The Found Gen

Marketing That Works.

Erica Sweeney

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Mind Games: How to Force People to Click on Your Content

So you’ve spent hours perfecting what you consider the best blog post you’ve ever written. How do you get people to click on your content, read it — and, better yet, to share it?

That may seem like a million-dollar question, but the short answer is to play a few mind games, in the most ethical way possible, of course. Psychology tells us so much about people — what attracts their attention and what makes them act.

Content producers can use the endless psychological research out there to force people to click on their content. Here’s how.

People are vain. 

People like to look good in front of their peers and are usually pretty competitive about it. People share what they consider to be interesting, because they feel that it makes them look good. So: if you want people to click on your content, make sure your headline is interesting.

One study found that 61% of people prefer to share interesting content, rather than important, educational, or funny content. When we share interesting content, it shows how interesting we are.

Content creators can use this to their advantage by providing information full of interesting factoids — which people also love — like stats and other numbers that they can use to impress their friends.

People want others to know what they stand for. 

Whether it’s self-serving or not, people generally want to support good people and causes that they believe in. In fact, 84% report sharing content because it’s a great way for them to show support for issues close to their hearts.

Sharing content about a cause feels like a type of “giving back,” and it tells people who we are and what matters to us — and encourages people to click on your content. . It also just makes us feel good.

Businesses that have causes that they care about should create content that ties the cause to their value proposition. Or, find out what customers care about and let that drive content.

People like to be helpful.

The old saying, “it’s better to give than receive,” is actually true. People love to help others, and that includes sharing information that they feel will be helpful.

When producing content, think about what information could be most helpful to people. This could be an uplifting quote, how-to guide, or news item. Always write things that you are eager to get out to people, simply because it can make a difference for them.

Essentially, people want to look and feel awesome, while also helping others. So, incorporating these psychological triggers will compel people to click on your content.

 

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5 Social Media Fails of 2016 (and What We Can Learn From Them)

Millions and millions of people use social media each day. So, when a brand or government agency posts something offensive or has a social media fail, it rarely goes unnoticed.

There have been some major social media fails in 2016, too many to count in fact. But, these five can teach us some valuable lessons about what not to do on social media.

Cashing In on 9/11

A Texas-based mattress company, called Miracle Mattress, posted a video on Facebook advertising its “Twin Towers” sale in commemoration of the 15th anniversary of 9/11. The video shows several employees screaming and falling on stacks of mattresses and ends with one saying, “We will never forget.”

Obviously, many people found the video highly offensive and disrespectful. The company removed it from Facebook and issued an apology.

Social media fail level: why interns shouldn’t be in charge of your social media campaign.

#ItsGoodToBeAGirl

Accessories brand Vera Bradley launched an Instagram campaign titled “Why It’s Good to Be a Girl,” where they asked customers to share what they like about being a girl using the hashtag #itsgoodtobeagirl. The response was mixed.

While some responded with things like “being able to hang with the boys but still be treated like a lady,” others found the campaign highly offensive and a throwback to the 1950s.

Social media fail level: what happens when you don’t have a single member of your target audience involved in the development of a campaign

Is Pakistan a Language?

DC Comics had a major Twitter fail recently when it tweeted a photo with a note at the bottom that said, “All translated from Pakistan.” Obviously, Pakistan is not a language, and Pakistan’s official language is Urdu.

Social media fail level: facepalm. Guess they haven’t heard of Google.

Standing Up for Veterans

This spring, the Republican National Committee sent a tweet about Rep. Tammy Duckworth of Illinois, saying she “has a sad record of not standing up for our veterans.”

A simple fact check before posting that tweet would have revealed to the GOP’s social media staff that Duckworth lost both of her legs while serving in Iraq. And, she served as assistant secretary in the U.S. Department of Veterans Affairs. The tweet was also posted on International Women’s Day.

Social media fail level: they got the tri-fecta. Idiotic use of verbiage, poorly timed, and factually incorrect. Ended up making national news and getting now-Senator Duckworth a lot of free press.

The State Department’s Beauty Rankings

In March, the U.S. State Department’s Bureau of Consular Affairs posted a series of tweets that expressed concern about Americans’ looks, especially those planning to travel abroad.

One of the tweets read, “Not a 10 in the U.S.? Then not a 10 overseas. Beware of being lured into buying expensive drinks or worse — being robbed.” The department later apologized.

Social media fail level: another example of why you never let interns manage a social media account without oversight.

What Have We Learned?

Many lessons can be learned from these social media fails. Always check your facts and do a little research before posting. Of course, avoid posting anything that could be deemed racist or sexist — ask for a second opinion (or hire an agency to manage your social media for you) if you’re somehow not sure if your message falls into these categories. And, plain and simple, just don’t offend anyone.