A method for sharing content on an instant messaging application operating in a user terminal including determining whether content-to-be-shared for a chat room associated with a user account of the instant messaging application exists, outputting a share recommendation message for the user account through the chat room in response to a result of the determining indicating that the content-to-be-shared exists, receiving a response to the share recommendation message from the user account, and outputting the content-to-be-shared for the chat room based on the received response to the share recommendation message may be provided.