How do I get people to share my videos?
Shares aren't about your video — they're about the sharer. People share what makes them look good, says who they are, or helps someone specific.
The Diagnosis
The share button is a status button, and understanding that changes everything about engineering for it. People share for four reasons, none of which is 'the video was good': it makes them look smart or early ('I know something interesting'); it says who they are (the video is a badge they can wear); it helps a specific person (usefulness always has an addressee); or it made them feel something intense — awe, surprise, laughter, even anger. Mild interest never travels; 'pretty good' is where shares go to die. So audit your video against the four: while watching, does a specific friend come to mind? Would sharing this say something about the sharer? Is there one moment intense enough to be worth handing to someone? If the answer to all three is no, the video can still perform — it just won't be carried.
Go Deeper
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