Growing your e-commerce audience isn't about chasing likes anymore—it's about creating content so compelling that people can't help but share it. And here's the kicker: according to Instagram strategist Brock Johnson's research, one share generates 150-400 additional views, while one like only generates 50 views. That's an 8x multiplier effect that smart e-commerce brands are leveraging to explode their reach.

The Three-Pillar Content Strategy

Most e-commerce brands get stuck creating only two types of content: promotional (designed to sell) and educational (providing value). But Johnson reveals there's a crucial third pillar: 

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Share-worthy content specifically designed to reach new audiences.

"Share-worthy content is the way to reach this ideal audience, bring them into the classroom, sit them down, bring them to your account," Johnson explains. Once you've attracted this audience with shareable content, you can nurture them with educational posts and convert them with promotional content.

For optimal results, Johnson recommends that 50-60% of your posts should be share-worthy content, with the remainder split between promotional and educational.

The STEPPS Framework: Your Viral Content Blueprint

Marketing professor Jonah Berger's research identifies six key principles that make content contagious, known as the STEPPS framework:

  • Social Currency: Create content that makes people look smart or in-the-know when they share it
  • Triggers: Connect your content to everyday occurrences that remind people of your brand
  • Emotion: High-arousal emotions like awe, excitement, or joy drive sharing behavior
  • Public: Make your content visible and easy to imitate
  • Practical Value: Share useful information that helps solve problems
  • Stories: Wrap your message in memorable narratives
Photo by Fachrizal Maulana

Five Types of Content That Get Shared

Based on Johnson's analysis of viral content, these five categories consistently generate shares:

  1. Motivational/Inspirational Content: Success stories and encouragement that relate to your niche
  2. Community/Call-to-Arms Content: Causes and movements that unite your audience
  3. Relatable Content: Specific, niche humor that makes people think "I'm not alone in this"
  4. Behind-the-Scenes: Authentic glimpses into your brand's human side
  5. User-Generated Content: Customer stories and experiences

Real-World Success Stories

E-commerce brands are already proving this works. Beardbrand's simple mustache trimming tutorial featuring influencer Greg Berzinsky generated over 10.8 million views on TikTok alone. The key? They weren't directly selling—they were providing genuine value that viewers wanted to share.

Similarly, research shows that 71% of B2B buyers share content with team members to help make decisions, proving that shareability drives business results across all sectors.

Quick Implementation Tips

  • Keep It Simple: Johnson's analysis of his top 30 most-shared posts revealed that only one or two had captions longer than two sentences. Sometimes a laughing emoji or "share if you agree" is all you need.
  • Think Specificity: "Relatability comes from specificity," Johnson notes. Instead of generic frustrations, target specific pain points your audience experiences.
  • Embrace Authenticity: In today's AI-saturated landscape, brands like Duolingo and Wendy's stand out because they maintain authentic voices in their interactions.

The Bottom Line

Share-worthy content isn't about luck—it's about understanding human psychology and creating content that people genuinely want to pass along. Start implementing the STEPPS framework today, focus on that 50-60% share-worthy content mix, and watch your audience multiply through the power of genuine sharing.

Remember: when just one of those 400 people who see your shared content also shares it, you create a snowball effect that leads to your most viral posts.