What are users thinking? Today, there are many brands that attribute consumer behavior to age in a broad way, which can lead to serious skews in audience targeting.
Capturing the user's consumption psychology is equivalent to having a clear marketing bull's-eye. So, how can we accurately capture user emotions, carry out brand exposure and planting grass at the golden time? What are the four key mentalities of user consumption?
2024 has arrived, and many advertisers are still speculating on the personality of users based on their birth dates, especially for those audiences who want to reach and plant.
Through the hierarchical definition of age, advertisers subjectively attribute different personalities and consumer behaviors to corresponding consumer groups, when in fact, these summarized characteristics may be applicable to all age groups.
1. Age stratification is defined in the past tense
Subtle psychoanalysis is on the horizon
Nowadays, many brands have started to discuss and think more about the mindset of users, and believe that these can bring more value to their marketing strategies and activities.
The reason behind this is actually very simple: thinking ideas are more relevant to specific moments, which allows brands to better understand users and give more flexibility and flexibility to marketing strategies. This is especially important at a time when user behavior is rapidly shifting and switching, and many industries are now experiencing such changes.
In short, the surface of the content output focuses on the structure of the content, while the underlying research is the "user psychology".
In the case of TikTok, they innovatively jumped beyond the traditional understanding of audiences on different digital platforms to find the main reasons why and how users use different platforms, and what makes those platform audiences truly unique.
2. Growth drivers of social platforms
The underlying mindset of the user is key
TikTok partnered with Clear M&C Saatchi to conduct a survey of 4,325 users and more than 9,000 use cases across TikTok, Snapchat, Instagram and YouTube, across five European markets: the UK, Germany, Italy, France and Spain.
Studies have shown that users choose different platforms for different reasons. Reasons that emerged in the survey included emotions, interests, hobbies, socialization, a sense of belonging, escapism, or self-expression.
In fact, the average number of reasons for users to open an app on their phone is only 2.5.
After further in-depth analysis of the 60 possible reasons behind user use and research apps, the relevant data shows that these reasons have one thing in common - the underlying mindset of users before opening the app.
As a result, this research has allowed us to identify seven distinct user mindsets that align with the proportion of usage occasions across different age groups, particularly those aged 18-24, 25-34, and 35-45.
These mindsets also help us to better understand the relationship between individual use of the platform and the overall positioning of the platform, and to see the wide and rich opportunities that the platform provides to users and brand owners from a new perspective.
3. Consumer psychological portrait
Four key mindsets for TikTok users
Taking TikTok as an example, in summary, we see that there are four user mindsets that distinguish TikTok from other platforms, namely: self-entertainment, promotion, engagement, and exploration and discovery.
1. Entertain yourself
Self-entertainment is the most common mindset among TikTok users, with about 75% of users using apps to make themselves happier.
Users with this mindset need more joy and more joy in their spirits, and they don't take things too seriously and seriously. With this mindset in mind, these user groups are open to the type of content they prefer on the platform.
TikTok's strong positioning for self-entertainment has also made it one of the most emotionally boosting platforms. According to relevant research data, about 60% of people feel funny and emotionally positive when using TikTok. In addition, users' emotions increased by about 14% during and after use compared to before use.
2. Elevate
Similarly, users with an elevation mindset (which TikTok users have in 20% of their use of the platform) want to be able to shut down their thoughts for a while and not think about "real life". They want happy, relaxing, satisfying content, not news, messages, or current updates about others.
3. Participation
Users with a participatory mindset want to share with others and participate in the community. In short, they have a positive and open mindset. The study also shows that 83% of users with this mindset are likely to respond to branded content on TikTok, compared to an average of 59% on other digital platforms.
4. Explore and discover
Users with a discovery mindset want something distracting to end the day – they're keen to stumble upon something new or interesting.
Part of this stems from the information gap, which comes from the gap between what we know and what we want to know.
Interestingly, users who want to discover something new pay a lot of attention to TikTok's content: 62% of users will only follow the platform and will not be disturbed or interrupted by other things.
Fourth, choose the opportunity to enter
The timing and context of brand exposure
The study highlights the importance of brand owners rethinking and evaluating their current marketing strategies.
All in all, we see that different digital platforms have different types of communities, and therefore users have different mindsets when using these platforms. This means that brands should no longer target users based on their age, but should focus on understanding how to leverage different audience mindsets at different points in time to effectively target and convert brands.
The most effective way to achieve this is to develop ads for specific platforms, focusing on the most unique and relevant audience mindsets. For example, a recent study from Douyin showed that Douyin-specific branded content partnered with creators boosted ad recall by 27%, compared to platform-specific ads without creators by only 19%.
Brands should also consider the context and context in which the content will be displayed (i.e., the environment in which the ad will appear on a particular platform), as well as the parts of the content that consumers are most interested in for a particular type of content.
With this approach, brands can maximize marketing effectiveness by focusing on content that audiences identify with and are interested in, which will also lead to stronger engagement and engage viewers in the process of creation and co-creation, rather than just the brand promoting the product unilaterally.
5. User portraits of major social platforms
Brand empowerment and reverse empowerment
Facebook is the largest social platform in the United States, it is understood that about 71% of adult Internet users in the United States currently use FB, accounting for about 58% of the total adult American population, of which 56% of users are over 65 years old, and the number of female users is significantly more than the number of male users.
Although Facebook has shown a trend of aging users in recent years, Facebook's marketing effect and advertising revenue have increased year by year, so Facebook is still the first choice for brands and e-commerce.
Followers are the key to Facebook marketing, and it is understood that each Facebook user has an average of 155 followers, of which about 50 are real fans.
Twitter is an online social networking service and microblogging service in the United States. It is understood that 23% of adult Internet users in the United States use Twitter, accounting for about 19% of the total adult population, and it is especially popular among adults under the age of 50 with a college education.
Among the Twitter users, there are more users in the age group of 25-34, and most of them are men.
Instagram is a mobile app that originally ran on the iOS platform and offers online photo-sharing, video-sharing, and social networking services. In recent years, the number of Instagram users has grown significantly, overtaking Twitter to become the second largest social platform in the United States.
Instagram is popular among young people, and it is understood that 53% of young people in the United States are using Instagram, mainly aged 18-29 years old, and women spend more time using Instagram.
Instead of targeting based on user generation, brand owners should pay close attention to how to better understand the minds of different audiences. According to this idea, the most effective way to execute marketing is to develop targeted marketing advertisements for specific platforms based on the user's mindset and mentality.
After all, only what they like can they attract attention and resonance, and whether it is a platform or a brand, it is the common goal of both parties to successfully capture users' attention in the era of scarce attention.
In 2024, Vientiane is renewed, and in the face of the new needs of the market and consumers in the revival, it is necessary to systematically integrate and innovate with marketing science and art to drive a new round of sustainable business growth!
Since its launch in 2022, MSAI (Marketing Science ∞∞ Arts Innovation) has been driven by M360 and INNOVATION+ + innovation platform to promote the systematic construction of enterprise marketing science ∞ art strategy, from China to the world, to help enterprises enhance the marketing science system, consolidate the marketing art system, create an open platform for the integration and innovation of marketing science ∞ art, and promote marketing innovation. Brand renewal and diversified sustainable business growth.
MSAI WILL PROMOTE THE CONSTRUCTION OF MARKETING SCIENCE ∞ ARTISTIC INNOVATION STRATEGY SYSTEM, FOCUSING ON TOPICS SUCH AS AI BUSINESS STRATEGY UPGRADING, FULL-CHAIN DIGITAL INTELLIGENCE TRANSFORMATION, BRAND DIGITAL INTELLIGENCE ASSET BRANDTECH, XR/VR/AR/MR HYBRID IMMERSIVE EXPERIENCE, BRAND RENEWAL, SOCIAL BRANDING, CONTENT CREATIVITY AND CO-CREATION, MEDIAGROWTH, HUMAN+ USER-CENTERED CREATIVE DESIGN, ETC., TO INJECT NEW MOMENTUM INTO THE SUSTAINABLE BUSINESS GROWTH OF BRANDS.
At the level of brand experimentation and resource interaction, MSAI has been able to interact with each other in the field of Mita· MEDIALAB Media Experimental Field provides a testing ground and incubation space for brands, tries the integration experiment of marketing science and marketing art, unites industry pioneer brands, media and service providers to form a wisdom joint force, jointly explores the integration of marketing science and marketing art, and finds a deterministic, sustainable and long-term growth method.
The era of global and full-chain marketing has arrived, and how to explore a definitive growth path through the breaking of the wall of thinking, the expansion of strategy, the innovation of models, and the implementation of practice is something that all parties in the ecosystem need to consider more. In the face of the new marketing era, MSAI will focus on the integration of marketing science and marketing art, explore future-oriented solutions, make ROI real, and help enterprises fully embrace the new marketing era.
Looking forward to marketing science∞ artists and institutions
Join MSAI Marketing Science ∞ Art Think Tank to participate in the co-construction!
Click to read the original article (http://wap.media360.vip/vip)
Welcome to M360 membership!
M360 is a super connector, a forward-looking center and a think tank for every user.
We provide a complete support system for the market competition and growth needs you are facing.
>> there will be online workshops/co-workshops/workshops for members every week
>> members' special issues: m360 monthly magazine, brand bi-weekly, technology and Internet bi-weekly, IP content marketing bi-weekly, etc
>> Marketing Growth Guide: Marketing Compass, Marketing Best Practices, New Customer Reach, Growth Compass, and more
>> members-only reports: social business report, e-commerce report, female new power report, private domain traffic report, youth culture report, CMO report, metaverse report, etc
>> can also participate in our offline joint research meetings, annual member meetings, author interviews, Chuang+100 character meetings, media 360 conferences, Chuang+ conferences, etc
Join M360 members to gain further insight into the trend and action guide of all media and all marketing, quickly grasp the pulse of the market, and make marketing decisions more agile and scientific!
>> be the first to understand the major events and hot news in the industry, comprehensively understand the latest developments in the media industry and marketing market, and look forward to the development of industry trends.
>> the most professional and forward-looking media market analysis and intelligence, driving continuous media innovation, and is also an important manual for advertisers and agencies to see through media.
>> in-depth observation of advertisers' industry dynamics, interpreting the essence through phenomena, helping brands gain insight into themselves and the whole industry from a higher perspective, and also a window for media and agencies to understand the needs of advertisers.
>> three-dimensional focus on the agent circle, multi-dimensional analysis of agent dynamics, innovative operation management, business models, and excellent cases, to provide intellectual reinforcement and decision-making support for the transformation of agents in the new business era;
>> in-depth dialogue with advertisers, media, agencies, third-party executives and industry experts, dig out the insights and wisdom behind the characters, and output informative, interesting and influential professional ideas to the industry.