Have you ever wondered how and why sites like Buzzfeed and Upworthy generate massive traffic to their website? Is it the quality of the content, or is it something more subtle? Something which happens subconsciously?
Generally, it is the latter. Entertainment websites such as those mentioned above, and online brands/businesses, employ various psychological theories in their marketing strategies.
One of these theories, which is currently very popular, is The Information Gap Theory of Curiosity. First brought forward by George Loewenstein, this theory suggests that curiosity is human behaviour that is innate and which gets triggered when people realise there is a gap between what they know and what they want to know. So, now that we introduced you to the theory, imagine this:
You are sure that you know everything there is to know about maintaining strong and romantic relationships. But one day, you’re scrolling on social media and see the below title:
“The secret to maintaining a strong and healthy relationship: A new way of approaching relationships.”
It will make you question; why is it a secret? Isn’t the way to maintain a healthy relationship well known? What is this new approach to relationships? This title just spiked your curiosity, so you click to read the article. You realise that you didn’t know everything there was to know regarding relationships. Your interest has been satisfied. It’s a win-win situation both for you and the business.
It is an example of putting the information gap theory into practice. The title sets a goal; for the reader to click on the article, resulting in more significant traffic to the website. It also presents a solution: the new approach to relationships. However, it did not give away the “secret” or “the new approach”. Instead, it enticed you just enough to read the article.
Another practical example of the information gap theory in practice is Instagram stories. We all have stumbled upon ad stories that only present a vague selling point. You are unsure about the product or service they are trying to sell, but given the visuals and engaging production of the story, you swipe up to see more. Once again, the brand is pitching an ambiguous idea, making the viewer want to find out more, ultimately generating traffic to their website.
The slippery slope of the information gap theory
Businesses should keep in mind that while spiking curiosity in a reader will benefit them, it can also be detrimental to their business. Making use of the curiosity gap principle needs to be balanced; it cannot be employed too regularly since it might come across as click-baiting. Click-baiting is when brands/businesses use the curiosity gap negatively. They trick readers into clicking on an article that doesn’t deliver what was promised in the title. It has become so popular amongst certain websites that readers are entirely disengaging from them.
Navigating online spaces can be tricky and frustrating, both for businesses and the consumers; therefore, our Marketing Team here at GCS Malta always ensures that our clients get the best tips for online marketing and how to best use the Information Gap Curiosity. Click here for more information.
