17 sep 2025
tags: ![{text=Paid Advertising, link={url={href=http://endeavour-8736211.hs-sites.com/onze-specialisten?selected_tag=paid advertising, type=EXTERNAL}}}, {text=Strategie, link={url={href=http://endeavour-8736211.hs-sites.com/onze-specialisten?selected_tag=strategie, type=EXTERNAL}}}, {text=17 sep 2025}, {text=Anthony Braakman, link={url={href=/specialist/anthony, type=EXTERNAL}}}]!
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Inhoudsopgave

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In deze blog leer je hoe habituatie werkt, waarom je er rekening mee moet houden en wat je kunt doen om het effect ervan op jouw posts zoveel mogelijk te minimaliseren:

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1. Habituatie, wat is dat?
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2. Waarom habituatie een onzichtbaar gevaar is
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3. Relevantie garandeert geen engagement meer
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4. Wat kun je doen om gewenning te doorbreken?
\n

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Habituatie, wat is dat?

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Stel je verhuist naar een drukke stad en ligt ‘s nachts wakker van het verkeer, na enkele weken zal je merken dat je door het geluid heen slaapt. Als je telkens dezelfde prikkels ontvangt gaat jouw brein die langzaam op de achtergrond zetten, je raakt eraan gewend. Met ads gebeurt hetzelfde. Ook als die voor jouw doelgroep relevant horen te zijn, hartstikke jammer natuurlijk!

\n

Waarom habituatie een onzichtbaar gevaar is

\n

Stel je hebt een campagne lopen die perfect is afgesteld op jouw doelgroep, uren werk door experts in data-analyse, op het platform dat jouw doelgroep het meeste gebruikt. Vervolgens blijkt de initiële engagement een enorme tegenvaller en valt het na enkele weken helemaal van een klif af.

\n

Zelfs relevante content moet vechten om mensen hun aandacht te trekken met alle ads waar we dagelijks langs scrollen. Bij engagement die tegenvalt is er misschien niks mis met je doelgroepselectie of marketingbudget, maar loop je tegen de limieten van het menselijk brein aan. Oei, hoe voorkom je zoiets?

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Relevantie garandeert geen engagement meer

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De juiste doelgroep bereiken en jouw content op hen afstemmen is en blijft de gouden standaard. Alleen ben je dan nog maar halverwege als jouw content —hoe relevant het ook mag zijn— mensen vervolgens niet aanspreekt. We hebben eenmaal een gelimiteerd ‘aandachtsbudget’. Je zult dus verder moeten denken dan wie jouw content voorgeschoteld krijgt en wat je ze voorschotelt. Vraag eens vaker hoe mensen met jouw content omgaan. Want wat moet je doen om die hardnekkige habituatie tegen te gaan?

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Wat kun je doen om gewenning te doorbreken?

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Het antwoord op die vraag klinkt misschien simpel, maar de uitwerking is zelden even makkelijk: blijf uniek, authentiek en eigenwijs. Habituatie verbreek je alleen door een unieke prikkel te zijn. En nee, jouw videoreclames luider maken dan de rest is niet genoeg (en mensen hebben toch vaak hun device op stil plus wil je niet dat ze jouw brand associëren met irritatie). Blijf ten eerste altijd bewust van de huidige en toekomstige marketingtrends. Volg deze link naar ons overzicht van de contenttrends van 2025. Zo leg je alvast de basis om op te bouwen. 

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Laat de AI eens links liggen en denk na over oprechte storytelling, mijn collega schreef er eerder een blog over. Vraag klanten of gebruikers eens direct waarom zij zich aangesproken voelden tot jouw product of dienst, grote kans dat je nieuwe dingen leert! Neem de uitstraling van jouw brand eens onder de loep: wat voor gevoel geeft het jouw klanten? Wat voor gevoel zou je willen dat het jouw klanten geeft? Heeft jouw brand een duidelijke boodschap of ben je maar één van duizenden?

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Nieuwe inzichten verkregen? Top! Weef ze samen met je bestaande strategieën en wees een merk dat zelfverzekerd kan zijn dat ze alles doen om de juiste mensen te bereiken met de juiste boodschap. Zònder prooi te vallen aan lastig te voorspellen menselijk gedrag.

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Veel concurrentie en een gelimiteerd aandachtsbudget per potentiële klant, dat is de realiteit waarin het marketingvak moet opereren. Gelukkig verklein je nu met de juiste insteek de impact van habituatie op de performance van jouw ads en zet je tegelijkertijd jouw merk sterker neer.

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Bij Endeavour valt het woord authenticiteit vaak wanneer wij praten over het digitale landschap van nu en van morgen. Niet reactief maar proactief het juiste vaarwater vinden.

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