Marketing campaigns are blurring the line between advertisement and coincidence. Here's what that means for your behavior, explains mattjohnsonisme
Burly, heavily bearded, and permanently decked out in construction gear, you might expect to see Omar holding a hammer, rather than an iPhone. And yet his Instagram is more active than the average high schooler. His pictures pop up with stunning frequency: on a construction site, drinking coffee, back on a construction site again.In many ways, he’s the antithesis of a social media influencer.
What is Omar? In a word, Omar is a strategy. He is a perfect embodiment of a new wave of creating, mining, and monetizing social influence. And he’s just the beginning.To understand how we got to Omar, we have to go back in time to 2017 — eons ago in the breakneck pace of the influencer world. Influencer marketing was established and the number of micro-celebrities was growing quickly. All this growth broughtfrom regulators.
In fact, the impact is actually enhanced, not hindered if we don’t think it’s an explicit ad. Marketing works best when you don’t know you are being marketed to.of exposure. It all starts with familiarity: As a general rule, we humans like things that are familiar. If something is familiar to us, it means we’ve seen it before, which means it probably isn’t life-threatening. From the standpoint of evolution, non-life-threatening is unequivocally good.
Here’s the thing, the guesses weren’t random. If they had seen the character before, even briefly, they were much more likely to assume the word was associated with something positive like “” and “Love,” despite not having any idea what they actually meant. These results persisted despite the fact that none of the participants remembered having seen the characters before.
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