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The Psychology Behind Social Engagement and Brand Loyalty

Have you ever wondered how some brands succeed at creating content that builds a loyal following? Psychology can tell us a lot about why we do what we do. Take a look at these 5 psychology-based behaviours people perform online, and what tactics you can implement as a brand to get a more engaged audience.


Reciprocity is the idea that people feel the need to return the favour that has been extended to them. A way for brands to initiate reciprocity is to offer giveaways, free tutorials, and swag. When brands do this, people engage in hopes of winning and continue to engage as a way of giving thanks to the brand. People also often follow the brand more closely anticipating future opportunities to win.


People prefer to engage with brands who humanize their online presence, to feel like they are being listened to by a person, not a robot. You can add personalization to your brand on social media by signing your responses with your name, or by introducing members of the company for people to get to know.


People and are more likely to agree with the opinions of those that they like. Utilizing influencers in your weekly social media content strategy is a great way to help get the word out about your brand. When people see your brand’s content via an influencer, their opinion of the content is often positively influenced.


Everyone loves a good laugh. Laughing alters our mindset and puts us in a better mood. Those in better moods are more likely to engage, so when brands implement humour into their social media content, they generally see an increase in likes, shares, and comments. The power of humour extends beyond specific situations. When someone has been positively affected by a brand’s content, they’re more likely to engage in the future too.


People put trust in companies who have an easily accessible collection of social reviews (from Facebook, Google, Yelp, etc.). This is because people often believe what others have to say. If the majority of reviews for a brand are positive, one’s opinion of that brand will likely be similar.  If the majority of reviews are poor, people tend to agree with those reviews as well.

For a more in depth analysis of psychological behaviour and online engagement, check out this link.

Businesses are always looking to improve their engagement across their social media platforms. Consider implementing these tactics into your social media strategy to see your engagement grow! If you’d like to leave it to the experts, contact Brand & Mortar to see how we can help you reach your online engagement goals.



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