The biggest value of Net Red from the media compared with the traditional channel is "psychological arousal value"

"Psychological arousal of value" is the biggest value of Net Red from the media compared with traditional channels.

If you want to advertise, then "traffic" must be a very important word.

So we are used to taking traffic to calculate the value of the distribution channel - "Papi sauce sky-high advertising auction value is not worth?", many people sent articles to compare it with Youku, e-commerce thousands of exposure costs.

But what I am going to say today is: Whether it is net red like Papi sauce or other self-media marketing channels, the biggest value is not traffic.

how do I say this? Let me give you an example.

Since we are talking about traffic, then suppose there is a chopping board with a price of 1,500 yuan (far more than the price of ordinary chopping board), the target sales volume is 10,000. How much traffic or exposure do you think you need to sell 10,000?

According to the general conversion rate calculation, some people will guess 500W traffic, and some people will guess 1000W traffic, so how much do you actually need?

In fact, the flow of all the malls in Asia is not enough - the brand's chopping board has counters (including e-commerce) in many shopping malls, and the sales volume of all channels in Asia last year was less than 1W.

It is also very reasonable to think about it. After all, most of the chopping boards are dozens of hundreds of pieces. Normal people will not suddenly change their cognitive habits (the chopping block is dozens of things) to buy such a expensive chopping block.

However, a net red friend "Wen Yi" whom Li called the beast saw a few days ago broke this practice. She published this chopping board in her own public account, and sold 15,000 in 10 minutes, more than this kind of chopping board. One year of sales throughout Asia.

Why is this so?

Because normal people in normal psychological state, they will not buy this chopping board - you walk through the mall to see a pile of chopping boards, you can only buy a 100 yuan according to the past habits; or want to buy a chopping board in Jingdong Taobao In the last search, I saw almost the same one in the middle price.

To make people change their habits and buy an uncommon chopping board, they must arouse the psychology of this person and make this person temporarily become "abnormal" and become "the ultimate cooking". The experience "produces a desire.

Wenyi’s public account played this role, which made the person who opened the public account and the article briefly become another person – whether you are a strict accountant or a free artist, when you When you read Wen Yi's article, you briefly become a "foodie who pursues the ultimate cooking experience", and only when your mind is evoked, you can break the habit of the past and buy a 1500. Yuan's chopping board.

So, this explains the previous point: the greatest value of Net Red is not traffic, but psychological arousal - evoking your different selfs, allowing you to briefly become another person, thus showing completely different behavior.

For example: If you are selling a product that makes users feel unknown and risky (such as a high-yield but brand-unknown P2P wealth management product), what should you do?

In general, this product is very difficult to sell, because normal people are mostly risk averse, very cautious about unknown products, so few people will let go and try this product.

But there is actually a very simple trick here: stand next to the user (assuming the user is a male).

why? Because when a person's courtship self is evoked, people will briefly become "risk-seekers" (regardless of who he is) and become more willing to pursue adventure.

A psychologist has done this experiment:

Let a group of men skateboarding, and free to choose the difficulty of the action, found that most of them choose the challenge of medium difficulty.

Then the psychologist let a group of beautiful women deliberately walked by, and found that almost all skateboarders chose to challenge the higher difficulty. As a result, some people fell very badly. The appearance of the beauty evokes the player's courtship self. Make them more willing to pursue risk.

This is very easy to explain in evolutionary psychology:

In ancient times, under normal conditions, people who act cautiously are more likely to survive, so hunters generally choose to avoid the threat of lions between the threat of lions and the prey that comes to hand.

But when the courtship opportunity arises, the female's egg is limited. If you don't let go and compete with other males, you will permanently lose the genetic opportunity, so the hunters will become risk-taking and put safety behind.

Therefore, if you want people to become a person who is brave enough to pursue risks in a short time, remember to evoke their courtship self.

And this is what I want to talk about - the biggest value of net red, not the flow of traffic that many experts have said (otherwise, what is the difference with Taobao through train), but "psychological arousal".

First, the flow value VS psychological arousal value

All along, we always like to use traffic to measure the value of an advertising channel, so we are talking about indicators such as CPC (unit click cost). But in reality, traffic is not the only value of an advertising channel.

If you are a dangerous person (such as 798 and a woman in a hotel), how can you persuade passers-by to rescue?

In fact, yelling and yelling is useless, because everyone's psychology has entered the "passenger mode", and will not judge according to the information, but only judge according to the habits and the behavior of others.

What you have to do at this time is actually "psychological arousal", trying to evoke their other self and let them enter the "netizen mode" for a short time.

So what you have to shout is not: "It hurts! It hurts! Help! Help! Ah! Ah!"

Instead, he pointed to one of the passers-by shouting: "This little brother in red clothes, how do you evaluate a person who can't help?" (Simulation on the online question, evoking their other psychological self)

And if you don't evoke another self like this, the big traffic will not save you, because everyone is a "passer."

The same is true for brand marketing. In the past, we paid too much attention to “flow value”. It seems that as long as there are enough people passing by, there will be enough people to buy.

But in fact, what should be paid attention to is "psychological arousal of value" - in different situations, people's behavior and psychology are completely different, and it is necessary to sell products according to the circumstances and psychology that are evoked.

The same person, just reading the things that Li called the beast public number wants to buy, and what they just bought after reading the Mimen public number is definitely not the same.

Then, when you put it, how do you choose the products you want to promote according to different scenarios?

Second, psychological arousal how to improve conversion

The scenes of each net red from the media are different, whether it is the venting sensation evoked by Mi Meng, Papi sauce, or the sense of rational analysis evoked by Li called the beast. So how do you choose to properly choose according to the different user psychology evoked by different net reds?

The classification of this problem itself is very complicated. Because of the limited space, I will simply say two classifications (the new classification will be updated continuously).

1, fear evokes VS romance evokes

First test your question:

Now you have two herbal tea products to promote, one of which is the main "China sells 10 cans of herbal tea, 7 cans plus Duobao" of Jiaduobao herbal tea, and the other is "exclusive limited edition of the old Cantonese herbal tea."

Then there are two distribution channels to choose from, one is "the implantation of the "Mermaid" movie soft text", and the other is "the implantation of the "Midnight Ring" movie soft text."

How would you choose the distribution channel?

In fact, you should insert the advertisement of Jiaduobao in the soft music of "Midnight Ring", and insert the advertisement of "exclusive limited edition old-style Guangdong herbal tea" in the soft book of "Mermaid".

why?

Because "Midnight Rings" can irritate people's fears, and when people's fears are evoked, they will naturally increase their acceptance of herd information. When we are afraid of worry, we always desire ourselves to be certain One of the groups.

Therefore, the advertisement of Jiaduobao should be implanted in the soft text of "Midnight Bell".

At this time, if a limited edition of Guangdong herbal tea that emphasizes "unique information" is implanted, it will further aggravate the fear, and people will have an avoidance mentality - after all, when we are afraid, no one wants to be alone.

One study has found that after the news program of terrorist attacks, everyone is more sensitive to the words "selling" and "selling" and is more inclined to accept the best-selling products. (So ​​before, Jiaduobao did not say, "I am afraid of getting angry and drinking Jiaduobao." Well, when you are "afraid", it is naturally easy to accept herd information.)

Similarly, the "exclusive limited edition Guangdong herbal tea" should be implanted in the "Mermaid" movie soft text.

why?

Because "Mermaid" evokes the feeling of romance and love, and when the romantic psychology is aroused, it will naturally increase the acceptance of unique information - after all, when you are pursuing a certain opposite sex You want to be unique, not a lot of people are competing with you for a different sex.

At this time, emphasizing information such as "200,000 people patronizing" and "leading sales" will make you sick.

Therefore, if the user psychology that Net Red evokes from the media is fear (such as writing a horror novel), then the most suitable product to be implanted is a product that is "speaking in a crowd" - such as "leading sales, of course, more people drink" "The product is connected around the earth" and so on.

If the user psychology evoked by Net Red is romantic (such as writing a love story), then the most suitable product to be implanted is a product that is “unique”, such as “limited edition”, “exclusive supply”, “unique”, "Personalization" and so on.

When fear is aroused, it is more inclined to buy “conformity products”; when romantic psychology is aroused, it is more inclined to buy “differential products”.

So don't implant Gadobo in the Mermaid movie.

2, independent self VS collective self

Now suppose you want to promote two types of cereals, one is "XX oatmeal, healthy choice"; the other is "XX oatmeal, delicious choice", now you have to be in the Luo Ji thinking public number and the Mimen public No. Promotion, how would you put it?

In fact, you should promote “XX Oatmeal, Healthy Choice” on the Luo Ji Thinking Public No., and promote “XX Oatmeal, Delicious Choice” on the Mimun Public.

why?

Because people have two different feelings of self, one is "independent self" - "I am an independent individual, my thoughts are entirely determined by myself, I will do what I want to do"; another It is "collective self" - "I am part of society, I am part of a circle and a group."

When people's "independent self" is evoked, people will become more emotional and impulsive, tend to consume emotional products (such as delicious cereals), and when people's "collective self" is evoked, people will Become more rational and tend to consume rational products (such as healthy cereals).

An experiment has proved this:

There are two groups of subjects, one group of subjects reading the article that is "we" (activation of the collective self), and the other group of reading subjects are "I" articles (activating independent self), the result of which the former chooses to buy rationality Products with more information, while the latter purchase products with more perceptual information.

In the net red world, Luo Ji thinking public number emphasizes "reading together", "community connection", etc., activates a person's collective self. At this time, the products that sell rational appeals will have a very good effect.

Such as books, health food, alarm clocks, training courses, etc.

And the public number of Mi Meng keeps saying "To the deaf, why should I help you!", "to the low force", etc., to satisfy people's catharsis psychology, advocates to tear off the mask to pursue self-release, actually activated a person's "Independent self", this time the sale of emotional products will be very effective.

Such as luxury consumer goods, clothing, travel, food and so on.

Usually you may be a strict self-disciplined person, always consider your own responsibilities when doing one thing (hey, in order to help the husband save money, or not to buy this bag). But suddenly you saw that Mi Meng wrote an article "I don't please the world, I only please myself", and briefly became a person who pursued release, and "Independent Self" was activated. At this time, you will feel that you have reduced your responsibility for yourself. It is reasonable to buy a bag that you don't want to buy.

Therefore, if you evoke the collective self of others, sell more products that are rationally appealing, even if it is the same cereal, please say "for health."

And if you evoke the independent self of others, the products that sell more emotional appeals are also cereals. Please also say, "Don't care so much, it's delicious."

So, as I said before, the biggest value of Net Red is not the traffic itself, but the different psychology of the user. And such value is almost not available in various distribution channels such as Jingdong E-commerce and Baidu Search.

When you are visiting different pages of Jingdong Taobao, you will hold the normal heart of “just stroll and see things”. Naturally, many things will not be bought, and naturally you will only buy what you just want to buy.

But when you consume in the network red scene, it is different.

You have a sense of fear in the horror story public number. At this time, the list of products with the “leading sales” on the public e-commerce has created a strong attraction for you. You are evoked a sense of romance in the love story public number, and naturally you will buy a custom jewelry that you didn't even want to buy.

When you tap the 60-second voice of Cairo every morning, you are evoked the collective self, and at that moment you feel that all the books and training sessions are full of appeal to you. And when you open the article of Mi Meng at night, you are evoked an independent self, and feel that the pursuit of the beauty of the moment is more important, the same money, or buy a bag!

This is the greatest value of many online red, evoking your different self, and instantly matching psychological feelings and trading behavior.

In the era of traditional marketing, you watched the Chanel advertisement on TV for 3 minutes, and was evoked the impulse to pursue romance. When you actually ran to the offline counter, you found that the feeling of being evoked disappeared long ago, resulting in many advertisements. The end result is very poor.

In the era of online red media, the transaction behavior (user purchase) and psychological arousal can occur at the same time. If your product needs to evoke the user's psychology, you can choose the corresponding self-media channel to evoke such psychology.

Third, psychological arousal: future market segmentation

Psychological arousal (the different selfs that people perform in different situations) not only affects the realized value of net red, but also affects all market segments in the future.

In the past, we often divided the market according to the crowd, so we would not sell nut mobile phones to rational financial analysts, nor would we sell ThinkPad notebooks to young female artists.

The reason for this is that we intuitively believe that the differences between people are very large, some people are social, and some people like to think independently, so we classify people according to their personality, age, and region.

But in fact, the personality differences of the same person in different situations often far exceed the personality differences between different people - assuming that I am a pessimistic person and you are an optimistic person, then when I watch a comedy movie, It’s definitely more fun than when you are optimistic about watching the tragedy.

Therefore, in the future, the market is not subdivided according to the crowd, nor is it subdivided according to industry and product categories, but is subdivided according to the psychological state that is evoked.

When we are thinking about consumers, we don't look at "who is who he is", but rather "who is who he is now." There are no pessimistic people and optimistic people in the world. There are only those who are sad and those who are happy.

Conclusion:

When we choose to channel, we should not only pay attention to the channel's traffic value - how many exposures, who will see, etc., but also the channel's psychological arousal value - in this scenario, users are generally evoked what psychology ?

And "psychological arousal value" is the biggest value of Net Red from the media compared with traditional channels.

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