COURTLAND BROOKS - Mar 24 - I studied behavioral science because I wanted to understand why people did things in digital environments, not just what they did. We all do AB testing and multivariate testing, and we see interesting results and variations when we change contexts. We know we must always keep testing and optimizing and try not to make too many assumptions. But why do people do the things they do, and make the (sometimes fast and flawed) decisions they do?
Behavioral science helps digital marketers form a better understanding of decision making, biases and heuristics. These are key to understanding and predicting how people will behave. Behavioral science also lays out a nomenclature that we can use. A set of terms in the forms of biases and heuristics, that help describe behaviors.
How to improve your influencer marketing with some key behavioral science insights? Here's some thoughts from an article in The Drum
- Break down your audience into niche passions.
- Understand the specific human archetype in each influencer. i.e. observe their body language.
- Plot other key differentiators for each piece of influencer content to recognize patterns against effectiveness metrics, e.g. word count.
Beyond this, the Courtland Brooks team recommend...
- Don't pitch on a product. Instead, identify genuine advocates first by asking influencers questions about what they like. i.e. have you used a dating app? did ya like it?
- Don't bother with the top tier influencers. Recruit second tier up-and-coming influencers and use them consistently. As they grow, you'll grow, and you'll get a far better deal over the long haul.
- Before you commit, do a deep review of the influencer's material, so there's no surprises, and you can really get mutually creative with their specific program.
- If you're going with tertiary influencers, use a network. It's just too much to manage otherwise.
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