In a world where extroverts equate to leadership, power or even a fun time, introverts usually get left behind. Just because their idea of a great evening is curling up with a good book and sipping a hot cup of tea, doesn’t mean they should be ignored. Believe it or not, they do participate in social media and they also see those amazing marketing campaigns that you greatly invested in. Introverts are starting to represent about 50% of the marketplace and yet ads remain keen on attracting the extrovert personality. So why should marketers take note of the mislabeled shy introvert? One word, communication.
Companies are starting to realize the importance of truly engaging their consumers with thoughtful and interesting content. Nowadays, consumers are more attracted to the individualized experience rather than the “look at me” approach. This is where social media comes into play. These media outlets allow marketers to capture the attention of their target market through the art of storytelling. Some of the best ads aren’t 100% focused on the product or service, but rather the event the product or service can create and what can happen for you. Social media is expected to consume 21% of companies’ marketing budget in the future. So what’s the correlation between social media and introverts? Social media can be enjoyed in the comfort of one’s home, where introverts spend a great amount of their time. No more do they have to avert their gaze from product promoters asking if they’d like to try a sample. They can now revel in the fact that marketers are realizing the benefits of an online presence.
Social media’s very nature is to be more empathetic. The thoughtful content is meant to enhance conversation and innovation rather than committing to a “one-size-fits-all” philosophy. It’s no longer geared toward an overall message but rather is used to spark opinions and ideas. It’s less about what you put out there and more about what you get back. Utilizing their much-needed alone time, introverts are able to generate some pretty noteworthy ideas, which can only enhance a brand’s message. Introverts are more apt to listen and observe rather than simply act; this deep thought process allows for a more creative approach toward anything they put their minds to, which includes responding to marketing campaigns. With hashtags and tagging so prominent in social media, consumers can actually help your appeal as a brand and a company. Not only will introverts come up with creative content as well as share yours they also will build relationships with you. Meaning if an introvert is successfully engaged in your social media substance, then they will always support you when it comes to sharing content and creating posts.
One company that has successfully used social media to their advantage when marketing to this tough crowd is Ben and Jerry’s. This brand is known for connecting with their fans and encouraging feedback from both their employees and audience. This level of participation is exactly what attracts introverts. One example in particular is the company’s Pinterest page that allows fans to post photos of them and loved ones enjoying a pint of their favorite ice cream flavor.
Hand in hand with social media is blogging. Publishing a company blog is great because it drives traffic to your website as well as converts that traffic into leads. By maintaining a blog, your company is able to update its image and add to your search engine optimization. Not to mention, blogs can be shared via social media! This not only helps maintain your current customer base but also exposes others to your company. Keeping a blog for business purposes is great but creating a brand that customers would want to blog about is even better. And guess what? Introverts love to read AND write. Writing allows anyone to express him or herself in a way that speaking can’t. An introvert is more apt to stay away from small talk but give them an issue or cause that they’re passionate about and they’ll go on about it forever. If someone with an introverted personality loves your brand or maybe what you’re doing with social media, then they are more likely to write about their experiences as well as share their own content to their relations.
It’s important to understand the introvert’s role in this tech-savvy world. By creating more meaningful content for social media and writing stimulating blog posts, advertisers will be better able to capture this recluse market. Don’t know where to start? No problem, contact us for help with your online presence!