Lindsey Komson

Featured image by The ALS Association

When you hear the word “sticky,” you probably think something along the lines of “ew, gross!”

But in terms of social media, “sticky” is a good thing.

Content that’s “sticky” resonates with an audience. It sticks with them (see what I did there) for a lot longer than the time they’re scrolling, and they remember the message you’re trying to share.

So, what makes content stick?

According to Neil Patel, there are 6 factors:

• Eliminate jargon
  
  People aren’t logging into social media to read an academic paper, they want content that’s easily understandable.
  
  
• Find interesting angles on popular subjects
  
  Don’t just contribute to existing online conversations, create a memorable one!
  
  
• Specifically describe your ideas
  
  The only way other people can understand your ideas is if you describe them.
  
  
• Use authoritative sources
  
  Include insights from industry leaders to gain trust from your audience.
  
  
• Make people feel something
  
  People don’t always remember the stories you tell them, but they’ll always remember the way you made them feel.
  
  
• Narrate a story
  
  The most memorable posts are the ones that tell a story – make people want to tell it again!

Sticky content can be huge for people and companies looking to create good in the world. By creating content that sticks in an audience’s brains, it keeps a cause top of mind.

I keep bringing up the Ice Bucket Challenge, but it was a perfect example of sticky content. Not only was it easy to understand, but it brought a new way to spread awareness about a cause and was related to the ALS Association, an established organization.

While there are benefits to using sticky content for a good cause, there are some limitations involved. Posting a video and hoping it sticks enough to pick up as a viral challenge is a gamble. If it doesn’t catch on, it almost looks like a social media fail. Also, depending on the organization or company posting the content, short and academic-sounding language might fit their brand voice better than some of the steps outlined by Patel.

Regardless, sticky content will keep your brand at the top of people’s minds and contribute to making the world a better place.