May 14, 2019

The Phenomenon Of Visibility

Brands need to focus on creating a visible offering for their consumers - CLICKON Social Labs investigates people's connection to 'the visible'. 

  • In our CLICKON Social Labs poll that investigated ‘Why Would You Choose To Eat Healthier’, only 2% of participants said they do so to ‘Think Better’.
  • The highest ranking motivator, at 28% is to ‘Look Better’, which outlines the key argument of these findings - consumers are more motivated and focused on visible results.

“In 2016, the global wellness industry was worth $3 trillion, three times bigger than the worldwide pharmaceutical industry. In 2017, it reached $4.2 trillion.” Global Wellness Institute, 2018.

Visible vs. Invisible

Plenty of research has been conducted regarding the benefits of healthy eating - from Omega-3 promoting brain health in children to calcium, vital for bone health, both of which have long-term health benefits. However, in a poll conducted by CLICKON Social Labs, 28% of participants stated that their main motivation for healthy eating is to improve their physical appearance.

When the topic of healthy eating and exercising is discussed, the main response and motivator is helping people to lose weight. Ads seen on Instagram, Facebook and TV, whether promoting weight loss supplements or fitness regimes, focus on losing weight. A shockingly small proportion of participants (2%) stated that they eat healthily in order to think better.

This focus on visible, short term goals is something brands would do well to consider, as the world we live in is becoming a far more appearance-oriented society - whether this is a physical appearance or the appearance of a product or service, consumers want it clear and obvious.

In a survey conducted by the Mental Health Foundation of 4,505 UK adults (18+) and 1,118 UK teenagers (13-19 years old), more than 22% of adults and 40% of teenagers said that photos on social media caused them to worry about their body image.

For example, on Instagram, the majority of influencers will have a certain body image, presenting a goal that followers will try to attain, which has implications for the products they endorse and promote. These influencers are not discussing what foods will promote brain activity.

More positively, whether the motivator is health, self-improvement or appearance, the discussion surrounding health and general wellbeing is always changing and growing and the focus is moving away from fad diets to fitness regimes and from junk food to nutritious, balanced diets. CLICKON Social Labs found that 23% of participants ate healthily in order to improve their general health and to feel better in themselves. Despite not being an immediately visible result, this reason for healthy eating does provide a tangible goal, which people will notice and feel the impact of, unlike ‘eating right to think better’.

Healthy eating

Through the research conducted by CLICKON Social Labs, it is evident that people connect strongly to visible results, regardless of how much they know about a product or service. Unless a product or brand remains in plain sight, they will not care about it and it will be quickly forgotten. Brands need to consider this, not only by making themselves more visible, but also by providing a visible offering, because as our poll made clear, visibility is a key motivator.

If you would like access to our report, please contact us via the details below as we have more data available.

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