The Impulse Factor of Social Media
The evolution of social media continues and now it is using one of the most effective sales techniques-impulse. We all have access to Youtube videos, pictures on Instagram and stories waiting for us on Snapchat but these still require our interest to be peaked or our boredom to be at a level where we go to them and engage, notifications help of course but there is no sense of urgency.
With the emergence of Periscope and Facebook Live video, we now have an impulse factor pulling us in. We get a banner pop up or a notification telling us someone is live and that is powerful. This isn’t a generic snap from someone famous or a status update, this is someone we follow live on camera and they can see our comments and interact with us as if we are there with them. I personally have jumped on a live periscope at times where I was busy doing other things simply because it was happening at that moment and I didn’t want to miss out.
With live events coverage available, these two platforms are creating an unparalleled reach to audiences. When you are sitting down to watch a football game or an MMA fight and suddenly you can be live in the stadium or on the walk out it is simply too good to pass up. It has taken the draw of Snapchat and added in a tried and tested selling technique, impulse. Impulse is responsible for more sales than anything else, when faced suddenly with a decision emotion rules over all other logic. Before consumers know it, they are on Periscope interacting. The person they follow has the opportunity to strengthen their relationship with followers, promote product they want and build their brand all thanks to impulse. Had it been a Youtube video they may have gotten around to it, but for there to be any interaction it would need to be via comments or tweets after the fact and that will be a much more staggered interaction which decreases the value.
Activ8Media is an industry-leading digital marketing agency specializing in brand activation, sports marketing, UFC advertising and social media for businesses, athletes and entertainers.