The simple secret to unlocking more views is to drive more shares.

All social algorithms are specifically engineered to reward sharing above everything else.

This is because shares drive new user sessions, which drive more time on platform, which drives more ad revenue.

When algorithms detect humans sharing to other humans, they mechanistically push the video (for free) in hopes that more humans share with even more humans.

Shares enable the viral loop.

So when it comes to content, shares are gold.

What this means is that when you’re making content, you really only need to ask yourself one question…how can I make my videos more shareworthy?

To answer this, you must understand what makes people share in the first place.

At a base level, sharing boils down to one simple concept: social and professional credit.

People share content when they think they will earn credit for doing so. It could be humor/social/professional/romantic, but credit is what drives shares.

Here’s how it works specifically:

If Person A shares valuable content with Person B and it's the first time Person B sees it, Person A earns social/professional credit

If Person B has already seen it elsewhere, Person A earns no credit

If the content isn't valuable, Person A earns no credit (and might even lose standing)

In other words…if you make stuff people have seen before (or isn’t interesting), people won’t share it.

This explains why certain types of content spread like wildfire while the rest performs below average.

Tactical Tips: To trigger more shares, your content must:

Feel novel: Give people something they believe others haven't seen yet

Provide on-target value: Either interesting or useful information that solves a problem for the core viewer

Be concise: The easier it is to consume, the more likely it is to be shared

Have contrast: Challenge common beliefs with unexpected but believable insights either through uncovered facts or uncommon opinions

Knowing this, you have a massive edge on your competition.

Superhuman