Your Audience Is Craving Dopamine, Not Information
Episode 950: Show Notes
Your audience isn’t addicted to your content. They’re addicted to dopamine. And if your marketing isn't delivering those micro hits of satisfaction, they're scrolling right past it. In this episode, I'm unpacking how I'm rethinking everything in content, from what I post to how I write. Not to teach better, but to create content that feels better to consume, because that's what people are responding to right now.
People aren’t just looking for educational content anymore; they’re looking for emotional connections that make them feel something in the moment. Whether it’s overcoming boredom, finding entertainment, or feeling a sense of belonging, social media is all about emotional satisfaction. It’s time to adapt to these shifts and create content that resonates on a deeper, emotional level. Let’s dig in!
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What Is Dopamine?
Dopamine is a brain chemical tied to pleasure, motivation, and reward, which is why we keep scrolling. It’s why we reach for the next video, why we hit next. While people do want value and to move their business or life forward, the real reason they’re on social media is to feel something. Most people are scrolling by default, so if you want them to stay, you need to deliver that feeling!
Do Dopamine Dressing — But Make It Content
Once you understand the concept of dopamine, how do you actually use it in practice? How do you deliver more dopamine? How do you get people to stay on your content longer? Let’s consider the idea of "dopamine dressing," where people surround themselves with colors and designs that spark instant joy, regardless of trends. It’s about creating an emotional reaction, not just following logic.
Think of your best content as a dopamine outfit. Does it spark immediate energy or emotion? It doesn’t have to be profound; it just needs to make people stop and engage. For example, a florist I follow shared content about her farm’s new animals, including a miniature horse, baby donkeys, and alpacas. I’m not a florist, but I couldn’t stop watching! That’s the kind of emotional pull we should aim for in our content.
Not Everyone Needs To Be Your Ideal Client
It might feel odd to create content that satisfies emotional needs, especially if it seems unrelated to your ideal client. But even if someone isn’t your perfect audience, they could become a valuable referral. If they enjoy your content enough to keep coming back, they may mention you when a relevant question comes up with a friend or colleague. This emotional connection can lead to new opportunities, even from people who aren’t your target audience!
Your Life Doesn’t Need To Be Interesting (Or Perfect)
I know what some of you are thinking: “My life isn’t that interesting.” But here’s the thing: you don’t need to share every moment of your day to take advantage of dopamine-driven content. There are plenty of strategies to try, like prioritizing visuals, focusing on bite-sized takeaways, or experimenting with storytelling instead of just teaching.
And you don’t need to be perfect either. People connect more with creators who are relatable. If your life appears too perfect, you might gain respect, but you’ll be placed on a pedestal, and your audience might be less likely to buy from you. Even as you gain success, ask yourself: How can I show the flaws?
Decide Who Should Consume Your Content
When creating content, it’s crucial to consider who you truly want to attract. Storytelling and emotional content can easily draw in people who aren’t ready for what you offer. For example, if you share a story about feeling defeated and how you treated that through rest, but your offer is all about taking action, you’re likely attracting people who need rest, not people who are ready to take action or buy from you.
Build Your Dopamine Content Closet
I want you to think about what kind of content you’d want to consume today. Imagine your content is like a dopamine closet that someone wants to walk into, rather than a filing cabinet they can come back to later. You want to create something that captivates them in the moment, not just something they might find helpful down the line. Don’t overthink it. Post something today that feels a bit out of the box for you, something that breaks from your usual content but feels good and engaging in the now!
Quote This
Some of my best-performing posts have been completely unrelated to business, but because they're sprinkled and peppered in amongst things that are all business, the majority of people interacting with them are still my ideal client.
Highlights
What is Dopamine? [0:02:26]
Do Dopamine Dressing — But Make It Content [0:03:40]
Not Everyone Needs To Be Your Ideal Client [0:05:40]
Your Life Doesn’t Need To Be Interesting (Or Perfect) [0:06:39]
Decide Who Should Consume Your Content [0:12:48]
Build Your Dopamine Content Closet [0:14:23]
Key Topics:
Dopamine, Content strategy, Ideal audience, Social media
