Neuromarketing 101: How Neuroscience Can Make Your Content More Impactful?

In 2022, Netflix wasn’t just playing the streaming game; they were rewriting the playbook. 

With a strong group of competitors closely following their lead, they turned to neuromarketing to keep audiences glued to the screen. By using techniques like eye tracking and analyzing emotional responses^[i], Netflix pinpointed the scenes and visuals that truly struck a chord. 

Armed with this insight, they didn’t just refine trailers or tweak cover art—they crafted content that spoke to the heart, pulling viewers in deeper with every click.

This wasn’t just smart marketing; it was a masterclass in reading minds (well, almost). 

Netflix’s strategy hit home, proving that content built on science isn’t just seen—it’s felt. 

The results speak for themselves –  By 2024, Netflix’s emotional engagement scores rose by 15%^[ii], boosting retention and creating content that felt nearly irresistible.

Imagine wielding that power in your content: garnering not just eyeballs but sparking emotions that move people. 

Here’s how you can also make your content unforgettable.

What is Neuromarketing?

Neuromarketing studies how the brain responds to marketing stimuli by measuring neural and physiological responses. By understanding which types of content elicit the strongest emotional and cognitive reactions, marketers can design material that captures attention and drives action.

For instance, Hyundai once used EEGs^[iii] to measure viewers’ brainwaves while watching car commercials. By analyzing which scenes triggered positive responses, they optimized the ad to include those scenes that sparked joy, leading to higher engagement.

Why Does Neuromarketing Matter in Content Marketing? 

Imagine scrolling through a site, and your attention zeroes in on a headline. The words make you feel something—a spark of curiosity or a jolt of excitement. Maybe a color catches your eye, or a phrase makes your pulse quicken. That’s the power of neuromarketing at work.

Neuromarketing matters because it taps directly into our cognitive biases and emotional triggers. Studies have shown that emotionally resonant ads are twice^[iv] as effective as purely informational ones. And with the internet becoming increasingly competitive, content that sparks genuine emotion gives brands an undeniable edge.

Key Neuromarketing Techniques and How They Can Enhance Content

To craft content that leaves a lasting impact, consider these neuromarketing techniques.

Eye-Tracking: Directing the Viewers’ Gaze

Eye-tracking studies reveal exactly where viewers’ gaze lands and lingers. In one study, researchers found that placing a face looking directly at a product in an ad increased focus on the product itself^[v]. 

This is why, for example, skincare ads often show models glancing at the featured product, subtly guiding viewers’ eyes to do the same.

Tip: Place key elements—like your CTA—where the eye naturally moves. In a blog post, this might mean positioning your CTA right after a high-engagement section or in a spot that visually stands out.

Emotional Response Analysis: Creating Connections

Emotions are powerful. They drive our decisions and influence our memories. Using emotional response analysis, brands can gauge how certain images, words, or music make people feel. 

For example, Coca-Cola’s “Share a Coke” campaign leveraged personalized labels to evoke positive feelings of connection and joy. Consumers felt seen, not just sold to.

Tip: Use emotionally charged words or phrases that align with your brand’s personality. For a tech product, phrases like “seamless,” “connected,” or “effortless” evoke a positive response tied to ease and efficiency.

Color Psychology: Influencing Feelings

Colors aren’t just decorative; they’re emotionally charged signals that affect perception. Think of Facebook’s blue—it’s calming and instills trust. This wasn’t a random choice but a calculated decision rooted in color psychology.

Tip: Align your content’s color scheme with your brand’s emotional goals. For instance, if you’re launching an eco-friendly product, greens and earthy tones can underscore sustainability, making the message more convincing.

Language and Tone Analysis: Words That Stick

Language shapes perception. In neuromarketing, the words you choose aren’t just words; they’re communication tools that impact your audience’s psychology. 

For example, instead of saying “Save 20%,” brands often say “Get 20% off” to frame the deal as a gain, which is more appealing due to a concept known as “gain framing.”

Tip: Consider using powerful words that match the emotional tone you want to convey, such as “transform,” “revolutionary,” or “limited”—words that create a sense of urgency and excitement.

Practical Applications of Neuromarketing in Content Creation

Let’s talk about how you can apply these techniques to your content.

Crafting Irresistible Headlines

The first few words are everything. Buzzfeed, for instance, relies heavily on curiosity-driven headlines like “People Are Sharing Their Worst First Date Stories, And They’re So Awkward You’ll Cringe” to tap into our inherent curiosity and drive clicks. Incorporate power words or questions to draw readers in.

Visual Storytelling That Resonates

Humans are visual creatures, with studies indicating that visual information is processed 60,000 times faster than text^[vi]. Airbnb’s Instagram, for example, doesn’t just show rooms—it tells a story of adventure, relaxation, and culture. By focusing on images that evoke emotions like wanderlust, they connect with viewers instantly.

Designing Content Layouts that Capture Attention

Whitespace, font size, and image placement can guide the viewer’s eye and improve readability. Apple, known for its clean designs, uses plenty of whitespace to keep the focus on its products and create a sense of luxury.

CTA Optimization

When it comes to CTAs, positioning and wording are crucial. A study by ConversionXL found that changing a CTA from “Order Information” to “Get Information” increased conversions by 24%^[vii], showing how a subtle language shift impacts response.

Case Studies and Examples of Neuromarketing in Action

Neuromarketing isn’t theoretical—it’s used by some of the world’s biggest brands to boost results.

• Hyundai used EEG to determine the most engaging scenes in their car ads, increasing viewer enjoyment and engagement.
• The “Share a Coke” Campaign utilized personalized labels to boost emotional connection, making the brand feel more personal and approachable.
• PepsiCo used facial coding to test emotional responses to its Super Bowl commercials, refining ad content based on real-time reactions.

Each of these examples shows that when brands understand the science behind emotional and cognitive engagement, their content performs better.

Neuromarketing Ethics: Balancing Science With Trust

Neuromarketing can be powerful, but it’s essential to use it ethically. Manipulative tactics, like intentionally evoking negative emotions without a resolution, can damage brand trust. Instead, aim to foster genuine connections by respecting the autonomy and awareness of your audience.

For example, always disclose if the content is sponsored, and avoid overusing emotional triggers in ways that feel inauthentic or exploitative. Neuromarketing is about enhancing connections, not deceiving your audience.

Conclusion 

By understanding how our brains respond to stimuli, you can create content that not only stands out but resonates deeply. Use eye-tracking to position important elements, craft emotionally charged messages, and choose colors that align with your brand’s message.

The brands that truly understand and connect with their audiences are the ones that thrive, and neuromarketing is your key to that deep connection. 

Ready to Tap into the Science of Engagement? Let’s Talk! 

Statistics References:

^[i] jackpwilloughby

^[ii] emarketer

^[iii] Prezi

^[iv] noble studios

^[v] Frontiers

^[vi] MedTech Intelligence

^[vii] mo.agency