How to appeal to consumers with multiple personalities?
Technology has increasingly become an integral part of who we are and how we define ourselves. As people and as consumers we are living and sharing so much more of our lives online than ever before, from our love lives to our points of view.
As a consequence we are evaluated by the social platforms we interact with. Facebook, Instagram, and Twitter give us the freedom to pin, post and preen our way to ideal online identities and allow us to create multiple personas.
The rise of the #selfie (a word that has increased in use by 17,000% since 2012) is in part responsible and as leading author Dan Schawbel suggests, “the internet has forced everyone in the world to become a marketer.”
By projecting these alternative realities for how we live our lives we are creating a sharded view of who we are and this in turn has led to the creation of the Sharded Self, as coined by LS:N Global.
Consumers are embracing the Sharded Self and the freedom it allows. However, some are concerned with the level of information they share online. 55% of US 14-34 year olds say they don’t like that things last forever online. This has led to the rise of JOMO (the Joy Of Missing Out) and a need for experiences that are not recorded and shared on social media.
Brands tapping into this trend by facilitating sharded personalities and JOMO include:
An app that reveals intimate, shared connections between two anonymous individuals, creating “a mobile experience that exchanges one person’s experience of the world with another’s, preserving anonymity on both sides.
Sephora says ‘’Like our favorite social sites, consumers can see selfies tagged with cosmetics used in user-generated makeup and hair looks. We took what we admire as social users to the next level by developing an integrated experience on our site.”
ASOS says: “Loving your new dress or jacket? Share a photo of how you’re wearing your ASOS buys and get style inspiration in the #asseenonme gallery.”
Moment is an app that automatically tracks how much you use your iPhone each day. If you’re using your phone too much, you can set daily limits and be notified when you go over. You can also set up occasional nudges as gentle taps on your shoulder saying: “Hey, you’re halfway to your daily limit already and it’s only 11 AM!”
– Brands need to facilitate consumers’ sharded lifestyles while maintaining their own individual, solid and unified personalities – brands should not create sharded personalities of their own.
– Brands that provide mediums of self expression will win consumers’ hearts and minds.
– Brands need to find new and exciting ways to engage consumers with the physical world and capture consumers who are longing to experience JOMO.
Blog written by Alex.