Social Media Marketing, Consumer Psychology
Social media platforms are great places for brands to connect with consumers. They’re also solid tools for leveraging consumer psychology.
Brain science tactics are often placed in captions, tweets and videos by brands looking to motivate consumers and spread the word about a campaign or promotion. Here are four brands that leverage consumer psychology in their social media marketing campaigns to promote engagement:
1. Domino's Pizza
Pizza aficionados are on the edge of their seats this year after Domino's tweeted “something new” is coming to the brand.
By giving just enough information to create excitement, Domino’s is building anticipation for its next venture. It’s a smart decision on the part of Domino’s: Consumers are hardwired to anticipate future events before they happen. Anticipation helps consumers make decisions and boosts motivation for engaging with a brand.
The pizza chain is no stranger to consumer psychology.
In the theme of curiosity, Domino’s replied to its followers with a simple explanation: one potato emoji. Does this mean the spud will be coming to the menu? We’ll have to wait and find out.
2. Levi's
In January, Levi’s ramped up for its newest product launch with the help of a very famous friend: Levi’s paired up with actress Barbie Ferreira to create a collaboration of patchwork styles.
Before the launch, the brand shared news of the partnership on its social media pages.
When consumers are influenced by others, it can help to fuel excitement for a social media campaign. Inherently social beings, consumers thrive in relationships. Word-of-mouth marketing, viral trends, and reviews often work as guiding principles to help consumers decide on a brand. They are tactics that leverage social proof, the idea that individuals determine appropriate behavior for themselves in a situation by examining the behavior of others involved, especially if others involved are similar to them.
Influencer marketing is also a social proof tactic. Because consumers tend to trust other shoppers more than brands, influencer marketing is a good middle ground for consumers who want to see someone who experiences a brand give an honest opinion. A review or testimonial from an influencer who feels like a trusted friend can give consumers a better idea of how a product or service will work for them.
3. Louis Vuitton
Consumer emotions often have a significant impact on behavior and purchase decisions. Emotions go hand-in-hand with consumer psychology. Fashion retailer Louis Vuitton knows just how important it is for its customers to feel good about shopping with the brand. Earlier this month, Louis Vuitton announced its partnership with People for Wildlife, an Australian-based conservation charity.
The five-year partnership will include Louis Vuitton teaming up with local Australian communities to help restore the environment and sustainably source clothing material. This type of partnership integrates consumer interests around fashion and ethical consumerism. Given how consumers are increasingly concerned with how brands are catering to social responsibilities, Louis Vuitton’s newest campaign enhances value for consumers beyond trends and allows them to feel good about their decisions.
When brands incorporate consumer psychology into their social media marketing campaigns, the brain science being leveraged allows consumers to have fun and feel inspired during their consumer journey. Look to these three brands as inspiration for how you can best serve consumers in innovative ways.
