Member-only story
How To Make Your Marketing More Enjoyable, Using Behavioural Science
How to utilise the “power of the group” in the age of social media
I noticed something very strange the other day…
No, I didn’t re-read some of my previous articles! I noticed that I enjoy comedy TV shows a lot more when I watch them with friends or family. This is not because they are wonderful people, even though they are, it’s because they laugh (usually).
This phenomenon is known as the “power of the group”. This is the notion that we are encouraged by the actions of others around us and thus if we watch a comedy with a group who are laughing, we are more likely to laugh as well.
Furthermore, studies have recently confirmed that being surrounded by laughter encourages people to enjoy themselves.
So, how could this change your marketing strategy?
In the book Choice Factory, Richard Shotton explains that marketers should purposely place funny advertising in front of people in situations when they are part of a group. Examples of such situations include, in the cinema, before documentaries, and during news programmes.
But this got me thinking…
Young people are spending drastically less time in face to face group settings. Trips to the cinema are…
