Monday, July 07, 2014

Operant Conditioning: Why YouTube Beats Facebook in Fan Engagement

Recently I wrote about engagement rates in brand communities on YouTube versus Facebook; the data I gathered suggests that Facebook communities may be larger, but YouTube engagement runs far deeper. The question is why? I think the answer lies in some of the fundamental principles of behavioral psychology. The top performing YouTube creators are masters of building communities—and have spent the last few years building them from the ground up. And whether they’re consciously aware of it or not, the creators with the largest followings leverage one of the fundamental concepts in behavioral psychology: operant conditioning. more

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