The Fundamentals of Reveal: What is Reveal Marketing?Tori Johnson
If you’ve ever taken a quiz, used an online calculator, or taken part in an online tournament with a bracket, you’ve used interactive content. These types of content have been around for years, but are just starting to gain mainstream acceptance with the ubiquity of the touchscreen.
Interactive content allows you to engage your audience in a fun, new way and turns them from passive to active participants. Not only does it break through the noise of everyday content, it captures and holds attention like nothing else can. Now, We’ve taken interactivity to the next level with what we call Reveal Marketing.
Reveal marketing is an interactive marketing strategy that requires recipients of a message to perform an action to uncover a hidden message. As recipients interact with the message and reveal the hidden content, they spend more time engaging with the marketing message and give greater value to the hidden message. When applied to digital marketing, reveal marketing has proven to massively increase brand engagement, click through rates, interactions, and redemptions.
Why does it work?
Using concepts like curiosity and operant conditioning (plus a whole host of other psychological concepts), reveal marketing captures the attention and interest of your audience and creates a sense of intrigue that compels them to click through the experience. Below are the 6 fundamental principles of the psychology used by Reveal Marketing to drive clicks and conversions on your interactive content!
People are driven by curiosity. Design your experiences to tap into this fundamental emotion and watch your click-through rates climb.
- Endowment Effect
Goods that you own are worth more to you than goods you don’t. If your audience invests time in uncovering your experience, they are more likely to complete and redeem than those who click through, for instance, a static ad.
Remember Pavlov’s dogs? You too can train your audience to anticipate certain things, perhaps a deal or just your email communications.
You know that feeling that you’re missing some fun somewhere? That any event you aren’t at is the best time ever? That someone’s Instagram feed is way more exciting than yours? Wait, before you even answer, chances are you have experienced it from time to time. It’s the “Fear of Missing Out.” Use this feeling to build anticipation and ensure that your audience never wants to feel left out of your communications.
- Near Miss Theory
When you lose a card game by 1 card or a lottery ticket by 1 number, it creates a feeling that the next time, you might win. You can create this same feeling with reveal! You can design contests or different discounts that make losing feel like winning.
- The Ikea Effect
If you’ve ever built a piece of furniture, you know that you value it disproportionately higher than its actual worth, simply because you put it together. This investment in something can be utilized in reveal marketing too, by requiring users to trace, draw, stamp, or otherwise put work into their experience. This, in turn, creates a sense of value on the end result, and users are more likely to participate in the future!
Where to use it
Use it anywhere you can put a picture and a link, or anywhere you can embed a snippet of code! Check out our email, embedded, overlay, slide-in, and social media examples below.