5 Powerful Psychological Phenomena Brands Use Today

Understanding human behaviour allows brands to craft strategies that resonate deeply with audiences. By leveraging psychological phenomena and principles, brands and marketers can create compelling narratives and experiences that go beyond mere product promotion, engaging consumers on a more intuitive and impactful level. In this blog, we’ll explore 5 psychology phenomena that brands use today and how.

Emotional Storytelling: Connecting on a Deeper Level

When a brand tells a story that resonates emotionally, it triggers a release of oxytocin, the "empathy hormone," which fosters trust and a sense of connection. Emotional stories, whether they inspire joy, nostalgia, or empathy, make brands memorable. Selena Gomez’s brand, Rare Beauty, uses emotional storytelling to connect with its audience on a personal level. The brand's messaging revolves around self-acceptance, mental health, and the idea that beauty goes beyond physical appearance. Rare Beauty shares personal stories from Selena and its community, highlighting themes of self-love and authenticity. This emotional narrative not only differentiates the brand in the crowded beauty market but also fosters a sense of community and loyalty among its followers who relate to these messages.

Despite being a beauty brand, Rare Beauty often chime in on mental health coversations.

Social Comparison and Aspirational Marketing

Social comparison theory suggests that people assess their worth by comparing themselves to others. Social media amplifies this by exposing users to idealized versions of others' lives, prompting them to measure their own success and happiness against these images. Brands can tap into this by aligning their products with an aspirational lifestyle, encouraging users to view their offerings as a means to achieve that ideal. While this can affect self-esteem, there has been a shift towards embracing more "real" lifestyles, especially among Gen Z. This audience values authenticity, and brands are responding by promoting more relatable images.

Rhode, Hailey Bieber’s brand, exemplifies this by positioning its products as part of an effortlessly chic and natural lifestyle, often coined as the “clean girl aesthetic”. Despite the crowded market, Rhode's success stems from the lifestyle it promotes rather than just the products themselves (because let’s face it, there are 100’s of lipglosses and blushes on the market).

Rhode’s imagery is often minimalistic and “clean”, emanating a luxurious vibe, which both aligns with their price point and aesthetic.

Fear of Missing Out (FOMO) and Exclusive Offers

FOMO, or the Fear of Missing Out, is the anxiety that an exciting or interesting event may currently be happening elsewhere, often triggered by posts seen on social media. This psychological effect drives users to check their feeds to stay in the loop. Brands can harness FOMO by offering limited-time promotions, exclusive product launches, or members-only events. This strategy creates a sense of urgency and exclusivity, prompting users to act quickly to avoid being left out.

REFY Beauty skillfully uses FOMO to drive engagement before major product launches and campaigns, as they showcase behind-the-scenes teasers from shoots and prompt their users to guess what the new product is, which creates a sense of urgency and excitement. 

To tease their newest product launch, REFY posted this teaser video, prompting users to join their private group chat to be in the loop.

The Echo Chamber Effect and Niche Marketing

Echo chambers occur when individuals are exposed mainly to information or opinions that align with their own, reinforcing their beliefs and creating a feedback loop. This effect can lead to polarized communities, but it can also benefit brands seeking to engage a specific niche audience. Brands can utilize this effect by curating content that resonates with a particular niche, fostering a sense of community and belonging.

Charli XCX’s "Brat" summer campaign was a masterclass in niche marketing. By embracing the "brat" aesthetic—a blend of rebellious, bold fashion with a nostalgic twist—Charli XCX and her brand partners tapped into a specific subculture that values self-expression and a carefree attitude. Through targeted social media content that celebrated this niche, they created an echo chamber where fans felt understood and included.

Kamala Harris’s marketing team embraced the brat aesthetic to tap into younger generations and become more relatable.

Online Disinhibition and Authentic Brand Voice

Online disinhibition refers to the tendency for people to express themselves more freely on the internet than they would in face-to-face interactions. The relative anonymity and distance provided by online platforms can lead individuals to be more open, candid and bolder. Brands can take advantage of this effect by adopting a more casual and authentic voice on social media. By engaging in real-time conversations, using humour, and occasionally breaking away from the polished corporate image, brands can create a relatable persona that resonates with their audience.

Ryanair’s social media presence, particularly on Twitter and TikTok, is known for its bold, irreverent tone. They embrace online disinhibition by engaging in witty, often sarcastic interactions that feel authentic and unfiltered. This approach has earned them a loyal following that appreciates their willingness to be candid and humorous, even when addressing customer complaints.

By breaking away from traditional corporate communication norms, Ryanair creates a unique brand voice that resonates with audiences looking for authenticity and entertainment in their social media interactions.

The Enduring Role of Psychology

While marketing strategies continuously evolve to keep pace with changing trends, the principles of psychology remain the same. This constancy provides a steady foundation for brands to build authentic and effective marketing strategies, ensuring that their approaches remain relevant and impactful amidst ongoing change.

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