When Your Business’s Influence Actually Works
You might be consistently putting out social media content to promote your brand’s products or services, but how do you know what will actually have an impact on your audience? How can you stand out as a brand? When it comes to putting out social media content, your brand is essentially after one thing—influence, and figuring out the most effective way to reel in customers is not an easy task. Fortunately, researchers in psychology have discovered six fundamental keys to persuasion, or “weapons of influence,” that just might be able to unlock the door to your brand’s next successful social media marketing strategies. Reciprocation, consistency, social proof, authority, liking, and scarcity all determine how your audience will behave when they encounter your social media content, making them some of the most valuable strategies for a social media management team to utilize.
Reciprocation
Have you ever felt guilty after taking a free sample and not buying it? This is simply because you’re experiencing a sense of obligation to reciprocate the gesture. With social media content, people buy and engage more with content that has offered them some form of value. Whether this be inspirational posts, informative blog
articles, or certain products, your target audience is more compelled to reciprocate when given free value.
Consistency
It’s human nature to justify our past choices by means of commitment. As a brand, it is important to offer a means by which 
your audience can stay committed to your content, such as a subscription plan or rewards program. For instance, Starbucks® Rewards encourages its members to consistently purchase via their mobile app to collect “Stars” that expire after 6 months if not redeemed. Customers are especially likely to maintain their loyalty to your business when their commitment is rewarded through special perks.
Social Proof
Our perceptions of other people’s beliefs affect how we follow, share, retweet, etc. content on social media. When it comes to content, highlighting customer reviews or testimonials on your pages is an effective way for your brand to display the quality and reliability of your products and services. As customer review platforms, such as Yelp and Facebook Ratings & Reviews, continue to grow, so does the importance of social proof. A key component in maintaining a positive consensus for your brand is a social media management team that can respond timely and appropriately to customer reviews and inquiries.
Authority
People may also be more inclined to buy and recommend a product or service when it is approved or endorsed by valued authority. This is why larger brands often use influencer marketing to reach their target audiences. As a growing brand, however, your own social media content is an opportunity to display your knowledge and expertise to gain this authority amongst your audience. As a digital creative agency, we strive to make our creative abilities and experience in social media management services apparent in our content.
Liking
Your content may have a larger influence on your audience if they are able to relate to it. One way that your brand can identify with your audience is through
posting transparent and authentic content. Share your story, introduce your staff, and focus on what connects you to your customers. Audiences find value and assurance in organic and genuine social media content.
Scarcity
In the same way that Starbucks sales climb with the annual introduction of their limited-edition holiday beverages and cups,
brands find much success when promoting their products or services with a sense of exclusivity. A special offer or event, such as Galaxy Theatres’ Flashback Cinema program, is a great opportunity to reach out to a new audience and set your business apart from the others.
Prioritize Social Media Management
A social media management team that utilizes these strategies will ultimately determine the degree of influence your brand’s content has on your audience. As a digital creative agency in Los Angeles, we offer a multitude of services that will grow the degree of influence your content has on your target audience. We believe these “weapons of influence” to be successful digital marketing techniques to make your brand stand out.
