Have you ever wondered why some posts get shared and others don’t? In past posts, we have tackled this issue and discussed how using different types of emotion results in a larger number of shares than posts that do not. Content that captures any emotion tends to be shared more often than content without any emotion. But content that evokes the feeling of happiness tend to be shared the most.

Whether your audience is in awe of someone overcoming unimaginable odds, amused by an adorable child in a video, or laughing at a cat chasing its own tail, these all trigger an overwhelming sense of happiness. And while we may know what makes ourselves happy, what makes us happy might not make our audience happy.

If we understand some key elements that make up the lives of happy people, we can relate our content to them.

Healthy Relationships

People who are in healthy, committed relationships tend to be happier. I am not talking about just romantically, but rather those who surround themselves with great friends and family.

Social media should feel like you are talking with a friend. It is merely an extension of your social group into an online world. Therefore, anything you post should appeal to your audience as something a friend would post.

Caring Behavior

People who live a caring lifestyle tend to be happier. Those that volunteer or spend their time reaching out to others are generally happier than those that do not.

Whether you are taking part in the ALS Ice Bucket Challenge or simply posting something friends would find useful on their pages, social media acts as a platform to foster that caring behavior.

Goal Investment

If individuals are deeply invested in accomplishing a goal that is challenging but well-suited to their skills, they generally tend to experience happiness.

Because of this, content should cater to your audience to help them achieve something. They want to read your content and feel as though they have bettered themselves and grown as individuals.

Identified Strengths And Weaknesses

Individuals who believe they have figured out their strengths and weaknesses tend to live happier lives.

We must adapt our content so that our audience learns from reading what we post. Whether they learn what they like or don’t like, learn how to use their strengths to succeed, or learn how to avoid their weaknesses in a time of crisis, helping our audience understand these things will lead them to more happiness.

Gratitude, Mindfulness, And Hope

People who treasure gratitude, mindfulness, and hope tend to be happier than those who do not. Making these things important leads to a more optimistic mindset and a happier well-being.

If people see that your bank treasures these things as well, they will be warmed by your bank’s message. Take, for instance, the Automated Thanking Machine by TD Bank Canada. The message sparked some hope in viewers that banks aren’t just about holding your money, that maybe they care about their customers as people.

If banks wrap these elements up into their social media platforms and provide happy content, people will want to share it. Happiness is contagious. Think about any time you saw something on social media that made you smile. How many times did you find yourself sharing it?


Now think about your bank’s social media content. How many times has it made you smile? And how often do you find yourself sharing it? Could it be more?