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Leveraging psychology with social media ads

Leveraging psychology with social media ads

Technical jargon aside understanding users as a business or digital agency from a psychological perspective, is a marketing imperative. It’s the difference between vanity metrics and driving actual results with your marketing. What makes it so hard to connect with people via Facebook advertising and social media in general is how inherently high dopamine these platforms are. And they become more so every day. Which as a marketer is a blessing and a curse.

Due to the way social media is designed in combination with human psychology, users have become more or less dopamine heat seeking missiles. The brain identifies patterns on social media that have previously allowed the user to feel a rush of dopamine. It’s the reason you’re more likely to stop your scroll if you happen across a video, an attractive person, a satisfying high resolution photo, and so on.

Dopamine drives action; it’s what’s kept us alive throughout human history. Over exposure to pleasure (dopamine) can lead to a severe lack of motivation and other harmful traits. Lab rats overexposed to dopamine have been shown to not even have the motivation to eat. Yikes!

Why does this matter?

So how can this information be applied to digital marketing? We’ve learned that people have less motivation and decreased interest in content that doesn’t resonate with them. That means your digital ads need to be high interest and your funnel needs to be as streamlined as possible. Every extra click someone has to make and every word they have to type to get to your desired action is killing your marketing efforts.

If you’re at all observant you’ll notice social media companies are picking up on this. You can create lead forms directly on Facebook, as well as shops, landing pages and so on. Use this to your advantage. Your 3rd party landing page isn’t going to load as quickly as something that’s directly integrated with Facebook’s platform. Obviously this won’t always be an option but use it when you can.

In terms of other simple ways to draw those dopamine hungry eyes you can use video content. You don’t need a production team for this. It could be as simple as creating a slideshow (which Facebook can do for you during ad creation). Or you could use relevant audio with engaging stock footage (just be sure to include subtitles if you go with this one). Other minor things could be using a good hook in your ad copy, implementing emojis, relating your content to current events, having a human element in your content, telling a story. These are all simple things that are more likely to draw eyes based on the habits of our dopamine seeking brains.

While this may have seemed not all that technical, rest assured subtle psychological appeal like the examples above are used every day to increase ROI on digital marketing efforts. You’d be remiss not to implement these things into your strategy in some way or another.

Leveraging psychology in social media advertising.

Technical jargon aside understanding users as a business or digital agency from a psychological perspective, is a marketing imperative. It’s the difference between vanity metrics and driving actual results with your marketing. What makes it so hard to connect with people via Facebook advertising and social media in general is how inherently high dopamine these platforms are. And they become more so every day. Which as a marketer is a blessing and a curse.

Due to the way social media is designed in combination with human psychology, users have become more or less dopamine heat seeking missiles. The brain identifies patterns on social media that have previously allowed the user to feel a rush of dopamine. It’s the reason you’re more likely to stop your scroll if you happen across a video, an attractive person, a satisfying high resolution photo, and so on.

Dopamine drives action; it’s what’s kept us alive throughout human history. Over exposure to pleasure (dopamine) can lead to a severe lack of motivation and other harmful traits. Lab rats overexposed to dopamine have been shown to not even have the motivation to eat. Yikes!

Why does this matter?

So how can this information be applied to digital marketing? We’ve learned that people have less motivation and decreased interest in content that doesn’t resonate with them. That means your digital ads need to be high interest and your funnel needs to be as streamlined as possible. Every extra click someone has to make and every word they have to type to get to your desired action is killing your marketing efforts.

If you’re at all observant you’ll notice social media companies are picking up on this. You can create lead forms directly on Facebook, as well as shops, landing pages and so on. Use this to your advantage. Your 3rd party landing page isn’t going to load as quickly as something that’s directly integrated with Facebook’s platform. Obviously this won’t always be an option but use it when you can.

In terms of other simple ways to draw those dopamine hungry eyes you can use video content. You don’t need a production team for this. It could be as simple as creating a slideshow (which Facebook can do for you during ad creation). Or you could use relevant audio with engaging stock footage (just be sure to include subtitles if you go with this one). Other minor things could be using a good hook in your ad copy, implementing emojis, relating your content to current events, having a human element in your content, telling a story. These are all simple things that are more likely to draw eyes based on the habits of our dopamine seeking brains.

While this may have seemed not all that technical, rest assured subtle psychological appeal like the examples above are used every day to increase ROI on digital marketing efforts. You’d be remiss not to implement these things into your strategy in some way or another.

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Social Media

Increase brand relevance & connect with
your audience.

Paid Ads

Gain brand awareness and generate leads
with ads on social media & Google.

Content Creation

Creation of professional, cohesive, & brand
driven content.

Social Media

Increase brand relevance & connect with your audience.

Paid Ads

Get massive awareness and
generate leads with ads on social media & Google.

Content Creation

Creation of professional, cohesive, & brand
driven content.