Many people are under the impression that social media marketing is all about getting likes and shares. While this may be partially true, community management involves so much more. The goal is to establish meaningful and lasting relationships with your target audience.
The majority of business owners, however, resort to bribery, a short-term strategy that only works for a few months (days, even). The “Like and share this post to get a freebie” strategy can only get you so far.
Again, your goal should be to create lasting relationships with people. You want them to share and like your posts without the bribes to keep them, and some basic knowledge related to human psychology can help you achieve this goal.
Here are psychology-backed strategies that you can use:
Add Personality to Your Brand
Some of the most successful brands today have distinct personalities. For example, there is a leading sportswear brand with an “up for any challenge” personality. One perfume brand, on the other hand, showcases its masculine, adventurous, and irreverent personality.
These two brands paint a very vivid picture in your mind, and that’s their secret. According to Alyka and other experts, people simply want to engage with a brand that’s more human than to engage with a faceless marketing machine.
Give Them a Real, Compelling Reason to Like and Share Your Posts
Don’t make your readers like your posts just to get a freebie in return. Give them something—a real reason—to do it. One good way to do it is to share a glimpse of your brand’s journey, and opening the possibilities for two-way interaction by asking your audience to share their own stories, too.
The psychology behind this is that people feel important when you open up to them. According to a study, the need to belong with people who experienced similar struggles is a strong driver of emotion.
Share Something Fun and Funny
Most brands forget the most important key to user engagement on social media: it needs to be fun and funny. Think about it. What do people share the most? Is it the media event or updates of some company? Or is it the memes, puns, and hilarious jokes?
It’s the latter. Posting something merely interesting is not enough—it has to be funny. This is because humor establishes rapport. People love to laugh.
If you really want to be successful in the world of social media, you need to move from “selling” to “sharing”. Remember that your target audience is human; people put their faith (and money) on people they can actually relate to.