Social Media Psychology

Social media plays a massive part in our lives, realistically you would now be hard pressed to escape it. No matter how much we try to restrict our scrolling, and cut down on our double tapping, our hands always find their way back to those brightly coloured icons. Businesses now dominate a chunk of social media, which means it can make it more difficult for consumers to stay off the map and keep up to date with what’s going on such as news or deals. With this information it’s easy to see how reliant we are on social media, which means that its important for businesses to know how to use it, to get the best out of their brand.

Read on to find out the psychology behind social media, and how you can get it to work for you and your business.


Psychology of Social Media and Trust


A picture of icons on a phone of social media platforms


Just like we trust a good friend’s or family member’s recommendation, we also only want to buy from businesses or brands that we trust too.  But how does that relate to social media and trust?

User-generated content (UGC) is a prime example of winning over the trust of potential customers, with current ones. Positive customer reviews from like-minded peers is one brilliant way to show your audience that there are already happy customers of your brand.

Another plus to this, reflected in a study, found that 76% of consumers are more likely to believe that reviews are more honest coming from peers than from other advertising from brands.

Jonah Berger, a professor and expert on social influence and marketing, believes that overall, people’s behaviour is heavily influenced by what others say and do. This works in favour of reciprocity. If treat your customers well and respond to their questions and needs, they are far more likely to go out of their way to say something positive about the company.


Social Media Psychology and Visual Learning




There are four primary types of learning styles according to the VARK model, an acronym for visual, auditory, reading/writing and kinesthetics learning types. Perhaps unsurprisingly, each of these learning types benefit from differing methods of teaching. For example, kinaesthetic learners will much prefer a ‘hands on’ learning experience and would struggle to retain information through reading and writing, i.e. information via text form.

Did you know, it is said that approximately 65% of the general population are visual learners? (Busan, 2014); This means that when creating content, it’s worth bearing in mind that the majority will respond well to visually appealing and informative content; methods for this can include videos, infographics, illustration etc. However, don’t forget to cater to others who receive information in different ways; be inclusive – a mixture of different types of content will also keep things fresh.  


Social Media Psychology and Emotions



A journal from the Association for Psychological Science suggests that emotions play one of the biggest parts in content being shared. This isn’t just through social media, but in every-day life. Emotions play an enormous drive in everything we do, and when it comes to sharing, it appears that arousal of specific emotions is the force that gets content shared.

Generally, heart-warming, positive or humorous content that make people ‘feel something’ is the best base for creating shareable content. That being said, anger and fear can also arouse emotions that lead to our sharing nature.The bottom line is, when creating content, think about how you want to arouse a person’s emotions, and let that lead the tone of the content that is being created.


Social Media Psychology and Identity


a picture of two girls listening to music on their phone


Social media provides a sense of belonging. Long gone are the days where you have to keep your weird button hobby to yourself, now there is almost definitely a group for it on Facebook or a meme about it. While social media can cause plenty of issues with self and identity, there is a wonderful sense of community to be had when it is so simple to get like-minded people together. Content does this by bringing this like-minded audience together, all in one place.


At Ducard, we work as a team to help improve business’ website rankings and social media output. For more information on the services we provide, get in touch with us today. Read here about promoting evergreen content!

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