sns-column

Date: August 11, 2025
Category: Instagram

Table of Contents

• Understanding “Consumer Behavior Models” to Sell
• From AIDMA to AISAS: The Shift to Active Search
• AISAS: The Age of Search and Share (mid-2000s)
• AISCEAS: Careful Comparison and Consideration (2010s–)
• A Dramatic Shift: The Era of “No Search”
• A New Behavior Model for Gen Z
• Key Changes & SNS Strategies that Resonate
• Why Vertical Short-Form Video is the Perfect Medium Now
• (1) Optimized for Smartphones
• (2) Powered by Algorithms to Reach Non-Followers
• (3) Emotional Storytelling in Seconds
• Conclusion: Communicating in Sync with Behavior Models
• The First Step is Simply to Create and Post

1. Understanding “Consumer Behavior Models” to Sell

In marketing, a consumer behavior model illustrates the psychological and behavioral flow people take from discovering a product to making a purchase. Think of it as a map for strategy design: ads, promotions, and SNS activities all become more effective when guided by the right model. Without this framework, even the most appealing product risks missing its target audience because the message is delivered in the wrong order or via the wrong channel. By contrast, understanding the right model clarifies what information to deliver, when, and how—raising the precision of communication exponentially.

2. From AIDMA to AISAS: The Shift to Active Search

AIDMA: An Era of Memory-Based Purchases (1950s–early 2000s)

For decades, marketers used the AIDMA model:

• Attention → Notice a product through ads
• Interest → Become interested
• Desire → Feel the urge to own it
• Memory → Remember the product
• Action → Purchase later

Here, TV commercials, magazine ads, and in-store promotions dominated. Memory played the central role: consumers remembered what they saw and acted at the store later.

AISAS: Search and Share Culture (mid-2000s–)

With the rise of the internet, search engines, and SNS, AISAS emerged:

• Attention
• Interest
• Search
• Action
• Share

Consumers began actively searching for products online, and after purchasing, sharing experiences through blogs, reviews, or SNS. Marketers responded with SEO, keyword ads, and hashtag campaigns on Instagram to drive both search visibility and shareability.

AISCEAS: Careful Comparison & Consideration (2010s–)

Smartphones and review culture added further layers:

• Comparison → Benchmark against alternatives
• Examination → Evaluate if the product is right for them

For example: discovering a new cosmetic → comparing on review sites → watching YouTube reviews → examining fit before purchase. Marketers had to provide review videos, tutorials, and user-generated visuals as decision-making support.

3. A Dramatic Shift: The Era of “No Search”

By the 2020s, TikTok, YouTube Shorts, and Instagram Reels made vertical short video the mainstream. As a result, users no longer rely on search. Instead, algorithms deliver content proactively. Gen Z and Millennials, in particular, discover products not by looking them up but by being recommended content that resonates.

A New Behavior Model for Gen Z

• Serendipitous discovery → Timelines and feeds surface unexpected products
• Highly precise recommendations → Tailored by behavior history and interests
• Instant conversion → Users often purchase within minutes of watching

SNS Strategies that Resonate

• Design content that triggers Saves and Shares
• Focus on authentic storytelling that users want to pass on
• Optimize for immediate emotional resonance

4. Why Vertical Short-Form Video is the Perfect Medium Now

• (1) Optimized for Smartphones — Vertical video fills the entire screen, delivering high visual impact and immersion.
• (2) Powered by Algorithms to Reach Non-Followers — TikTok, Reels, and Shorts recommend content beyond follower bases, expanding reach dramatically.
• (3) Emotional Storytelling in Seconds — Well-structured 15–30 second videos can guide audiences through Attention → Interest → Empathy → Action—something static posts struggle to achieve.

5. Conclusion: Communicating in Sync with Behavior Models

From AIDMA’s “memory”, to AISAS’s “search”, to AISCEAS’s “comparison & examination”, we now live in an age of algorithm-driven discovery. Companies must shift from waiting to be searched, to ensuring they can be discovered. The most effective solution is vertical short-form video—the new battleground for brand marketing.

The First Step: Just Create and Post

The barrier may feel high, but today even a smartphone can produce high-quality short videos. At Orinas, we provide end-to-end support—planning, production, and operations. Start by publishing just one video. That first post can be the beginning of a strategy aligned with Gen Z’s behavior model.