You may think that social media is pretty straight forward, however really good social media marketing uses psychology. Before campaign creation can start you need to take the time to dig deeper into your followers. Psychology is the scientific study of the human mind and its functions, especially those affecting behavior in a given context. So, if we want to create social media that people can’t help but respond to, we need to get into their minds.

Let’s break down how best to profile your followers.

  1. Identify their pain/pleasure points – this is the driver of human behavior

  2. Find a Novelty – something new or unknown to them

  3. Find the Why – show them how great it can be

  4. Make it easy – easy to read, easy to understand and easy to respond

  5. Find what makes them curious – when you spark curiosity they make more of an effort

Once you have all of the information above, you can start to create your campaign that appeals directly to your followers. In many cases we are targeting different segments at the same time across multiple channels. Make sure that you focus on your campaign goals/objectives and which followers you are targeting to get there. Let’s look at both design and copy while focusing on psychology.

Design can be broken down into 5 areas of focus.

  1. Instinctive – create the reaction no one can resist

  2. Opportunity/Threat – create the feel of opportunity with the offer and the threat of what happens if you don’t do it

  3. Number of options – keep it simple, too much and it will be thrown away

  4. Patterns – eye pleasing and creating contentment

  5. Selective disregard – this is an automatic process, make sure your design is not disregarded

Here are a few psychological tricks for your copy:

  • Position – people remember what they saw first or last, not the middle

  • Unusual – is easier to remember

  • Rhyme – people trust and remember them

  • Repetitive – the more often the message is seen the more true it becomes

All the psychology in the world will not help your social media if you do not have clearly defines goals and objectives. In order to send out the right information to the right followers, you need to know who they are and what you want from them. If you can pull the right triggers on the right people with your social media design and copy you are sure to get an increase in response. Careful thought, purposeful design and well worded copy are the foundation of great social media marketing. If at all possible consult with a current customer or prospect on your design and copy. Their feedback can be invaluable to keep you from making costly mistakes or providing a new idea you had not thought of.

How To Do Social Media Marketing

If you have any questions call us in San Diego at 619-448-6111 or email We are glad to help!