Traditional marketing campaigns are something of a one-way street whereby brands and businesses deliver content to their audiences and hope to gain some response. Interactive marketing is changing that philosophy. It’s a two-way marketing approach focussing on collaboration and interaction, creating an experience beyond the typical campaign.
Reveal marketing is one of the most absorbing forms of interactive campaign. It requires that the recipients of your brand message perform an action to uncover a hidden message. When the audience interacts with the campaign, they reveal hidden content and spend time engaging with the message, adding value to your marketing and their experience.
88% of marketers say that interactive content effectively differentiates their brand from the competition, and 66% report greater audience engagement through interactive content over static marketing.
This article takes a closer look and reveal content, its benefits and how it drives customer engagement.
What is reveal content?
The basis of reveal marketing is the psychology of human behaviour. Psychological factors are the driver behind the success of the form of interactive content and why it’s such a powerful tool. Perhaps the most well-known reveal marketing content is the McDonald’s Monopoly campaign, where you must peel off coupons to win hidden prizes.
However, brands are now adapting the strategy to digital channels.
Five psychological principles fuel the success of reveal content campaigns.
Curiosity drives people, and they strive to search for knowledge. When they find wisdom, it creates happiness. Brands that tap into customer curiosity get better engagement and conversion over the competition.
2. Fear of Missing Out
People don’t want to risk losing out on a reward by not completing an action. If you don’t complete the reveal now, you might never see it again, and people cannot beat the thought of missing out.
3. Near Miss Theory
If you take the Mcdonald’s Monopoly game, it’s tough to win. Each coupon the consumer reveals is part of a larger game, and you need the entire set to get bigger and better prizes. Each time you play, you get something that drives you to win more of the collection. The closer you get to winning the prize, the more you go to McDonald’s, even though the odds of actually being successful are getting longer.
4. Endowment Effect
Brands that have campaigns where the audience actively participate, even if just with a single click, create more engagement as they build a feeling of ownership for the consumer. A reveal content campaign puts the brand into the hands of the customer and forms a connection.
5. Operant Conditioning
If you have children, you likely make deals with them, such as giving rewards for getting good grades at school or behaving well at an event. The theory is called conditioning, and it’s something marketers use a lot.
In reveal marketing, shaking your mobile or spinning wheel campaigns tap into the feelings of excitement and anticipation to trigger a positive response.
What are the benefits of reveal content and how does it drive engagement?
One case study boasts a 285% increase in click-through rates from reveal marketing through personalized offers to engage the audience. The best reveal marketing campaigns use images and text that elicit the psychological responses we talk about above.
The average person has an attention span of around 8 seconds, but that is more like 2 or 3 seconds when it comes to static ads. Email marketers only get 12 words to try to capture readers. Reveal marketing works perfectly because it increases engagement but moreover creates sustained engagement.
Video marketing can capture viewer attention for 30 seconds and upwards, but the engagement tends to be passive without considering the psychology of those watching. The sustained engagement helps motivate audiences to take action.
Reveal marketing can work on all channels and devices
You can integrate reveal marketing into just about any marketing channel across any device. For example, you could add a reveal call to action in email campaigns to boost click-throughs and conversion.
Reveal content in emails forces the audience to engage and find out what you are hiding from them (curiosity, fear of missing out, and other psychological cures).
Levi’s Dockers was the first brand to launch a motion-sensitive iPhone ad campaign. It was incredibly successful, averaging 43 seconds of user engagement as they shook their phone to see the full ad.
Engagement is driven by what is known as “The Ikea Effect.” The premise is that people associate a higher emotional and mental value with thin they create on their own. Reveal marketing content helps to ticks those boxes. Shaking, scratching, spinning and clicking increases the perceived value of the brand message.
Using reveal marketing messages on social media gives posts a sense of creativity and uniqueness, resulting in a better chance of going viral. Social media marketers can take advantage of our innate sense of curiosity.
Reveal marketing is a powerful tool for your brand, products, and services.