7 reasons that attract a customer towards a creator

5 min readJan 12, 2022

With the ever-evolving creator community in the foresight, these creators are highly influential in marketing and guiding people in general.

I had a chance to talk to Dr. Siddharth Warrier, a Neurologist with a 5-year of experience in the field of Neurology, a TEDx speaker, and a Youtuber. He is a Life Member of the Indian Association of Neurology and the Maharashtra Association of Neurology. Also, he is a part of the Royal College of Physicians, London (MRCP). And he is a corresponding member of the European Academy of Neurology.
In this session of Figuring Out with Raj Shamani, we talked about the science that binds people with the creators and, as a repercussion, increases the creators’ influence in their lives.

The discussion gives you a deeper insight into the creator-consumer relationship, and here are the key takeaways:

1. Focus on the consumer’s attention span

There are three essential targets that creators build their strategy around and monitor how people are responding based on their

Attention
Engagement
Reaction

People are looking to give out their attention which is gripping, new, and easily approachable. They become adaptive to their new surroundings when they feel the context that is being shared is substantial. From the neural viewpoint, the temporoparietal junction helps in recognizing and understanding the actions of others.
When the creators’ content is packaged in a way that invokes empathy, is knowledgable, and easy-to-understand, they gravitate towards the creator naturally.
In all, the quality and creativity of the content act as the most critical factors for selecting who to follow, which paves the way to gauge engagement levels and coherence with messaging, and finally size of their community is formed.

2. Use peer pressure to your advantage

No matter at what stage of life you are in, peer pressure can be really stressful and is always a part of life. However, peer pressure can be beneficial under certain circumstances. If you want to change your behaviour, surround yourself with people where the desired behaviour is normal.
According to Cialdini (the godfather of influence marketing), research shows that using the word “advice” over “opinion” gets you “significantly more favourable reactions to the same idea.” Therefore changing the environment is uniquely powerful in changing behaviour, which goes a long way when it comes to Influence marketing.

3. Harness the Power of Anticipation

According to Schubert (2012), pursuing happiness which encompasses “the process of anticipating and approaching pleasurable outcomes over time”, essentially defines well-being.
People like to be involved in contextual information in order to encode future events. This notion can distinguish anticipation from prediction and forecast. Individuals can forsee across multiple sets of tasks even though they do not consider that relevant to themselves. However, anticipation occurs only under the condition that the future event is relevant to the self.

4. Leverage on people’s FOMO

People hate it when they are the last ones to know about certain news or information they are interested in learning. FOMO (Fear Of Missing Out) can trigger the want to purchase, which contributes to the fear of losing an opportunity when another individual can snatch the product before. This technique allows an individual to shift from a wish-to-have to call-to-action.
FOMO can create anxiety among people, but if done in a way where one can channelize these feelings into connecting with the creator, it can result in a long-term relationship.

5. Polarisation as a part of branding

In an era of social networking, where interaction between consumers through WoM (Word of Mouth) and belonging to brand communities is more spread than ever, brand polarisation helps brands gain attention. However, people are not passive about polarising brands; they either love or hate the product.
These notions reach into the lovers’ and haters’ emotions and develop sustained engagement of a different nature. Because of the passion related to the brand, both haters and lovers feel the need to express their thoughts and feelings.

6. Word of Mouth is still dominating the marketing sphere

Nielsen reports that 92% of consumers believe suggestions from friends and family more than advertising. The major point is that these communications originate from individuals who do not have a commercial interest in persuading someone else to use or buy a product. Therefore, they have no particular interest in distorting the truth in favour of a specific product or service.
However, one thing has been seen that the source of WoM (Word of Mouth) marketing always looks out for social validation or is trying to create a social impact.

7. Hype marketing is only sustained by value-based marketing

Hype marketing should be built around deep competency. People are not there just for buying your product, but they also are buying your thinking pattern. Too much media buzz around a product generates inflated expectations, and if they are not met accordingly, everything falls flat on its face.
People like to share things only when they get social validation by exchanging them, and if a creator’s contempt makes them look smarter, they will share it eagerly.

Conclusion

I had an exciting conversation that made me believe that:

The science of Influencing is very powerful. The initial barrier is with who to engage and how to engage, but once people start seeing value in a particular creator’s content, nothing stops them from forming a relationship with the creators.

People typically seek to make sense of themselves and the world around them. Relationships revolve around fixing problems and bringing one’s life as close as possible to desired things. It’s up to the creators to put all the players into the mix to ensure the message moves as intended and meets the marketing goals.