Applying behavioural science to optimise social media content
Understanding the psychology behind user behaviour is crucial for success in social media marketing. Patrick Fagan, a seasoned expert in Applied Behavioural Science, recently shared his insights at SocialDay on how to ethically apply psychological principles to enhance social media content. Drawing from his extensive experience, Fagan introduced his BRAINWASH model—a framework designed to create long-term behavioural change in audiences. This model leverages insights from both behavioural science and his own research into cults and influence tactics, all with a focus on ethical application.
Bamboozle: Disrupting Established Habits
The first step in Fagan's BRAINWASH model is "Bamboozle." He explained that in order to introduce new habits or create a new following for a brand, it’s essential to first disrupt the old ways of thinking or existing habits. "You need to grab people by the lapels and shake them a little bit," Fagan remarked, underscoring the importance of breaking through the noise with content that is surprising or unconventional.
He illustrated this point with the psychological technique "disrupt, then reframe." In one experiment, participants were more likely to purchase an item when its price was presented in an unexpected way—saying "200 cents" instead of "£2" made the offer seem more appealing because it disrupted their normal thinking patterns. Fagan also referenced how social media platforms like Twitter (now X) use disruption to encourage thoughtful engagement, such as prompting users to read an article before retweeting it. The goal is to interrupt automatic behaviour and make the audience more receptive to new messages.
Rationalise: Providing a Reason, No Matter How Simple
Next in the model is "Rationalise," which focuses on providing the audience with a reason to engage—even if that reason is simple or seemingly trivial. "It’s not about the quality of the reason; it’s about the presence of it," Fagan explained, introducing the concept of "placebo information." He cited a study where people were more likely to allow someone to cut in line if they were given any reason at all, even if the reason was obvious or unnecessary.
In the context of social media, this principle can be applied to marketing campaigns by ensuring there’s always a clear "why" for the audience to take action. For example, Fagan discussed Domino’s Pizza’s campaign that linked ordering pizza to specific events—such as, "If it snows, get Domino’s." This simple association provided a rational explanation for the behaviour, making the call to action more persuasive.
Attachment: Creating a Sense of Belonging
"Attachment" is a crucial element of Fagan’s model, emphasising the human need for belonging and purpose. He highlighted how social media can create this sense of attachment by fostering communities where users feel connected and valued. "People need something to attach to—a sense of purpose or community," he said.
Fagan warned, however, against exploiting vulnerabilities such as loneliness or insecurity to create these attachments. Instead, marketers should aim to build genuine communities around shared interests or goals. He used the example of LEGO’s platform where users can submit ideas for new sets, which are then discussed and voted on by the community. This not only creates engagement but also gives users a sense of ownership and belonging within the brand’s ecosystem.
Incrementalism: Small Steps Toward Big Commitments
Fagan’s model also stresses the importance of "Incrementalism"—leading the audience to deeper engagement through small, manageable steps. "You can’t ask people to join a movement all at once; it needs to be gradual," he advised. This is based on the psychological principle known as the "foot in the door" technique, where securing a small initial commitment increases the likelihood of larger commitments later on.
He shared an anecdote from his own experience with a cult that used incremental commitments to gradually draw people in, starting with minor requests before escalating to more significant ones. In marketing, this could translate to starting with small, low-barrier engagements, like asking users to sign up for a newsletter, before gradually introducing them to more substantial actions, such as purchasing a product or becoming brand advocates.
Norms: Leveraging Social Proof
"Norms" refer to the powerful influence of social proof—where people are more likely to take action if they believe others are doing the same. "People tend to follow the crowd," Fagan noted, pointing out how cults and social movements often leverage this by creating a sense of widespread participation or endorsement by authority figures.
In social media marketing, this can be applied by highlighting popular trends, showcasing endorsements from influencers, or using user-generated content to build a sense of community. For example, campaigns that encourage tagging friends or sharing content can create a snowball effect, where the perception of popularity drives further engagement.
Wish Fulfillment: Tapping Into Deep Desires
Understanding and fulfilling your audience’s desires is another key component of the BRAINWASH model. Fagan explained, "The best content doesn’t make people want something; it finds out what they already want and sells it back to them." This approach taps into the audience's existing desires and needs, making the content more relevant and appealing.
He shared a somewhat notorious example from Oxford Street, where scam artists would prey on people's desires to be models by offering fake contracts that required an expensive photoshoot upfront. While this is an unethical application, the principle behind it—understanding and appealing to deep-seated desires—can be used ethically in marketing to resonate more deeply with an audience. Brands like Coca-Cola have mastered this by aligning their products with emotional needs, such as social connection, rather than just the product’s functional benefits.
Autonomy: Respecting the Power of Choice
Respecting the audience’s autonomy is essential for maintaining their trust and engagement. Fagan highlighted that "If you try to force people to do something, they’ll resist," a phenomenon known as "reactance" in psychology. He advised that marketers should offer choices, even if they are limited, to give the audience a sense of control.
He pointed out that even simple tactics, like offering two options rather than one, can make a big difference. Fagan referenced the "But You Are Free" technique, where people are more likely to comply with a request if it is framed as their choice. For example, a waiter asking, "Would you like still or sparkling water?" subtly nudges the customer towards making a purchase, while still giving them a sense of control.
Symbols: Harnessing Cultural Capital
Symbols play a crucial role in building a brand's identity and fostering community among its followers. "Symbols act as a rallying point for a community," Fagan explained, citing how brands use memes, logos, or other visual elements to create a shared identity among their audience.
He used the example of "cutie marks" from My Little Pony, which are symbols that only make sense within the community of fans. Similarly, brands can use unique symbols to create a sense of belonging and exclusivity. However, Fagan cautioned against using symbols in a way that manipulates the audience subconsciously, stressing the importance of transparency and ethical considerations.
Heaven and Hell: The Power of Conditioning
Finally, Fagan discussed "Heaven and Hell," which refers to the use of positive and negative conditioning to influence behaviour. He explained that content can be framed in terms of positive outcomes (heaven) or negative consequences (hell), but warned against using fear-based tactics.
He advocated for focusing on positive reinforcement, such as highlighting the benefits of taking an action rather than the drawbacks of not taking it. For example, instead of saying "You’ll miss out if you don’t act now," it’s more ethical and effective to say, "You’ll feel great if you take this action."
Conclusion
Patrick Fagan’s BRAINWASH model offers a comprehensive and ethical approach to leveraging behavioural science in social media marketing. By integrating these psychological principles, social media professionals can create content that not only captures attention but also builds lasting, meaningful connections with their audience. As Fagan aptly summarised, "It’s not just about influencing; it’s about doing so ethically."
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