Are you an "i-person" or an "e-person"?
This phrase has become the social opening phrase of many young people nowadays. The "I" and "E", which represent introverted and extroverted personalities, respectively, are derived from the MBTI personality test, which has exploded in the past two years.
The data shows that in the past few months, Xiaohongshu's popular topic Everything can be mbti-related notes, with a cumulative number of views of more than 21200 million. On the Douyin platform, the total number of related topics is as high as 3.2 billion.
The popularity of MBTI is not only reflected in social **, but also in brand marketing activities. Haidilao, Starbucks, Perfect Diary. More and more brands are starting to market to MBTI.
So what is the reason for the MBTI explosion?And how do brands use this to market?Below, let's take you to analyze the logic behind it.
First of all, what is the MBTI test?
The MBTI is based on the four dimensions of attention direction, cognitive style, judgment style, and lifestyle, and each dimension is corresponded to a test question, which can measure four different sets of personality traits: extroversion (E) and introversion (I), feeling (S) and intuition (N), thinking (T) and emotion (F), judgment (J) and perception (P).
Finally, the results of the test are arranged and combined to distinguish 16 personality types, such as:"estj"or"infp"。
Although there are 16 personality types on the MBTI test,But E and I are the most out of the circle, and they are also easier to be seated
e, which represents the optimistic and cheerful type that pays attention to the outside world. To put it bluntly,It's Sheniu. On the contrary, i represents the introverted and introverted type of care. That is, social fear.
So, how did the MBTI test become popular?In my opinion, it exploded because it caters to a certain need (psychology) of contemporary young people.
First of all, it caters to the need for self-exploration.
From ancient times to the present, human beings have never stopped knowing themselves, and the ancient Greek sage Socrates used "know thyself" as a mantra. And in our daily lives, we are constantly confirming who we are and what kind of people we are.
However, how easy is it to understand oneself correctly?
Compared with obscure psychology, the MBTI test has no threshold, and the average person only needs to spend 15 minutes and do a few multiple-choice questions to quickly understand their personality type. That is, knowing thyself.
Through big data, we can efficiently screen out the same kind, find "like-minded" people, join an organization group (such as xx fan support group), and gain a sense of identity and belonging.
Second, it can beautify people's behavior.
In today's social **, P-pictures seem to have become a kind of "social etiquette", and people have a strong sense of insecurity about no makeup** without adding filters.
To some extent, we can also think of the MBTI test as another form of "personality filter". This set of theories and assessment results will tell you that "there is no good or bad personality between people, but only our innate characteristics", "we need to live in an environment that suits our personality", and so on.
For some people, the results of the MBTI test can give them peace of mind and even reinforce their behavior.
For example, I am an I-person, introverted by nature, and I don't like to socialize. So it's not my fault that I'm not good at communicating, it's my genes.
Moreover, it is also a social currency.
People can learn about their own personality type through tests as well as the personality types of others through tests. This interactivity has allowed the test to be widely disseminated and shared on social media.
For example, Xiaohongshu's popular topic of MBTI-related notes has accumulated more than 21 views200 million.
In addition, for some people who are eager to socialize and don't know where to start, the MBTI test is a good entry point.
A sentence "What are your MBTI test results?".Like travel, food, and weather, it can become a universal topic for young people to make friends and break the ice.
The popularity of MBTI testing on social media has also attracted the attention of brands. As this trend spreads to the marketing sector, brands are also thinking about how to engage with young people.
As a result, we saw a lot of "refreshing" ideas.
For example, in July this year, Starbucks and MBTI jointly launched the Social Personality Test Interactive H5, which uses 10 new test questions ** user personality to recommend the corresponding new coffee to users when the results of personality types are obtained.
Starbucks' wave of follow-up operations has captured the hearts of young people who like to try new things, and the topic of sales is all there.
Some time ago, some Haidilao stores in Beijing launched an exclusive waiting area for I and E people, and in addition, exclusive decorations for I and E people will also be distributed on site.
Although this initiative has sparked a fierce controversy online. But traffic is economic, and traffic is money. Some customers even expressed their willingness to rush to this store to eat experience. From this point of view, it can be regarded as a successful marketing.
Haidilao is not the first company to try this approach. A few years ago, A.S. Watson had launched a similar service, with two tabs at the entrance to cater specifically to consumers with social phobia and social cows.
This service also became a hot topic on the Internet at the time by amplifying the characteristics of "i-people" who tend to choose alone and are reluctant to communicate with others when shopping.
Not only the restaurant industry, but also the service industry, the jewelry industry, and even the aviation industry are all making a big fuss about different personality traits. These different attempts are all customized services made by the brand based on the "personality traits" of consumers.
Because of its insight into the needs of consumers, it has naturally been widely praised.
is also taking advantage of "MBTI", so why are some brands so popular that they are out of the circle, while others are not cared for?How can brands create a successful "mbti marketing"?Here are 3 key points for your reference.
1. Output customized content (trigger social communication).
If a brand wants to take advantage of the situation to break the circle, the most effective way is to combine hot spots with their own brands and output customized content with memes and materials. At the same time, with the help of the right media delivery, the effect is maximized.
For example, in August this year, Ele.me and Lele Tea launched a new advertising slogan: "Make E for i, I invite this cup" to explore "100 reasons why I invite this cup".
Among them, the advertising copy borrowed the current popular mbti meme, which attracted the attention of many people and spontaneously shared it on social platforms, thus triggering a breakthrough.
2. Subdivide the product theme (strengthen identity).
When a brand sells to the market, it usually has to give a fixed portrait to the user. Based on the four dimensions of MBTI alone, consumers can be divided into 16 market segments, each with its own personality characteristics and consumption characteristics.
For example, INTP consumers may prefer logical, innovative, high-quality products, while ESFJ consumers may prefer practical, humane, and socially responsible products.
Based on MBTI's 16 personality traits, Perfect Diary has launched targeted product marketing, providing advice on how to use lipstick colors for people with different personalities.
For example, the rigorous and logical realism (istj) recommends bean paste and cinnamon because of its steady and gentle personality. Excellent managers (estj) recommend dark red and rust red because of their calm and atmospheric personality.
With the marketing of "starting from MBTI and exploring more possibilities for yourself", it cleverly links products with users' consumption tendencies to make marketing more convincing.
3. Create exclusive scenarios (substitution product experience).
If it is said that the brand segmentation of products is to strengthen the identity and make the segmented people closely associated with the product. Then the scene creation is to make the brand's products (services) more attractive.
Take the Huawei FreeBuds Pro 3 earbuds as an example. The brand creates different usage scenarios according to the completely different personality traits of people such as I, E, J, and P. people.
For example, I person is introverted and likes to listen to songs alone and relax himself. And e-people are keen to share, love to socialize, and listen to songs together to be the happiest.
By connecting audiences with different hobbies and personalities, different groups of people have a very immersive product experience.
In these fast-changing times, a brand's success depends on consumer sensitivity and agility. Nowadays, more and more brands are getting involved in MBTI marketing.
But it's important for brands to keep a clear head and avoid blindly following trends. Before we rush to cater to younger consumers, we need to understand their real needs.
Only by truly understanding the inner demands of young consumers can brands find a breakthrough in "MBTI" marketingProvide them with valuable, in-depth services and experiences.
Finish.I am a senior digital marketing expert in @晏涛三寿, the author of "Super User Growth", pay attention to the official account of "Yan Tao Sanshou", let's gain insight into the essence of marketing together!