See. Run. Dance.
This video has been getting a lot of plays in the last couple of weeks. If you haven’t seen it yet, take a look. It’s an engaging three minutes of dancing and gathering.
While of course, the element of entertainment exists, there lies another reason for the naturally developing dance party, social influence, or as Jonah Lehrer calls it, social conformity.
Watching this video, there’s little doubt that other people’s behaviours are a powerful source of social influence. We look at what others do to guide our actions and behaviour.
What is more interesting is how it escalates into a fully blown dance party (first rush around 1:16 and second rush starting from 1:34).
Jonah Lehrer explains it well…
At a certain point, the group of awkward dancers becomes undeniable – they can no longer be ignored. And that is when the contagion begins. Once we start to wonder whether the dance is fun – or what that cluster of people is looking at – then it’s only a matter of time before we too start to dance.
The time is ripe to apply learnings from these fundamental sciences in marketing. What do you think, are the other ways your brand can influence people, apart from just mere communication?
(via Noah Brier)