The Psychology of Collecting and Canva's Journey to Success

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Sep 11, 2023
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The Psychology of Collecting and Canva's Journey to Success
Introduction:
Collecting is a fascinating human behavior that has various motivations behind it. From seeking comfort to expressing identity, people collect things for a multitude of reasons. In the case of Canva, a design platform that took the world by storm, their journey to success involved clever strategies that tapped into the power of word-of-mouth marketing and the desire for simplicity. This article explores the psychology of collecting and how Canva utilized these principles to launch their platform successfully.
The Power of Exclusivity:
When Canva initially launched, it wasn't available to everyone. Instead, users had to reserve a username and join a waitlist. This exclusivity created a sense of anticipation and intrigue, generating buzz within the design community and adjacent groups needing design help. By reaching out to blogs, podcasts, and conferences to offer early access, Canva leveraged the power of scarcity and built a dedicated user base even before their official public debut.
Simplifying Complexity:
Canva's success can be attributed to its ability to simplify complex design processes. As the co-founder puts it, "The whole point was that we took all these complex things and made them simple...that took a lot longer than a weekend." To boost user confidence, Canva provided a "how-to" guide for new users before entering the product. Additionally, they created starter challenges that helped users get acclimated to the platform by completing simple design tasks. By breaking down barriers and making design accessible, Canva empowered users to create stunning graphics effortlessly.
The Viral Effect:
Canva's success story also involves the power of viral marketing and word-of-mouth referrals. The inclusion of Facebook templates within the platform allowed users to collaborate and share their designs easily. When users posted their slick Canva graphics on Facebook, others would inquire about how they made them. This organic curiosity and desire to create similar stunning visuals fueled the growth of Canva's user base through viral sharing and word-of-mouth recommendations.
The Psychology of Collecting:
Why do people collect things? One explanation lies in the endowment effect, which suggests that we tend to value things more once we own them. This psychological bias plays a significant role in motivating individuals to collect and accumulate belongings. Another psychoanalytical explanation for collecting is that it provides comfort and acts as an extension of one's identity. Collecting allows individuals to create a sense of permanence and continuity, even when they themselves may not be present.
Actionable Advice:
- 1. Embrace the Power of Exclusivity: Consider creating a waitlist or limited access to your product or service to generate buzz and anticipation among your target audience. This can help build a dedicated user base even before your official launch.
- 2. Simplify Complexity: Identify areas of your product or service that can be simplified to make it more accessible and user-friendly. By breaking down barriers, you can empower users and increase their confidence in utilizing your offerings.
- 3. Leverage Viral Marketing: Create opportunities for users to share their positive experiences with your product or service. Encourage social sharing and make it easy for users to spread the word. This can lead to organic growth and increase brand awareness.
Conclusion:
Understanding the psychology behind collecting and harnessing the power of word-of-mouth marketing were crucial elements in Canva's journey to success. By tapping into the desire for exclusivity, simplifying complexity, and creating opportunities for viral sharing, Canva was able to build a dedicated user base and establish itself as a leading design platform. As you embark on your own business endeavors, consider incorporating these strategies to drive growth and achieve success.
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