In the world of marketing, it pays to understand psychology and how the human brain works. Technology and social media trends change at rapid rates, but our brains are hardwired after millions of years of evolution - and it’s not changing any time soon!
Dr Robert Cialdini changed the way we think about marketing and consumer behaviour change with his book - Influence: The Psychology of Persuasion.
He identified 7 'principles of influence' which can be used to change somebody's behaviour - and encourage them to make a purchase.
In this post, I’m going to be breaking down each of the principles, with real life examples of brands use them and how you can apply his persuasion techniques into your own social media marketing.
1. Social proof:
The psychology: People are more likely to do what they see other people are doing (or think they are doing). They want to fit in with the crowd.
Have you ever seen a long line at a restaurant and thought it must be a sign that it’s good? How about buying an item of clothing because you keep seeing people wearing it and want to fit in with the crowd? Then you’ve been influenced by ‘social proof’.
How to apply it: Show how many people have already bought your product or signed up for your services. Back with this up with plenty of reviews and testimonials. The more people your audience see benefitting from your product, the more they’ll want to buy.
Real example: Stanley cup are a recent example of a brand who have nailed this. By creating an aesthetic product that people want to be associated with, they've managed to become seen everywhere - increasing their desirability even further.
2. Scarcity:
The psychology: When you believe something is in short supply…You want it more!
As humans, we hate the feeling of a missed opportunity - FOMO!! If something is limited in supply, it places more value on it. That’s why there’s such a frenzy trying to get hold of Glastonbury or Taylor Swift tickets, and why it feels like so much more of an achievement to get hold of one than if it was an unlimited supply.
The same effect can be seen on time-limited offers. We don’t want to miss out on a good deal, so are likely to take action more quickly before it’s too late.
How to apply it: Sell a product or service for a limited time only, or have a short window in which to run a sale. If you have a limited supply, let people know that they need to act quickly to secure it.
Real example: Booking.com know that popping up with messages such as ‘going quickly – only 2 rooms left on our site’ prompt more urgency and encourage people to take action before they miss out.
3. Reciprocity:
The psychology: Give a little something to get something in return. Human beings are wired to return favours and pay back debts.
Getting something for free is great! But when we do, we feel slightly indebted to the gifter. For example, if a charity was giving out free gifts at an event, you would feel more likely to then donate some money in return.
The same goes for information - if somebody has been giving away valuable advice, you are more likely to want to pay them back, or at least have them top of mind for when you do need to pay for a service.
How to apply it: Give away helpful information to your audience for free – such as a free downloadable, a helpful podcast, blog posts etc. The more free information your audience consume from you, the more likely they are to go on to buy something from you in the future.
Real example: Joe Wicks (aka The Body Coach) has a whole Youtube channel full of videos that anybody can access for free. By trying out these videos, people then build their trust and relationship with Joe and are more likely to go on and pay for his app to access a higher quality product.
4. Authority:
The psychology: The more people are perceived as being an authority figure, the more likely we are to accept what they’re saying
Who are you more likely to take marathon training advice from? Your neighbour, Steve who has done a few park runs or Mo Farah? Exactly. We trust those who can demonstrate their qualifications or show their abilities as an expert.
How to apply it: Position yourself as an expert in your field. Won any awards? Show they off. Demonstrate your knowledge and experience.
Real example: Toothpaste ads are a classic example of brands that bring in Dentists to advocate for their products. We put our trust in the experts who are endorsing a product that they believe works.
5. Commitment:
The psychology: Humans have a deep need to be seen as consistent. As such, once we’ve publicly committed to something or someone, we’re much more likely to go through and deliver on that commitment
Are you more likely to follow through on your marathon plans if it's a goal that you're keeping quiet, or one that you've told all your friends about and have committed to raising a certain amount for charity?
Once we've made a public commitment, we don't want to backtrack it.
How to apply it: Encourage people to make a commitment to themselves and others– e.g. by introducing themselves to the rest of your community on your Facebook Group or setting goals.
Real example: People who buy Apple products tend to stay loyal to the Apple brand. Once they've made the commitment to buy one product, they want to be seen to be consistent and will opt for Apple for their other needs, rather than switching to a competitor.
6. Likeability:
The psychology: The more you like someone, the more you’ll be persuaded by them.
The better our relationship is with somebody, the more likely we are to listen them and take their recommendations. That's why word of mouth marketing is so powerful.
How to apply it: Help your audience get to know you. The more they know about you as the human behind the brand, the more likely they are to find a connection with you. Stories are a great way to show your personality and build relationships.
Real example: Any brand who uses an influencer is an example of utilising 'likeability' to help drive sales. They're tapping into the relationship that that influencer has with their audience to persuade people to buy. We might not want a beauty product because a brand has served us a social media ad, but if our favourite celebrity is using it as part of their daily make-up routine, we're more likely to be convinced to try it.
7. Unity:
The psychology: If you feel included, you’re more likely to participate.
Humans want to feel part of a community and find a group who have shared identities and beliefs. You only need to look around at religions, social clubs and football teams to see this in action.
How to apply it: Make your audience feel like they belong or are part of a group – for example, by sharing relatable content or starting a Facebook group community of like minded people.
Real example: If you've ever met anyone who takes part in Crossfit - you'll likely know about it! Crossfitters strongly identify with being part of their club and are more likely to stick around longer and get more heavily involved than if they were part of a more typical gym.
Conclusion
When crafting content for social media, remind yourself of Cialdini's 7 principles of persuasion and look at whether any of these can be applied to try and engage and influence your audience more strongly.
Have you ever tapped into any of these in your own marketing? Or have you spotted any brands using them in their campaigns? Let me know in the comments!
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