How to create a hit copy? You need to understand these 4 public psychology!

According to statistics from the American data company DOMO, in 2017, 103 million spam emails were generated within one minute on the Internet , 3.6 million people searched on Google , and 4.14 million YouTube videos were clicked... The explosion of information is growing exponentially. Over the past year, Chinese social networks have been flooded with various hot topics on average once a week, and our eyes have been drawn to a constant stream of new words.

However, marketers should not just be part of the carnival crowd, but need to dive into the deep sea of ​​mass psychology and find out the undercurrents that manipulate it all. In 2018, what kind of marketing will flood our screens, and what new products will we be addicted to? How will they be different from last year? Most importantly, how can you create your own "attention magnet"? Now, please put on your oxygen tank, put on your breathing tube, and take a "deep dive" into the insights of mass psychological trends.

Nowadays, the courtship behavior of placing heart-shaped candles downstairs of the girls’ dormitory seems a bit outdated. Perhaps it is not as touching as the sentence “If your ex-boyfriend and your current boyfriend fall into the water at the same time, would you be willing to let me be your boyfriend?”

The verb "撩", which carries with it an ambiguous atmosphere, actually reflects one aspect of the current public psychology: more and more small and fragmented emotions need to be satisfied.

The virtual space constructed by social media has made people pay more and more attention to emotions. For example, you rarely complain to a friend face to face about how bad the takeout you ate yesterday was, but you are very likely to post a message on WeChat Moments to vent your dissatisfaction after receiving the takeout. The existence of social media has magnified many details of life and emotions. The public is no longer overwhelmed by grand emotions, but is easily moved by a timely reply to a WeChat message.

The prevalence of "flirting culture" requires us to use an "emotional microscope" when doing user insight analysis, discover the emotions behind people's tiny actions, and express them in an interesting way.

At the end of 2016, the Swedish music platform Spotify boldly "tease" its own users. On the huge billboards on the streets of the United States, Britain, Denmark and other countries, people can see such copywriting :

Users who played "Sorry" 42 times on Valentine's Day , what did you do?

To the 1,235 brothers who liked the "Girls' Night Out" playlist: We love you.

To the friend in NoLita who’s been listening to Christmas songs since June – you really are “jingle all the way” right?

3,749 people who played The World Ends As We Know It on Brexit Day. Hang in there.

In this Spotify marketing campaign, can we also see the shadow of NetEase Cloud Music’s “Private Playlist” at the end of 2017? However, Spotify is more humorous, while NetEase Cloud Music is more about rendering a nostalgic and sentimental atmosphere. Their similarities are also very obvious, that is, they both show attention to users' subtle behaviors and emotions, and use big data to make the content appear serious while provocative.

Why does storage and organization make people happy?

Why do we usually feel refreshed after exercise?

Why do people who are in love often look radiant?

Because these behaviors stimulate the secretion of dopamine. Dopamine is a neurotransmitter that transmits messages of happiness and excitement. At the level of information dissemination, dopamine can effectively increase the prominence of certain information in people's minds and cause positive feedback. If marketing content has the effect of promoting dopamine secretion, then their chances of gaining user attention and favorability will increase.

Recently, the Oscar -nominated animated short film "Negative Space" shows the skills of packing luggage that a son learned from his father, and this behavior is a connection between the father and son. The most impressive thing about the short film is seeing a pile of shirts, pants and socks being quickly folded and stuffed into the suitcase, fitting tightly without leaving any wasted space.

People with obsessive-compulsive disorder would probably find such scenes very exciting, and ordinary people would also feel a sense of satisfaction when seeing them, because such scenes would stimulate the secretion of dopamine.

So, what behaviors stimulate people's dopamine secretion? Psychology believes that the behaviors covered in the figure below can stimulate the secretion of human dopamine, and the degree of stimulation is proportional to the depth of the color of the chart. Looking at the reality, those popular products and marketing activities actually make you secrete dopamine without realizing it.

Several popular products in 2017 include " Travel Frog ", in which the little frog keeps sending you postcards, which actually satisfy your desire to "collect". " Love and Producer " allows female users to fully enjoy the "attention of the opposite sex" (even if this attention is virtual). The all-time popular live quiz allows users to get the pleasure of "winning the competition", "achieving the goal" and "random rewards". The common point of these popular products and activities is that they can lead to the secretion of dopamine in users, and the secretion of dopamine will also produce "dependence" and "addiction" behaviors.

Look up and around, and you will find that you are in a world full of female hormones.

The macaron-colored internet celebrity restaurants around the world make people feel like they are in an ocean of girlish hearts;

According to London-based fashion trend forecaster WGSN, pink is increasingly popular and reached its peak in 2016;

Various cute creatures with two heads and bodies and blushing cheeks (Kumamon, Pikachu, etc.) are so cute in every move they make;

The popularity of Love and Producer has proved the bright future of "otome" games (the concept of "otome" originated in Japan, referring to girls aged between 14 and 18);

The overwhelming amount of cat pictures and videos on social networks has always been the backbone of traffic for major content platforms...

What do all of these popular things have in common? The answer is that they are more in line with female aesthetics than male aesthetics.

Traditional aesthetics have long been dominated by men and are usually associated with violence. For example, ancient Greek heroes were always covered in muscles, sweat, and blood. Ken Takakura, with his collar turned up and smoking in silence with an expressionless face, represented the ideal male image of an era.

But now, the situation has changed. Things that are easy for women to like are obviously more likely to become popular, especially in the East Asian cultural circle which is deeply influenced by the aesthetic preferences of Confucian culture. The famous Japanese women's magazine "an・an" once described Takuya Kimura as "as pure as a virgin and as gentle as Venus", using words that sounded like praising a young girl.

Hyperactive androgens like conquest, success, victory, and possession, while estrogens naturally devote more energy to the weak, pitiful, lonely, and unique things. The competition filled with male hormones has given way to a peaceful and non-competitive Buddhist lifestyle. Next time, when you develop a product or write a marketing plan, you might as well ask the women around you if they are interested.

The Japanese song "I Don't Want to Get Out of Bed" has become popular on Chinese social networks. The 4-minute video tells only one thing: the inner thoughts of a "two-headed" penguin with rosy cheeks before getting up. The soft and cute watercolor design style and the coquettish copywriting such as "The quilt is so soft" and "The heater is awesome" touch the softest parts of many people's hearts and resonate with them, "This is me."

The increasing development of cyberspace has liberated a large number of souls who suffer from social phobia or claim to suffer from social phobia. The low threshold for publishing information and the encouragement (product mechanisms such as likes and shares) make people more and more willing to express themselves, post their opinions or share their lives, even if they are still shy and conservative humans in real life.

Last year, digital media company SweetyHigh's conducted a survey on "holiday gift-giving habits and influencing factors" among 600 Generation Z young people (girls aged 13-22). The survey found that 58% of people hope that the gifts they receive can be liked and shared on social media. Among the respondents aged 13-16, 52% said they hope to receive gifts on their wish list rather than get "surprises."

The best gifts are those that can be shown off. The "surprise" when receiving a gift becomes less important. Personal image management in virtual space is beginning to receive attention, taking photos and checking in are almost becoming a ritual, and the era of "everyone is a drama queen" is coming.

Before the Spring Festival this year, the "2018 Wang Year Family Portrait" was all over the WeChat Moments . Users can complete their own exclusive cartoon version of the "family portrait" by simply dragging and combining. It seems to be a "creation", but in fact it satisfies the users' needs to express themselves on social networks: cats show their cats, babies show their babies, and boyfriends show their boyfriends - to a certain extent, they can show everyone their family structure and living conditions, and do it in a cartoonish and less offensive way.

When the capillaries of the Internet have penetrated into half of the world's population, the fluctuations of public attention will become more violent in the future. The frequency of attention shifting is accelerating rapidly. If you don’t want to be left behind, you must stay ahead. Rather than simply analyzing popular products, the best shortcut is to figure out the public psychology that remains unchanged in its essence.

The author of this article @乌玛小曼 is compiled and published by (青瓜传媒). Please indicate the author information and source when reprinting!

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