I saw a TikTok video a few days ago. It showed staff at the Huaguoshan Scenic Area feeding monkeys after the rain. A group of monkeys came to grab the bread. It was a simple video but it became very popular, with 2.2 million likes and 110,000 comments. It's a bit strange.

After carefully reading everyone's comments, I found a phenomenon (the following is an excerpt of some comments on the video):

• Comrade, please show your ID, hello! Hello! Comrade! ! ! you…..
• Just like the aunties in Nanluoguxiang grabbing potatoes at the vegetable market
• The last one is Monkey King
• The last one took 4 pieces
• One was not taken
• There was a mother with a little monkey behind me who didn't grab it.

If you remove the word "monkey", do you think this video is about a unit distributing bread? Isn't it very similar to our life and our society? Some people see fairness and specialness, some people see women and children, and some people see status and rules. Now you should understand why everyone watches it so carefully and writes so many comments, right?

Because, it creates a mental simulation.

1. Mental Simulation and Content Marketing

Mental simulation refers to a person's fantasy or memory of the outcome or process of an event or a series of events. We can express this with a formula

That is to say, when we see the scene of monkeys snatching bread, we naturally recall the social order, class status, and division of interests that we have experienced, and it even awakens our emotions.

The essence of psychological simulation is a cognitive behavior of human beings to understand society , and its cognitive process is the same as the "projection assimilation" of movies. In the process of simulation, it can not only meet physiological needs, but also quickly change cognition and induce people to imitate behaviors, such as

• When Cao Cao was marching to war, he couldn't find any water and his soldiers were very thirsty. So Cao Cao said there was a large plum forest ahead and it was not far away. This successfully made the soldiers drool and solved their thirst.
• The reason why the AV industry is so developed all over the world is because of the pre-experience brought by psychological simulation.
• In his TEDx speech "The Great Use of Studying History," Professor Lu Shihao of National Taiwan University talked about how in ancient China, emperors and elites were the ones who studied history and found it very useful. But we modern people have started learning history since elementary school, but we don’t know what history is useful for. This is because the ancients learned history by imitation. When they read to the key points, they would cover the book and imagine what decision they would make in such an environment. Through this method, you can quickly learn the wisdom of the ancients. The same reasoning was used when Chairman Mao asked Wang Hongwen to read The Biography of Liu Penzi.

It can be seen that the power of mental simulation is very strong, and the implementation of mental simulation is imitation, which is the simplest learning behavior and cognitive method of human beings. Therefore, the construction of psychological simulation and the guidance of user imitation behavior are the core elements of marketing for content platforms such as Douyin, which will inevitably have a huge impact on future user consumption behavior.

How do we construct the user’s psychological simulation? In other words, how to maximize the stimulation for users to imitate?

2. Process simulation and result simulation

In 1999, Pham and Taylor divided the concept of mental simulation into two categories, one is process simulation and the other is result simulation.

Process simulation focuses on a person imagining or recalling the steps necessary to complete a task.

For example, Apple’s product marketing back then focused on process simulation. “Pick up the tablet slowly and touch its smooth and beautiful shell. I can’t believe that such a tablet can be only 7.5 mm thin and less than 500 grams light! Gently click to turn on the device, and the gorgeous Retina screen will immediately fill your eyes. You only need to swipe the screen left or right to access any APP, plug in headphones to listen to beautiful music, play videos to watch global blockbusters, and press the shutter to capture the most beautiful moments. The meaning of technology is to bring the most perfect experience process to mankind.”

Outcome simulation focuses on a person imagining or recalling the results of completing a task.

For example, the product marketing at Xiaomi’s mobile phone launch conference that year used a lot of result simulation.

What is the difference between these two simulation methods? Which method is more suitable for content marketing today?

1. Process simulation for better results

In one study, two groups of students were asked to do two types of mental imagery simulations some time before an exam. The students who focused on the process simulation imagined studying in the library, reading what materials, reviewing what notes, and rejecting what activities. The students who focused on the result simulation imagined getting the test paper and getting an A grade.

The final results showed that students who focused on the process spent the most time on studying, while students who focused on the results spent the least time on studying. Students who focused on the process performed best on the midterm exam, while students who focused on the results performed worst, even worse than their classmates who did not perform any simulations.

2. Process simulation, why is it better?

First, process simulation is more conducive to achieving goals. Students who engage in process simulation are forced to develop problem-solving strategies, such as not attending a party the night before an exam, so they can better deal with potential distractions and interruptions, and naturally have a higher probability of achieving their goals.

Secondly, process simulation is more conducive to emotion regulation, and their test anxiety is lower than that of students who simulate results. By imagining each step of the process in advance, they feel more prepared for the upcoming exam.

3. Content marketing is more suitable for process simulation

Previous marketing methods were mainly result simulation. Firstly, many processes in pictures and texts were difficult to simulate and express. Secondly, the core of the platform’s pursuit was transaction efficiency under demand conditions.

However, as users' material needs are greatly satisfied, process simulation will play an important role in the marketing field, such as improving cognitive efficiency and accuracy, more easily arousing users' emotions and desires, and most importantly, easily causing users to imitate behavior.

There is a broadcaster account. The content of each video released is an interesting and simple scientific experiment designed by a father. The content is that the father and the child play together. While simulating the process, toys are sold at the same time. It can make more than 100,000 yuan a month. This is the basic method of content marketing. Users realize consumption in the process of experience. For example, products and services in these categories

What is the difference between marketing using result simulation and process simulation? The table below is an extract of the content of the video script and the copywriting of the Taobao product details. If you only see the results, it will be difficult to arouse your interest, mobilize your emotions and desires, let alone make you imitate or buy.

Obviously, the marketing method of process simulation is more likely to improve cognitive efficiency, arouse emotions and desires, and stimulate people's imitative actions. The reason why many accounts today have poor sales results is because they are still simply and crudely selling goods through result simulation, and they keep saying that the traffic is large but the monetization is poor. Isn't this a waste of resources?

Of course, in order to maximize the stimulation of users' imitation and purchase, in addition to using process simulation to present content as much as possible, special attention should be paid to the way the content maker's personality is presented. After all, humans are social animals.

3. Self-simulation and simulation of others

Self-simulation refers to an individual's recollection or fantasy of the process and final result of experiencing an event or completing a task.

Other-simulation refers to an individual's recollection or imagination of others experiencing an event or completing a task, as well as the process and final result.

Different types of content have different effects on users:

When you market products and services, users are looking for the pleasure that shopping brings them, enjoying the process, and focusing on the good experience and feeling brought by consumption. It is best to use self-simulation to do content marketing, because users will mirror your feelings to themselves. After all, emotions are more contagious . The content at this time is usually "I like it very much/I am so happy/I think it is delicious/I must share it with you."

On the contrary, users are pursuing a clear task. They will look at their shopping behavior from a rational perspective, make detailed purchase plans and budgets, and focus more on the product's functions, uses, cost-effectiveness and other result indicators. In this case, it is best to use the method of others' simulation to do content marketing, because users are more willing to evaluate from third-party reviews. After all, third-party testimony is more convincing . So you need to highlight that the drinks are really sugar-free, the facial masks really whiten the skin, and the yogurt really helps with weight loss. The content at this time is usually "third-party reviews/third-party detectives/third-party reminders."

Let’s take a look at a case that has been very popular in the past two days. Although it is a functional product (a large water cup), the host successfully aroused the public’s interest and emotions through process simulation and self-simulation, instantly creating the public’s imitative purchasing behavior, and the sales volume exceeded 100,000 orders in 2 days.

Starting from July 21, she posted her first cup-related video. In three days, she posted a total of 17 videos and completed seven live broadcasts. What specific content did she create, what kind of persona did she build, and how did users imitate her? We have excerpted the titles and scripts of some videos:

• I dropped out of school at the age of 14 and came to Zhengzhou to work hard for 16 years. If I always care about what others think, how ordinary I will be. #Live the way you want (Script: Hey, beautiful girl, I think this cup doesn’t match your temperament - I don’t care what you think, I only care what I think)
• When it comes to temperament, no one is better than my third sister! I'll tell you, with this water bottle, I drink twice as much water as usual #superlargewatercup
• In the past 16 years, I have suffered, been tired, cried, laughed, but I have never been thirsty #超大水杯 @dou+小助手 (Script: Sanmei Sanmei you are famous, it is said that the number of views exceeded one million yesterday - the rumor is definitely a rumor, 2.3 million )
• The cup body is made of food-grade PC material and can store 100-degree boiling water. My sister has been using it every day for five months! #Super large water cup (my water, look carefully, is it leaking or not)
• The news leaked out accidentally, so let's be frank, I'll say one less zero, it's 23 million #super big water cup #harmonious three sisters (script: Three sisters, three sisters, you are famous, it is said that the number of views exceeded one million yesterday - the rumor is definitely a rumor, 2.3 million)
• I am a rural girl and my hometown is Zhoukou, Henan! Both my parents are from the countryside. If I want to make a name for myself, I must work very hard #Super Large Water Cup (Script: Third sister, third sister, why are you carrying a bucket? What bucket? This is a water cup, okay?)
• The story of a stubborn cup begins when you click on the avatar #SuperBigWaterCup @dou+小助手
• 45 boys and girls, 100,000 beautiful cups, 24 hours a day, just to add a little beauty to your life #Super Big Cup @dou+小助手
• Arrogance without any basis? Good cup, the temperament is so strong! #Super large water cup @dou+assistant
• Yes, I am that cup. My neighbor Wang drank three times more water than usual after using it. Even my bestie Jingjing got deep hydration. #SuperBigWaterCup @dou+小助手

The data screenshot is as follows:

Are you still selling cups? No, what we sell is life.

In terms of content cognition , there are both familiar jokes and basic product information, but this is not the focus of marketing.

In terms of emotional rendering , the self-simulation method is used to render "I like to take risks, I dare to fight, I believe that hard work will be rewarded, I don’t care about other people’s views and comments, I can succeed". The domineering temperament and brave personality are the basis and conditions for starting to attract users' attention.

In terms of character creation , the process simulation method is used to describe the success path of "a rural person who dropped out of school at the age of 14, sells clothes, drives an Audi, and owns a house and a car". This life process is extremely similar to the current detonation process of the cup. The gradual detonation process of the cup seems to be like her 16 years of gradual success. It is the description of this process that stimulates the psychology of most people who want to succeed but have not yet succeeded. Their purchase of the cup is the real projection of this psychological simulation.

In terms of imitative behavior , the process of constantly creating a rapid increase in the number of views, from more than 2 million to tens of millions, and a scene where the delivery was completely overwhelmed, instantly created a sense of tension and success for the popularity of people, cups, and videos, and then through the instant harvest of live broadcasts, it was finally successfully detonated.

To sum up

1. Whether Douyin can be a hit in sales depends on whether you can create a psychological simulation path for users (in simple terms, an imitative behavioral path).
2. Psychological simulation is an extremely critical entry point for content marketing, among which process simulation and self-simulation are the two most important means , and ultimately deeply influence user psychology and behavior in the three dimensions of cognition/emotion/imitation behavior. after all
3. People don’t need much, but they want a lot.

Author: Xuanshu168

Source: Xuanshu168