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Psychology

In the end you’re selling to the brain of your customer. Understand how it works , how to best get your message across and get people to take action.

There are over 2 billion active monthly Instagram users, and 70% of consumers turn to their Instagram feed when considering their next purchase. 

Amassing a large following on Instagram can help you at every stage of the marketing funnel—from bolstering brand awareness to driving conversions.   

In this post, we’ll walk you through how to use Instagram to reach more people and encourage them to become engaged followers.

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Product Scarcity

It’s a cultural trope to “want what you can’t have,” but it’s also a principle based on decades of psychological research.

That principle, scarcity, is incredibly powerful in marketing, persuasion, and conversion optimization—when done right, especially in a free market with limited resources. If people believe that they’ll be missing out on something, they’ll be prompted to act more quickly to get it.

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Nudge marketing

It’s summer in the UK. Two cigarette disposal bins are erected on a littered street. One bin is marked Ronaldo, the other, Messi. 

The bins encouraged smokers to vote for the best football player with their cigarette butts. After twelve weeks, cigarette litter dropped by 46%.

Instead of yelling at smokers to “clean up your butts,” the bins implied the desired behavior in an easy and fun way. That’s a nudge.

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Creating urgency

Creating a sense of urgency is one of the most powerful ways to turn potential customers into actual buyers. Urgency taps into deep psychological triggers that drive human behavior. When people perceive an opportunity as fleeting, they instinctively place a higher value on it. 

This principle is why limited-time offers, exclusive deals, and scarcity-based tactics can be so effective. Without a reason to act now, potential buyers may procrastinate indefinitely, delaying their decision or forgetting about your offer altogether.

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Science of familiarity

Do you remember when Slack launched? At the time, I was a diehard HipChat fan. Needless to say, I wasn’t interested in trying Slack.

I considered it nothing more than a passing trend. Now? I use it for an average of 10 hours a day for personal and professional reasons. (Sorry, HipChat.)

What’s going on here? How’d I go from loathing something to using it daily in the span of just 3-4 weeks? It’s called the mere-exposure effect, which means we tend to develop a preference for things just because we’re familiar with them.

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