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As highlighted on this post from the website business2comunity.com, there are principles behind the success of Pokemon Go which are based on Marketing principles (which in turns are based on psychology).

Those principle can be applied as well to your Social Media strategy:

Curiosity: it drives people to learn more about something. When creating your social media content, keep this principle in mind, in order to trigger you audience curiosity. You will catch their attention and have a better opportunity to get your message across.

Fear of Missing Out: People are afraid of being left behind, if in your communication you infuse excitement and originality, your audience will be paying ore attention to your message from fear of missing out a good opportunity.

The Ikea effect: if something requires a bit of effort to obtain, the value of this reward will increase. So instead of just giving away free e-books (for example), organise a simple (but not time consuming) quizz that will let the winner download the e-book.

Near Miss Theory: in a similar fashion as what human being experience when almost winning at gambling, and drive them to try again. Make sure to inform people of past events/webinars, etc.. so that they feel compelled to participate next time.

Endowment Effect: customising the audience experience and making it personal will increase your audience loyalty.

Operant Conditioning: Similar to the Pavlov experience, if by interacting with them your audience feels empowered (or that they learned something they wouldn’t from another place) through your social media content, (through exclusivity, like for example being first to know of any special sales) you will benefit from a higher return and retention of your audience.