Promotional efforts on social channels have become a powerful tool in behavior marketing. These efforts leverage psychological and social tendencies to build brand loyalty and drive sales. Academic research shows that consumer behaviors can be influenced through promotions on social media. For instance, limited-time promotions trigger the scarcity effect, where consumers make quick purchase decisions for fear of missing out. Many studies have focused on the scarcity principle, which suggests that time-limited promotions, such as “only 3 days left,” prompt consumers to act quickly, driven by fear of missing an opportunity. Cialdini (1984) defined the scarcity principle as a highly effective tool in behavior marketing. By influencing consumers’ perceptions and purchase intentions, these campaigns create a sense that the brand is more valuable and trustworthy.

When conducting promotional efforts on social media platforms, you can employ various tactics based on your products. Depending on your marketing team and competitors, you can develop different strategies to boost product sales. In the near future, it wouldn’t be an exaggeration to say that social media channels might replace traditional e-commerce platforms. Major social media platforms, which are already working on payment systems, can currently facilitate integrated transactions. Soon, direct use for shopping might become widespread.

Promotional strategies on social media are particularly effective when combined with influencer collaborations. Berger and Milkman (2012) suggested that people are more inclined to share online content when they observe what others like. This enhances the effectiveness of promotions through social media influencers. Zeithaml’s (1988) “Perceived Value Theory” points out that price and promotions significantly influence consumers’ perception of a product’s value. Discount coupons and special promotions help create a positive perception of the brand.

Here are some general types of promotional activities that can be applied across different products and sectors:

• Offering discount coupons (short-term or seasonal),
• Running gaming applications or competitions on social media for potential customers,
• Giving away company-branded products (suitable for low-cost items),
• Organizing prize giveaways,
• Offering price-based discounts,
• Running “buy 1, get 1 free” promotions,
• Providing branded promotional items to customers,
• Collaborating with other companies for joint promotional efforts,
• Partnering with charities or foundations for joint promotional campaigns,
• Conducting joint promotional efforts through research collaborations,
• Engaging in sales-focused collaborations with influencers,
• Running special promotions focused on customer satisfaction.

For example, the fast-food chain Wendy’s uses humorous and creative interactions with its customers in its social media promotional strategies. Through competitions, giveaways, and witty responses on social media, Wendy’s has strengthened customer loyalty and boosted brand value. Target, primarily through Instagram and Facebook, offers limited-time promotions and exclusive discounts through influencer collaborations, using both scarcity and social proof to influence consumer behavior. Old Navy effectively uses social media promotional strategies with seasonal promotions and “buy 1, get 1 free” campaigns during holidays. It extends these campaigns through influencer collaborations, fostering a positive brand perception among consumers. These examples show how promotional activities can effectively build customer loyalty while demonstrating how behavior marketing strategies are applied. Social media promotions not only increase sales but also serve as a critical tool for enhancing brand awareness and perception.