Neuromarketing techniques in social media makes a huge impact on consumer engagement. The power of psychology in social media engagement works both ways where consumers too can impact a brand
Mr. X purchased a microwave oven from a well known brand. The very first day he noticed a burning odor emitting from within when turning it on. It was not functioning. Several attempts to get the service centre to respond were fruitless. He finally lost it and posted a very compelling and harsh complaint on the company’s social media page. THAT prompted an immediate response from a sales manager no less who enquired about the problem and promised to replace the machine.
When that wasn’t done Mr X sent a message claiming how his presence and activity on social media had the power to invite negative publicity to the brands image by virtue of his followers who amounted to more than 3000 on his group which he was an admin. That did it! A conversation with the sales manager’s senior followed. A new machine reached him the next day.
The fascinating aspect of psychology in social media
What is so fascinating about the psychology of social media that compels people to engage in activity such as over sharing every aspect of their lives? What is it that compels people to use social media to take down brands rather than complaining directly? In MR X ‘s case, social media was a last resort used effectively to initiate a response. That’s the power of social media. It can make or break you.
Consider the fact that according to neuro imagery concerning brand evaluation, consumers are driven by emotions rather than information. This element has been proved in several marketing campaigns that went viral such as Dove’s real beauty, Nike’s thank you Mom, and Apple’s misunderstood.
DOVE REAL BEAUTY
Emotional engagement in marketing is impacted by certain factors of design, color, Images and branding. Engagement in social media also relies on how well customer centric content related to business goals can meet the demands of a target audience. If you as a marketer can find that one little spot of making your consumers satisfied through your content then you’re on the right track to successful marketing.
Concerning social media, psychology can help you create viral engagement. Creating strategies and content that understands what motivates drives and initiates responses from your consumers will help you succeed. Failure to understand or tap the psyche of your consumers will leave you still wondering that hit you. Here are three neuromarketing techniques to consider in your next social media campaign
1.Use Emotional Triggers to Create Authentic Connections
Making a connection with your audience is vital in social media engagement. Considered a neuromarkting technique it helps people relate to you. When such an emotion can be effected, you increase your chances of customer’s engaging with your business.
How to make an emotional connection with your followers???? Use Simple Meaningful interaction. Use laughter, the best medicine.
Before you use the element of humor, understand what kind of humor pleases your consumers. Don’t use offensive or lame humor. Make use of animation. It works!! Communicate information about your brand and company in a light humorous way to gain attention. Create lighthearted funny tweets. Post comical Instagram photos. Create interesting pins on Pinterest.
2.Partner with influencers and authorities trusted by consumers
Trust is important in marketing. When you associate with influencers or brands that already enjoy a level of trust with your audience, you gain the same. If you’re a beauty brand, tie up with beauty bloggers who enjoy a big fan following. You could even be endorsed by makeup artists and hair stylists. If you’re a foodie brand selling raw products or condiments you could associate yourself with chefs, food presenters and television personalities.
What better example of building brand trust than the fantastic Fly Emirates A380ad with Jennifer Aniston.
Make a list of influencers and analyze their own activity across social media. Study their likes comments and shares. Target the influencer that drives and motivates the most activity. Influencers are an important neuromarketing technique.
3.Gifts and freebies are great
Gifting your consumers’ freebies will make them feel important and indebted. Discounts, free coupons, trials, samples, souvenirs, all make sense as items that draw in crowds. Consider what happened to the real Madrid Facebook campaign. In one particular post, they gave away free shorts on purchases of kid’s shirts from the official team store. What do you think was the result? 16000 reactions and 63 shares in ONE HOUR!!
Don’t offer useless stuff. Make sure your discounts or freebies make sense and are valuable to consumers. A great way to generate engagement is to give a discount for every tweet, share, like or post.
Neuromarketing techniques improve and actually work for your social media engagement. Emotional connections with your consumers helps in building up a big fan following and lead to ultimate brand loyalty.