One of the key pieces in marketing is psychology. Understanding the human mind is crucial to be able to launch the messages that will connect more efficiently with the audience and also to understand what leads consumers to act, buy or reject a product, to name a few examples. The power of psychology also reaches all areas of marketing and should not be forgotten when talking about social media marketing.
To achieve better results in social networks, brands and companies must not only understand how social media works and what consumers expect in them, but also what are the psychological keys that impact this environment.
As pointed out in an analysis in Socialnomics, psychology has a very important role in social media marketing and companies have to understand what are the elements of this discipline that will help improve results in the social profiles of brands.
Social networks have an effect covering needs
The first studies on the psychology of social networks and how they worked (and what made users connect to them and use them on a recurring basis) showed that the key to their success was in the effect they had on human needs . Social networks covered the needs of its users in areas such as self-esteem, the need to belong to a group and even the management of the public image. What hooked users was that in social networks not only could they find information, it was that this information had effects on their mind. It made them feel good.
And this was also the first lesson that those responsible for social media marketing had to learn. The campaigns and messages that work in social networks are those that allow to connect with human emotions and that are transversal to those points that consumers were looking for when they were connected to social networks. A study showed that the effectiveness of brand publications in social networks were 23% more effective when they touched emotions and, in those emotions, happiness, surprise or even anger were that they had a greater impact.
You have to understand the importance of the feeling of community
Another of the key elements of the psychology of social networks is the importance of feeling that is part of a community. Social networks underpin the feeling that the user is not alone and is part of a group. Therefore, brands and companies have to be able not only to understand this idea but also to empower it. They have to make their consumers feel that they are part of a community and have the companies themselves to be a part of it.
They have to be, as it were, a pillar of the community. One of the most efficient ways to understand why the feeling of community is so important is what they use in the analysis: to make use of what the stars of social networks, from Beyonce to Kim Kardashian, do to connect with their audience. The psychological strategies they use help to create an idea of community and above all to put them as fundamental pieces of it. From sharing human stories to showing that they empathize with the audience, their publications generate that feeling of permanence and proximity.
In fact, they do so even starting from how they construct the message, which uses a much more effective type of language using neurolinguistics to connect more directly with the audience.
To all this we can add, in parallel, that social networks, communities and the presence of brands and companies in them accentuates the effect of reciprocity. Consumers want companies to give them, too, to return the investment, so to speak. Social networks allow to do it in a very organic way.
Social networks can respond to the need for consumer validation
But the truth is that the psychological impact of social networks on consumption and on citizens is not limited only to the links or to what happens in that environment in an exact and concrete way, but it can also reinforce consumption patterns.