Unprecedented insights into the consumers mind
Neuromarketing is the study of the human brain´s response to marketing stimuli. It seeks to understand the reasoning (or lack thereof) behind the decision to buy, using biometric tools such as brain imaging and eye movement tracking.
Meanwhile, social media metrics provide almost immediate feedback regarding how a potential customer relates to content. By combining the information obtained through both methods, we are able to craft incredibly effective social media campaigns.
Here are some tips for applying neuroscience to social media campaigns:
1. Me, myself and I.
Our reptile brain (in charge of survival), cares little about anything other than itself. Any twitter, Facebook or Instagram post should support this self-preservation mission. In the Modern Era, this knowledge could translate into a post that provides information on how to keep my job (enabling me to survive), or how to make myself smarter or more attractive (enabling me to reproduce).
2. Stop the pain.
According to scientists, the brain´s response is three times stronger when it seeks to avoid pain than when seeking pleasure. Messages targeting pain avoidance have a direct effect on the region of the brain responsible for decision making (the prefrontal cortex).
This ad for “17 Hats” on Facebook, targets the customer´s pain points: lack of time and insomnia inducing stress.
3. Avoid the abstract.
Our survival instinct relates to the tangible, to what it can hold on to. If you wish to engage the audience, talk about the way your product or idea will affect the world. Be as specific as possible: How could it improve someone´s health or finances, increase sales, or solve a problem?
4. Give and you shall receive.
Psychologists call it the “Reciprocity Principle”. It states that when people receive an unexpected “gift”, they feel indebted and are compelled to give back. So, give a little something: a valuable piece of information, an unexpected bonus, a free e-book, and place a Call to Action immediately after the “gift”. (If you wish to implement a campaign making use of some of these “lead magnets”, give us a call!)
Here, “Mint” is providing the audience with free money-saving tips, and sending us right to their website
5. Keep it simple.
Humans go to extreme lengths to steer clear of the unknown, and stay within their comfort zone. They will avoid your message if presented in unfamiliar terms. One way to attract the audience to your message is by using metaphors. A metaphor can turn even the most complicated concepts into relatable and simple ideas (and here you were thinking the “Medieval Kingdom” phrase at the beginning of this blog post was kind of silly!).
At Bloominari, we take our tech and science seriously, and we´ll help you grow your business by harnessing the power of both. Call us!