Social media campaigns don't always have a traditional call-to-action. Sometimes the aim is just to get customers to leave a comment, while other times you want people to share or like your content. Encouraging customers to act through social media isn't always easy, but good psychology can help your business drive a more effective social media campaign. Learn how to prompt a strong response by using one of the following emotional triggers.

Use the right facial expressions

The fashion industry expertly harnesses the power of a facial expression. Models illicit a strong reaction in customers because they convey sexuality, confidence or intelligence, according to the look the brand is trying to create. All businesses can learn from this approach.

Use photos in your blogs and social campaigns to urge a response from your customers. For example, if you want to promote an article about improving family life, use a strong image of a couple and their child smiling and having fun. Always make sure you use photos appropriately. An image of a young couple smiling on a fairground ride is inappropriate for an article about a serious illness.

Harness the power of mirror neurons

Scientists now understand that the human brain processes information in different ways. Mirror neuron research shows that humans respond to visual prompts to predict how something would feel. For example, if you see a photo of somebody on a roller-coaster, your brain instinctively reacts to the way this would make you feel.

This is a really powerful tool for marketers. By using the right imagery and content, you can play to the brain's mirror neurons, and urge your customers to feel the experience they are seeing. When customers can feel something, they're more likely to discuss and share it, boosting your campaign effectiveness. Carefully select images that will encourage a response that fits with your brand aims.

Tell a good story

Research shows that good storytelling affects the human brain, and influences the actions that people take. For example, studies show that your brain produces two hormones when you read a sad story or see a distressing film. Cortisol causes distress and focuses your attention, while oxytocin promotes empathy and care. In short, if you tell the right story, your customers will take action.

This is an important lesson for brands, and these principles can work very well through social media. For example, video marketing is a particularly effective tool because you can quickly tell a story with sound and images. Customer testimonials told through video marketing can create a strong response that leads to immediate customer action. Focus on sincerity and accuracy because exaggeration is likely to quickly alienate your followers.

Keep delivering something new

Social media users often love to find things out before anyone else. Many people like to lead the conversation in a particular field, and they're constantly looking out for new experiences and information. This need to lead people's opinion is a powerful tool for social marketing.

Use social media to highlight what's new in your business. This could relate to new products and services, or you could just talk about new ways to do things. For example, alert your followers to a new payment method, or a new feature on your business's website. People are more likely to share content if you can convince them that they are the first to see it.

Psychology plays an important role in all types of marketing, but it's particularly important to understand what drives customer behavior on social media. By yourself or with the help of an advertising agency, be sure to focus on adding content that is more likely to drive a strong reaction in your customers, and let your followers market your business for you.