To motivate your target audience to take action
A it's crucial to optimize every element of the model. You can ask yourself questions like: What can I do to increase motivation? Is the desired behavior easy or difficult to perform? Is my call to action clear and striking enough, and am I asking it at the right time? Or, as Fogg himself says: "Put hot triggers in the path of motivated people!"
At the Van Gogh Museum, they're constantly optimizing the conditions for whatsapp data getting their content out to people. The difference in engagement from applying psychology is evident when comparing the two Facebook pages the museum manages. With over 2.4 million fans, the official " Van Gogh Museum " page might seem inferior to the secondary " Vincent van Gogh " page (over 2.6 million fans). But nothing could be further from the truth.
The latter page lacks a content strategy, active webcare, and no psychology is applied. In 2019, this page generated approximately 974,000 interactions. Not bad, you might think, but it pales in comparison to the results of the other page, where plenty of content was created and shared based on both strategy and psychology. The result? Over 8.5 million likes, comments, and other forms of engagement.
What do your fans and followers on social media actually want?
One of the most important questions an organization should ask itself is: what do my fans and followers on social media actually want? And how does my brand, product, or service meet these needs? Sometimes you discover that it doesn't take much to achieve great results. For example, Boudewien observed an overload of emotions surrounding the painter on Facebook (in the form of enthusiastic and sometimes even emotional reactions) and the need among fans to share work inspired by him with other fans and the museum itself.
The Facebook group " Van Gogh Inspires Group " was born and gained nearly 40,000 members in less than six months. "It's become a community where hundreds of posts are shared every day. We then share these on our Facebook pages. It even recently led to a group trip to Arles ( editor's note: the town in France where Van Gogh created many of his paintings)."