Social Motivations: The Real Reasons People Buy

If you haven’t figured it out yet, understanding the core human motivation your product or service addresses is essential.

When designing campaigns, photographs, or content, we always ensure that our messaging or visuals tap into one or more fundamental human drives. This approach not only breathes life into stale marketing but also creates a deeper resonance with the audience.

As Allan Dib aptly put it in his book, The 1-Page Marketing Plan, “People buy emotionally and justify rationally.” By connecting with these motivations, your marketing becomes more than just noise—it becomes meaningful.

Understanding these human drives will not only make your marketing more impactful but will also help you speak more deeply to your audience, gaining clarity around what they truly want and need.

Below is a quick list of the drives: We recommend choosing a primary drive that your product solves and a secondary one to guide your content and messaging.

Gaining Status: Many of us aspire for more in life—more money, power, status. If your product offers people more of what they already have or a glimpse of what they desire, it may tap into this human motivation.

Campaign Tip: Utilize this need subtly and suggestively. Direct appeals can be off-putting.

Brands like Mercedes and Burberry illustrate this drive through visual storytelling, evoking feelings of luxury and status. Their imagery has become a cultural symbol of opulence.

When creating campaigns around this human drive, rely on professionals for elements like colors, textures, set design, and scriptwriting. These details help build the aura around the dreams people work toward, putting audiences into that vision so they can see themselves in it. If you’re creating content on your own, consider contexts that are significant to your target audience—for example, if your product helps businesses make more money, create sharp, polished content that conveys success and aspiration.

Saving Time: Time is a precious commodity, and we can all use more of it. If your service or product gives people back their time, showing them how will help build trust and relevance.

Campaign Tip: SHOW, don’t just tell people how they will save time using your product.

A brand that successfully tapped into this human drive was Jimmy John’s with its “Freaky Fast” campaign. The promise of high-quality food delivered quickly satisfied a specific need in the market and set them apart.

In addition to slogans, creating content that offers quick solutions or efficient tips is impactful. Headlines like “Tips for a 5-minute meal prep” can be very effective."

Saving Money: After saving time, many of us want to save money, especially with inflation being so prevalent in today’s market.

Campaign Tip: Position your brand as a cost-effective solution without focusing on deals or discounts directly. Highlight the value your product provides and its indirect cost-saving benefits. For example:

A skincare brand could post: “Our 3-in-1 serum replaces your toner, moisturizer, and primer—saving you $50 a month!”

A brand like Dawn Soap does this well by promoting its product’s effectiveness in removing tough stains, saving money on additional cleaning products. All you need is Dawn.

Building and Strengthening Bonds: Humans are naturally wired for connection, making social media a powerful tool for community and shared experiences.

Campaign Tip: Make your social media pages a space where people can engage over common interests and experiences.

A social media account that does this well is Boss Babe Inc on Instagram. Their most effective content includes posts about shared experiences among professional women. Despite their service focus on helping women gain more status in their careers, the memes and posts that touch on relatable professional experiences have helped build a strong community.

Use polls, quizzes, and trending topics to engage your audience, establish thought leadership, and spark conversations.

Incorporate user-generated content to show your community and allow others to see themselves reflected in your brand. Consider creating groups on Facebook or Reddit, providing a space for deeper engagement and meaningful interaction.

Accumulating Resources: Outside of status, humans also have motivations to gather resources—money, knowledge, or physical assets.

Campaign Tips: Share content that emphasizes education.

For example, a financial app might post: “Track your savings and grow your wealth with just one tap.” Offer downloadable resources or tools to make accumulation easy, such as free e-books, templates, and budgeting guides. This not only provides value to your audience but also empowers them with the knowledge they need to make informed decisions.

Being More Generous: Surprisingly, many people care deeply about the common good and want to contribute to building a better world for others.

Campaign Tip: Focus on how your product or service enables them to make a positive impact. Ensure your offering delivers on this promise—authenticity is key, especially with altruistic messages.

Non-profits are a prime example of this drive, using storytelling to connect donors to their cause, like the Salvation Army’s campaign “Give Someone Peace this Season.” For-profit companies can also engage in social good—highlight how your product benefits others. For example, a coffee company might say, “Every bag you buy helps us plant a tree. Let’s brew a better future together.”

Consider partnering with a non-profit seasonally for a spotlight campaign, such as donation matching or volunteer shoutouts, to encourage user participation and amplify your message of generosity.

Learning More: People are constantly seeking new knowledge and skills, making educational content exceptionally valuable on social media.

Campaign Tip: To effectively educate your audience, use engaging formats like carousel posts, infographics, or video tutorials. These formats allow you to break down complex topics into digestible pieces, making learning easy and interactive.

A tech company could create a carousel post showcasing “5 AI tools to boost your workflow efficiency.” Each slide can provide a brief overview of each tool, its benefits, and a call-to-action for users to click for more detailed information or links to download.

Offer behind-the-scenes looks or “how it’s made” series to satisfy curiosity. These types of content give a personal touch, allowing your audience to see the process and understand the story behind your brand. For example, showing a video tutorial of how a product is assembled or created can not only educate but also build trust by demonstrating expertise and transparency.

By integrating educational content into your strategy, you not only position your brand as a valuable resource but also foster a community of informed and engaged followers who view your brand as a go-to for reliable information and insights.

The Need to Feel: Emotions drive action, and the universal need for sensory and emotional experiences is deeply ingrained in human nature.

Campaign Tip: To effectively engage this drive, create visually and emotionally compelling content that resonates with your audience on a deeper level. For example, a travel agency could post an image or video showcasing a stunning beach scene—waves crashing on the shore, vibrant sunsets, and golden sand—along with a caption like, “Feel the sand between your toes and the sun on your skin—book your tropical escape now.”

Use storytelling techniques and immersive visuals such as slow-motion videos, breathtaking photography, or evocative captions to transport your audience into the experience. This approach helps to create a sensory response, making the viewer feel as though they are already there—experiencing the warmth of the sun, hearing the waves, and smelling the ocean breeze. By tapping into these emotions, your content can inspire action, turning dreams of travel and adventure into reality for your audience. This technique makes your brand more relatable and engaging, building a deeper connection with potential customers by evoking the emotions and desires that drive their purchasing decisions.

The More Drives You Tap Into, the More Impactful Your Campaigns

When crafting social media campaigns, don’t limit yourself to one drive. The most engaging campaigns often tap into multiple motivations simultaneously. For instance, a sustainability-focused brand could combine conserving resources, being more generous, and the need to feel by posting: “Every purchase saves 10 gallons of water, supports a clean ocean, and feels great knowing you’re making a difference.”

By aligning your messaging with human needs, you’ll create campaigns that don’t just sell—they connect. Remember, people aren’t just buying products; they’re seeking solutions that enhance their lives and reflect their values.