Contrary to popular belief, consumers don’t base their purchasing decisions on facts and figures. It’s all about how doing business with that company makes them feel. That said, no truly solid digital marketing strategy can be considered complete until it takes human emotion and psychology into account. The following tips are based on real data from actual psychological studies, so definitely keep them in mind as you build your next campaign.

Trigger a Sharing Frenzy

Very few people are comfortable making the first move, especially when it comes to the products they use and the way they express themselves on social media. They’re far more apt to do what their friends are doing, use the products they know their friends like, and share social media content they see lots of other people sharing. That’s social proof in action! (“If everyone else likes it, then it must be awesome, so I think I like it too!”) Leverage the power of social proof by making your marketing content irresistibly shareable. Make it funny, smart, and informative. Then watch the shares roll in as people catch the sharing bug from others in their network.

Spread Happiness

According to numerous studies, happiness is just as contagious online as it is in our day to day lives. Turn your next digital marketing strategy into a runaway success by using this to your advantage. Pepper your video dialogue and online content with positive, motivating language designed to make people feel fantastic about what you’re saying (and selling). Make sure your content is genuine as well. If you’re excited about what you’re doing in a way that shows, your customers won’t be able to help catching that happiness bug from you.

Understand Why People Share

Have you ever stopped to wonder why exactly people love sharing content on social media so much? According to psychologists, it actually has quite a bit to do with self-fulfillment. The rest of it is all about establishing and strengthening connections to others. Instead of publishing empty, frivolous content that brings nothing new to the table, focus on educating people and being insightful instead. Look for ways to make it fun and entertaining as well for best results.

A digital marketing strategy that makes people feel good about themselves and about what your company can bring to their lives is one that succeeds with flying colors. Social media platforms provide the perfect setting for doing exactly that and then some.