Harnessing the Awe Factor in Marketplaces

Introduction: Why Awe Matters in Marketplaces

Why do some experiences leave us speechless while others fade into the background? The power of awe is deeply rooted in human psychology. It triggers strong emotional responses, encourages sharing, and fosters loyalty. According to Jonah Berger, author of Contagious: Why Things Catch On, content that evokes awe is more likely to be shared and remembered.

For online marketplaces, awe is the key to creating lasting customer engagement. The goal is not just to sell products or services but to craft experiences that make people say, Wow, I need to tell someone about this!

Real-Life Example of the Awe Factor: Google's "Parisian Love"

One of the most iconic and emotionally resonant ads created by Google is the "Parisian Love" campaign. This ad wasn’t just successful—it became a case study featured prominently in Jonah Berger's influential book, Contagious: Why Things Catch On. A young student in Paris searches for cafés, how to impress a French woman, and eventually, how to assemble a baby crib. Each query builds anticipation, curiosity, and nostalgia, drawing the viewer into an emotionally immersive journey.

This brilliant storytelling transformed Google's search engine from a practical tool into a deeply personal narrative. Google's ability to encapsulate life's most meaningful moments and evoke genuine emotions inspired viewers to share and discuss the ad widely, driving its virality.

Analysis: Why Google's "Parisian Love" Went Viral

Google's campaign achieved viral success by touching universal emotional milestones—love, relationships, and life transitions—creating an experience that resonated deeply and encouraged widespread sharing. The ad demonstrated the power of emotional storytelling, turning everyday search queries into moments of human connection.

Marketplaces That Master the Awe Factor

1. Whatnot – The Thrill of Live Auctions & Collectibles

Whatnot has redefined shopping through live, interactive auctions. Users actively participate in real-time bidding wars for rare collectibles. Imagine discovering and competing for a coveted vintage item that evokes nostalgia and excitement simultaneously. This live, interactive environment creates excitement, making every auction a memorable event.

• Target Persona: Collectors, Millennials, Gen Z enthusiasts

• Emotional Impact: Thrill, anticipation, joy

• Implementation Tip: Incorporate live-streaming tools, interactive chat features, and visually compelling presentations to enhance real-time engagement and excitement.

2. Viavii – Cultural Awe Through Authentic Experiences

Viavii connects travelers with local hosts, offering authentic cultural experiences that are deeply immersive. Whether it's cooking classes in Marrakech or art workshops in Kyoto, users experience powerful emotional connections through genuine cultural exchanges.

• Target Personas: Adventure seekers, culturally curious travelers

• Emotional Draw: Curiosity, awe, connectedness

• Implementation Tip: Showcase rich multimedia storytelling and testimonials from previous travelers, offer virtual previews of experiences, and highlight culturally immersive activities to foster anticipation and awe.

3. Airbnb – Living Like a Local

Airbnb has masterfully embedded awe through its promise of authentic travel experiences, allowing guests to live like locals rather than tourists. From charming Parisian lofts to breathtaking beachfront villas, Airbnb connects travelers to unique homes that enhance their travel experiences and generate deep emotional connections.

Awe-Inspiring Experiences on Airbnb

• Living in a Treehouse in Bali: Imagine waking up to the sound of nature, surrounded by lush greenery, with an open-air bedroom floating among the treetops. This type of listing sparks wonder and immersion into a dream-like stay.

• Staying in a Historic Castle in Scotland: Airbnb provides access to stunning historical properties, allowing guests to transport themselves to another era and live like royalty.

• Personalized Host Interactions: Many guests share stories of how their Airbnb hosts became lifelong friends, offering insider tips, homemade meals, and cultural insights that no hotel concierge could match.

How Airbnb Uses Design to Create Awe and Trust

• Immersive Photography & Storytelling: High-quality, wide-angle photos and immersive descriptions allow guests to emotionally connect with a place before they even book.

• Verified Profiles & Reviews: Creating a sense of security and trust, enabling travelers to feel confident in their experiences.

• Curated Experiences & Recommendations: Airbnb Experiences further deepen awe by offering expert-led adventures that go beyond typical tourist traps.

Future Trends: What’s Next for Awe in Marketplaces

As marketplaces evolve, new technologies and behavioral trends are shaping how awe can be amplified. Emerging advancements include:

• Augmented Reality (AR) & Virtual Reality (VR): Marketplaces are integrating immersive previews—imagine test-driving a luxury car virtually before renting it or walking through a vacation home before booking.

• Artificial Intelligence (AI) Personalization: AI-driven recommendations tailored to emotional triggers will help craft personalized, awe-inspiring experiences for users.

• Interactive, Social-Driven Marketplaces: Platforms will continue shifting towards real-time engagement (live-streamed shopping, interactive travel experiences, and community-driven product launches).

Practical Toolkit for Readers: Implementing the Awe Factor

How to Audit Your Marketplace for Awe Factor

1. Storytelling Review: Does your marketplace tell a compelling story about its products, services, or community?

2. Emotional Design: Are there elements (visuals, videos, or narratives) that spark emotions like excitement, nostalgia, or curiosity?

3. User Experience: Is your platform designed to surprise and delight users at key moments (checkout, onboarding, discovery)?

4. Community Engagement: Are there shareable experiences that users naturally want to post about on social media?

5. Personalization & Trust Signals: Does your marketplace provide tailored recommendations and verified reviews to build confidence and connection?

Recommended Tools & Technologies for Implementing Awe

• Virtual Tours & 360° Imaging: Matterport, Kuula (for immersive real estate and travel listings)

• Live Shopping & Interactive Commerce: Whatnot, Popshop Live (for real-time engagement with shoppers)

• AI-Driven Personalization: Dynamic Yield, Nosto (for creating hyper-personalized marketplace experiences)

• Storytelling & Community Tools: StoryStream, Taggbox (to integrate user-generated content and emotional storytelling into your platform)

Conclusion: How Awe Drives Marketplace Growth

The Awe Factor isn’t just a marketing strategy—it’s the emotional engine that powers engagement, virality, and retention. Google’s "Parisian Love" ad, Airbnb’s host-driven experiences, and Whatnot’s live auctions all demonstrate how awe transforms ordinary transactions into unforgettable moments.

For founders and marketplace operators, the challenge isn’t just to build a platform but to create experiences that people want to talk about. By incorporating storytelling, immersive design, and emotional triggers, any marketplace can become more than a service—it can become a movement.

Ask yourself: Does your marketplace make people say, "Wow, I have to share this!" If not, it’s time to build in the Awe Factor.