The Science Behind SWIPABILITY - FleishmanHillard · The Science Behind SWIPABILITY #FHtrends...

The Science Behind

SWIPABILITY

#FHtrends

(Otherwise known as a week on Tinder)

Humans are innately social beings who have always

craved and created relationships.

#FHtrends

But those connections and relationships have shifted and

evolved throughout history.

#FHtrends

Humans are innately social beings who have always

craved and created relationships.

Because of social media, human connection doesn’t

necessarily have to occur face-to-face.

#FHtrends

#FHtrends

Enter: Online Dating Services

#FHtrends

Giving us the butterflies and excitement of real human interaction, from the

comfort of our bathrobes, since Match.com launched in 1995.

Enter: Online Dating Services

#FHtrends

Yep, 1995.

#FHtrends

So in the spirit of reminiscing on 1995, let’s take a minute to

think about some other things that happened that year.

#FHtrends



Ebay.com

launched.

#FHtrends

Ebay.com

launched.

Alanis Morissette’s Jagged

Little Pill was released.



#FHtrends

Ebay.com

launched.



Sony released the

original PlayStation.



#FHtrends

Ebay.com

launched.

JNCO jeans saw its

first spike in popularity.





Sony released the

original PlayStation.

#FHtrends

(Now back to your regularly scheduled programing.)

#FHtrends

In recent years, we’ve seen a sharp increase in usage

of online dating services, which is largely due to the

abundance of dating apps now available through a

mobile device.

#FHtrends

And with nearly 40% of the single population using such

services, we knew there was something to learn from this

behavioral trend.

So we joined Tinder.

#FHtrends

For one week.

#FHtrends

And it was scary.

#FHtrends

#FHtrends

And it was insightful.

#FHtrends

And it was interesting.

But mostly really scary.

#FHtrends

#FHtrends

The first thing you need to understand about Tinder is that

it is all about swiping.

And you have two options:

#FHtrends



And you have two options:

#FHtrends

(which means uninterested) (which means interested)

Swipe Left Swipe Right or



#FHtrends

And for all of you visual folks out there...

#FHtrends

Swipe Left


#FHtrends

Swipe Left

Swipe Right


Aside from learning how to swipe, we uncovered three

interesting truths from the 50 million Tinder users

and their 850 million daily swipes.

#FHtrends

Aside from learning how to swipe, we uncovered three

interesting truths from the 50 million Tinder users

and their 850 million daily swipes.

#FHtrends

Truths that could shape the

way brands build relationships with consumers.

#FHtrends

Lesson one:

#FHtrends

Lesson one:

Approachability really matters.

#FHtrends

The first step in building a relationship with anyone

requires approachability.

#FHtrends

And in our experience on Tinder, two main factors

influenced approachability:

#FHtrends



1. Having a defined personal image

#FHtrends



1. Having a defined personal image

2. Being humble

and

#FHtrends

Those two qualities pretty much guaranteed someone

was approachable.

#FHtrends

So if we were going to plot it onto a graph,

it might look something like this...

Defined Self-Imaged

#FHtrends

Ambiguous

Humble Proud

#FHtrends

Now let’s think about what type of person might live in

each of those quadrants and what the action on Tinder

might look like, starting with:

defined image + proud

Defined Self-Imaged

#FHtrends

Ambiguous

Humble Proud

This is someone who has specific

interests that align with their

image, and they are really proud

of who they are.

Defined Self-Imaged

#FHtrends

Ambiguous

Humble Proud

Someone like this:

Defined Self-Imaged

#FHtrends

Ambiguous

Humble Proud

Action:

Swipe left because they are overly

confident about themselves.

#FHtrends

Let’s move through the rest of the graph.

Defined Self-Imaged

#FHtrends

Ambiguous

Humble Proud

This is someone who is still

figuring out who they are, and

they mask their insecurities under

a false sense of confidence.

Action:



Defined Self-Imaged

#FHtrends

Ambiguous

Humble Proud

Someone like this:

Action:



Defined Self-Imaged

#FHtrends

Ambiguous

Humble Proud

Action:

Swipe left because they seem

arrogant, but can’t back it up.

Action:



Defined Self-Imaged

#FHtrends

Ambiguous

Humble Proud

This is someone who might be

nice, but is quiet and hard to read. Action:



Action:



Defined Self-Imaged

#FHtrends

Ambiguous

Humble Proud

Someone like this:

Action:



Action:



Defined Self-Imaged

#FHtrends

Ambiguous

Humble Proud

Action:



Action

Swipe left because you don’t

know what they’re thinking.

Action:



Defined Self-Imaged

#FHtrends

Ambiguous

Humble Proud

This is someone who is open and

honest about who they are, but also

has a warm and welcoming demeanor.

Action:



Action



Action:



Defined Self-Imaged

#FHtrends

Ambiguous

Humble Proud

Someone like this:

Action:



Action



Action:



Defined Self-Imaged

#FHtrends

Ambiguous

Humble Proud

Action:

Swipe right because you know

what to expect. They are easy to

talk to and have something to say.

Action



Action:



Action:



#FHtrends

Lesson two:

#FHtrends

Lesson two:

Humans.

#FHtrends

Lesson two:

Humans. Are.

#FHtrends

Lesson two:

Humans. Are. Creeps.

(No but really.)

#FHtrends

#FHtrends

To be more specific, humans do creep.

#FHtrends


And the creeping happens very early on.

#FHtrends



In pretty much every type of relationship.

#FHtrends



In pretty much every type of relationship.

Romantic relationships.

Friendly relationships.

Brand relationships.

#FHtrends

As a brand, you should expect consumers to behave

the same way.

#FHtrends

In our experience on Tinder, people creeped for a few

different reasons:

#FHtrends


different reasons:

1. To find out what a person’s image was

#FHtrends


different reasons:


2. To see how a person interacted with others

#FHtrends


different reasons:


2. To see how a person interacted with others

3. To uncover any potential points of connection

#FHtrends

Keep these things in mind when you think about a

potential customer creeping on your brand.

#FHtrends

Keep these things in mind when you think about a

potential customer creeping on your brand.

Chances are, they are creeping for the same reasons.

#FHtrends

Lesson three:

#FHtrends

Lesson three:

You do you, honey.

(But choose your words carefully.)

#FHtrends

Recent research performed on Tinder claims that people

who are honest about themselves, while balancing

humility, get more “swipe rights” than those claiming to be

wonderful at everything.

#FHtrends

But it’s also important to understand that relationships

evolving over social can be limiting.

#FHtrends

But it’s also important to understand that relationships

evolving over social can be limiting.

A few pictures, posts and back-and-forth conversations

don’t always tell the entire story.

#FHtrends

Since the space we have to share our stories is small, the

stories need to be accurate depictions of who we really

are. And the words we use to tell those stories are really

important.

#FHtrends

Let’s consider an example.

#FHtrends

Think about someone who says:

“I’m embarrassingly uncoordinated, but I love to jog.”

#FHtrends

versus someone who says:

“I just finished my fifth marathon in record time.”

#FHtrends

Those two statements both help define who the person

is, but the first one will generate more swipe rights

because it takes a more humble approach.

#FHtrends

And people appreciate that.

Those two statements both help define who the person

is, but the first one will generate more swipe rights

because it takes a more humble approach.

#FHtrends

(So it’s okay if you don’t tweet about all the awards your brand has won. )

#FHtrends

Now, let’s go back to our graph example, but this time,

we will explore brands instead of people.

#FHtrends

It might look something like this...

Defined Self-Imaged

#FHtrends

Ambiguous

Humble Proud

#FHtrends

And now for the swiping layer...

Defined Self-Imaged

#FHtrends

Ambiguous

Humble Proud

Action:

Swipe left because it is

intimidating and out-of-reach.

Defined Self-Imaged

#FHtrends

Ambiguous

Humble Proud

Action:



Action:

Swipe left because we don’t

know who they really are.

Defined Self-Imaged

#FHtrends

Ambiguous

Humble Proud

Action:



Action:



Action:

Swipe left because it is difficult

to understand. It started selling

shoes to give shoes, but now

sells bags and clothes?

Defined Self-Imaged

#FHtrends

Ambiguous

Humble Proud

Action:



Action:

Swipe right because the

brand is approachable

and you know what to

expect.

Action:



Action:

Swipe left because it is difficult

to understand. It started selling

shoes to give shoes, but now

sells bags and clothes?

In other words, when it comes to

approachability, people hold brands to the

same standards they hold other humans to.

#FHtrends

#FHtrends

So for brands that are trying to create new

relationships, perhaps we consider...

#FHtrends

Placing a stronger emphasis on being approachable,



#FHtrends

encouraging connection by making sure you’re fun to creep on,




#FHtrends

encouraging connection by making sure you’re fun to creep on,

and balancing humility by letting others say the nice things about you.




#FHtrends

In short, be less of these

#FHtrends

In short, be less of these

And more of this

Thank you.

FH Texas Planning & Insights

#FHtrends

Let’s connect.

Ryan Smith Abby Graves

@ryanpaulsmith

[email protected]

@ajgraves920

[email protected]

#FHtrends

The Science Behind SWIPABILITY - FleishmanHillard · The Science Behind SWIPABILITY #FHtrends...

Documents

Transcript of The Science Behind SWIPABILITY - FleishmanHillard · The Science Behind SWIPABILITY #FHtrends...