Open Graph is a protocol that allows web pages to become rich objects in a social graph. By adding specific meta tags to a webpage's HTML, developers can control how their content appears when shared on social media platforms like Facebook and Twitter. This includes specifying the title, description, and image that will be displayed. When a user shares a link, the Open Graph tags help ensure that the shared content looks appealing and informative. This enhances user engagement and encourages more clicks, as the shared content is presented in a visually attractive format that captures attention.