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Stirring up some action on your social media profiles can be difficult, but it’s vital to increasing brand awareness and sales. In fact, 64% of marketers said that increasing audience engagement was crucial for their social media marketing strategy.
If you find it tricky to get your followers to engage with your company on social media, don’t worry. By using simple psychology tips, you can get inside the minds of your social media followers and guide them towards taking your desired action. It’s not sneaky; it’s smart.
At my company, we use a number of these tactics to boost engagement. Take a look at these five psychology-based tips that can boost engagement on social media.
Inject some emotion.
We’ve all heard the phrase “laughter is contagious,” but in fact, according to Michigan State University, all emotions are contagious. Not only are emotions contagious, but they help us connect with one another. A social media post that simply promotes your product usually will not produce the engagement you’re hoping for or get users to connect with your brand. So, you need to inject some emotion into your social media marketing.
If you post something that evokes emotion in your followers, they’ll be more likely to feel that emotion, too, and engage with the post. Evoke emotion by sharing inspiring stories or quotes, using photos of smiling people or sharing a funny, relevant meme. You could even add emojis to your social media posts to evoke emotion. For example, adding a laughing emoji can encourage others to react to your post with the laughing emoji, too.
Ever heard of reciprocity? It’s the act of responding to a positive action with another positive action. In basic terms, if you do something nice for someone, they’ll be likely to do something nice for you in return. New research published in Psychological Science, a journal of the Association for Psychological Science, even suggests that reciprocity “outweighs our desire to conform with group norms when we’re deciding whether to cooperate with someone.”
To boost your engagement on social media, offer to do something nice for your followers. For example, you could offer a freebie to your social media followers, like a downloadable PDF or template. Upon seeing the kind gift you’re offering up to them, they’ll be more likely to reciprocate that act of kindness by liking, sharing, commenting or completing whatever particular action you want them to take.
We’re all intrigued by curiosity, and it often causes us to seek out more information. According to the Harvard Business Review (registration required), curiosity is vital to an organization’s performance. So, it’s safe to say it’s vital for your company’s social media marketing and engagement, as well.
Think about it: In crowded social media feeds, your posts need to grab the attention of users and get them wanting more. If you can pique the curiosity of your followers, they’ll be more likely to click on and engage with your posts on social media. Create curiosity by teasing your followers about an exciting, upcoming announcement; they’ll be more likely to stay tuned in to all of your upcoming social media posts. You could also pose a question in your post or caption and tell users to click a link or read the comments to find out more.
Belongingness is the state or feeling of belonging to a particular group. Belongingness is a human emotional need that we all have, whether it’s to fit in at work, find friends we relate to or feel part of a family. In fact, in Abraham Maslow’s hierarchy of needs, love/belongingness is one of the major needs that motivate human behavior. Users on social media have the same need for belongingness.
An easy way to promote belongingness and boost engagement on social media is to like and reply to comments from your followers. Liking and replying to comments will make users feel seen and appreciated. You could also hold a Q&A on social media to answer the burning questions of your followers and provide them with special insights into your business. This can make them feel like they’re part of an exclusive group.
At my company, we regularly post reviews from happy customers on our social media channels. This helps our happy customers feel like valued members of our community and acts as social proof for our other followers, as well.
The term FOMO (fear of missing out) was coined and made popular in 2004 by author Patrick J. McGinnis. It relates to society’s increasing addiction to social media. FOMO happens when you see something happening on social media and you have a fear of missing out on it, whether it’s a simple social interaction or a big sale.
You can use FOMO to increase your engagement on social media by not just listing the benefits of whatever you’re promoting but by telling your audience what will happen if they miss out. For example, if you’re creating a members-only Facebook group (also good for promoting belongingness), let your followers know that if they don’t join the group, they’ll be missing out on a ton of priceless tips and advice.
Don’t leave your social media engagement up to guesswork; use these proven psychology-based tips to make sure your social media platforms are bustling with activity. More engagement from your social media followers typically means more website visits, more leads and more sales for your business.
May 23, 2019 at 08:02AM
Forbes – Entrepreneurs