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Should You Stop Advertising on Social Media?
Behavioural Science May Have the Answer.
Do you know why it is important to aim your advertising towards happy and relaxed people?
Nope, it is not because these people are gullible and stupid. In fact, happiness allows our brains to process more patterns and can lead to greater success in life.
So why should I care about happy people?
Well, according to the brilliant book The Choice Factory: 25 behavioural biases that influence what we buy by Richard Shotton (Available Here), our mood has a massive impact on what we notice.
Surprisingly, relaxed people notice 50% more adverts in a given time and space than non-relaxed or stressed people.
While the fact that they are more likely to notice your advert is great, targeting happy people comes with the added bonus that these people are more likely to be receptive to your message and will rate the ad as being of better quality compared to unhappy people.
The author’s message is simple. If you target people while they are happy then there is a higher chance that the advert will get a positive response because people in this state are generally less critical.
