{"id":25959,"date":"2018-03-14T14:30:17","date_gmt":"2018-03-14T13:30:17","guid":{"rendered":"https:\/\/mention.com\/blog\/?p=14285"},"modified":"2018-03-14T14:30:17","modified_gmt":"2018-03-14T13:30:17","slug":"instagram-marketing-psychology","status":"publish","type":"post","link":"https:\/\/mention.com\/en\/blog\/instagram-marketing-psychology\/","title":{"rendered":"Instagram Psychology: How User Behavior Affects Marketing"},"content":{"rendered":"<p>Social media has become one of the most important fields of marketing. We live in the times of \u201blikes\u2019 and \u201bshares\u2019 and\u00a0every professional\u00a0marketer &#8211; from growth hackers to <a href=\"http:\/\/webdesign.gwm.com.au\/\">experienced web designers<\/a> &#8211; should know how to use them as an advantage in the business.<br \/>\nIt doesn\u2019t matter who your target audience is, social media can help you reach every gender, occupation, or age. While Facebook is probably the most common platform, with more than 800 million users <a href=\"https:\/\/www.forbes.com\/sites\/jaysondemers\/2015\/07\/08\/10-reasons-your-brand-needs-to-be-on-instagram\/#2101312c7d0b\" target=\"_blank\" rel=\"noopener noreferrer\">Instagram is perhaps the most powerful<\/a> when it comes to marketing. We&#8217;re talking about <strong>more than 250 million pieces of shared content per day<\/strong>.<br \/>\nBut <strong><a href=\"https:\/\/mention.com\/en\/blog\/instagram-marketing-tips-for-business\/\">promoting your business on Instagram<\/a> requires more than just a presence<\/strong>. The social media field is so vast that users\u2019 affections and loyalties tend to change very frequently. Like everything else in life, this is also a competition where you need to stand out among millions of stories, photos, and videos posted every day.<br \/>\n<!--HubSpot Call-to-Action Code --><span id=\"hs-cta-wrapper-b2dd580e-767c-4a68-b224-cc4ea07f0cf6\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-b2dd580e-767c-4a68-b224-cc4ea07f0cf6\" class=\"hs-cta-node hs-cta-b2dd580e-767c-4a68-b224-cc4ea07f0cf6\"><!-- [if lte IE 8]>\n\n\n<div id=\"hs-cta-ie-element\"><\/div>\n\n\n<![endif]--><a href=\"\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" id=\"hs-cta-img-b2dd580e-767c-4a68-b224-cc4ea07f0cf6\" class=\"hs-cta-img\" style=\"border-width: 0px;\" src=\"\" alt=\"Instagram Engagement Report 2019\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(1896803, 'b2dd580e-767c-4a68-b224-cc4ea07f0cf6', {}); <\/script><\/span><!-- end HubSpot Call-to-Action Code --><br \/>\nIt seems that a random shared image can get an enormous number of likes and comments, while a carefully prepared post can easily leave you empty-handed. This might seem like a mystery where you see the only solution in a crystal ball that will give you the insight into your followers\u2019 preferences. If your knowledge of witchcraft is insufficient, you can always turn to psychology.<br \/>\nMany people don\u2019t use this powerful resource because they think they need knowledge that&#8217;s hard to come by. But the key to successful marketing is <strong>creating an emotional bond with your target audience,<\/strong> and you can achieve that with just a basic psychological knowledge.<br \/>\nWe\u2019re about to show you these basics behind the most popular sharing platform, that will make sure your brand will <a href=\"https:\/\/mention.com\/en\/blog\/get-instagram-followers\/\">attract followers<\/a> and engage users.<\/p>\n<h2><strong>A picture is worth a thousand words<\/strong><\/h2>\n<p><img decoding=\"async\" class=\"wp-image-14284 lazyload\" data-src=\"https:\/\/mention.com\/wp-content\/uploads\/2018\/03\/image2.jpg\" alt=\"image2\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1600px; --smush-placeholder-aspect-ratio: 1600\/987;\" \/><br \/>\nWe\u2019ve heard this saying a thousand times, but have you ever wondered where it comes from? Have you ever pondered the cause of Instagram\u2019s <a href=\"https:\/\/www.cnbc.com\/2017\/09\/25\/how-many-users-does-instagram-have-now-800-million.html\" target=\"_blank\" rel=\"noopener noreferrer\">enormous popularity<\/a>? It&#8217;s a well-known fact that <strong>we prefer images and respond much better to visual content than written<\/strong>. Even when you read words, what forms inside your brain are pictures, right?<br \/>\nWe all have <a href=\"https:\/\/www.scientificamerican.com\/article\/when-we-read-we-recognize-words-as-pictures-and-hear-them-spoken-aloud\/\" target=\"_blank\" rel=\"noopener noreferrer\">a kind of a visual dictionary<\/a>\u00a0based on familiar words. This basically means that every time we read, there&#8217;s a translation process inside our brains.<br \/>\nIt\u2019s not some complicated theory. Just think about why we\u2019re usually disappointed with films based on the books we\u2019ve read &#8211; because they\u2019re so far away from the characters and locations as we <em>pictured them<\/em>.<br \/>\n<strong>Marketing is a storytelling process where the story must develop<\/strong> <strong>fast<\/strong> in order to be engaging, and it\u2019s proven that a human brain processes visuals 60,000 times faster than words. And what place is more suitable for using this powerful psychological element than the platform that has been made for sharing visual content?<br \/>\n[Tweet &#8220;Marketing is a storytelling process where the story must develop fast in order to be engaging.&#8221;]<br \/>\nThere are various tactics to use this as an advantage. <strong>One simple approach is to <a href=\"https:\/\/mention.com\/en\/blog\/how-to-get-more-from-your-next-social-media-contest\/\">hold a social media contest<\/a><\/strong>. Ask fans and followers to submit their own images, and highlight the best ones as winners.<br \/>\nThis is a great way to generate lots of great images, and you also build buzz and excitement as a happy side effect.<br \/>\nThere&#8217;s even a built-in storyline as followers stay tuned to see who wins.<br \/>\nYou also want to make sure that the images are of top quality. Use apps such as Lumify, Afterlight, Snapseed, and Pic Stitch to edit your photos &#8211; <strong>nothing attracts likes like <\/strong><a href=\"https:\/\/www.bustle.com\/articles\/140971-the-most-liked-instagram-filters-to-get-your-post-the-attention-it-deserves-according-to-science\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>the presence of filters<\/strong><\/a><u><\/u>.<br \/>\nAnd if you want to create original graphics, keep in mind that they must be consistent.\u00a0This is easily done with <a href=\"https:\/\/www.canva.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Canva<\/a><u><\/u>\u00a0&#8211; their \u201bmagic resize\u2019 tool will make sure all your photos fit Instagram&#8217;s specifications.<\/p>\n<h2><strong>The fear of missing out<\/strong><\/h2>\n<p>Instagram promotes self-expression, creativity, and individuality. But it&#8217;s still in our nature to feel a strong urge to do things that others are doing.<br \/>\nIn psychological terms, this is the concept of conformity, which basically means that we\u2019re changing our behavior in order to match the behavior of others. This in turn makes us very <a href=\"http:\/\/www.age-of-the-sage.org\/psychology\/social\/asch_conformity.html\" target=\"_blank\" rel=\"noopener noreferrer\">vulnerable to the outside influence<\/a>.<br \/>\nThere&#8217;s another concept more familiar to marketers:\u00a0<a href=\"https:\/\/blog.bufferapp.com\/social-proof\" target=\"_blank\" rel=\"noopener noreferrer\">social proof<\/a>.\u00a0People are more likely to do things when they see others doing them.<br \/>\nYou can easily take advantage of this behavior by <a href=\"\/?page_id=8259\" target=\"_blank\" rel=\"noopener noreferrer\">utilizing influencers<\/a><u><\/u>\u00a0in your Instagram marketing. People of authority will always make things seem more legitimate, and your brand is not an exception. Every other follower will feel the need to get their hands on it too.<br \/>\nPut together <a href=\"https:\/\/mention.com\/en\/blog\/influencer-research-tools\/\">a list of potential influencers<\/a> and then check out the number of shares, likes, and comments they receive for their posts. When you find those who have the most social media engagement with their audience, <a href=\"https:\/\/mention.com\/en\/blog\/influencer-outreach-templates\/\">reach out to them<\/a> with a proposition.<br \/>\nBe sure to let them know the benefits of partnering up, and hopefully you&#8217;ll have new connections to <strong>build your company\u2019s credibility and raise the level of engagement<\/strong>.<br \/>\n<strong><em><a href=\"\/?page_id=620\">Editor&#8217;s note: Mention has built-in tools to help you find influencers easily. Learn more here.<\/a>\u00a0<\/em><\/strong><\/p>\n<h2><strong>A place where I belong<\/strong><\/h2>\n<p>Social media platforms encourage interaction, where your main goal is to <strong>build a sense of community around your brand<\/strong>, making your followers feel like a part of the family. Scrolling through the feeds is more than a habit &#8211; <a href=\"https:\/\/www.tandfonline.com\/doi\/abs\/10.1080\/15534510.2014.893924#.U-KNMoBdUaZ\" target=\"_blank\" rel=\"noopener noreferrer\">they&#8217;re satisfying their need to belong somewhere<\/a>.<br \/>\nIf you want to use this phenomenon to your advantage you mustn\u2019t allow them to feel ignored. It might seem like a drag, but <strong>you need to like their photos and reply to their comments<\/strong>. It\u2019s best to choose a part of the day or week for that task and make it a routine.<br \/>\nAnd in spite of that routine, you mustn\u2019t sound like a robot. <strong>People connect to the human behind the brand, not the brand itself<\/strong>. So you need to\u00a0<a href=\"http:\/\/www.pammarketingnut.com\/2013\/04\/13-characteristics-of-human-brands\/\" target=\"_blank\" rel=\"noopener noreferrer\">make your brand feel more human<\/a>.<br \/>\nA personality for your brand can be built through various tactics:<\/p>\n<ul>\n<li>Photos of real people rather than landscapes or objects<\/li>\n<li>Showcasing the people behind your brand and your team<\/li>\n<li>Telling true stories of your own customers.<\/li>\n<\/ul>\n<h2><strong>Repetition is the mother of all learning <\/strong><\/h2>\n<p>As you can see, all these psychological principles are simple and even quite obvious. But don\u2019t expect your audience to react to them immediately like obedient pets.<br \/>\nJust take a look at the most obvious principle, <a href=\"https:\/\/www.youtube.com\/watch?v=W9g1X7Ji0DA\" target=\"_blank\" rel=\"noopener noreferrer\">the Propinquity Effect:<\/a>\u00a0it&#8217;s a logical fact that more interaction is equal to a higher chance for friendship. You need to <strong>help people \u201blearn\u2019 to value your products<\/strong> and you\u2019ll achieve that by repetition, which is why one of the most important strategies is to post consistently.<br \/>\nSo get your calendar, map out the schedule, and put marketing psychology and its tactics to use.<br \/>\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-7ebdaf5e-0314-4e2e-a5bf-7b725b518cb7\"><span class=\"hs-cta-node hs-cta-7ebdaf5e-0314-4e2e-a5bf-7b725b518cb7\" id=\"hs-cta-7ebdaf5e-0314-4e2e-a5bf-7b725b518cb7\"><!--[if lte IE 8]>\n\n<div id=\"hs-cta-ie-element\"><\/div>\n\n<![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/1896803\/7ebdaf5e-0314-4e2e-a5bf-7b725b518cb7\"  target=\"_blank\"  rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"hs-cta-img lazyload\" id=\"hs-cta-img-7ebdaf5e-0314-4e2e-a5bf-7b725b518cb7\" style=\"border-width:0px;\" data-src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/1896803\/7ebdaf5e-0314-4e2e-a5bf-7b725b518cb7.png\"  alt=\"New Call-to-action\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(1896803, '7ebdaf5e-0314-4e2e-a5bf-7b725b518cb7', {}); <\/script><\/span><!-- end HubSpot Call-to-Action Code --><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Social media has become one of the most important fields of marketing. We live in the times of \u201blikes\u2019 and \u201bshares\u2019 and\u00a0every professional\u00a0marketer &#8211; from growth hackers to experienced web designers &#8211; should know how to use them as an advantage in the business. It doesn\u2019t matter who your target audience is, social media can &hellip; <a href=\"https:\/\/mention.com\/en\/blog\/instagram-marketing-psychology\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Instagram Psychology: How User Behavior Affects Marketing<\/span><\/a><\/p>\n","protected":false},"author":206,"featured_media":28715,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[328,323,315,345],"tags":[],"class_list":["post-25959","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media-marketing","category-planning-strategy","category-digital-marketing","category-instagram"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How Common Psychology Affects Your Instagram Marketing<\/title>\n<meta name=\"description\" content=\"Learn how using a few basic psychological principles will improve your marketing performance on Instagram. These simple tips can make a huge difference.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mention.com\/en\/blog\/instagram-marketing-psychology\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Common Psychology Affects Your Instagram Marketing\" \/>\n<meta property=\"og:description\" content=\"Learn how using a few basic psychological principles will improve your marketing performance on Instagram. These simple tips can make a huge difference.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mention.com\/en\/blog\/instagram-marketing-psychology\/\" \/>\n<meta property=\"og:site_name\" content=\"Mention\" \/>\n<meta property=\"article:published_time\" content=\"2018-03-14T13:30:17+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mention.com\/wp-content\/uploads\/2019\/11\/Instagram-Psychology-How-Behavior-Affects-Your-Marketing-small.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"620\" \/>\n\t<meta property=\"og:image:height\" content=\"400\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Nick Brown\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nick Brown\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/blog\\\/instagram-marketing-psychology\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/blog\\\/instagram-marketing-psychology\\\/\"},\"author\":{\"name\":\"Nick Brown\",\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/#\\\/schema\\\/person\\\/981523f1418ec9b0a86265405c598805\"},\"headline\":\"Instagram Psychology: How User Behavior Affects Marketing\",\"datePublished\":\"2018-03-14T13:30:17+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/blog\\\/instagram-marketing-psychology\\\/\"},\"wordCount\":1167,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/blog\\\/instagram-marketing-psychology\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/mention.com\\\/wp-content\\\/uploads\\\/2019\\\/11\\\/Instagram-Psychology-How-Behavior-Affects-Your-Marketing-small.jpg\",\"articleSection\":[\"Social Media\",\"Planning &amp; Strategy\",\"Digital Marketing\",\"Instagram\"],\"inLanguage\":\"en\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/mention.com\\\/en\\\/blog\\\/instagram-marketing-psychology\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/blog\\\/instagram-marketing-psychology\\\/\",\"url\":\"https:\\\/\\\/mention.com\\\/en\\\/blog\\\/instagram-marketing-psychology\\\/\",\"name\":\"How Common Psychology Affects Your Instagram Marketing\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/blog\\\/instagram-marketing-psychology\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/blog\\\/instagram-marketing-psychology\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/mention.com\\\/wp-content\\\/uploads\\\/2019\\\/11\\\/Instagram-Psychology-How-Behavior-Affects-Your-Marketing-small.jpg\",\"datePublished\":\"2018-03-14T13:30:17+00:00\",\"description\":\"Learn how using a few basic psychological principles will improve your marketing performance on Instagram. 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