USE THE BRAIN TO GAIN

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Neuroscientists have reported that they have gained a greater understanding of how the brain works during the 2000s than in all of history combined.

A key discovery is that when exposed to endless data and screen-based communication, our brain’s activity plummets quicker than you can say ‘Facebook.’

When sitting on the sofa surfing the web, I’ve found myself slipping into a zombie-like trance on more than one occasion – dazzled by the endless information and pretty pictures featured on Instagram, BuzzFeed and ASOS.

In light of this, how do you ensure your content gets noticed amongst a world’s worth of free, instantly available data?

It’s vital that your posts grab the attention of readers and rouse their brains into a more responsive state. Therefore, developing an understanding of how the mind responds to online content is key to social media marketing success.

Here are our top tips on how to trigger the brains of your social audience –

 1. Brain Training

Our brains are hungry for knowledge. Studies show that learning something new or solving a problem makes the brain happy by activating synapses. People love a challenge too – target potential customers with brand-related conundrums such as puzzles, anagrams and riddles.

2. Inspire Curiosity

You’ve posted some great content and sent an informative mailer, but now you need readers to open and share the data. An innovative way to do this is to play on their curiosity, which stimulates the pleasure centre of the brain. Try daring your prospects not to open an email, tempt them with a teaser of information or probe them with a question whose answer leads straight to your product.

3. Good News Travels Faster

Flicking through the papers of a morning, you may begin to believe that good news is no news. Different rules of engagement apply when it comes to social media. Online readers are more likely to share feelgood posts over negative content, including customer service reviews – keep it upbeat!

4. Are you Sitting Comfortably?

Telling tales isn’t always a bad thing – stories trigger the subconscious, emotional area of the brain connected with our senses. Crucially, this is where we come to a decision to buy or not to buy. So, why not tap into the sentiments of your readers by telling them a riveting story that motivates the desired action?

5. Action for a Reaction

When it comes to a call to action, our brains respond much more favourably to motivating words, whereas passive words are more static and tend to be automatically filtered out. Words such as discover, join, explore and share communicate movement and activity, carrying more probability of engaging your readers. Don’t be afraid of telling your audience what to do!

By integrating scientific triggers into your social media strategy, you’re likely to increase engagement, sharing and click-through rates. Don’t be mundane – target the brain!