Are Your Facebook Posts Getting Shared? 4 Words You Need to Know

You are posting on Facebook.  You are hoping for some results. But are your posts getting shared?  

In this post, I share with you 4 words that you need to know if you want to get more reach, referrals to your site, and results for your social media efforts. It's so simple……seriously simple.

Before I tell you my 4 words (and yes, I know you are reaching for the scroll button but if you can resist, this will help for the 4 words to make sense. Trust me) ….let's just do a quick whip- through about how and why posts are seen, engaged with and shared on Facebook.

  1. It's a sad truth but over 90% of people who “like” your page will never come back to your page. [insert sad face].  Most of your content is seen in the Newsfeed of fans….(not on your page) and on average most of your posts only reach about 16% of your fans.
  2. Facebook has an algorithm (commonly referred to as “edgerank”) that determines what will be seen or not seen on fan newsfeeds…I mean after all, with a billion people, do we really expect for everyone to see everything?
  3. Edgerank is based on a whole bunch of factors (including how recent your post is, whether people have engaged with your post, whether they have engaged with type of post before…. yada yada yada….). BUT one of these factors is how much “engagement” happens with your post – ie likes, comments, shares.
  4. As a general rule, SHARES are given more “weight” than likes or comments.

What does this mean? Likes and Comments are Awesome, but the Holy Grail of a Facebook Post is to get SHARES.  Click to Tweet This to your People!

Here is how it works:  

I share your post with my friends >> They share it with their friends >> One of their friends owns a business with a big following  >> they share it with their community >> their community shares it >> soon enough you have BIG reach and exposure and people checking out your Facebook Page and Website.

So, how can you ensure that YOUR content gets shared?

Here's two examples of how you can create posts (in particular “image” posts) that are likely to get shared:

Example 1:

The first is a simple image that came through my newsfeed today – posted by Eric Whitacre to support “school music” education.

This image was designed to be shared so that it “points” to the profile picture of the person sharing it.  It is particularly useful if the image conveys some sort of belief, support of a cause or something that the person is passionate about. This image has been shared 972 times…so far.

There is something else to note about his image.  It is new.  It is different. It is novel and it is engaging –  a change from content being shared out there already. It's nothing special. Just bold text on a bright background.  But it's a “new” idea….that got shared like wildfire.

Example 2

The second is an image I have referred to before. On the morning of International Midwives Day I posted up this image for my client Know Your Midwife.

I posted this image for two reasons:

(a) I wanted to post something inspiring and meaningful (and fun) to celebrate midwives.  I am a big fan of  their profession.

(b) I knew that getting this image out early would guarantee some shares.


Because it was a ready made, “new” image.  New content. Not seen before.  It provided countless midwives, health professionals, mums, and  “pregnancy, birth, baby” businesses the opportunity to grab some content at the start of the day, and get the jump on sharing it.  They didn't have to “think” about what to share.  

It ticked all the boxes for being helpful or inspiring (inspiring +++), and I knew that there would be a whole bunch of people out there willing to share it given that they were celebrating something on the day, and they were keen to share something new and different.

From early morning this post was shared like wildfire. It continued throughout the day, and then by that evening, when America woke up, it travelled from the Australian to American Timezones and Newsfeeds …. racking up almost 1500 shares.

Not bad for a page with only 1000 fans at the time.

Oh and if you were wondering – this image was created using my favourite tool:  PicMonkey.

So, here are the 4 words:
We Love New Stuff

Yep.  Just 4 words.  We Love New Stuff. Or if you want to be more formal:

We Love New Content

Don't believe me? Take Pinterest for example.  80% of Pins (images) on Pinterest are “re-pins”.  That means that 80% of users are sharing 20% of the content.  So if you are one of the people sharing the “20%” of new, original content, then you are are providing content for 80% of Pinterest users are out there waiting to share it.

What does this mean for Facebook?  I say, it means the same thing.

I see no reason why our human nature would be any different on Facebook – we love to share new stuff.

I liken it to a social media form of gossip.  We see or hear something “new” and we want to share it.

Sharing “new” or original images on Facebook provides fuel for the social media equivalent of Gossip.    Click to Gossip errr I mean Tweet This!

Think about it.  When you see something new or different on Facebook…a new photo, a new image, a new article or a new video, are you often tempted to click on it? And if it is completely novel and interesting are you keen to share it?

Try to share some original content. Try to share “new stuff”.

Tell me – have you had success with sharing original content on Facebook? Tell me about it in the comments below….oh and if you liked this post, please share (especially on Facebook).  

The following two tabs change content below.

Donna Moritz

Visual Social Media Strategist at Socially Sorted
Donna is a Visual Content Strategist and founder of Socially Sorted, listed by Forbes as a "Top 5 Social Media Blog You Need to Know About". Donna helps brands leverage the power of visual storytelling and content strategy in their business. Her content has been featured in publications such as Forbes, Inc. & Entrepreneur and she is a speaker and trainer on visual content for the marketing and tourism industries internationally.

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  1. Janina Lear

    Great Post and so true

    • Donna Moritz

      Thanks Janina! Have fun creating original content!

  2. Liza Shaw

    Great post Donna thanks, will try a few of your ideas.

    • Donna Moritz

      Great Liza! Let me know how it goes!

  3. eMailTipsDaily

    Hi Donna…

    I came here from FaceBook (go figure!) and I must say, I didn’t expect this old dog to learn new tricks, but you proved me wrong.

    Thanks for the tips!

    I must go now and experiment with these images.

    Do you have any stats in regards to the best image sizes to use?

    Or stats on best colors, fonts, etc?..


    Steve ✉ Master eMailSmith ✉ Lorenzo # Chief Editor #

    eMail Tips Daily Newsletter ✉

  4. Kathy Hadley

    Thank you for this great information. I’ve already “shared” it!!!

    I try and post “new stuff” every day…that is really just a new “take” on infinite truth. 🙂



    • Donna Moritz

      Thanks Kathy – glad you are enjoying being creative and posting novel content!

  5. Donna Moritz

    Great to hear Steve! Actually, I was just interviewing the CEO of Curalate a couple of weeks ago and he mentioned this recent research they had done on Pinterest about shareable images, so check out the dot points in this article, as personally I think that a lot of this info would carry over to Facebook.

    As for “optimal size” for images. Facebook likes “404 x 404” for your page wall but bear in mind that most people see your posts in the newsfeed so either 404 x 404 (or at least a square aspect ratio) works well OR you can experiment with other sizes. 4 x 6 works well for me as it stands out well on the newsfeed and posts over to Pinterest quite well (kill two birds with one stone) – where 2:3 aspect ratio shares well. Also experiment with milestone and timeline sized images – especially to highlight something really important as these get featured well on the timeline. Hmm I think I have a another blog post right there! Thanks!

    • eMailTipsDaily

      Actually, I think I’ve read about that study (Pinterest-related) but now that you mention it, you are right.
      What worked there (in terms of color palette, fonts, imagery, etc…) should work well on FB too (share-worthy-wise).
      Excellent insight.

      Maybe we should setup an interview together sometime – my expertise is in email marketing though… but I am sure your audience would be interested – what do you think?

      Steve ✉ Master eMailSmith ✉ Lorenzo # Chief Editor #
      eMail Tips Daily Newsletter ✉

      • Donna Moritz

        Hey Steve- yes, I think it is probably worth experimenting with on Facebook. Thanks for your offer of an interview – I am not planning on any more in the short term (that one was for research for an article for a major website I write for in the States) – hopefully to be released soon. But I will definitely keep it in mind for the future. I am contemplating starting a podcast down the track!

  6. Sonya Lanzas

    Hi from Spain!!!

    Great post and blog Donna! I’m studying about Social Media and I have discovered that I love creat new and different images! but, of course, I am not a professional designer… so your help is very useful for me! 😀 I am going to share your blog among my workmates!


    • Donna Moritz

      Hey Sonya! That’s awesome – so glad to have you stop by and thanks for the shout out. I love Spain and although my Spanish is a little rusty (I did spend a few months in South America back in 1999) – I wanted to let you know that my articles are also featured by the wonderful team at – and they translate them for me – so if you feel like reading some of my posts in Spanish, check them out (some are original and some are translations of the posts on my blog – they are the only blog that has that arrangement with me so luckily it is in your language!). I love that you are creating images but you are not a professional designer – if you have time, I would love your input/feedback on my survey if you have time (no pressure!) – it is helping me create resources and posts to help all of you with more great “visual social media” tips.

  7. Author Bek Mugridge

    Great post!

    • Donna Moritz

      Thanks Bek! Glad you found it useful!

  8. Meg

    Thanks Donna for an inspiring article, I am already writing some original content before finishing the article (but I didn’t scroll down promise!). Can I ask what program you use to create your original images in?

    • Donna Moritz

      ha ha ha no problems if you did scroll down. I would have scrolled down if I read this post too lol….but I would have scrolled back up ha ha. I use Picmonkey Meg ( and if you want to be the first to know about some really cool stuff I have coming up soon – featuring Picmonkey – (ie super-VIP-exclusive info) then I would love to have you check out my survey below – no pressure – otherwise, stay tuned, as I will let you know about it on my blog or via email subscription…but it is ALL about how to make cool images and get awesome results with them. Thanks so much for your feedback! Have fun playing with Picmonkey and here’s the link if you want to check it out…

      • Meg

        Ahhhh PicMonkey! Can u believe I use it to edit photos on the fly but have never considered using it to create my own graphics. Silly me! Will take your survey now – happy to assist! Meg

        • Donna Moritz

          ha ha you are about to enter a world of creative joy! And thanks for your input! Anything you want to know, let me know – I am loving all the feedback from everyone – it is very enlightening (and BTW I am keeping in touch with Picmonkey about all of this!).

  9. Nikki@WonderfullyWomen

    Great post, have been wanting to venture down the path of creating my own ‘goodies’ to share on Facebook, but have just not quite got there yet, it’s now on the top of my To Do list. Having only shared other images that I have found, the ones that include wine of any discription are working wonders, says a lot about the awesome people who have liked my page…they have good taste! 🙂

    • Donna Moritz

      Awesome Nikki! That’s great that you are ready to venture out and be a little creative with your content. It’s amazing how you can start with just a few images and see results. And I am not surprised that any that include “wine” are doing well – ha ha. If you have time, I would love for you to have your say on my image survey – I am collating all the questions my readers have about how to create awesome images that drive traffic – so that I can provide you with some great tips and content – you can check it out here (no drama if you are busy but let me know if there is anything you would love to know!) .

  10. Di

    Great post Donna and you have inspired me to start getting my own together…I have been thinking about it for a long while…thank you…and have not yet ventured into Pinterest.

    Not sure what was doing I could not sign in so today’s comment is as a guest cheers Di Riddell from Confidence Beyond 50.

    • Donna Moritz

      Di, that’s fabulous! My best advice would be start where you are familiar, ie if that is facebook, then you can do some amazing visual social posts there and on your website/blog – and pinterest can come naturally from there….I will be posting lots of tips in future weeks about how to integrate it all…so stay tuned!

  11. Belinda Payne

    Really, really helpful advice thank you. Has got me thinking about what original content I can share for my business 🙂

    • Donna Moritz

      That’s great Belinda! Let me know what you create!

  12. Roz

    Great Post & I learned this a few months ago. So I took an online great graphics course & I am creating ORIGINAL graphics/posts touching on entertainment, inspiration, humor, visually beautiful, my jewelry & not much gets reach or shared. I had ‘experts’ look at my page & no one can get me over the hump. Not giving up , just hoping for more insight (& yes, I do look at my insights)

  13. Annabel Candy

    Hi Donna,

    Do we also love bright colors that catch attention too?! I think so 🙂 Great examples, love your images and ideas.

    • Donna Moritz

      haha yes we do love bright colours! Thanks so much – glad you liked it!

  14. w1cht3l

    how to stop my page photos being shared.

  15. w1cht3l

    I am page admin in thuy trang the original yellow power ranger, a Ohio girl Becca Jones stole my photos (even 250 photos) from my thuy fansite, and share on her profile without permission. how can I stop that?

    • Donna Moritz

      If someone is sharing via facebook from your page and keeping the link then that is allowed, but if they are copying the photos and then uploading them as their own then that is breaching copyright. I would ask her to stop doing it or is she is posting them on her website to take them down. Always ask first but if she does not stop then maybe consider legal action. You would have to establish ownership of the photos. Good luck!

  16. Sandra Dames

    None of my posts have a share button. Why not?



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