What does content that supercharges viral posts look like?


Shareable posts are the secret sauce to viral success, so Shunt analyzed 23,000 high engagement posts from NSO’s and SSO’s published in 2023 to see what makes them tick.

Here are a dozen recurring content themes we uncovered…..

  1. Shared Access; Audiences like to share information and updates that everyone benefits from.
  2. Shared Ambition; Audiences like to share common objectives and goals.
  3. Shared Anticipation; Audiences like to share in the excitement of a much anticipated event.
  4. Shared Freebies; Audiences like to share freebies, giveaways or value deals!
  5. Shared Joy; Audiences like to share the pure joy and sense of achievement sport delivers.
  6. Shared Learning; Audiences like to share opportunities for everyone to learn.
  7. Shared Loss; Audiences like to share a sense of loss, grief and reflection.
  8. Shared Nostalgia; Audiences like to share classic moments in their sport.
  9. Shared Pride/Success; Audiences like to share pride in the success of peers.
  10. Shared Shock and Awe; Audiences like to share content that leaves us in shock or awe.
  11. Shared Values; Audiences like to share public service warnings.
  12. Shared Warning; Audiences like to share common values.

Who’s generating the most shareable content?

ALL National, State/Territory Sports

ALLProfileMarketShare Posts
4New South Wales Rugby LeagueNSW540
6QRL – Queensland Rugby LeagueQLD463
7Surfing Western AustraliaWA330
8Basketball QueenslandQLD315
9Basketball VictoriaVIC300
10Athletics NSWNSW295
Sample Jan-Jul 2023, minimum 25-100 total engagements, 23,222 posts.

National Sports

ALLNSOProfileShare Posts
415Cricket Australia142
426Tennis Australia140
487Football Australia126
508Bowls Australia124
579Athletics Australia106
7410Shooting Australia87
Sample Jan-Jul 2023, minimum 100 total engagements, 4,845 posts.

New South Wales Sports

ALLNSWProfileShare Posts
41New South Wales Rugby League540
102Athletics NSW295
163NPL New South Wales227
224Cricket NSW213
275Bowls NSW191
376Hockey NSW152
387Basketball NSW152
408Football NSW149
439NSW Touch Football140
4410Surf Life Saving NSW139
Sample Jan-Jul 2023, minimum 50 total engagements, 3,331 posts.

Victorian Sports

ALLVICProfileShare Posts
91Basketball Victoria300
192Victorian Football League (VFL)218
283Bowls Victoria180
304Athletics Victoria170
395NRL Victoria151
586Netball Victoria106
597Hockey Victoria105
608Football Victoria103
639Surfing Victoria99
7510Little Athletics Victoria86
Sample Jan-Jul 2023, minimum 50 total engagements, 3,331 posts.

Queensland Sports

ALLQLDProfileShare Posts
61QRL – Queensland Rugby League463
82Basketball Queensland315
123Bowls Queensland278
174Hostplus Cup224
185Football Queensland222
326Hockey Queensland163
517Surf Life Saving Queensland124
568Netball Queensland112
689Queensland Cricket93
9010Softball Queensland76
Sample Jan-Jul 2023, minimum 50 total engagements, 3,023 posts.

Western Australian Sports

ALLWAProfileShare Posts
71Surfing Western Australia330
233Hockey WA213
244Football West208
335Athletics West161
526Basketball WA124
697NRL WA93
708RugbyWA Community93
769Netball WA86
7810Bowls WA83
Sample Jan-Jul 2023, minimum 50 total engagements, 2,483 posts.

South Australian Sports

ALLSAProfileShare Posts
312Football South Australia168
343Basketball South Australia161
474Softball SA132
495Bowls SA126
646Netball SA98
677SA Country Basketball95
738Surf Life Saving SA88
8610Rugby Union South Australia78
Sample Jan-Jul 2023, minimum 50 total engagements, 2,331 posts.

Tasmanian Sports

ALLTASProfileShare Posts
131Basketball Tasmania264
152AFL Tasmania232
213Hockey Tasmania215
364Football Tasmania157
535Athletics Tasmania121
546Netball Tasmania120
837Surfing Tasmania79
938Little Athletics Tasmania74
1039Tasmanian Rugby Union67
11510Water Polo Tasmania56
Sample Jan-Jul 2023, minimum 25 total engagements, 2,035 posts.

Australian Capital Territory Sports

ALLACTProfileShare Posts
251Canberra Region Rugby League205
262Cricket ACT198
293Hockey ACT171
354Basketball ACT161
455Capital Football – Official136
616Softball ACT102
667Calisthenics ACT96
878Dragon Boat ACT78
1069AFL Canberra65
10910Bowls ACT61
Sample Jan-Jul 2023, minimum 25 total engagements, 1,627 posts.

Northern Territory Sports

ALLNTProfileShare Posts
111NRL Northern Territory290
552NT Cricket120
713AFL Northern Territory91
774Hockey NT86
795Football Northern Territory83
1226NT Rugby Union52
1427Netball NT40
1508Athletics Northern Territory36
1619DORC – Darwin Off Road Cyclists33
16510Tennis NT32
Sample Jan-Jul 2023, minimum 25 total engagements, 1,091 posts.


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