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Hey Marketing Bestie,

US Open kicks off this week, which means I’ll be watching tennis every day for the next 2 weeks.

Also, can't wait to see all the influencers posting their Honey Deuce drinks.

They lowkey look amazing.

If you don’t know what a Honey Deuce is, Google it. 🎾🍹

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MARKETINGLAND SPEAKER ANNOUNCEMENTS

Chantelle Marcelle is pulling up at Marketingland 2025!

Senior Growth Marketing Manager at Webflow, Chantelle will share how to create a high-performance growth system built on content, community, and distribution. Can’t wait to take notes.

Catch her at Demandland on October 30th.

👉 Save your spot

What is the DM Share Test?

Most marketers ask, “Will this get likes?”

Some ask, “Will this get comments?”

But here’s the better question: would someone send this to a friend?

That’s the DM Share Test.

Before you hit publish, pause and ask: Would someone care enough to copy this link, paste it in a group chat, and say “You gotta see this”?

Would they drop it in the group chat? Would YOU?

That’s the bar.

Because shares don’t happen by accident. They happen when your content earns it.

The 3 Triggers of Shareable Content

If you want people to share your content in a group chat, you have to give them a real reason.

It usually comes down to 3 things.

Let’s break them down, shall we?

1️⃣. Emotion

People don’t share content they feel neutral about. They share what sparks a reaction. Sounds obvious, but hard to pull off.

Maybe it's something funny. Something bold. Something unexpected.

Emotion drives motion. If your content makes someone feel something fast, they’re more likely to pass it along without thinking too hard about it.

This is why memes work. This is why hot takes spread. Not because they’re optimized for the algorithm, but because they’re optimized for a REACTION. (And the algorithm is looking for those fast, high-signal reactions.)

2️⃣. Identity

Great content makes people say, “This is so me.” Or better yet, “This is exactly how my team thinks.” Or best-ever: "My friend would love this."

When content reflects someone’s beliefs or personality, it becomes something they want to send.

Because they don’t have to explain themselves. They just hit “Send” and let the post do the talking.

It’s how content becomes social currency.

Me to my friends, about literally anything.

3️⃣. Usefulness

Not everything has to be emotional or clever.

Sometimes people share things just because it’s genuinely helpful.

It's kinda what I'm trying to do right now, LOL.

Maybe it's a really solid tip. A framework. A 1-liner that solves a real problem.

If it’s easy to consume and makes a difference, people will want to share it. Especially if it helps them look smart, save time, or help someone else.

You don’t need to hit all 3.

But if your content doesn’t spark at least 1 of these, chances are, it’s getting liked… not shared.

How to Audit Your Content with the DM Share Test

So how do you know if your content is actually share-worthy?

Run it through this simple test before you publish.

Step 1️⃣: Pull up your latest post.

This could be a LinkedIn post, a newsletter, a tweet, or even a meme. Anything you’re putting out to your audience.

Step 2️⃣: Ask yourself 1 question.

Would someone send this to a colleague, a friend, or a group chat?

Not “would they like it” or “would they agree with it.”

But would they care enough to share it with someone else?

Step 3️⃣: Check for the trigger.

- Does it spark emotion?
- Does it reflect someone’s identity?
- Does it offer something immediately useful?

If you can’t answer yes to at least 1 of those, pause.

Rewrite the hook. Tighten the message. Add an edge or a clear takeaway.

You don’t need to guess. You just need to look at your content the way a real person would. Sometimes, when we're so close to a campaign, we forget to step back and do that.

No dashboards. Just a gut check based on what people ACTUALLY share.

Run that test this week and see what holds up.