In today's Chinese social landscape, one of the most popular ways to start a conversation is by asking, "What's your MBTI?" Short for Myers-Briggs Type Indicator, MBTI is a personality test to unveil an individual's personality type, strengths, and preferences across four dimensions: extraversion (E) and introversion (I), sensing (S) and intuition (N), thinking (T) and feeling (F), and judging (J) and perception (P). These dimensions create 16 distinct personality types, like "ESTJ" or "INFP." The growing popularity of MBTI on social networks has transformed it into a new way for young people to express themselves and connect with others. Data shows that in the second quarter of 2023, MBTI-related posts witnessed a spike on Xiaohongshu, with a staggering 4239.67% increase in views. Similarly, discussions on Douyin garnered over 3.2 billion views, showcasing the widespread engagement with MBTI in social discourse.
The MBTI trend on social media has not only captured the interest of individuals but has also become a focal point for brands. Many brands are proactively seeking ways to harness this trend for more effective engagement with their target consumers. For instance, Starbucks collaborated with the official MBTI organization to introduce an interactive H5 "Social Personality Test," featuring ten new questions to assess consumers’ personalities and subsequently recommending corresponding new coffee products. Similarly, Luckin Coffee adeptly addressed the nuanced preferences of diverse personality types, tailoring their recommendations accordingly. Interestingly, even instant noodles have embraced the MBTI trend. Baixiang Food engages its audience by attributing MBTI personalities to its instant noodles. For instance, characterizing a pork bone soup noodle as "ENFJ" highlights its seemingly unassuming appearance with a robust and reliable flavor. This creative approach adds a distinctive touch to the product's identity and resonates with consumers who enjoy exploring unique and personalized experiences.
Notably, among all MBTI topics, discussions around the contrast between Introverts (I) and Extraverts (E) have attracted the most attention. Consequently, a new trend in MBTI marketing has emerged, focusing on these two major categories. Given the inherent differences—Introverts being more reserved and inward, while Extraverts are outgoing and sociable—marketing strategies have become more targeted. Typically, brands amplify the characteristics of both I and E individuals and introduce products and services aligned with their respective personalities to capture attention and engagement.
For instance, in October, Haidilao, a popular hotpot chain, launched a theme of "I / E Zone Service" in some of its stores. The waiting areas were divided into "E-person" and "I-person" zones, and customers were assigned badges of "I am an I-person" or "I am an E-person" based on their seating are. When leaving the stores, customers could choose blue bags labeled "Very I, but will become E for idols at concerts" or pink bags stating "E-person, shouting loudly at the concert." Haidilao's I / E service concept sparked substantial discussions on social media platforms.
Indeed, MBTI is no longer just a simple test tool but a crucial tool for brands to identify and engage their audience effectively. In an era where user-centricity is paramount, how can brands harness the power of the MBTI trend in their marketing efforts?
Customize Content for Social Engagement
To truly stand out, brands should seamlessly weave trending topics into their distinct brand identity, curating content that is both compelling and personalized. Strategically placing this content across appropriate media channels maximizes its impact. Consider the collaboration between Eleme, a renowned food delivery service platform, and Lelecha, a popular freshly made milk tea brand, in August of this year. They introduced a captivating slogan: "为i做e, 这杯我请" ( meaning introverts try to become extroverted and treat others to milk tea). This slogan cleverly tapped into the popular MBTI topic, encouraging individuals to bridge gaps and ease awkwardness in their daily social interactions. The advertising campaign garnered significant attention on social platforms.
Segment Product Themes for Enhanced Consumer Recognition
When entering the market, brands attach great importance to establishing user profiles. Utilizing the four dimensions of MBTI, consumers can be segmented into 16 sub-markets, each characterized by unique personality traits and consumption preferences. In these context, brands seamlessly align their products with consumers' personalities and preferences to enhance consumer recognition. Take Perfect Diary, for example, which tailors its lipstick color recommendations based on the 16 personality traits of MBTI. For individuals with a logical and realistic personality (ISTJ), known for their steady and gentle nature, colors like red bean and cinnamon are suggested. For accomplished managers (ESTJ) exhibiting a calm and dignified demeanor, deep red and rust red are the recommended hues.
Create Consumption Scenes for Immersive Product Experiences
The creation of consumption scenes is a strategic endeavor to enhance the appeal of a brand's products and services. It's crucial to recognize that a brand or product can offer diverse values in diversified scenarios, catering to individuals with different personalities. A notable instance is the Huawei FreeBuds Pro 3 earphones, where the brand has ingeniously tailored distinct usage scenarios based on personality traits like I (Introversion), E (Extraversion), J (Judging), and P (Perceiving). This approach ensures that audiences with varied interests and personalities can partake in an immersive product experience uniquely suited to their preferences.
In today's swiftly evolving landscape, a brand's success hinges on its acumen in interpreting consumer insights and its agility in adapting to change. MBTI offers brands a fresh perspective, enabling them to engage with consumers in a nuanced and humanized manner. Through a profound understanding of consumers across diverse personality types, brands can tailor products and services to better align with their preferences and needs. Furthermore, crafting a brand image that resonates with consumer personalities allows brands to forge a more intimate and enduring connection. However, it is imperative for brands to remain discerning and avoid blindly embracing trends. True breakthroughs in MBTI marketing occur when brands genuinely comprehend the inner aspirations of young consumers which enables them to deliver valuable and profound services and experiences.
Disclaimer: All images used in the article are from the Internet.
