Neuromarketing is not a new thing. It has been around for years and has predominately been used by major companies. Thanks to the power and influence of social media, the playing field is now demolished and once what only major brands were able do, anyone is their garage with a creative idea that will disturb human behavior in a benefiting nature can utilize.
As I mentioned before Neuromarketing isn't new but in case this is the first time you are hearing of it, Neuromarketing is the application of neuroscience to marketing. Neuromarketing includes the direct use of brain imaging, scanning, or other brain activity measurement technology to measure a subject’s response to specific products, packaging, advertising, or other marketing elements. Basically you're influencing a potential customers brain to do what you want without telling them what you want them to do using different elements.
Okay, you've read enough of the about what Neuromarketing is-now I am going to tell you how to use it to level up your social media game!
1. The Importance of Eye Gaze
If you have been paying attention to how people advertise their business at all you know ad that include people are much more effective than those that do not. In particular, images and videos that include babies and animals tend to attract longer and more focused attention from potential customers. This is no longer enough-now you better make sure those cute little puppies and babies are looking toward your product.
Researchers discovered that when the people in the ad look face on, viewers will be far more focused on the person's face to the detriment of focusing on the ad content. However, if the person is directing its gaze at the product or text then the viewer will in fact focus on the advertising content.
Takeaway: On Facebook and Instagram this is most important considering these platforms users are so aesthetic. Make sure their faces are looking at your product if you want your potential customer to focus on the call to action you want them to take.
2. Color is Key
Bear in mind when you are selecting colors for your marketing you may be influencing how potential customers feel. Colors can evoke a wide range of emotions, with studies consistently showing a link between certain colors and certain emotions.
Utilizing a color effectively can be a powerful marketing tool. One of the most infamous examples is Coca Cola’s ubiquitous use of the color red, but there are many more companies who have also used color to great effect. On of my favorites is Under Armour. Go to there website and the logo is black signifying authority and credible.
Takeaway: Make sure to familiarize yourself with how color may be used to influence purchasing behavior. Also make sure your color scheme is on brand and on target with who your audience is.
3. Loss Aversion
One interesting finding utilized by neuromarketing is that people really don’t want to lose out. People are just as worried about what they might lose as what they might gain. For this reason “buy before it’s gone” strategies are highly effective.
When the alternative option is posed as a loss, consumers are much more likely to buy. For this reason, a concept called “framing” is highly important in neuromarketing. This technique is how advertisers present decisions to consumers in a way that makes them more likely to splash the cash.
Takeaway: Consumers hate to feel they are missing out on a bargain, so make sure to emphasize if they are set to lose out. Accompanied this with a red call to action...see what happens to your click through rate on your post.
4. Dope them Up
Create your ad specifically using reward and punishment in order to increase engagement will also increase the levels of dopamine (a neurotransmitter) within the brain. This neurotransmitter is associated with pleasure and positive associations, which can increase the attachment to your ad.
This isn't done in a sleazy unethical way and besides your readers aren't stupid-they will smell it miles away. Tap into their pleasure sensors with your word, visuals and colors.
Takeaway: Create a pleasurable experience for consumers to keep them attached, and coming back, to the product.
5. Setting the Right Price
How to price products in a way that tempts consumers is a contentious question. Pricing something at $9.99 instead of $10 is an advertising tactic.
A fascinating new piece of information being used is that rounded figures are more likely to work alongside emotional decision making, whilst more complex figures work better when the logical brain is engaged. This is because complex numbers make the brain work harder.
Takeaway: Take the neuromarketing approach to setting your price. Next time you logically price your product, make sure the value of your product is close by. The brain is working hard-allow it work over the value you bring to the price as well.
6. Memorable Headlines
Headlines are one of the first things the viewer sees so obviously they need to stand out and be noticed.
As a result they have been heavily researched, with a new neuromarketing technique called “Hippocampal Headlines” being coined. What does this mean? Researchers at University College London found that when a familiar phrase is slightly altered, our hippocampus is activated, and our attention is piqued. Many bloggers have used the example of Patron and their marketing slogan “Practice makes Patron” as an example of this.
Takeaway: If you surprise the brain your ads and posts will be much more effective. Play with your headlines and research what your competitors are and aren't doing.
I hope you have enjoyed this blog. If you want to learn more how neuromarketing can next level your social media ad game, please feel free to get in touch with me so we can see what we can do for you.