Caleb and I were multi-tasking in the study and whatever we were watching on Netflix ended. When I looked up the Tv was showing a series of screensavers advertising various shows.
There was a title, and since Caleb is 4, pictures of multi-colored cartoon characters in silly costumes doing outrageous looking things. Then the screensaver whould change and another tableau would replace it.
But in the lower left-hand corner of each screensaver were three phrases related to the show.
They were things like, “Saves the day,” “Being brave,” and “Super team.”
At first, Dad brain was cataloging them because nothing sits a baby like the electronic babysitter. I am looking for things we might like next, which currently is a pair of farting insects (Larva Island). I think the tags for that one are “Slapstick humor” and “Farts.”
But then I realized that Netflix is using their own variation of emotional triggers to present shows to their customers. Now you probably know that Netflix is tracking what you watch. That’s how they recommend the next thing for you to watch. Which amazingly, is like the last thing you watched. Are you getting this?
Because you also know that Netflix has become a content factory. They are churning out more seasons of shows than people can watch during waking hours. I haven’t checked but I’m sure someone has done the math. Such as, Netflix creates more hours of programming in a years than was produced in the 1970s or whatever outrageous metric would surprise us all.
Now Netflix has data and lots of it. They know what people like. In the case study presented here, on kids’ programming, they are clearly making shows using stacked emotional triggers that make for “good” kids shows. And by good I mean shows that get watched over and over again. And farting bugs is a clear winner. I think there are 2 different shows featuring those garbage-eating flatulent slugs.
Again, the emotional triggers repeated over and over during the screensaver series. Super or Superhero or Superteam came up 8 times out of 32, Cute came up 3 times, Imaginative came up 4 times and so on.
Further I am guessing we were shown screensavers based on Caleb’s viewing history. He is a boy that likes Superheroes and adventure style shows.
Let’s zoom out to our businesses. I have written in the past that you can have a fitness, finance or relationship business. Those are the big 3 categories for information publishers. Then there are niches in those categories. Just like in Sci-Fi, a category or genre, there are sub-genres such as Space Opera, Alien Creature, Alien Invasion, etc. On Netflix besides kids’ programming they have romantic comedies, thrillers, war, etc.
No matter what category and niche you occupy, you are going to eventually drill down and identify the emotional triggers that make those specific products tick.
Just like Netflix does to make television sausage.
Getting a viewer to watch or a customer to buy means identifying the emotional triggers that are in them and presenting the product as something that satisfies that trigger.
If you have Netflix or any of the streaming platforms check out the offerings through the lens I am presenting here. I think you will see that I am talking about and I hope it will make your job of working with emotional triggers in your marketing copy that much easier.
Of course, you can always listen to the MANIPULATION program on our website again. Link: MANIPULATION (frankgiovinazzi.com)