When you think of a performer like Jim Carrey, you probably picture the ultimate extrovert. He is a human whirlwind of energy who can command a room of thousands with a single facial expression.
But then the cameras turn off. Carrey retreats to his art studio, spends weeks in silence painting, and speaks deeply about the “performance” of being Jim Carrey. This isn’t just a celebrity being moody or shy. It is the perfect illustration of a brand-new personality genre that has officially been identified: The Otrovert.
Recently, ABC News Australia highlighted this third pillar of personality as identified by psychologists. It sits right alongside Introverts and Extroverts. If you’re working in marketing, this is a “stop what you’re doing” moment.
Why is recognising Otroverts important to your marketing strategy? At Ignite Search, we create high-performing, targeted campaigns that turn your company vision into results, and we know every audience persona matters.
So what do you need to know about marketing to Otroverts?
What exactly is an Otrovert?
The term “otrovert” comes from the Spanish word “otro”, meaning “other”. It describes a person who is socially capable and often highly empathetic. They can “perform” extroversion with incredible skill, but they never quite feel like they belong to the group.
Unlike an Ambivert, who is a 50/50 mix of both worlds, an Otrovert feels like an outsider looking in. They have “The Mask”. They can lead the meeting, host the party, or crush the presentation, but they view that social energy as a tool or a craft rather than a way to recharge. Once the show is over, they don’t just go home. They disconnect entirely to regain their sense of self.
Why Jim Carrey is the face of the movement
Jim Carrey’s journey from the hyper-energetic star of The Mask to the philosophical, secluded artist he is today has made him the unofficial poster child for Otroverts. He once famously said that he used to be a guy experiencing the world, but now he feels like the universe experiencing a guy named Jim Carrey.
This is the core of the Otrovert. They see the social world as a stage. They aren’t faking it; they are simply highly adaptable. If your marketing only targets the performer you see on the surface, you are failing to connect with the person behind the curtain.
Re-Mapping your marketing strategy
To win in a modern market, your demographics need a third dimension. Here is how you reach each group.
1. Marketing to the Introvert: The Depth Seekers
Imagine a customer who walks into a bookstore, heads straight for the back corner, and reads twenty pages of a book before even looking at the price. That is your introvert. They aren’t antisocial. They are pro-substance.
- The Vibe: Low-pressure and high-information.
- The Strategy: Use long-form blogs, detailed case studies, and transparent pricing. They hate “limited time offer” pop-ups that interrupt their flow. They love a brand that respects their space and provides value through education.
2. Marketing to the Extrovert: The Connection Seekers
Now imagine a customer who walks into a bookstore and buys a particular book because they saw five people on their feed with it this morning. They want to be where the action is.
- The Vibe: High-energy and community-focused.
- The Strategy: Use social proof, influencer collaborations, and “Join the Movement” messaging. Extroverts want to know how your product will enhance their social standing or facilitate their next group experience.
3. Marketing to the Otrovert: The Authenticity Seekers
The Otrovert is your toughest and most rewarding target. Because they are performers themselves, they have a built-in radar for corporate nonsense. They can smell an inauthentic ad (or book; let’s stick with the metaphor) a mile away.
- The Vibe: Raw, “behind-the-scenes”, and individualistic.
- The Strategy: Don’t market to their social mask. Market to their private passions. Use self-aware content. They appreciate brands that acknowledge the complexity of life. They don’t want to belong to a huge club. They want a tool that helps them maintain their independence.
How should your marketing change?
If your target audience personas include creators, professionals, or entrepreneurs, you are almost certainly talking to a high percentage of Otroverts.
Traditional marketing tells us to use loud colours for extroverts and soft tones for introverts. The Otrovert wants both. They want a product that is office-ready for the performance but feels soul-deep for the truth.
To include them, your brand needs to stop being a one-dimensional character. Show the duality of your service. At Ignite Search, we have seen that the most successful digital strategies aren’t just about hitting high-volume keywords. They are about understanding the intent behind the search. Are they searching because they want to show off to a crowd, or because they are solving a deep, personal problem?
The next step for your brand
The discovery of the Otrovert personality proves that people are becoming more aware of their own psychological nuances. If your marketing remains stuck in the old binary, you are going to feel increasingly out of touch, and your ROI will take a hit.
It’s time to peel back the layers of your consumer data and see who is actually clicking. Contact Ignite Search to re-evaluate your marketing strategy today!
