The Social Media Behavior Equation: Anatomy of Social for 18-25

Rather most social media planning beginsandends with quotwhere are the eyeballsquot Most marketers are left to merely put content where they know their audience will be and hope assume that merely amp8220showing upamp8221 will translate to real life purchase behaviorHowever as with any facet of consumer decisionmaking there is a science that decodes a more intentional strategic and ultimately effective means of meeting consumers in the digital marketplace It begins with the four drivers of social mediaA person logs on to a given social platform primarily driven by one of four motivationsTo learn find recipes new vacation spots etcTo connect the ostensible purpose of social media to bond with oneamp8217s tribeTo explore to wander a bit and take a mental vacation fail videos anyoneTo brag look at me Iamp8217m helicopter skiingAs you see these drivers they make sense Itamp8217s easy to scroll through a given feed and identify each of them in action And theyamp8217re central to the decisionmaking quotavailabilityquot that a given user representsIf Iamp8217m here to learn deeply immersive sensory videos will not persuade If Iamp8217m here to brag rational comparative appeals need not apply And so on amp8230And while this is the unlock to more effective digital communications few brands are applying this Weamp8217ve seen those that do drive doubledigit increases in their resultsWhich brings us to the social media Behavior Equation behavioral science neuroscience to be exact provides a simple equation by which to diagnose predict and leverage the true drivers of consumer behavior when it comes to social media There are three elements to considerWhere are they Yes itamp8217s important that your audience is actually on the platformWhat are they attached to This is where the plot thickensamp8230 how hard would it be for them to give the platform up There are lots of things people do that they arenamp8217t really engaged with This is rife within social media and correlates directly with their ultimate buying behavior amp8211 or lack thereof amp8211 based on social media contentWhat aligns with their buying psychology The third element in the Behavior Equation Essentially does their psychology relative to the social medium align with their buying psychology relative to your category per the four motivations described aboveWhen all three of the above align youamp8217ve mined cognitive gold in terms of influencing realworld behavior But if even one element is misaligned your content will merely wash into the sea of digital noiseConsider an example pulled from a longitudinal database focusing on the social media Behavior Equation for Gen Z consumers age 1825The gist is that merely looking at where these young consumers are cuts short the other two crucial factors that translate to actual behavior We see from our database that in general Snapchat is uniquely aligned with the mindset of younger consumers 1825 And while influence certainly varies by category ie for fast food it could be one platform for personal care products another this guides truly breakthrough ways to plan media and create content that will hit the markWhich leads to the next point simply being in the right place does not guarantee success The creative content needs to align as well Continuing the insight from our database above regarding Gen Z the anatomy of an influential creative execution is comprised of four requirementsClearly the demographicfocused criteria provided by most platforms fall short when it comes to truly influential media planning and buying But with some straightforward consumer insight gathering and brand strategy reflection social media content can become dramatically stronger in driving realworld purchase behavior amp8211 even among the most fickle and mysterious of consumer cohortsSelfpublished at MediaVillage through the wwwAvrioB2Bcom platformClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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The Social Media Behavior Equation: Anatomy of Social for 18-25

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Hunter Thurman

"About That" with Carl Mayer: Corinne Casagrande (Episode 8: Consumer Spending) - By Carl Mayer

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The Social Media Behavior Equation: Anatomy of Social for 18-25

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Hunter Thurman

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