Neuromarketing is a relatively new field that looks at how our brains respond to marketing. As shown by research, neuromarketing can help us understand what works well on social media.
We’ll explore neuromarketing for social media and discuss how it can help your business succeed.
What is neuromarketing, and what does it mean for social media marketing?
Neuromarketing uses neuromodulation and biometrics to study, predict, and influence consumer preferences. Neuromarketing focuses on understanding consumers’ emotions when viewing advertisements for products or services. It uses both technology (such as facial coding) and neuroscience research to understand how our brains react to marketing messages, telling us what works well and doesn’t work well on social media platforms like Facebook.
Why should we use neuromarketing?
You can use neuromarketing to understand why customers buy certain products, brands, or services and how different messaging influences customer behavior to make changes.
What neuromarketing tells us about social media marketing
Social media platforms provide endless opportunities for businesses to connect with customers, but companies must harness this effectively and successfully. By using neuromarketing techniques on social media advertising campaigns, companies can ensure they’re reaching their target audiences with messaging that will resonate most strongly with them at an emotional level – leading to conversions.
The science behind the brain and how this affects our decision-making processes
Despite what others may think, some people believe that certain parts of the brain control specific behaviors like drinking alcohol or using drugs because thoughts can’t affect them because they’re too far away from the chemicals.
Many neuromarketing studies have shown that the brain is less than 50% responsible for decision-making and behavior. We make these decisions before we’re even aware of it, so it’s all subconscious.
At Columbia University, New York City, one study showed how neuromarks could predict purchasing intent with an 80% accuracy rate. It means you could use neuromarketing to help create advertising strategies that will increase conversions by up to 20%. For social media platforms like Facebook, this would mean creating ads targeted towards specific user demographics, so they’re more likely to click on them and end up becoming a customer.
Since 2010, Neurostrata Corp (Nasdaq: NRTA) has studied social media neuromarketing. Their studies have given them a solid understanding of how we can use neuromarketing to help engage consumers and increase conversions on Facebook, Twitter, and other platforms. They also use neuromodulation techniques such as transcranial direct-current stimulation (tDCS), which can change brain activity to understand the effect of marketing messages on different consumer behavior types.
How to make your content more appealing by tapping into these areas of the brain
Neuromarketing for social media is a relatively new science, and there’s still much to learn about how we can use neuromodulation techniques in advertising. However, neuro marketers have long studied brain patterns to understand which areas of the mind are responsible for different emotions or behaviors. Marketing messages can be tailored to these areas, increasing conversions.
The key areas neuro marketers look at when researching consumer behavior include the amygdala (responsible for fear), insula cortex (related to empathy), and ventral striatum – an area closely linked with reward processing.
By using neuromarketing, it’s possible to identify what makes people click on specific content and improve advertisements by making them more appealing by tapping into these areas of the brain.
“Brain activity in neuromarketing is not as important as marketers think.”
Examples of successful companies that have incorporated neuromarketing into their business strategy
Here are a few examples of neuromarketing in action- both from consumer and business perspectives.
One neuromarketing experiment involved a group of people who we showed images and advertisements for Coca-Cola. Some participants were given the drink to taste, while others received a picture and description of what they would be drinking water. Afterward, those in the latter group showed increased activity in their insula cortexes (the part of our brains that signals thirst) when looking at Coke ads compared with Pepsi or other drinks. It meant that even though these individuals did not have any physical need for hydration, simply seeing Coke’s advertisement activated feelings of thirst.
Proctor & Gamble
In the 1990s, Proctor & Gamble used neuromarketing techniques to help them define what makes a “good mom.” They were able to identify that moms want to feel like they’re doing everything for their children and that kids look up to their mothers as role models. Therefore it was important for P&G ads targeting women with young families to show how using their products could make you a better mother by giving you more time spent on activities such as playing or reading bedtime stories.
Mars Inc. also funded a neuromarketing research initiative at Emory University. One of the most successful studies they conducted looked at how we could use neuromarketing to help sell M&Ms and Skittles candies with different packaging designs during Halloween time, looking specifically at which colors were most appealing to children. Purple (often associated with grape-flavored candy) had a negative association, meaning kids were less likely to want it in their trick-or-treat bag.
If you’re looking for a way to boost your online marketing, then it’s time to get acquainted with neuromarketing. The techniques that we use in our practice can give insight into consumers’ emotional responses when viewing advertisements and other promotional content and how this affects their purchasing decisions. Let me help you create an advertising campaign that will work better than ever by considering these insights.
What are some ways that you’ve used neuromarketing principles to optimize your digital marketing?.