The Blog

May 08, 2018


Using Psychology To Create Engaging Sponsored Content

To increase engagement in your content you need to do much more than just produce it and hope it gets some sort of reaction. Examining the psychology behind this, we see exciting content is the path to engagement. Excitement raises the level of emotional engagement, boosting the number of comments likes and shares. So, you have to create a strategy that triggers the users emotion. 

Excitement makes people more likely to make impulsive decisions. When it comes to sponsored posts, you want to urge your followers to purchase the product you’re promoting. By now you know your followers really well. You know their likes and dislikes which you can also see from your advanced analytics on your media kit, and should be able to identify what prompts excitement in them.  

Here are a few ways to get your followers to respond to your content, using this same psychology.


Create a sense of progress

One of the best ways to get people to act and motivate their behaviour is to create a sense of excitement for future opportunities and results. Describing your progression and the positive ways the product or brand you are promoting has benefited you.



Create strong emotion

Emotional states trumps rational thinking, and your followers respond to content that affects them on an emotional level. Simply put, if you want to create engaging content you have to make it appeal to your follower’s emotions. Make them feel something, anything; but preferably something positive. Feeling happy, is contagious and inspires action. 


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Create a sense of anticipation

Post content which gets your audience excited for something upcoming and new. Ask your audience to stay tuned, for the release of new sponsored content and collaborations. 


Create a sense of reward

What’s more exciting than being presented with the chance to be a potential winner of a competition? Work together with the brand to come up with a contest, ask your followers to like, comment, tag and share, with the prize being a product from the brand you are collaborating with. If a user can win new levels of rewards, they are much more likely to make an attempt to do so.


Create a sense of urgency

Entice followers to monitor your content closely by sharing special offers and discount codes with an expiry date. Using Instagram stories to announce giveaways  is one of the easiets way to get your followers excited. 

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Create your ZINE Media Kit and gain access to your audience insights. Start making content that your followers will appreciate and would want to engage with.




JoannaJoanna Karamanis

I’m head of Content at ZINE, where I use my expertise in fashion consumer psychology to empower brands and influencers in their marketing campaigns. I love to travel, bake as well as shopping online.