🎓 Use cold colors in B2B, warm colors in B2C
🎓 Use cold colors in B2B, warm colors in B2CB2B social media images attract more positive engagement when they use cold, dark colors because they signal competence. Warm colors trigger emotions so they work better in B2C.New to Ariyh? Join 10,124 evidence-based marketers for 3min practical insights 💡 from scientific research 🎓 to get better marketing results 📈 Today’s insight is brought to you by… Campaign Monitor Email automation may sound like an intimidating task but it’s not as complicated as you might think. In fact, anyone can create successful email marketing automations. If you’re ready to take your email marketing to the next level, download Campaign Monitor’s B2C Email Automation Recipe book, where you’ll get 8 must-have automation journeys for any B2C business. 📝 IntroWe know that social media posts with images are more popular and get more engagement. But which images are most effective for B2C? And which ones for B2B audiences? One major factor is color, as discovered by this Australian study. Let’s take a look. Previous insight: Clever humor boosts your brand (100+ more insights here) Use cold, dark color images in B2B and warm, colorful images in B2CChannels: Social media | Image Ads | Marketing communications 📈 RecommendationIf your target audience is B2B, use cold and dark colors in your social media images (e.g. blue, dark green, purple) to signal competence and confidence. If your target audience is B2C, use warm colors in your social media images (e.g. yellow, bright green, red) to stimulate emotions. In both cases, use a rich variety of different colors in the image, not only one or two colors. You will increase positive engagement on your social media posts (e.g. supportive comments). Pro tip: It’s worth testing this in other contexts as well (e.g. blog images, banner ad, landing page). 🎓 Findings
🧠 Why it works
💰 Do you know what your most profitable price is? Is $99 or $100 more attractive for your product? What pricing should you use in large B2B contracts? Find all that out - and more - in Ariyh’s Science-based Playbook of Pricing & Promotions. Join almost 400 top-notch marketers who have already bought it 👇 ✋ Limitations
🏢 Companies using this
An example from Morgan Stanley that correctly uses mostly cold colors but could have used more variety. This example from Walmart uses a rich variety of warm colors (and a cat - which we’ve seen also has a strong impact) ⚡ Steps to implement
🔍 Study typeMarket observation (analysis of Instagram posts of 16 US Fortune 500 companies between June 2011 and January 2021) 📖 ResearchThe role of cool versus warm colors in B2B versus B2C firm-generated content for boosting positive eWOM. Industrial Marketing Management (May 2022). 🏫 Researchers
Remember: This is a new scientific discovery. In the future it will probably be better understood and could even be proven wrong (that’s how science works). It may also not be generalizable to your situation. If it’s a risky change, always test it on a small scale before rolling it out widely. Rate today’s insight to help me make Ariyh's next insights 🎓 even more useful 📈 How was today’s insight?
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Older messages
🎓 Clever humor boosts your brand
Tuesday, May 24, 2022
Clever and witty humor increases feelings of brand warmth and competence, and makes people more likely to engage with you. Generic humor doesn't work.
🎓 When 1¢ sells more than free
Tuesday, May 17, 2022
Promotions that offer an extra upgrade (eg a bigger size, an additional product) sell more if people need to pay a small amount for the upgrade (eg 1¢), instead of getting it for free.
🎓 Paid subscriptions increase sales of your other products
Tuesday, May 10, 2022
A paid subscription that gives special benefits to members (eg Amazon Prime's free shipping) increased spending at a retailer by more than 3x. Two-thirds of the boost was psychologically-driven.
🎓 Cats and dogs increase sales
Tuesday, May 3, 2022
Dogs make people more attracted to products focused on gains (eg fun experiences, risky gambles, meeting new people). Cats increase sales of products that avoid losses (eg safety, health).
🎓 People watch high energy ads more
Tuesday, April 26, 2022
An analysis of views of 27000 TV ads from 3200 brands found a strong correlation between ad energy and the probability of viewing it.
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