Social media is a fantastic way to market your product and reach a targeted audience. If you can create content that resonates with your audience, you can essentially get free marketing by leveraging social media systems! When users share or like your content on a social media platform, you have a lot of leverage with your marketing endeavors and the social media platform can do a lot of the heavy lifting for you.
But why do people share content in the first place? Why do people choose to like or follow different brands and businesses on the web?
Social media is relatively new within the scope of humanity, and it is changing the way we interact with each other. Our interactions via social media influence the way we feel and can even impact people’s self-image and their perspective of others. It isn’t uncommon for some people to rate the value of their ideas by how many likes or follows they receive from a post. Social media exists as a platform that facilitates dynamic social interactions, and it is very complex in nature.
Defining Human Characteristics
To better understand the psychology of social media, and ultimately why some social media marketing campaigns flop while others go viral, we need to define what we know about human nature. Humans have often been called “social animals” in the past, so it’s only natural that we feel an emotional connection to our online social circles. The following are just a few well-known characteristics of humans (and consumers):
- We prefer situations we control over situations we can’t control
- We are very curious by nature
- Generally, change scares us
- Imagery from stories affect our subconscious as well as our emotions
- We want things to be as easy and effortless as possible
- We are very visual creatures
By catering to the above factors, you can better engage your audience. The more your content appeals to these characteristics, the more it will be shared and the larger impact you will have.
Maslow’s Hierarchy of Needs
This is due largely in part to Maslow’s hierarchy of needs.