Use 7 Psychology Hacks For More Social Media Engagiment; #5 Is Awesome

According to research conducted by Statista, a staggering 77% of businesses utilize social media as a means to promote their products and services. Furthermore, data from eMarketer indicates that Millennials have been prominent advocates of social media, with 30.3% actively using social networks. However, in the year 2023, there has been a remarkable surge in the social media presence of Generation Z. Social networks offer real-time and intimate sharing features that resonate particularly well with Gen Z.

1.Prove That You are Good

Social proof is the psychological phenomenon that drives individuals to mimic the actions of others. It's based on the assumption that those in one's proximity have a better grasp of a situation, leading one to follow their example.

An example of this can be seen with Semrush, who prominently display their customers' brand logos on their website as a means of demonstrating their trustworthiness among well-known companies. The influence of these brands can have a positive impact on creating social proof.

2.Make Them Awe

The current study has revealed that the most successful tactics for increasing interactions on Instagram involve evoking emotional reactions and encouraging viewer engagement through queries and calls to action. Furthermore, promotional content was observed to have a less favorable reception among viewers. Out of 1,400 successful advertising campaigns, those with purely emotional content performed about twice as well (31% vs. 16%) as those with only rational content.

Take Barbox, for instance; they proudly highlight that their products have served two million dogs, which serves as a compelling form of social proof regarding the quality of their dog food.

  1. Customers: social proof from your existing customers or users (e.g. testimonials or case studies).

  2. Experts: social proof from credible and esteemed experts in your industry (e.g. experts who exhibit the same behaviors that you want our visitors to).

  3. Celebrities: social proof from celebrities or other influencers (e.g. celebrities who have bought your product, or visited your establishment).

  4. Crowds: large numbers of people who provide social proof (e.g. “300,000+ websites use the OptinMonster lead generation software to get more email subscribers”).

  5. Friends: people who are friends of your users/website visitors (e.g. “50 of your friends like OptinMonster”).

  6. Certifications: a credible, 3rd party entity that certifies that you are a knowledgeable, high-quality or trustworthy source (e.g. “USDA Certified Organic”).

6 Main social proof
Most Popular Emotion is Awe

Why Awe emotion is most popular? 

Awe can create a sense of social connection as people share their awe-inspired experiences with others. This can lead to conversations, comments, and discussions on social media platforms.

In Schwarz's experiment, a dime was strategically placed near a copy machine in an office setting. Participants were asked to use the copy machine, but they were not explicitly told about the dime. Later, when participants were asked to rate their satisfaction with the copy machine experience, those who had encountered the dime (even if they hadn't consciously noticed it) reported higher satisfaction compared to those who had not seen the dime.

“I don’t know the key to success, but I know that the key to failure is trying to please everybody” – Woody Allen

Among the four most prevalent emotions (happiness, sadness, anger, fear), happiness stands out as the most contagious, leading to increased sharing and likes. Statistically, positive social media posts generate an average of 1.75 times more positive responses from friends, whereas negative posts result in 1.29 times more negative responses.

Additionally, it's crucial to incorporate emotional elements into your headlines. To analyze the sentiment of your headline, simply input it into CoSchedule's headline analysis tool. Then, navigate to the keyword and sentiment section for insights.

3.Make Your Audience Feel Special by Giving First

When you treat your audience with special care and offer them significant value, they are more inclined to reciprocate. It's akin to sending a birthday gift to a friend – it's highly probable that they will return the favor on your own birthday. Thus, the initial approach to sales isn't about selling, but rather, it's about giving.

Dove's "Real Beauty" Campaign: Promoting Positive Self-Image

Dove, a well-known personal care brand, launched its "Real Beauty" campaign to promote positive self-image and challenge traditional beauty standards. The campaign focused on empowering women and making them feel special in their own skin.

While Zoom already had an established customer base, it ramped up its social media marketing efforts by hosting contests and giveaways to generate excitement. In early 2020, the marketing team initiated a virtual background competition, showcasing their newly launched feature.

Another effective approach is to consistently share your audience's content on social channels and notify them about it by tagging their respective handles on the social networks where you're engaging with them.

4.Be Friend First: Hang Out With Potential Customers

It's crucial to establish a genuine connection with your audience, who are also potential customers. You can arrange knowledge-sharing webinars, hsot industry conferences, and arrange or participate in networking events to create real-life interactions.

It can also be a live video
It can be a simple survey in the newsletter
5.Create Excitement and Spill Secrets On the Other Side

We're all seeking excitement in our daily lives and craving content that stands out from the ordinary. That's why it's a smart move to tease your audience with a sneak peek before the official launch of your new product or service.

  1. Product Launch Teaser: "🚀 Big News Coming Soon! We're about to unveil something game-changing. Get ready to be blown away. Stay tuned for the big reveal! #ComingSoon #StayTuned"

  2. Exclusive Content Sneak Peek: "🤫 Something amazing is brewing behind the scenes! We're giving you an exclusive sneak peek at our upcoming [Event/Project]. Want to be among the first to know? Keep your eyes on our page! #SneakPeek #ExcitingTimes"

  3. Webinar Announcement: "🔥 Exciting Announcement! We're hosting a special webinar with industry experts to spill the secrets of [Topic]. Mark your calendars because you won't want to miss this exclusive event. Save your seat now! #WebinarAlert #IndustrySecrets"

  4. Book Release Teaser: "📚 Book Lovers, get ready for a thrilling journey! We're on the verge of revealing our latest masterpiece. Prepare to dive into a world of intrigue and mystery. Stay tuned for the grand reveal! #BookLaunch #MysteryNovel"

  5. Event Promotion: "🎉 The Countdown Begins! Our [Event Name] is just around the corner, and we have some surprises in store. We're spilling the beans soon, but you'll have to join us to get the full scoop. Get your tickets now! #EventCountdown #SpecialSurprises"

  6. Contest Announcement: "🎁 Something BIG is brewing, and it involves YOU! Stay tuned as we're about to announce an exciting contest with fantastic prizes. Your chance to win awaits! Keep an eye on our feed for details. #ContestAlert #PrizesGalore"

  7. New Menu Teaser (Restaurant): "🍽️ Foodies, get ready to have your taste buds tantalized! We're unveiling a brand-new menu that will redefine your dining experience. The secret recipes will soon be revealed. Are you curious? #NewMenu #FoodieDelights"

6. Create FOMO: Fear of Missing Out

It's crucial to establish a genuine connection with your audience, who are also potential customers. You can arrange knowledge-sharing webinars, hsot industry conferences, and arrange or participate in networking events to create real-life interactions.

🚀 "Don't miss the event of the year! Our exclusive Musical Event is just around the corner, and it's going to be epic. From captivating speakers to jaw-dropping surprises, this is an experience you won't want to miss. Secure your spot now and be part of the excitement! 🔥 #FOMO #EventOfTheYear #GetYourTickets"

7. Develop Frequency Illussion

The Baader-Meinhof effect, also known as the Frequency Illusion, is when you hear about a company or concept for the first time and then seemingly encounter it everywhere shortly afterward. This phenomenon occurs because your awareness of that thing has increased, creating the impression that it's more prevalent than it actually is.

In marketing, this effect is leveraged when people repeatedly see a product in various contexts, making it seem more popular than it truly is. This can influence individuals to purchase the product, whether to fit in or because they genuinely want it. It's a marketing tactic aimed at increasing consumer purchases, and those experiencing the Frequency Illusion may also recommend the brand to others seeking similar products or services.

Although the concept was already intriguing, Robinhood's founders executed a highly successful pre-launch campaign that garnered 1 million user signups a full year ahead of the app's official release, all without spending a single dollar. Less than a decade after its inception, the company achieved a remarkable $1.81 billion in revenue. The key to their substantial user influx? Borrowing an approach from Mailbox - the referral waiting lists.

  1. Set a Time Limit: Creating a deadline for promotions or offers triggers a sense of urgency, encouraging impulsive purchases. Amazon's "Deal of the Day" is a prime example.

  2. Use Social Proof: Displaying testimonials and notifications of recent purchases can build trust and influence purchase decisions. TrustPulse is a tool commonly used for this purpose.

  3. Quote Celebrities or Influencers: Leveraging endorsements from influencers or celebrities can enhance brand trust and attract a larger audience. Instagram is a favored platform for influencer marketing.

  4. Market Product Bundles: Offering product bundles with limited-time discounts can drive sales, especially when combined with countdowns. Design Cuts is cited as an example.

  5. Leverage FOMO on Multiple Channels: Utilizing an omnichannel approach and promoting exclusive content on specific platforms can create FOMO, leading to increased follower and subscriber numbers.

  6. Improve Your Messaging: Crafting messages that convey urgency and the fear of missing out can be highly effective. Phrases like "Last chance to buy" and "Time's running out" can prompt immediate action.

  7. Use Competitive Spirit: Showing that others are interested in the same products can create a sense of competition, motivating quick purchases. Booking.com employs this tactic.

  8. Highlight Missed Opportunities: Showcasing opportunities that were missed by customers due to delay or hesitation can induce anxiety and FOMO, prompting quicker decision-making. Booking.com uses this strategy as well.

User cases - Tech Product Launches

Technology companies generate buzz and anticipation for new product launches through teaser videos, blog posts, and advertisements. Consumers start noticing references to the product across various platforms and media channels.

User cases - Social Media Viral Trends

A viral internet meme or trend can suddenly appear everywhere once it gains momentum. Users start seeing references to it in their social media feeds, news articles, and even in conversations with friends. The meme becomes more prominent due to the Frequency Illusion.

Summary

Social media profiles offer an excellent opportunity for content marketing to expand your audience reach and enhance brand recognition. However, in the vast sea of information shared on social media daily, your message must distinguish itself.

Utilizing psychology can be a potent strategy to gain insights into your target audience's thought processes. Begin by selecting one of the seven content marketing psychology techniques discussed in this article and customize your social media content accordingly. I look forward to hearing about your outcomes.

Which social media engagement psychology technique mentioned in the article intrigued you the most? Feel free to share your thoughts by e-mail: hello@wiseras.com.