The Brain Science Behind Digital Influencer Content
There’s a difference between what consumers say and what they do, and it’s becoming readable in our brains. The way marketing messages are presented, the language used in them, and even down to what surrounds a consumer can cause our brains to respond in a particular way. It’s a big part of the reason why brands avoid asking their audience what influences the actions they take.
Before we even think about forming a final opinion on what we experience, the part of the brain that handles emotions automatically triggers a reaction. This is why brands are turning to specific tools and techniques to gather data based consumer behaviour to target what people are actually responding to. By measuring and analyzing this data, brands begin to understand conscious and unconscious engagement behind an emotional, mental, or physical reaction to the content they use.
Recently, we were invited to moderate at EMPOWER, an event hosted by Dx3 that connects Canada’s top brands with digital influencers that shape their industry. Throughout the day, several keynotes touched on the power of digital influencers and the impact they have on brands. One keynote in particular, given by Kevin Keane from Brainsights, dove into the neuroscience behind consumer decisions and beauty brands.
During his keynote, Kevin offered eight strong neuroscience-backed tips for how consumers react to content from beauty brands:
- Be direct.
- Minimize statistics and science.
- Cut filler content.
- Be your brand.
- Choose talent wisely.
- Choose partners wisely.
- Use real words.
- Be relatable…humanize and personalize.
Statistically when consumers are faced with a familiar brand, they have an easier time making a purchase decision versus considering the work involved with evaluating and selecting from a slew of unfamiliar brands. Typically, beauty industry related marketing messages evoke emotion to create audience connections that are consistent, trustworthy, and dependable in order to become the first choice when presented alongside a pool of competing brands. How is this best executed today? Through a tricky balance of speaking to their audience through influencer content.
Relevant and (seemingly) authentic content can play a vital role in why consumers stay loyal and continue to engage with the brands they prefer. When brands choose to include an influencer as a part of their strategy, the real value is in the connection and intimacy the influencer has with their following — providing the most relatable voice.
From a measurement lens, it comes down to capturing how impactful the brand message is being portrayed through the content. Elements such as engagement (shareable, comment-worthy, sparking new discussion) and viewability (more traditional metrics like impressions and click-throughs) are an important part of quantifying this social journey.
Much like studying neuroscience, the signals on engagement online are complex but the measurement need not be, if the content and social journey is well mapped out and thought of well in advance.
For more info on powerful social activations, visit our platform Prism at www.socialmediaprism.net