Can Content Marketing Hook People the Way Netflix Does?

It’s hard to stop watching TV shows, and that’s by design. Each episode ends on some kind of cliffhanger. Key information gets withheld over the course of entire series — or, in the case of This Is Us, reserved for an episode right after the Super Bowl. The lack of resolution strings us along.

It actually hooks us on a psychological level, Carlijn Postma noted in her talk at Content Marketing World, “Binge Marketing: A Practical Guide to Building Your Brand With Serial Content.” Most of us have a strong, unspoken aversion to ambiguity, or, as social psychologist Arie Kruglanski put it in the 1990s, a “need for closure.”

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