Faces

Faces can lead to a successful marketing campaign. Humans are hardwired to process faces above all else. We even have a specific area in the brain dedicated to processing faces! It’s no wonder that social beings such as humans are drawn to marketing with faces in it. There are many methods of this, be it showing people in advertisements or social media posts, featuring company employees in social media, or just using images of happy customers, or introducing employees on your website. There are many psychological reasons why faces make marketing successful but we will discuss three here today.

First is attention. Due to the area of the brain that is wired to process faces, faces are easier for users to pick out from the noise. This means that when scrolling on social media, a user is more likely to stop and look at the advert or post, if they see a face in it. In short, faces are better at grabbing user attention.

Second is emotion. Only 7% of communication is verbal. The remaining 93% is through facial expressions, tone of voice, and body language. These factors are all great ways of expressing emotion. Now, as has been mentioned in many previous blogs, emotions are very important to conversion. A consumer is more likely to buy a product when fueled by an emotional response. This is where faces come into place. Faces that show strong emotions, help the consumer to connect and often feel empathy for the person in the advert (the same thing happens when you watch a film). This strong emotional connection therefore drives consumer buying behaviour. 

Finally we have trust. Using faces of past clients, or showing off your wonderful employees on your website or social media instils trust within a potential client or customer. Through the use of faces of employees in marketing, businesses can create connections and familiarity with users. It can also express authenticity and an attitude of business being an open book with consumers. Adding faces to customer testimonials also add a level of credibility and reliability to the testimonial. These small changes in attitude towards the brand all amount to consumer trust in the brand.

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– From Marketing to Mind –