An article that helps a communicator solve a challenge at work.
Those moments don’t always appear in analytics dashboards, yet they represent the real impact of communication.
At its best, communication doesn’t just inform.
It creates understanding.
And understanding is what people remember long after they’ve stopped scrolling.
Final Thoughts
The digital landscape will continue to evolve.
Platforms will change.
Algorithms will be updated.
New tools will emerge.
But one principle remains constant:
People respond to communication that helps them think, feel or do something differently.
The next time you’re creating content, don’t start by asking,
“How can we get more engagement?”
Start by asking,
“How can we create something worth engaging with?”
The answer to that question often makes all the difference.
Key Takeaway
The most effective content doesn’t compete for attention—it earns it by providing value, perspective and genuine human connection.
Anmol Harjani is a Client Servicing Manager working with a remote company and a recent graduate of York University’s Public Relations and Communications program. She is especially interested in strategic communications, social media behaviour, and how PR practitioners adapt within a rapidly evolving digital landscape. She currently serves as the Communications Co-Chair on the CPRS Toronto Board.