Reading Your Audience: How to Incorporate Psychology into Social Media Marketing

Reading Your Audience: How to Incorporate Psychology into Social Media Marketing

Even though your business is an entity, it’s important that you create a humanized brand voice to connect with customers on a personal level. Create a list of these characteristics and see how you can tie them into your brand voice through the content you generate. Creating archetypes (personas, if you will) of your ideal customers is a great way to help you build a more personal understanding of your audience. That emotional connection carries through to social media marketing. People act on emotions, and they often feel the need to share these experiences with others. (1) Positivity Posts focused on happiness and humor are the most shared on social media; over 66% of social shares have a positive tone to them. Positivity has great power, especially on media, so adding a positive spin to your content is a great way to encourage sharing and engagement. Therefore, this tactic can be the most powerful in driving engagement. When it comes to marketing, consumers are strongly influenced by the behavior of other customers, and purchasing decisions are strongly influenced by social proof. This type of proof is much more personal than the others, making this tactic a little tricky for brands.

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Over the past decade, social media has become the domain where much of the world’s buzz takes place. By 2021, the number of users across the globe is expected to surpass the 3 billion mark.

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In addition to all the people talking, sharing, liking, and posting all over the place, eMarketer estimates that 90% of businesses currently use social media for marketing purposes, too. Through all this racket, it can seem like an impossible feat to post content that customers actually pay attention to.

Want to hear some good news? It’s not.

A great deal of human interaction is based on impulse. By incorporating psychological cues in your strategy, you can create the kind of content that tugs on the mental strings of your audience and forms a real connection.

Without further ado, here are four ways to get into the minds of your customers and knock your social media engagement numbers out of the park.

1. Create A Relatable And Authentic Brand Voice

Perhaps the most fascinating aspect of social media is that it gives brands the opportunity to give their messaging a more conversational, everyday personality. The University of Southern California recently conducted a study on consumer behavior and found that customers tend to assign human-like traits and attributes to brands, which in turn influenced their feelings about the businesses behind those brands.

Even though your business is an entity, it’s important that you create a humanized brand voice to connect with customers on a personal level. Decide which words you would ideally want people to use to describe and ascribe to your brand’s persona. Is your company:

  • Fun?
  • Serious?
  • Sophisticated?
  • Witty?
  • Matter-of-fact?

Create a list of these characteristics and see how you can tie them into your brand voice through the content you generate. For example, Denny’s restaurant has fully embraced a humorous and “pun-ny” personality through their social media posts.

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When you’re designing your brand voice, you need to take your into target audience and create a tone that they can relate to. Creating archetypes (personas, if you will) of your ideal customers is a great way to help you build a more personal understanding of your audience. Try giving them names, backstories, and personalities, while pinpointing common characteristics and consumption traits – just like you relate to characters in a book or a movie.

This will help you get into the minds of your customers and create content that speaks directly to them. To help you start out, explore Hootsuite’s social monitoring function, which enables you to keep tabs on certain keywords or brands related to your niche.

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From here, you can see the kinds of reactions taking place across social media. This is a great way to learn more about the types of people you need to appeal to.

Making accurate personas requires intensive research into the likes, dislikes, interests, and demographics of your target audience, so get ready to dive deep into analytics. Start by using data from your current list of followers for accurate descriptions of the types of people already engaged with your brand. Many social media sites now offer audience analytical data, such as Twitter Business Analytics, which displays specific categories your followers are interested in.

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Once you’ve nailed down your brand voice, your next step is to build up a library of content (which conveys this voice) that is ready to share. Social Jukebox is a phenomenal tool to club your posts by category and publish them whenever you need. By filling “jukeboxes” with posts of a specific genre (read, niche), you can schedule them out according to your upcoming campaigns.

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Social Jukebox will make sure your accounts stay active by recycling posts that receive high engagement beyond a preset threshold.

2. Use Emotional Triggers To Drive Engagement

Humans crave understanding and acceptance. That emotional connection carries through to social media marketing. Harvard Business Review conducted and in-depth study and found ten emotional motivators for consumers. These factors are what drive customers to brands to fulfill their needs. In order to develop content that connects with your audience, you must learn their motivations.

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By understanding the science behind these emotional motivators, you can learn how to use them throughout social media to boost engagement. People act on emotions, and they often feel the need to share these experiences with others. While there is obviously a broad spectrum to the human emotional scale, there are four basic segments that you can apply to your strategy that will elicit these motivations from your audience.

(1) Positivity

Posts focused on happiness and humor are the most shared on social media; over 66% of social shares have a positive tone to them. The reasoning behind it is fairly simple: people dig happiness (which is what, perhaps, they go looking for on social media).

Positivity has great power, especially on…

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