Integrating Cognitive Bias to Improve Your Social Media Marketing (Secret Marketing Techniques #34)
Understand cognitive bias in order to increase engagement and conversion.
December 21, 2017
To be a successful marketer, you have to understand how people think. Today, people ignore advertisements without even trying; our brains just filter them out automatically. Since social media marketing is all about getting your audience’s attention, you should know what causes the brain to pay attention. One thing the brain responds to is cognitive bias.
Have you ever met someone who refuses to switch brands of shampoo or update to a new phone, even when you can provide evidence that doing so would be a good idea? This is just one example of cognitive bias. In general, a cognitive bias is an error in thinking that occurs because of the way we process information. They cause us to behave irrationally without noticing it.
By understanding cognitive bias, marketers can integrate biases into their social media marketing in order to increase engagement and conversion.
Improving What You Say
You might know what message you want to communicate, but are you communicating it the right way?
If you were to go through all of your favorite possessions, you could probably find something that you only love because you already own it. For example, maybe you favor your iPhone over your friend’s Android even though you know nothing about Android phones. This is choice-supportive bias, and your audience is prone to it too.
Since social media content will often be your first step in making a sale, you should make sure your content supports anyone who may be on their way to converting into a customer. Provide them with testimonials that let them know they’re smart to consider your brand. Tell them why it’s great to be one of your customers. If your message supports their choice to convert, they’re more likely to become a loyal customer.
We’ve all heard of the glass half empty vs the glass half full. This is a classic example of framing. The way you present a phrase will affect how people react to it. Other examples include “You won” vs “He lost” and “50% off” vs “Save 50%”.
You should always be honest about your product, but the way you present facts has significance beyond honesty. Be sure to frame statistics in a way that makes your product look the best. Phrase your content in a way that gives your audience a positive perception of your brand.
Improving How You Sell
Just because your product is selling doesn’t mean it can’t sell more.
People are afraid of loss: Losing possessions, losing respect, losing opportunities. You can use loss aversion to create offers that trigger action from your audience.
When you’re ready to sell to your audience, you should experiment with social media content that has a time limit attached to it. Maybe your product is in limited supply. Maybe you have a holiday offer available; it doesn’t even have to be a popular holiday. The point is that there is an opportunity that can be lost, and people naturally react to that.
As we’ve already established, people tend to not pay attention. As a result, we often rely on the first piece of information we receive about something in order to form our opinions. This is the anchoring bias.
One great way to use anchoring is to set a bar with a competitor’s price, then beat it with your price. When you’re selling your product, create content that highlights that your brand is even better than what your audience should expect.
These are just some of the ways that integrating cognitive bias into your social media marketing can improve how you do business. There are more cognitive biases for you to acquaint yourself with and a lot more ways you can use them. Get creative, and create content that makes people react.