Psychology of Influence & Social Media Marketing

The best formula to become a successful public speaker is right up your nose and you are just ignoring it.
Throughout the years, public speaking has been a key factor to bring ideas and beliefs to others. But not all public speakers are doing well in this career path.

Being an expert in public speaking is the same as becoming a marketing expert. You are convincing others to get involved in what you have to offer. It is very important to become familiar with the Psychology of Influence in Marketing to achieve these goals.

Public Speakers in the Social Media Era

When the pandemic hit in the year 2020, the whole world was in shock. Businesses were closed and jobs became difficult even impossible. One of the jobs that were threatened by the pandemic was working as a public speaker. Try to imagine a public speaker without his audience.

Luckily, humans see good even in the worst situation. During the lockdown, many relied on social media to get things done. These platforms have never been so active. The global digital conversation fueled the world to cope with the new normal.

Online services like LSI Media helped in creating and implementing strategies that work by connecting companies with their customers & igniting the spark. Public speakers who knew the secret took advantage of the situation and use social media to do what they do best.

This article will help you discover the best formula to become an expert in public speaking with 5 Great Principles of Psychology of Influence in Social Media Marketing.

Five Great Social Media Marketing Psychology of Influence

Whether you like to send a message or sell a product, it is important to persuade your target clients. Back in 1984, a book entitled Influence: The Psychology of Persuasion was written by Dr, Robert B. Cialdini. He introduced the significant aspects that have been widely used in the business world for decades.

To achieve this goal, let’s dive into Five (5) Aspects of Psychology of Influence in Social Media Marketing;

Reciprocity (The Golden Rule)

We are all familiar with the golden rule, “Do unto others as you would have them do unto you.” This first principle stated that human beings in nature, tend to return favors and pay back debts. We are drawn to do these acts to feel at ease. We do not like to owe a favor to others.

As a public speaker, you are earning by making others listen and learn from your presentations. Initially, you need to give the first impression to your target listeners. You can offer something a little extra.

  • Free Learning Materials

    A sneak peek of your works will help people get to engage in your craft. This approach can help to get the attention of your prospects. If you provide digital copies of works, talks, and presentations, they will think that you are willing to give more if they will invest in your session.

  • Social Media Information

    It is a great deal for others if they can communicate with you outside a presentation. You can set up set social media account and engage in a conversation with them. This will give them a mindset that you value their ideas and opinions. As a result, they sense the need to value your ideas and opinions.

  • Time

    Make your patrons feel that you have plenty of time to help them understand your message. You can ensure them that you are willing to accommodate their questions and inquiries even after presenting. This extra time helps you build a connection with them. The idea that you value them more than your precious time is a great impression. In return, your patrons will no longer hesitate to give their time to you.

  • Dedication

    All great results are achieved through dedication. It is always good to show how dedicated you are to your craft. Individuals are willing to partake if they are encouraged to develop positive attitudes and productive personal relationships.

Commitment and Consistency (Sticking to it)

Any lasting relationship is built through this principle. As human beings, we need to be consistent with something or someone that we are committed to. It is believed that consistency is a positive trait. This principle reveals that “Once we have made a choice or taken a stand, we will encounter personal and interpersonal pressures to behave consistently with that commitment. Those pressures will cause us to respond in ways that justify our earlier decision.”

There are ways to apply this principle as presenters;

  • Action speaks louder than Voice

    We are judged not by thoughts but by our actions. We are aware that once we are nudged into a small choice, we are committed to taking responsibility for that choice. Presenters can tempt the prospects into making a small decision that leads to larger offers. A chance of resistance is very small because people tend to commit to something they chose,

  • Make it public

    Commitments made publicly are hard to break. Let the public witness how committed your supporters are to your craft. This way, your supporters will feel innate social pressure to be consistent. They would not want others to think that they are an irrational and inconsistent person,

  • Give Bonus

    It is always worth it if your choice has a positive outcome. You may give rewards to those who made small decisions to get involved. They will continue to commit and expect more rewards.

Social Proof (Trend)

The word VIRAL is solid proof of this aspect. Whether you admit it or not, even before social media sites came, an individual feels validated if they are doing what they believe the majority is doing. Examples are the viral challenges through the web wherein several people try one particular challenge. We are social creatures, we depend on our surroundings for cues on how to think, feel or act.

You can take advantage of this psychological aspect for your presentations. You can pitch ideas to influence the thinking of your listener. You can show testimonials and case studies of other people in the area that you are presenting. It would be great if you have a celebrity prove your credibility. People will easily be persuaded because earned the trust of a well-known person.

Liking (Thumbs-Up)

There is a big chance that a person can be persuaded by someone he/she likes and know.

You need to exert time and effort to establish rapport with the public. Traditionally, you invest the time to be shaking hands, meeting, and greeting audience members as they arrive in the room. This is your first step to becoming more likable. Unfortunately, you cannot do this because of the pandemic. Just simply do it virtually.

The next step is to work on your background and experience. You can give your audience a by sharing a little bit of background story, you demonstrate that you are relatable. Disclosing a little bit about who you are, you add and build upon that likability factor.

Below is the list that to the liking rule;

  • Physical Appeal- The idea of being able to look good is the initial factor to be likable. If you look good people will look at you and eventually listen to what you have to say.

  • Similarity- People tend to like someone like themselves. Being able to see a portion of yourself in someone else makes it easy for you to like them.

  • Compliments- People like compliments and are easily encouraged by people who complimented them.

  • Familiarity- We like to be involved in things simply because they are familiar.

  • Conditioning and Association-We appreciate things that are related to the things we like.

Authority (Power)

We are all trained to respect authority. That is why It is no surprise that this is one of the aspects to influence others. The three factors that cause us to confer to authority unconsciously are titles, clothing, and trappings. For example, we will believe a man in a police uniform telling us about the law compared to a civilian. These instances show that we allow ourselves to be influenced by a person with evidence of status in the hierarchy.

You can apply this principle in public speaking. You can show proof of recommendation from customers with authority. Customers always trust individuals with high social status. If a person with authority trusted you, there is no way that a negative outcome will occur give it try.

BONUS: Scarcity (Rule of Few)

We all want to get our hands on limited editions of everything. This aspect proves that we are easily persuaded if an offer is limited. We all want that exclusivity. As a public speaker, this aspect can be very effective. You can offer limited slots to exclusive learning and there is a big chance that will grab that chance. This aspect may get you too excited. But you always keep in mind to use it responsibly.


These great social media marketing principles can bring great results to your business. It just a matter of knowing what you are capable of offering. Being a Social Media Marketing Public Speaker does not stop from being a presenter. Today, you can be more, you just need the right tools and team to help you.

Let your career grow by considering services where you and your clientele can benefit from. Below are the options you can try out;

  1. Cloud Migration

  2. Digital Transformation (Customer Experience Architecture)

  3. Web Design

  4. Video Development

  5. Social Media Marketing

  6. IT Strategy

  7. Program Management

  8. IT Management Consulting

Once you found the right tool, combine it with the appropriate Psychology of Influence Principles and start igniting the spark.

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Some of our Clients

LSI helped Rebecca’s Dream create a well designed and functional website. Our site reflects who we are and the great work we do. It’s easy to use, visually pleasing and modern. LSI has also assisted us with curated content for the website and social media along with newsletter design. They have been responsive, friendly, reliable, creative and supportive to our goals, mission and efforts as a non profit. I would highly recommend LSI.

Kathleen Illes, Executive Director | Rebecca's Dream
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