Science finds “short snouts, high foreheads, round faces and big eyes activate the dopamine reward center in the brain,” says the Wall Street Journal. With the advent of neuromarketing, research can link baby-, puppy- and kitten-based brain activation to buying — and even to which channels work best for what and why.
Here’s a rundown:
1 Use Original Content on Social Media. The Facebook algorithm cut ViralNova’s 1 million-fan post reach in half, its founder tweeted in January 2014. On Friday, a Mashable post with 1,200 shares by 3 p.m. says Upworthy is responding by creating original content, even as some publishers with millions of followers are using stolen videos to ready for Facebook’s rollout of video ads. “Virality, once a mysterious feature of the growing Internet, had more or less been figured out,” Mashable writes. “Puppies, cats, babies, heroes, redemption stories — there was a method to the madness. It worked well, but for the Facebook issue.”
Retailer Big Lots had its agency create original videos that would be a sure-thing: The digital content series “Doggies vs. Babies” asks viewers to choose who won, #TeamDoggies or #TeamBabies.
“We have less than three seconds to get customers’ attention on social platforms, and thought we’d play to the most popular Internet content,” says Tom O’Keefe, CEO of O'Keefe Reinhard and Paul, in a May 2015 piece on MediaPost.
After watching the “trailer,” maybe considering watching the telemarketing video from the series, too.
Speaking of Facebook, the social media giant just published smartphone vs. TV neuromarketing research on June 24.
“Overall, people were more attentive and tended to feel more positively toward the information presented on a mobile phone than on a TV,” says Helen Crossley, head of audience insights for Facebook IQ. “With TV, people’s brains were more distracted and had to work harder to process the information. We found that overall, mobile was on par with TV with regards to emotional intensity and engagement. Having said that, emotions and engagement were significantly higher for a couple of the ads. People were equally likely to be as engaged on mobile as they were on TV. As an added layer on top of the neuro research, we also saw an uplift in message recall when participants viewed the stimuli on TV followed by viewing it on a smartphone.”
Related story: 4 Steps to Using the Seven Copy Drivers