How can you use cognitive biases to make your social media copy more persuasive?

This is basically what makes top brands "top brands". They make their products in limited edition, thus making them very expensive and highly sort after!

Especially in B2B, but everywhere truly, artful use of the blend of authority, confirmation and social proof biases treat your audience as human beings, not just "profiles", treat them with respect (they weren't just hatched typically) and provide them with further corroboration based on proof. When business brands socially get a little too playful, are laden with we/us/our they often come off as disingenuous, if not disconnected, and they lose the power of bringing together cognitive biases to respect how humans "decide".

FOMO doesn't work on well-informed buyers. Although I cannot say that this tactic is totally obsolete but the contemporary buyers are quite smart

People will never fail us down when it comes to the terms like "grab the limited time deal", "only 2 pieces are left". Even myself got fell into this hole most of the time while scrolling down Myntra or nykaa. We, as a human often have the tendency to grab something much cheaper than before and pat on our shoulders for getting them in good deal.

Persuading ethically? Forget mind tricks, focus on trust. Leverage biases strategically: Familiarity fosters trust: Showcase happy customers, positive reviews, build brand recognition. Emotions guide decisions: Share inspiring stories, frame benefits positively, create FOMO ethically. Inform, don't manipulate: Be transparent about your goals, educate about cognitive biases. Remember: Value, authenticity, and user well-being come first. Persuade ethically, build lasting connections, and watch your brand thrive.

There's a reason humans respond positively to reviews. It's believed that since someone else has tried and succeeded and is able to leave a good feedback, I will also try and succeed.

People are more convinced about your product or service when they see someone who have tried the said product out. So, this is good bias for building trust and credibility.

What social proof does is give you credibility, especially in this age where more companies are failing to deliver their promises. It tells your prospect "This is someone in the same shoes as you. This is how our solution has worked for them" Beyond "bias", social proof convinces your audience of your consistent ability to deliver.

Building trust and authority is one of the key aspects that a brand should significantly consider, while doing social media marketing. People should be able to remember the brand when they're in need of a product. Giving top positive reviews can help achieve this. Incorporate testimonials, reviews, or endorsements from satisfied customers. Highlighting the positive experiences of others creates a sense of validation and trust among your audience. Phrase your content to emphasize the popularity of your product or service, reinforcing the idea that others find value in what you offer.

Simply put: the majority of people will choose a product that has been sold 2000 times, has 1000 reviews, and a 4.5-star rating over a brand with 200 purchases, 100 reviews, and a stellar 5-star rating!

With millions of people offering their hot takes and haikus of wisdom on LinkedIn, authority is one of the few ways to stand out if you aren't great on camera. So work on building your authority. Don't just publish.

This bias is pretty neat in the world of persuasion. It's powerful because, well, we're wired to respect and trust authority figures. It's like when you see a doctor on TV talking about a health product; you're more likely to trust it, right? Now, how do you build this kind of authority bias in your own space? Here are some unique and actionable ways: 1) Get Endorsements from Recognized Experts: People think, "If it's good enough for them, it's good enough for me." 2) Publish Thought Leadership Content: Don't just be a part of the conversation; lead it 3) Speak at Events or Webinars: Get on the stage, virtual or real 4) Create Educational Content: Teach people something valuable about your field.

Its simple: People go with trust. ↳ Trust is built when you have an authority in a field ↳ Authority comes when you show results. ↳ When you show results, people trust you. This is the whole cycle 🧡

In my experience, it’s important for brands to establish authority over their product or experiences. It’s not always established unless work has been done to get there. We constantly take feedback from fans to improve our services through comments and DMs. We want people to follow our social media channels and get the information they need because it is often the most accurate and most up-to-date Information on the subject as opposed to other fan sites or fan forums. Once you establish that authority, you will become the first place they will come to look for information instead of googling on the web.

With so many service-based business owners adding 'copywriting' to their portfolio of skills without any significant experience in the area, building your authority by writing for credible publications is a good way of standing out and demonstrating your expertise and skill.

Reciprocity is one of the 6 weapons of influence. It's normal to feel indebted to someone that offered something “for free" to you. When you receive a gift from someone, it is natural to want to return the favour. That's reciprocation, it's a powerful bias

This is a powerful weapon. Cos the human mind is automatically going to feel indebted to one after receiving a favour from them. Leveraging this is not only smart, but also pose as a way to get them to know how much value you bring.

To trigger the reciprocity bias you have to understand 2 key principles: Give first: You need to be the first one to give without any obvious reward. Value: You have to offer something of perceived value The greater the perception of value - the more your prospects will feel obliged to repay.

Reciprocity is deeply rooted in our human nature. It represents our innate inclination to respond to gestures of goodwill with equivalent or even magnified positive actions. This is not merely a sense of obligation or indebtedness, but rather a mutual recognition that promotes a continuous cycle of goodwill.

To use this human desire of reciprocity in social media, you need to offer something people want. It needs to be valuable enough to communicate the desire to return the favor. You can create a great offer. But only when it’s truly valuable to the audience will you receive back what your company is after - the purchase, email address, or brand loyalty.

More like, giving a “tip of the iceberg". You have aroused curiosity and people will love to know more. But, don't fail to meet expectations. Don't promise something and then fail to deliver.

It’s also good to write article headlines that create shock value without sounding too much like clickbait. For example, “Coffee isn’t the healthiest way to stay caffeinated” is a more alluring headline than “Learn why tea is healthier than coffee.”

It's getting harder to exploit the curiosity gap on social media. Too much content. Too much doomscrolling. Too many people repeating the same AI-generated curiosity hooks. It can still work as engagement bait, but there are more reliable methods out there.

Curiosity is probably the most desirable emotion to elicit. If you can entice your public through curiosity, you can create sustainable commercial relationships based on your company's knowledge. This is true for both your domain or industry. Making use of curiosity by encouraging query on the product or the line is also essential to receive useful feedback.

making people curious through your copy is always a good strategy to start with it will hook them and they will be curious about what will in next few lines.

Lors d'une campagne publicitaire, le biais de confirmation peut avoir une importance cruciale. En multipliant les points de contacts, le public cible sera plus enclin à accepter et se conforter dans les valeurs et messages exposés par la stratégie de communication 🎯 Le choix des mots, images et thèmes sera alors en résonnance avec ses croyances et émotions, ce qui peut aider à capter l'attention mais également persuader, en renforçant la connexion entre le consommateur et la marque 👁️

En effet dans le domaine de la mode le biais de confirmation peut aider à suivre une tendance et à l’approfondir. Ce biais permet ainsi d’analyser tout ce qui se rattache au sujet évoqué et d’élargir ses connaissances sur une thématique . Cela peut contribuer à créer un champ d’expertise et d’échanges d’une communauté d’intérêt. Ainsi dans le domaine des défilés de mode en croisant les différentes Fashion weeks par exemple

There are 3 major risks with using "confirmation bias" in your copy: 1. Condescension - if your copy sounds like copy, confirming biases can come off insulting. Tread carefully. 2. No natural "bridge" - jumping straight from empathy into a sales pitch isn't a winning move. The writing should build a natural bridge from the prospect's current reality to the "transformation" provided by your product or service. 3. Confirming the wrong biases - best move here is to talk to real people rather than keeping your research 100% online. If your tone is appropriate, your connection between the bias and the product clear, and your research is dialed in, confirmation bias can be a great cognitive bias to evoke in your copy.

One thing I've found helpful to remember is that people often engage in cherry picking due to the confirmation bias, though it’s possible to engage in cherry picking even if a person is fully aware of what they’re doing, and is unaffected by the bias.

El poder en todas sus formas 🤍 🫶Este sesgo es muy poderoso y resulta en muchos casos ser muy segmentado. Mientras más segmentado, más real y palpable. 👉Creo que este sesgo es ideal en la actualidad, ya que los consumidores eligen determinados productos conscientemente. 📣Si ofrecemos información que aporte a este sesgo y haga fidelizar aún más con nuestra marca, hemos creado un lazo duradero. ☀️Si vendemos alimentos orgánicos y además de mostrar los beneficios en nuestra salud contamos los beneficios que estamos aportando al medioambiente, nuestro público querrá siempre saber más, es lo que va a esperar de nosotros 🙏¡Cuidemos ese lazo que nos une a ellos!

The best way to get your customer to feel FOMO even if you are not a luxury brand. Create flash sales that are announced to members only. Announce a 2-hour flash sale with 50% off on a random weekday at an odd time. The outcome: When the buyers see this they will get FOMO and will make sure to not miss future sales. They will make sure they keep a special eye on your emails and social media posts.

There's a flip side to the coin! Sometimes, social media creators can fall prey to cognitive bias too, especially "the curse of knowledge" - where they assume that others share the same level of understanding. This bias often creeps into their marketing language, where they use words like "pipeline", "leads," and other industry jargon that confuses small business owners and independent professionals. Always remember to wear their shoes and use their own words.

Em um mundo digital saturado de informações, os gatilhos mentais emergem como poderosas ferramentas capazes de moldar e intensificar a persuasão nas mídias sociais. No entanto, em meio a essas estratégias persuasivas, é imperativo refletir sobre os limites éticos. À medida que exploramos os meandros da persuasão nas mídias sociais, é vital encontrar um equilíbrio delicado entre a eficácia dessas técnicas e o respeito à autonomia individual. Fomentar uma cultura online que promova não apenas a persuasão, mas também o pensamento crítico, é essencial para garantir que a liberdade e a autonomia dos usuários sejam preservadas em meio ao cenário complexo das interações digitais.

I think your strategy will depend on your market and customer and you will have to decide which route is best for successful campaign

Siempre habrá un sesgo que contribuya más a nuestras redes sociales que otro. Si invertimos esfuerzos en crear contenido valioso, es clave debatir en nuestra empresa cual/es de ellos serán los elegidos para no perder su potencial.