What should you check to determine if external content is worth sharing on your social media?

The best approach to evaluate whether external content is worth sharing on your social media is to check if the content aligns with your brand content or voice. This alignment is crucial because sharing content that resonates with your brand identity helps maintain consistency and reinforces your brand message among your audience. When the content reflects your values and communicates in a way that is familiar to your followers, it enhances your brand's credibility and helps build a stronger relationship with your audience.

Moreover, aligning shared content with your brand fosters a cohesive narrative across your social media channels, ensuring that users know what to expect from your posts. It allows your audience to connect with the content meaningfully, which can lead to increased engagement and loyalty over time. Sharing content that doesn't match your brand voice could confuse your audience or dilute your messaging, undermining your marketing strategy.

While the popularity of the content, the status of the influencer, or engagement rates are factors that can contribute to its potential success, they do not hold as much weight as the relevance to your brand. If the content lacks alignment with your brand identity, even a viral piece might not be appropriate or beneficial for your audience.