The Effects Of Social Persuasion On Social Media

As the modern world advances technologically, individuals are often met with persuasive communication techniques on an increasingly regular basis. Social persuasion, or a type of social influence that aims to change others’ beliefs and attitudes, can often be seen on social media. Some persuasive techniques you may see online can include eye-catching photos and videos, interesting stories, social proof, and the promotion of positive social norms. If you’ve experienced negative impacts of social persuasion or would like to further discuss the topic, talking with a licensed therapist online or in person may be helpful.

What is social persuasion?

As we grow and experience life, we may not only form our own likes, opinions, and beliefs, but we may also recognize similar and different traits in others. These personal characteristics tend to have a wide range, from liking certain music to following religious ideals. While every individual may hold their own unique opinions, the beliefs and values that shape us into who we are tend to be influenced by social persuasion. 

On a larger scale, socially persuasive techniques may be perpetuated by mass media to motivate people to participate in public health safety measures. Listening to a song on a friend’s recommendation, supporting a cause based on reading an article, or buying a car you saw in an ad can all be examples of social persuasion.  

Social persuasion can be disseminated through a diverse set of mediums using verbal and non-verbal techniques. Along with direct forms of social influence, persuasive techniques are often presented through artistic measures. For instance, a painting or piece of art may be created with the intent of encouraging people to care for the environment. 

Notably, social persuasion usually differs from coercive persuasion. Where social persuasion typically grants individuals the autonomy to decide whether to embrace or reject a persuasive message, coercive persuasion generally refers to indoctrination, brainwashing, or similar tactics often used by cults. 

The efficacy of social persuasion may lie in its utilization of all forms of communication. By being aware of the mechanisms behind social persuasion, you can enhance your understanding of how persuasive messages shape collective attitudes and behaviors on social media. 

The rise of social persuasion online

In the ever-evolving landscape of the digital age, the rise of social media has become a pivotal aspect of our societal framework. When approaching the topic of social persuasion online, there may be many aspects to consider. 

In the realm of health behaviors, recent research shows social media emerging as a powerful influence on dietary choices, particularly among young adults. 

Political communication through social media has become a hot-button issue in recent years as well. While studies suggest that social media can help voters learn about policies, social media influencers who share misleading political messages can create cognitive dissonance among voters.

Benefits and drawbacks of social media

A wide range of conversations surrounding social media may be closely tied to negative stereotypes and poor effects on mental health and well-being. While certain studies link social media to feelings of loneliness and depression, some researchers encourage further consideration, suggesting the potential benefits of social media and explaining that the issue can be complicated by individual differences, offline social support, and how people use social media.

Selective exposure and echo chambers

The term “selective exposure” generally refers to the tendency of people to expose themselves only to information that aligns with their existing beliefs and attitudes while avoiding content that contradicts their views. This behavior may contribute to the formation of “echo chambers,” where individuals are typically surrounded by like-minded perspectives that reinforce existing opinions.

Fear appeals

Fear appeals may be another common strategy used on social media. This can refer to content made to invoke a fear response, thus prompting individuals to take a specific action or change a behavior. For instance, individuals concerned about health may be drawn to fear-inducing messages about the consequences of unhealthy habits while actively seeking content that provides guidance on reducing fear through lifestyle changes. 

Recent studies highlight how thinking and feeling may work together in online persuasion. While people often initially base their beliefs on the arguments presented in a message, as opinions about suggested behaviors take shape, emotional responses from happiness to anger can assume a pivotal role and influence decision-making. The transformation of emotional responses into enduring beliefs may further shape individual choice and highlight the interplay between cognitive processes and emotional responses regarding social persuasion.

With more people being influenced online every day, understanding the mechanisms of social persuasion online can help us better navigate the internet and use social persuasion as a helpful tool. 

Persuasive techniques for social media

Whether you're promoting a cause, advocating for a political stance, or endorsing a product, employing effective social persuasion techniques can significantly impact your online presence. Here are some strategies to enhance your persuasive communication on social media:

Use eye-catching pictures and videos

Capitalize on the visual nature of social media platforms. Visual content tends to capture attention more effectively than text alone. Share compelling images, infographics, and videos that align with your message.

Tell interesting stories

People tend to connect with stories on a personal level, and emotionally charged content is more likely to be shared and remembered. Share real-life experiences, testimonials, or relatable anecdotes that reinforce your message.

Utilize social proof

When people see that their peers are engaging positively with your message, it can create a sense of validation and encourage them to follow suit. You might convey this by showcasing endorsements, testimonials, or examples of others adopting the desired behavior.

Create interactive content

Encourage your audience to share their opinions or experiences through interactive content, such as polls, quizzes, and surveys.

Address counterarguments

Demonstrating an understanding of diverse perspectives can enhance your credibility and make your message more persuasive. Try to acknowledge potential counterarguments to your message and respond to them with well-reasoned explanations.

Establish credibility

You can build trust by establishing yourself as a credible source. Share relevant information, statistics, or credentials that reinforce your expertise on the subject. 

Use consistency and repetition to your advantage

Repetition can embed ideas in the minds of your audience, potentially increasing the likelihood of acceptance. Consistently reinforce your key messages across various posts and platforms.

Collaborate with influencers 

Partner with influencers who align with your message. Influencers typically have built-in audiences and can amplify your persuasive efforts. Their endorsement can lend credibility to your cause or product, helping you reach a wider and more receptive audience.

Promote positive social norms 

Emphasize the positive social norms associated with your message. Highlighting that a particular behavior tends to be widely accepted and embraced by society can encourage individuals to align their actions with your message.

By incorporating these social persuasion techniques into your online communication strategy, you can navigate the digital realm more effectively by positively influencing the opinions and behaviors of fellow social media users.  

Exploring social persuasion in therapy

Therapy can be a valuable resource in developing a deeper understanding of social persuasion. By delving into the mechanics of persuasive interactions, therapy may equip individuals with the ability to recognize persuasive techniques in real life and online and respond thoughtfully. 

Benefits of online therapy

Attending therapy sessions in person may not always be convenient or accessible, but online therapy can empower individuals to attend sessions with a licensed professional from the comfort of their own home or another preferred location. Plus, online therapy is often more cost-effective than traditional in-office therapy.

Effectiveness of online therapy

A growing body of evidence suggests that online therapy can be effective in treating many different mental health disorders and addressing a variety of challenges. According to a 2022 study, client outcomes from online and in-person therapy tend to be the same.