Is it destiny? Or is it Marketing Magic?
As I scroll through Tik Tok trying to avoid work, a video greeted me to say, “If this video pops up on your for you page, that means you are looking to buy a home…” Hey, I was sort of, kind of, looking to buy a house! How did it know? I ended up watching the whole video with a renounced focus and it got a lot more engagement from me then a typical home-buyer Tik Tok would, and it got me thinking… why is that?
It should be no shock that people like to feel special. Singling out the viewer and making them feel as if this video was hand picked for them because they are this or that, is going to make their ears perk up and pay attention. Think of Astrology, so many people love and cling to the “readings” because they are told it is special to them, regardless of how vague it may be.
This technique can be seen as a form of survivorship bias, as in If the person viewing it doesn’t fit into that category, they simply keep scrolling, while to those who are interested are going to stay around longer and this will have the added effect of boosting viewer retention for the algorithm.
Putting it into practice
Knowing your niche is a powerful tool in marketing, it gives you the ability to focus in on a group and target them for a stronger, more loyal following. It is important to be consistent with the video content if you want this to work.
You can use this trick to corner a group of people with similar interests (pet lovers, home buyers, sports fans, etc.) and grabbing their attention tighter then a typical video would on a scrolling binge.
It should be noted that this is good for getting your foot in the door with an audience, but you still need other engaging material on your profile to get them to follow.
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