By Joseph J. Sanchez (Social Media Manager)
At this point, it’s no secret — marketers should be paying attention to Pokémon Go. The skeptics among us are welcome to moan and groan about how it’s just a passing fad with no staying power, and we’re grown adults who shouldn’t be paying attention to a silly game.
This criticism might be justified when winter comes and nobody wants to strut through icy sludge just to encounter another damn Rattata, but for now, the early stats are too irresistible to ignore.
Pokémon Go recently reported 21 million daily active users and over $1.6 million in average daily revenue. People were spending more time on the app than Facebook and Snapchat, and it brought in more Android downloads than the popular dating app Tinder. This was all within the first 10 days of its release.
While, yes, the game owes its success to a franchise that’s stood the test of time for over 20 years, nostalgia alone doesn’t explain the game’s addictive nature and rapidly-acquired popularity. To fully understand this, we must explore the behavioral science of Pokémon Go, which is largely rooted in our “fear of missing out“.
You don’t have to be a game developer to benefit from the following concepts, so as you read, consider how your business can apply these behavioral science principles to improve your strategy. We might be biased in saying this, but… It’s super effective! (Please understand the reference.)
Let’s kick things off with the most obvious driving factor…
1. SOCIAL PROOF
To advance in Pokémon Go, players must venture to notable locations in order to collect items and battle other trainers. This has led to clusters of people gathering around libraries, churches, memorials and historic sites that act as “Poké Stops”. Chances are, if you’ve witnessed countless individuals wandering around pointing their phones in random directions, they’re on a quest to “catch ’em all”.
This scene alone activates Social Proof, our tendency to follow the actions of others. The fact is, you’re going to take notice when all of your peers, contemporaries or neighbors are doing the exact same thing, and if you’re on the fence about it, their established choice is more likely to influence yours.
Pokémon Go managed to establish Social Proof in the real world and online. By including a built-in function to take screenshots, players snapped pictures of Pokémon lurking next to their dogs and sitting on their toilets. These visuals were plastered across social media, and the more they appeared, the more those “on the fence” stragglers wondered what they were missing out on.
On top of that, the media couldn’t stop talking about Pokémon Go. New headlines, some of which were downright unbelievable, popped up faster than it seemed they could be written. People documented their newfound obsession, applauded the mental health benefits, discussed the potential for small businesses and even explored the darker consequences of the game’s arrival.
Your curiosity is going to be piqued even when it just seems like everybody’s talking about something, so for many of us, it was only a matter of time before our curiosity evolved into participation.
2. THE STATUS QUO BIAS
Most people aren’t inclined to stay unhealthy, and most people aren’t inclined to stay unhappy. We all know exercise can improve our physical health. Meanwhile, the psychological perks are beginning to become common knowledge, as more and more reports state that walking outdoors can reduce depression and anxiety. You’d think this would be enough to get people breaking a sweat, but no, we’re not always guided by rational thought (particularly when Netflix and pizza are involved).
The truth is, we’re not inclined to change an established behavior unless the incentive to do so is compelling. This is known as the Status Quo Bias. Pokémon Go overcomes it on the most basic level by rewarding players with new creatures and items. For the rationally-challenged folks mentioned the previous paragraph, this was enough to get them walking, socializing and feeling better about their lives.
Another way to overcome the Status Quo Bias is to change someone’s environment, instead of trying to change their mind. The augmented reality world of Pokémon Go never demands or even suggests that you should walk more. It creates an environment in which walking is a necessity for advancement, ensuring that you’re not going to get anywhere (in the game) unless you’re going somewhere (on your feet).
3. THE SCARCITY PRINCIPLE
When availability is threatened by quantity, competition or a limited amount of time, this is referred to as the Scarcity Principle. The makers of Pokémon Go tap into this in several ways, from the countdown clocks associated with certain items (lures, incense, lucky eggs) to the very nature of items themselves.
Right now, there are three ways to obtain items in Pokémon Go — 1) Visit real-life locations called “Poké Stops”, 2) Reach a new level as a trainer, and 3) Make an in-app purchase, in which you exchange actual money for a fictional currency known as “Pokécoins”.
From there, you’re left with three options — 1) Walk around and inadvertently help the game establish Social Proof, 2) Keep playing and help the game increase average time spent on the app, or 3) Fork over your cash and help the game earn even more money. Noticing a pattern here? Every action leads to positive results for the game’s makers.
Since various items are rare or run out quickly for active players, it’s impossible to avoid any of the three actions above. Scarcity leads to action, and the cycle continues over and over again.
4. THE ZEIGARNIK EFFECT
Psychologist Bluma Zeigarnik discovered that people tend to remember uncompleted or interrupted tasks better than completed ones. In other words, it’s human nature to (want to) finish what we’ve started, and according to her studies, we may experience dissonance if we don’t.
While it’s doubtful that most Pokémon Go players subscribe to the “Gotta Catch ‘Em All” mentality of the game’s famous slogan, they’re likely to pick up inertia once they’ve caught a few. As they continue to gain momentum, those empty slots on their inventory (or Pokédex) haunt them (like a Ghastly) and pretty much beg to be filled. That’s the Zeigarnik Effect kicking in.
5. LOSS AVERSION
There are no push notifications to let you know when a new monster’s near you in Pokémon Go. The game needs to be open and active on your phone in order for you to encounter new Pokémon (hence how it surpassed Facebook and Snapchat for time spent within the app).
But why are people so willing to drain their batteries and stay consistently logged into Pokémon Go? It’s not because they’re hoping to catch another Weedle, Pidgey or Zubat, that’s for sure! More likely, they’re worried they’re going to miss out on an opportunity to catch a rare Pokémon.
This is an example of Loss Aversion. People strongly prefer avoiding losses over acquiring gains, and once a person’s invested time or money into something, they’re more willing to take irrational steps to protect that investment.
(Loss Aversion may also explain why, once someone begins battling in the game , they’re more likely to return to “gyms” to keep claiming the territory, but I won’t bore those of you who aren’t playing with those details.)
THE TAKEAWAY
No matter your industry — insurance, travel, financial services or collectible cartoon creatures — you can boost results with a marketing strategy that incorporates behavioral science. Here are a few potential ways that you can take advantage of the principles above.
1. SOCIAL PROOF: Use customer testimonials or case studies to demonstrate your capabilities. Partner with industry leaders or well-known personalities for an influencer marketing campaign. Step up your PR efforts to get the media talking about you. Build a strong social media community that’s actively engaged and sharing your content.
2. THE STATUS QUO BIAS: To overcome this, provide a solid incentive for customers to switch over from someone else’s product or service. Trigger the Reciprocity Principle by rewarding them with a free gift or a trial membership. If it’s a possibility, avoid trying to change their minds, and instead, aim to change their environment.
3. THE SCARCITY PRINCIPLE: Emphasize limited availability of a product or service. Limit the amount of time that it’s available. Articulate that the playing field’s competitive, and if action isn’t taken now, someone else might wind up reaping the benefits.
4. THE ZEIGARNIK EFFECT: Get customers to take one small step and start a process, and they’ll be more likely to finish it. Nudges and reminders to complete a task can be extremely effective, provided that they’re not intrusive or sent too often.
5. LOSS AVERSION: Rather than trying to tell people what they can gain from your product or service, alter the framing of your message to demonstrate what they’re missing out on by not taking you up on an offer.
If you’d like to learn more about behavioral science in marketing, contact us at info@wildeagency.com or follow our social media pages on Facebook, LinkedIn or Twitter.
If you’d prefer to nerd out about Pokémon Go or discuss the deliciousness of bagels, you’re welcome to contact the author of this piece on Twitter or connect via LinkedIn
ALSO READ – The Curious Science of FOMO In Marketing & Advertising
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