"The Ultimate Guide: Creating TikTok Content That Captures Millions"
Supercharge Your Growth With Psychology by Alex Chahin (Lyft)
1. SUPERCHARGE YOUR GROWTH
WITH PSYCHOLOGY
Alex Chahin | alex.chahin@gmail.com
Fmr. Head of Core Rider Product Marketing, Lyft
Lessons from behavioral economics and what goes viral
15. Saru Sushi
4.7 stars on Google (429 ratings)
Usually ~2 hour wait on weekends
Hamano Sushi
4.3 stars on Google (165 ratings)
Rarely a long wait on weekends
16. 71%
of Americans
are not saving
enough money for
retirement
Source: Rodney Brooks; Sinan Ozel, “71 percent of Americans aren’t
saving enough for retirement” (September 2016)
46%
have less savings
than they expected
they would five
years ago
18. “
We find that scarcity messages
are valuable. The average Expedia
message increases the expected
utility of an unsophisticated
traveler [...] by 4.34 percent.
Source: Pascal Courty; Sinan Ozel, “The Value of Online Scarcity Signals” (October
2016)
27. Imagine a
world where...
your growth
tactics were more
effective
you didn’t dilute
the brand with over-
discounting
you didn’t need
incremental
budget to scale
29. 1
2
3
Nudge them
Design the behavioral environment deliberately
Persuade them
Increase the chance they get to “yes”
Get them talking
Get people to authentically advertise for you
33. Restrictions
Remove all junk food from cafeteria
Money
Healthy food discount or junk food tax
Information
Posters in the cafeteria
34. Restrictions
Remove all junk food from cafeteria
Money
Healthy food discount or junk food tax
Information
Posters in the cafeteria
Anger over
removal
Anger over
higher prices
Likely to be missed
38. 78%more healthy items
sold in a similar
experiment
Source: Floor Kroese; David Marchiori; Denise de
Ridder, “Nudging healthy food choices: a field
experiment at the train station” (July 2015)
41. $150 on product page $145 on product page
$5 at checkout for shipping
42. Psychological
Value
Loss Gain
Losses are
felt more
than gains
Diminishing
effect
Source: Daniel Kahneman; Amos Tversky, “Prospect Theory: An Analysis of Decision under Risk” (March 1979)
49. Sellers
How much would you
sell the mug for?
Buyers
How much would you
buy the mug for?
$7.12
$2.87
Source: Daniel Kahneman; Jack Knetsch; Richard Thaler, “Experimental Tests of the Endowment Effect and the Coase Theorem” (December 1990)
54. 79%more people
completed the card
with free progress
Source: Joseph Nunes; Xavier Drèze, “The Endowed
Progress Effect: How Artificial Advancement Increases
Effort” (March 2006)
57. 16 oz
8 oz
12 oz
Best seller
Source: Itamar Simonson, “Choice Based on Reasons: The Case of Attraction and Compromise Effects” (September 1989)
58. Source: Itamar Simonson, “Choice Based on Reasons: The Case of Attraction and Compromise Effects” (September 1989)
16 oz 20 oz
12 oz
Best seller
Best seller
68. “
The Killshot 2 is white-hot: Since early 2016, it’s
sold out every time it’s hit jcrew.com [....] But
the influx of eyeballs on J.Crew's site every
time it restocks the Killshot 2 has likely led
guys to stick around and pick up some of the
brand's bread-and-butter products like
chinos and oxford-cloth shirts.
Source: Jake Woolf, “The Sneaker That Turns J.Crew Fans into Hypebeasts” (August 2017)
75. 3.5Xmore people went into
the red-light road
when the confederate
wore a suit
Source: Robert Cialdini, “Influence: Science and
Practice” (August 2008)
79. Control 1 mint with
the bill
2 mints
with the bill
1 mint + waiter
gives more
Source: Robert Cialdini, “Influence: Science and Practice” (August 2008)
80. Control 1 mint with
the bill
2 mints
with the bill
1 mint + waiter
gives more
+3%
tips
+14%
tips
+23%
tips
Source: Robert Cialdini, “Influence: Science and Practice” (August 2008)
84. BERGER’S 6 PRINCIPLES
FOR WORD OF MOUTH
1 Social Currency
2
3 Emotion
4 Public
5 Practical Value
6 Stories
Source: Jonah Berger, “Contagious: Why Things Catch On” (March 2013)
Triggers
85. BERGER’S 6 PRINCIPLES
FOR WORD OF MOUTH
1 Social Currency
2
3 Emotion
4 Public
5 Practical Value
6 Stories
Source: Jonah Berger, “Contagious: Why Things Catch On” (March 2013)
Triggers
86. #fashion
744.4M posts
#travel
453.8M posts
VOLUME OF INSTAGRAM HASHTAGS
#workout
149.3M posts
#foodie
137.0M posts
#lazy
11.3M posts
#late
6.2M posts
#errands
388.9K posts
#binging
67.2K posts
But we spend 8+
hours a week
watching Netflix
89. KITKAT + COFFEE
After 12 months, the
campaign caused sales to
increase 30%+ and
eventually brought the
brand from doing $300M
annually to $500M.
Source: Jonah Berger, “Contagious: Why Things Catch On” (March 2013)
90. Sales increased when they changed the trigger
HOLIDAYS WEEKENDS
Source: Jonah Berger, “Contagious: Why Things Catch On” (March 2013)
91. Interest over time (Google Trends)
Source: Jonah Berger, “Contagious: Why Things Catch On” (March 2013)
What are those repeated spikes?
97. RECAP: BERGER’S 6 PRINCIPLES
FOR WORD OF MOUTH
1 Social Currency
2
3 Emotion
4 Public
5 Practical Value
6 Stories
Source: Jonah Berger, “Contagious: Why Things Catch On” (March 2013)
Triggers
106. Factors to evaluate
(each cell is worth ½ pt)
Max
Score
Your
Score
Nudge
them
Choice
Architecture
Prospect
Theory
Endowment
Effect
Endowed
Progress
Compromise
Effect
Anchoring 3 pts X pts
Persuade
them
Reciprocation
Commitment
& consistency
Social Proof Liking Authority Scarcity 3 pts X pts
Get them
talking
Social
Currency
Triggers Emotion Public
Practical
Value
Stories 3 pts X pts
Completion Have you evaluated each cell in the 3 rows above? ½ pt X pt
Execution Have you identified one tactic per row you can implement? ½ pt X pt
10 pts X pts
107. Factors to evaluate
(each cell is worth ½ pt)
Max
Score
Your
Score
Nudge
them
Choice
Architecture
Prospect
Theory
Endowment
Effect
Endowed
Progress
Compromise
Effect
Anchoring 3 pts X pts
Persuade
them
Reciprocation
Commitment
& consistency
Social Proof Liking Authority Scarcity 3 pts X pts
Get them
talking
Social
Currency
Triggers Emotion Public
Practical
Value
Stories 3 pts X pts
Completion Have you evaluated each cell in the 3 rows above? ½ pt X pt
Execution Have you identified one tactic per row you can implement? ½ pt X pt
10 pts X pts
108. Factors to evaluate
(each cell is worth ½ pt)
Max
Score
Your
Score
Nudge
them
Choice
Architecture
Prospect
Theory
Endowment
Effect
Endowed
Progress
Compromise
Effect
Anchoring 3 pts X pts
Persuade
them
Reciprocation
Commitment
& consistency
Social Proof Liking Authority Scarcity 3 pts X pts
Get them
talking
Social
Currency
Triggers Emotion Public
Practical
Value
Stories 3 pts X pts
Completion Have you evaluated each cell in the 3 rows above? ½ pt X pt
Execution Have you identified one tactic per row you can implement? ½ pt X pt
10 pts X pts
109. Factors to evaluate
(each cell is worth ½ pt)
Max
Score
Your
Score
Nudge
them
Choice
Architecture
Prospect
Theory
Endowment
Effect
Endowed
Progress
Compromise
Effect
Anchoring 3 pts X pts
Persuade
them
Reciprocation
Commitment
& consistency
Social Proof Liking Authority Scarcity 3 pts X pts
Get them
talking
Social
Currency
Triggers Emotion Public
Practical
Value
Stories 3 pts X pts
Completion Have you evaluated each cell in the 3 rows above? ½ pt X pt
Execution Have you identified one tactic per row you can implement? ½ pt X pt
10 pts X pts
110. Factors to evaluate
(each cell is worth ½ pt)
Max
Score
Your
Score
Nudge
them
Choice
Architecture
Prospect
Theory
Endowment
Effect
Endowed
Progress
Compromise
Effect
Anchoring 3 pts X pts
Persuade
them
Reciprocation
Commitment
& consistency
Social Proof Liking Authority Scarcity 3 pts X pts
Get them
talking
Social
Currency
Triggers Emotion Public
Practical
Value
Stories 3 pts X pts
Completion Have you evaluated each cell in the 3 rows above? ½ pt X pt
Execution Have you identified one tactic per row you can implement? ½ pt X pt
10 pts X pts
112. LAST POLL
Did you learn something
you can use on a current
or future project?
113. You now have
the tools to...
make your
growth tactics
more effective
grow while protecting
your brand from
discount dilution
grow without
always needing
more budget
Queens, NY
Seoul, Korea
Palo Alto, CA
Tokyo, Japan
Philadelphia, PA
Austin, Texas
Picture of long restaurant line
Source link: https://www.washingtonpost.com/news/get-there/wp/2016/09/26/71-percent-of-americans-arent-saving-enough-for-retirement/
46% have less savings today than they expected they would five years ago
Scarcity
Also: betty crocker, headphones for 145+5 vs 150
Source link: https://www.uvic.ca/socialsciences/economics/assets/docs/seminars/Online%20Scarcity%20Informational%20Value1015.pdf
Full quote: We find that scarcity messages are valuable. The average Expedia message increases the expected utility of an unsophisticated traveler, who does not condition her decision on any publicly observable information, by 4.34 percent. For a consumer who conditions her decision on the number of days remaining till departure, the maximum increase in expected utility is 4.12 percent.
Scarcity
Also: betty crocker, headphones for 145+5 vs 150
Source link: https://www.gq.com/story/jcrew-nike-killshot-2
Full quote: We find that scarcity messages are valuable. The average Expedia message increases the expected utility of an unsophisticated traveler, who does not condition her decision on any publicly observable information, by 4.34 percent. For a consumer who conditions her decision on the number of days remaining till departure, the maximum increase in expected utility is 4.12 percent.
Where do you start?
Where do you start?
Where do you start?
Where do you start?
In 2007, Colleen Chorak was tasked with reviving the Kit Kat brand...
Where do you start?
Descriptive to branded, but err descriptive
Telling people about the process is as valuable as the outcome
Make it feel real