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3 Useful Psychological Effects for Social Media Marketing
Oct 21. 2015

In order to get a potential client involved and willing to buy your service or product, you have to think like one. Fortunately, there is no need to go deep into empathy, for one can always use various psychology data to manage customers’ behavior in the sphere of social media marketing. In this article I gathered three most curious psychological effects that can be of use to any marketer or entrepreneur that builds up his own SMM campaign.

Halo Effect

The essence: according to this psychological phenomenon, discovered by Edward Thorndike in 1915, if one observes a person and notices at least a single positive trait first (determination, kindness, intelligence), such observation will make him or her automatically believe that all other qualities of this person are also positive.

How to use: if you provide qualitative content, catchy visuals and interesting posts on topics, connected with the field of your expertise, if you manage to get the target audience interested in what you offer them in your social media profiles, they will most likely believe that the product or the services you offer are of a high quality as well.

Decoy Effect

The essence: if you offer your customers three options, one of which is extremely unpleasant, they will most likely choose between the other two – just because these options will seem unexpectedly appealing.

How to use: when presenting your services or products (or special offers), try to provide your clients with more than one option and make sure that one of them looks asymmetrically bad comparing to another two. By the way, this strategy could be used even more effectively if you perform the “middle-sized cheeseburger” tactics: offer your customers a healthy, but not so tasty salad, offer them ridiculously greasy burger and a middle-sized cheeseburger – and I assure you, most of the clients will prefer the latest offer, finding a compromise between something they don’t like and something that is too unhealthy. Always try to provide your target audience with excuse for their choice (like a greasy burger excuse). They will appreciate it.

Acquiescence Effect

The essence: it’s not about what you ask; it’s about who you are and how you ask.

How to use: bear in mind, that people tend to acquiesce to the others’ requests, if these “others” are either superior or in need of help that can easily be provided. Besides, for most people it’s easier simply to agree with an option rather than to explain why they disagree with it. So, whenever you create surveys or questionnaires don’t forget these little tricks – and make your customer change his mind in the process of answering. Remember, the formulation of the question defines the answer.

Social media marketing is tightly connected with understanding your customer psychology and behavior. Deepen your insight in psychological issues and get profit – every SMM strategy can be built up better and much more effectively when one doesn’t forget to push his client’s buttons.


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