The Secret Behind High-Performing Social Media Posts

Have you ever noticed how some posts take off while others fall flat? The difference often comes down to emotion.

People share content that makes them feel something. Whether it is excitement, pride, humour or connection, emotion is what turns ordinary posts into memorable ones.

Recent research also shows that shares and direct message sends are far more powerful than likes or comments. When someone shares your post with a friend or adds it to their story, the algorithm sees it as valuable and boosts your reach.

So how can you create share-worthy content?

• Entertain. Add personality. Show your team, local community moments or light-hearted humour about home life. 

• Express. Share posts that help people express who they are, such as quotes about family, community or success. 

• Educate. Provide quick property tips or insights that genuinely help your audience.

When your content hits one of these three emotions, it travels further. Each share multiplies your exposure and builds recognition for your agency long before anyone fills in a form.

If you want to expand your reach, focus less on how many people like your post and more on how many are moved enough to share it. Follow for more weekly tips! Best, Paul