Behavioral Psychology in Social Media

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How does psychology explain people's behavior on social media?

When planning a marketing strategy, one of the elementary aspects is the knowledge of the public. Therefore, understanding people's behavior on social networks is a requirement for Social Media strategies and initiatives to be successful.

To this end, many companies devote significant efforts to monitoring social networks, which is possible thanks to the specific tools offered in the market, as well as monitoring statistics and psychology - this is the point we wanted to reach.

Psychology has been an excellent ally of marketers attentive to public insights on social networks, contributing mainly to studies carried out by doctors, institutes and universities worldwide.

In order to introduce this knowledge so that it can be applied to your digital marketing strategies, we list three findings about the behavior of the public on social networks. Check out!

Images have a strong relationship with engagement

Have you ever thought if the billboard ads consisted of text messages, perhaps written in Arial or Times New Roman font, as if they were pieces of articles distributed in countless advertising spaces?

As good as the content published on social networks is, what draws the user's attention is the image attached to it - not by chance, a relevant image can increase the views of an article by up to 94% (MDG Advertising).

In addition, the time for the public to draw conclusions about someone from the photo inserted in the avatar does not reach 40 milliseconds (Association for Psychologial Science - APS). This means that the choice of image is crucial for all your actions on social networks.

For your brand to achieve the best possible results it is highly recommended to do A / B tests. How does it work? Basically, you select two or more photos (two versions of the avatar, for example) for a period of time and, in the end, compare the performance of both.


Much of people's behavior on social media is due to colors

Like images, colors directly influence people, including behavior on social networks. The phenomenon happens, according to Eva Heller (author of the book "The psychology of colors"), due to the mixture of feelings that a certain color can transmit, as a result of the chromatic chord.

Corroborating this is the following data: 85% of consumers consider color as the primary reason why they purchase a certain product (Quick Sprout).

We know, however, that colors play an extremely important role in building the brand and changing them would represent an “identity crisis”. However, when transmitting a message to the public, it is interesting to take color psychology into account, that is, what emotions it tends to cause.

Active participation and feedback are crucial

The community aspect within social networks is a reality that should not be ignored. People considered active on Facebook, for example, appreciate participating in comments because they feel connected - according to studies by Dr. Stephanie Tobin.

Also according to the study, when feedback happens, the sense of connectivity increases, also improving engagement. Therefore, our tip is that your brand actively participates and gives attention to the public in the comments of publications and lives.

These findings lead us to understand how much each detail substantially influences the behavior on social networks and, consequently, the users' decision making. In addition, observing the public and their behavior on social networks helps to collect information that guides good marketing strategies - in fact, do you already know how to use them in the best way?

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