How To Use Psychology To Maximize Social Engagement
Have you ever seen a social campaign that works like magic? It really does seem like someone waved a wand and summoned a bunch of comments and shares. Yet when you try to replicate that success, you fail.
Thankfully, it’s not magic at work––it’s psychology. The reason some brands get so much social engagement is because they tap into basic human needs. And if you can understand how your consumers’ minds work, you’ll have a massive advantage.
There’s one simple psychological concept to understand to increase your social engagement by leaps and bounds: Hit the right triggers.
There are certain triggers that consumers will instinctively respond to. And that’s why they’re so powerful. These triggers instantly create strong connections that will make your customers salivate over your latest product.
There are a ton of psychological triggers, but here are some of the most important ones to focus on:
Authority
As Fast Company points out, authority is “the guiding light.” Most of the time, people want to buy products from brands they trust. Establishing your brand as an authoritywill build that trust and set you up as an industry giant. Show potential customers why you’re the best in your niche.
Social Proof
Social proof is huge. 70% of Americans consult product reviews before buying, and a lack of product reviews could mean disaster.
But social proof doesn’t just mean product reviews––if you can get lots of people talking about your company, you’ll create all the social proof you need. Create positive experiences, whether that’s by getting product testers, holding contests, or creating fun campaigns.
Scarcity
If you’ve ever bought something because it was a limited edition product, you were responding to the scarcity trigger. Scarcity automatically makes a product more valuable, no matter what it is. People don’t want to experience FOMO, or the fear of missing out, so they talk themselves into hitting the buy button.
Conclusion
Psychology can be your best friend when it comes to creating social engagement. Use these triggers sparingly, and if you do it right, you’ll see your engagement spike.
What psychological triggers have you used in your marketing?
