Social media has become an indispensable tool for marketing businesses. It allows for connecting with target audiences, showcasing work, and building brand awareness. However, the psychology of social media goes beyond business promotions. It’s about understanding human behavior and the need for a delicate balance between business-focused and personal content.
In this blog post, INGAGE’s marketing team will delve into the psychology behind social media and why every post shouldn’t be solely business-oriented.
Understanding the Social Media Landscape
Before we explore the psychology behind social media content, let’s take a quick look at the landscape of social media. Platforms like Facebook, Instagram, X (formerly Twitter), and LinkedIn have billions of active users. Each of these users engages with content on a daily basis, and their motivations for doing so are diverse. Some seek entertainment, others crave information, and many desire connection and authenticity.
The Psychology Behind Social Media Engagement
- Emotional Connection: Social media is a powerful tool for forging emotional connections. When businesses share personal stories, behind-the-scenes glimpses, and relatable content, they humanize their brand. Followers are more likely to engage when they feel a genuine emotional connection.
- Authenticity and Trust: People want to engage with authentic content. Sharing personal experiences, challenges, and triumphs demonstrates transparency and builds trust. When your audience trusts you, they are likelier to become loyal clients or donors.
- Escape and Entertainment: Not every social media user seeks product promotions. Many turn to social media for an escape from their daily lives. Entertaining, non-business content provides this relief and keeps your audience engaged.
- Social Validation: People often gauge the popularity of content by the number of likes, shares, and comments it receives. Sharing personal content can boost your engagement metrics, making your business content more visible to a broader audience.
Balancing Business and Personal Content
There is a delicate balance between content that borders into too “spammy” where your followers or connections feel as if you are always selling to them. Likewise, too many personal posts can dilute the business message. Here’s how to keep a good balance:
- Showcasing Your Brand’s Personality: Personal content allows you to showcase your brand’s personality and values. Share stories about your team, highlight charitable initiatives, or celebrate company milestones. This humanizes your brand and creates a stronger connection with your audience.
- Engagement and Algorithm Benefits: Social media algorithms favor accounts that engage with their audience. When you post personal content and interact with your followers, you’re more likely to appear in their feeds, increasing visibility for your business-related posts.
- Avoiding Over-Promotion: Bombarding your audience with sales pitches can lead to follower fatigue. By interspersing business posts with personal content, you maintain a balanced and engaging feed that doesn’t feel like a constant advertisement. At INGAGE, we always suggest our clients follow a pre-determined ratio of personal to business content.
- Community Building: Building a community around your brand is essential. Personal content fosters a sense of community, and loyal customers who identify with your brand are likelier to promote it to their networks.
In conclusion, understanding the psychology of social media is crucial for marketing success. While it’s essential to promote your business, don’t overlook the power of personal content. By striking a balance, you’ll create a more engaged and loyal following, boost your brand’s authenticity, and ultimately, drive better business results. So, embrace the human side of social media and watch your online presence flourish.
About the Author
Katherine Doble is the president and founder of INGAGE. Since founding the firm in 2011, Katherine has developed award-winning social media and online campaigns for all sizes of organizations, from top Fortune 500 companies to privately-owned businesses.