The secret to creating content people want to share
Lia Haberman is the author of the popular ICYMI newsletter sharing weekly platform updates and social content trends. She’s been tapped for social media insights by brands such as Google, Robert Half, and AT&T; led social branding and creator workshops for Disney's Creator Lab, Macy's Style Crew and YouTubers Colin and Samir’s Creator Startup, and teaches social media and influencer marketing at UCLA Extension. When she's not working, she's scrolling TikTok and Instagram looking for new places to eat in Los Angeles.
Instagram keeps changing, but one thing is clear: Shares are becoming one of the strongest signals of success. If someone takes the time to hit send and share your post with a friend, that’s a big deal.
“When a piece of content is shared, it’s a high signal indication to the algorithm that your content was so good that it was worth sharing with somebody else,” Dan Toffey, Director of Meta Culture Lab said.
It’s not exactly a secret that the good stuff is going down in the DMs. Instagram admitted that people send DMs more than they post to feed. And last year they even started showing public share count alongside likes, comments, and reposts.
So, why does this matter now, more than ever?
- Meta tells me DMs on Instagram are up 15% year-over-year — proof that private sharing continues to drive creator and content discovery.
- On TikTok, the average number of shares for brands from Q4 2023 to Q1 2025 increased 60%, according to Dash Social’s 2025 Social Media Trends report — showing that people are moving their conversations — and content — into more private spaces.
- Even LinkedIn added Sends as a metric, highlighting how many times a post gets shared in private messages — which they say is a clear sign that your content is resonating with your audience and beyond.
So, if you want your content to travel, you need to think about what people want to share with each other — not just what they’ll double-tap.
Here are the five categories of content Instagram says people are most likely to pass around, plus three tips to make your content more shareable (with some Adobe Express hacks to help you get there).
5 categories of shareable content
The Gift: ‘This is your kind of thing’
This type of content helps break the ice with new connections and deepens existing relationships by showing people that you understand their eldest daughter energy or coastal grandmother vibes.
https://www.instagram.com/reel/DOE6hbOEpJe/
The Mirror: ‘OMG, this is so us’
This is the content that strengthens your bond. It reflects a friendship, inside joke, or shared experience. Perfect for reinforcing group identity and making people feel seen.
https://www.instagram.com/reel/DPE5WGUEcjr/
The Idea: ‘We should do this!’
On Stories, “Idea” content opens an invite to hang IRL. In DMs it sends an invite to connect over shared interests. New restaurant? Check! Weekend road trip? Check! Turning your apartment into a cozy cafe experience? Check!
https://www.instagram.com/p/DO6pmgxkr-U/
The Gossip: ‘Have you seen this?’
This content can act as reply bait when posted to Stories and allows for heart-to-heart chats over exciting or absurd topics in the DMs. Whether you’re the one spilling the tea, or just the messenger, these are the OMG moments that make people pay attention.
https://www.instagram.com/reel/DKklcBWSb0O/
The Mood: ‘Feel me on this?’
These are truly relatable scenarios that show friends you can relate when sent through DMs, and begs for a similar response when posted publicly. Sunday scaries, adulting, the unending need to figure out what’s for dinner — we’ve all been there.
https://www.instagram.com/reel/DHOPckJtJRN/
3 tips to make your content more shareable
1. Keep It Short + Punchy
Short-form content is more likely to get shared, according to Instagram head Adam Mosseri. Think memes, humor, and short clips. The less explaining needed, the more likely someone is to hit send.
Works best for: The Mood (“Feel me on this?”) and The Gossip (“Have you seen this?”). These thrive on speed and quick reactions.
With Adobe Express, you can easily trim Reels down, add bold captions, or use animated stickers to punch up the humor and energy. Templates make it super fast to create short videos or carousels that feel scroll-stopping without needing hours of editing.
2. Make It Emotional + Relatable
The best shares hit you right in the feels — whether it’s a laugh, a cringe, or a “that’s so me” moment you can relate to.
Works best for: The Gift (“This is your kind of thing”) and The Mirror (“OMG, this is so us”). These categories rely on connection and recognition.
Use animated Stickers or Adobe Fonts to lean into internet-native humor or customize branded templates so you can keep things consistent but still feel personal. A few well-placed emojis or GIF-style animations can make a big difference in connection.
3. Use Strong Visuals
People scroll fast — visuals have to grab and hold their attention. Powerful photos or videos can help you convey your message clearly and quickly.
Works best for: The Idea (“We should do this!”) and The Mood (“Feel me on this?”). These shine when you can quickly communicate an idea or vibe.
With Adobe Express, you can start with pro-level templates and drop in your photos or video clips, or use Remove Background to swap up the visuals so they stand out from generic posts.
Create something shareable
Give people something to share with their friends. Create something that will have them thinking “OMG, this is so us” or “We should do this!” so they’re compelled to pass it on. Use animated Stickers or Adobe Fonts to lean into internet-native humor. A few well-placed emojis or GIF-style animations can make a big difference in connection.