What Makes Your Audience Share Your Story?


What Makes Your Audience Share Your Story

“When we are sharing stories to create bonds with other like-minded people, we want to give them social currency with the highest pass-on value we can.”

Jay Oatway


Sharing your story is one of the most effective ways of sharing your message with the world. Your audience are conditioned from childhood to learn about life through the stories they are told.


What makes a story particularly effective is how easily an audience will share your story with their networks. This happens when they personally value the story being told.


There are a number of common traits that make your audience value a story


Educational Content


“Education is the most powerful weapon, which you can use to change the world.”

Nelson Mandela


Stories have always been used to teach people an unknown fact. Storytelling is one of the fundamental building blocks in the learning process. When we want to learn something if it is in a story format it is easier to understand and remember.


If the story is a particularly well-told story and teaches us something that we personally value we will share it with our network. The reason we share our story is because it will elevate our worth to our peers.

Entertainment Value


“I would rather entertain and hope that people learned something than educate people and hope they were entertained. “

Walt Disney


Not all stories are just about educating an audience; some of the best lessons are learned as the storyteller educates and entertains us simultaneously. This is a very effective type of storytelling because it provides a double imperative for your audience to share your story.


Never underestimate the power of the entertaining story to educate people. Storytelling requires that extra lift provided by an engaging story to encourage your audience to share it.


Emotional Connection


“When dealing with people, remember you are not dealing with creatures of logic, but creatures of emotion. “

Dale Carnegie


The final component in encouraging your audience to share your story is creating an emotional connection with your audience. This is probably the key ingredient in ensuring your story is shared.


The simplest way to achieve an emotional connection is to think about how your story will make your audience feel. If you can make your audience feel something when they learn about your story you will have connected with them.


Positive feelings are obviously good, but you would be surprised at how many storytellers achieve success with stories that use negative emotion.


“The fact of storytelling hints at a fundamental human unease, hints at human imperfection. Where there is perfection there is no story to tell. “

Ben Okri


The best storytelling combines education, emotion and simultaneously entertains us. When creating your story think about how you combine these elements to make your audience want to share your story.