In this YouTube video posted in October of 2020, YouTube creator and podcast host, Margot Lee, endorses and sponsors a brand called Casetify. Founded in 2011, Casetify started their company with a single yet simple idea: how to take your Instagram photos and into a custom phone case. Nearly ten years later, Casetify has made its rounds and is now the ultimate customized-case destination. Casetify prides itself on its ability to help its target base and consumers in self-expression. Casetify has a diverse range of phone-type capabilities, case material, colors, designs, and other customization potentials. I am not ashamed to say that, like many others, I, too, have purchased a Casetify case, and it’s safe to say that once you’re hooked to this product, it’s hard to turn back.
In the Science of Persuasion video, we discussed in class, one key shortcut to persuasion is liking. The liking shortcut includes three important factors: people who are similar to us, people who pay us compliments, and people who cooperate with us. Margot Lee is a recent graduate of Syracuse University, making her an interest among the college student demographic. On Margot Lee’s YouTube, she shares her life of working, traveling, and just “vlogging” (or the activity or practice of posting short videos to or maintaining a vlog). I can relate to Margot on that single fact, as she is someone that I look up to and someone that I share common interests with.
On a similar note, in the Science of Persuasion video, another one of the six shortcuts of persuasion is authority. The authority shortcut states that people will follow credible, knowledgeable experts. Now although Margot Lee herself is not a co-founder or works at Casetify by any means, Lee expresses time and time again that she sponsors only the companies and products she truly and genuinely would use herself. This kind of commitment makes it very easy for me, both a viewer and consumer, to trust her judgment and believe in what she is preaching.
In just less than a minute, Margot promotes the product discussing its military-grade protection, including a drop test, shares a glimpse of which phone models are available, and even shares a personal link for a discount code, creating an incentive for the base. This is an attractive advertisement that has grabbed the targeted audience’s attention, and it’s hard to look away.
If this was just your first look at an advertisement from Casetify, I am almost certain that this will not be your last.
Nicolette,
Your post was super well written and relatable! I always end up watching vlog videos in the background when I fold clothes or do laundry so it is several layers of unconscious persuasion. I will admit that my phone case is actually Casetify in part because, when I was researching durable cases, Casetify was one of few brands I had the name recognition of because of how often I had heard it casually. Your analysis of the techniques was spot on as her status as an influencer certainly impacts how credibly we perceive her information. Well done!
This is garbage. Literally said nothing. Also, please check your grammar. PAINFUL TO READ