Social marketing uses tricks of psychology to influence and capture people’s attention. Discover 11 techniques of psychology that are applied in social marketing.
Psychology is closely related to many social marketing campaigns. Thus, if you think your company needs a boost, there are some psychological tricks or secrets that can help you achieve your goals.
What is social marketing?
The concept of social marketing has its roots in the 1970s, when researchers Philip Kotler and Gerald Zaltman used commercial marketing methods in advertising campaigns for the social good.
Since then, it has been linked to the use of marketing techniques to influence a specific audience for their benefit. Under this principle, social marketing is responsible for the analysis, organization and design of programs that aim to influence the voluntary behavior of a certain population or social group. A clear example of social marketing is the development of campaigns to promote seatbelt placement, to publicize the negative effects of drug use or to promote a healthy and healthy lifestyle that improves our quality of life.
Although it differs significantly from commercial marketing, as in the case of the latter, also in social marketing the work of the psychologist plays a very important role, both at the communication and planning level. In this sense, the psychologist uses the analysis and study of the behavioral behavior of society to generate the expected result.
One of the clearest cases are the campaigns carried out by the General Directorate of Traffic, where the message that is transmitted, through striking images, does not intend to influence the consumer, as a commercial marketing campaign can do, but that aspires to change the behavior of society based on the representation of a real message. All this in order that these dangerous behaviors can be reduced.
But the work of the psychologist does not only imply his collaboration in social marketing campaigns that aim to change bad habits and harmful behaviors. They also work together with other professionals to collect information on topics of social interest (statistics on the number of people infected with HIV, the volume of the population that donates blood, the time slot in which there are more accidents, behaviors that point to behaviors of gender violence, etc.). With all this, professionals influence the need to modify the values that affect the population through actions that seek the greatest possible impact to achieve their objective.
Examples of social marketing
Social marketing campaigns apply a series of psychological theories to try to persuade the people who receive the information. So much so that the approach of social marketing is usually to try to reach as many people as possible in order to sell more. In this way we can find the following psychological theories around social marketing.
1. Psychology of color
Human beings are very visual, that is why color psychology It is often widely used in various social marketing campaigns. According to this psychological theory, different colors awaken certain emotions that can more or less capture our attention. For example, red tends to stand out a lot and suggests a lot of intensity or passion. The psychology of color can be visualized in many examples of social marketing.
2. Social proof
Social proof means that we let people think about certain products of our brands. In these types of social campaigns, people show their opinion and others see the trust that one brand or another has.
3. Amplification hypothesis
The moment you show certainty or reliability when you say something, the more likely people are to believe you. In this way, in social marketing campaigns, it is good to have a position regarding certain debates since this generates that there are people who feel more identified with your brand.
4. Satiate human curiosity
Curiosity is one of the main characteristics of human beings. That is why a marketing campaign will always work if a part of the content makes us want to know more. An example of this type of social marketing is precisely the so-called clickbait, that is, the use of eye-catching headlines to capture the attention of our viewers.
Generating controversy is another of psychology’s most effective methods of attracting attention in social marketing campaigns. Give an opinion both in a debate of the social media or in social problems are examples of this.
Another way to apply psychology to social marketing is by applying controversy at a much more extreme level. On these occasions, controversy is used to separate the followers of the company from others. In this way we want to differentiate those who are part of ‘us ‘ and who are the target audience of the company with the ‘ they ‘ who would be those who are not part of the interests of this marketing approach.
7. The isolation effect
These kinds of psychological tricks of social marketing are purely visual. The isolation effect, despite being very simple, is applied in many social marketing campaigns. It just consists of highlighting the product in front of our audience. To do this, a lot of space is left around all sides and the contour of the product is highlighted. In this way all our attention is focused on it.
8. Be everywhere (frequency illusion)
Corporate social marketing, the presence and display of a brand comes first. For this reason, to make our company see it is vital to be visible in those places where our target audience is most present.
9. Aspiration content
In social marketing campaigns inspire emotions is one of the best-known tricks. In this case, the marketing approach is to try to fill a gap that we have empty. To do this, we must inspire that the product that our brand generates is what is really required to fill this gap.
10. The science of persuasive writing
The titles and the words that we use in social marketing are key. In this way, there are a series of appeals that we can make through writing with which we reach our audience more. Some of these examples of a social marketing plan would be the following:
- Speak directly to your audience and use the word “you”
- Inspire FOMO (or fear of missing something) to make your audience really want the product
- Sharing what will happen if readers don’t take action (What bad future awaits them if they don’t click on your link or don’t buy a course?).
- Humor or interesting phrase twists to grab and hold their attention.
The key in social marketing is precisely trying to capture and retain the attention of our target audience.
Reciprocity is another of the examples of social marketing that can work the most thanks to the psychology behind them. When you offer generosity to your audience, such as giving away coupons or giving good advice, people will be grateful and will turn to your brand when they want to buy something related to your company.
These are some of the principles of psychology applied to social marketing. On many occasions, reality shows that companies that offer a good service or content to society are usually the ones that are most rewarded. In this way, the best marketing is to give your customers the best for them.