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Elevate Magazine
March 11, 2024

Mastering the Marketing Rule of 7 in the Age of Social Media

mastering marketing

Effective marketing in today’s digital age requires the adoption of digital tools and the latest platforms. However, certain rules and principles developed decades ago remain relevant and applicable, and leveraging them in your current marketing strategy can be a great way to improve your results.

One specific rule is the marketing rule of 7. 

But what is the marketing rule of 7, and can you use digital platforms, particularly social media, to adhere to the rule?

What is the Marketing Rule of 7? 

The marketing rule of 7 is based on the long-held principle that a potential customer needs to see and hear about a brand at least seven (7) times before being provoked to make a purchase decision. This principle has been around since the 1930s when movie studios discovered the need to expose their audiences to advertising materials at least seven times before these audiences finally decide to see a movie. 

The marketing rule of 7 is not a precise science, and you don’t have to expose your brand to consumers exactly 7 times to generate sales. It’s more about making your brand even more visible to your audiences. The more a consumer engages with your brand, the more memorable it becomes, resulting in an increase in brand awareness and credibility. 

Miller’s Law and the Rule of 7

In 1956, cognitive psychologist George Miller published a research paper entitled “The Magical Number Seven, Plus or Minus Two: Some Limits on Our Capacity for Processing Information.” The paper asserted that “humans can effectively process no more than seven units, or chunks, of information, plus or minus two pieces of information, at any given time.” 

He also emphasised that people are more likely to remember something if they encounter it in small, frequent doses rather than being bombarded with big chunks of information all at once. 

In terms of marketing, Miller’s Law aligns with the rule of 7. Marketers need to ensure that their message is concise, memorable and repeated enough times to make an impact on the consumer. By adhering to Miller’s Law and focusing on delivering key messages in a frequent manner, marketers can increase the likelihood that their target audience will remember and engage with their brand.

The Rule of 7 in the Age of Social Media

To ensure that the brand’s message is consistently heard by its audience, marketers must consider all potential avenues for marketing. Besides printed materials, email marketing, and pay-per-click advertising, we have, of course, social media. 

Social media platforms like Facebook, Instagram, X (formerly Twitter), and LinkedIn provide brands with numerous touchpoints for interacting with their audience. These can include posts, stories, ads, comments, and messages. Each of these touchpoints offers an opportunity to increase the brand’s exposure.

Social media platforms also support various content formats, including texts, videos, static images, and live streams. Diversifying content and maximising different formats allows a brand to connect with audiences with different preferences. 

Social media platforms empower brands to regularly post and interact with followers (for free). This consistent presence ensures that the brand remains top-of-mind for consumers. Furthermore, the free to minimal cost of social media features makes them accessible to businesses of all sizes, allowing them to maintain a constant and impactful online presence without breaking the bank.

Some Types of Social Media Content That You Can Share

Short videos

Short-form videos typically range between 15 and 60 seconds. Creating videos like these, since they are shorter and have information broken down into small pieces, is likely to leave a lasting impression on the viewer, capture their attention, and create better engagement. 

Static Images

Images are easier to remember than texts, and if you want your audiences to retain your message, you need to tap into their long-term memory. The simplest way to instill your message into your audiences’ minds is by integrating images into your content. In choosing the right images, select those that represent your brand, your products, and your target market. 

Memes

Memes are widely shared on social media platforms and have the potential to go viral, increasing brand visibility and reach. Additionally, memes allow brands to showcase their personalities and sense of humour, making them more relatable to their target audience. 

Infographics

Unlike text-heavy content, infographics combine images, icons, and minimal text to present data concisely and engagingly. This makes it easier for viewers to digest information quickly and retain it for longer periods of time. Infographics are also highly shareable across social media platforms, increasing the likelihood of reaching a wider audience and driving more traffic to the brand’s website.

Creating and sharing visually appealing infographics that provide valuable insights to their audience helps establish brand credibility and expertise. This can lead to increased trust and recognition among consumers, thus enhancing the brand’s leadership position in the market. 

Key Takeaways

  • The rule of 7 is about consistency. Your audience may be presented with a huge amount of content from different brands every day. Don’t let your brand’s messaging get lost and become unrecognisable. 
  • It’s also about repetition. Most of your customers won’t make a purchase after just one, two, or three advertisements; you have to repeat your brand’s message a few more times before it resonates with your audience.
  • Social media is free. Do social media marketing and maximise its power to engage your customers frequently.