Fogg's behavioral model and content marketing

You may not know it yet, but the behavioral model developed by BJ Fogg applies to many practical situations and also to content marketing . In particular, the person can use this model to stop a negative habit, modify an unwanted behavior or identify problematic elements. But why are we talking about social media and content marketing? Simple: for BJ Fogg, father of captology or the science that explains how computers and algorithms modify people's habits and beliefs, Facebook can also be considered as a technology of mass persuasion. The research conducted with Daisuke Lizawa for Stanford University leads Fogg to compare Facebook to the Japanese social network Mixi, with the conclusion that the two platforms were both specifically designed to encourage the greatest number of users to create profiles, invite friends, react to content creation and return to the site as frequently as possible.


This allows you to apply the theory of persuasion and the Denmark Telegram Number Data behavioral model to Facebook and social media , but not only. Let's see together more specifically what Fogg's persuasion model consists of, and why it is important for digital marketing. Welcome back to our portal! Fogg's model of human behavior Fogg has developed an extremely simple model of human behavior based on three factors: motivation, ability, trigger. The formula of this model is: B=MAT In practice, a situation (i.e. the trigger) triggers the desired behavior if the subject is sufficiently skilled to carry out the requested action (therefore ability) and motivated to do so (motivation).





By varying the intensity of these components , different types of behavior occur and this model, which at first glance is banal, has an essential practical application. To do a difficult task, this must first be made simpler, given that simplifying costs less and is a faster technique than motivating: this is the basis of the success of the many apps that we use every day and which are designed to make life simpler. of those who use them. Digital, according to Fogg's model, creates new social behaviors, providing a way to carry out actions that people already do more easily and quickly. Once an app catches on and is successful, it becomes possible to push users to become more and more involved, increasing the number of triggers for the desired behavior.