The Mere Exposure Effect
The mere-exposure effect is a psychological phenomenon by which people tend to develop a preference for things merely because they are familiar with them…
It’s predicted that by 2020, to even fall into a prospects radar on social media it will take 18–20 touch points before a consumer wants to take a next step with your brand.
This is 4X what it use to be back in 2010…
Whilst it’s every marketers job to get the right eyeballs on your content to achieve the mere exposure effect, this strategy can be a double-edged sword.
We can all relate to that one annoying ad that comes into your news feed twice a day. You end up clicking on it out of spite to charge the business a cost per click fee.
If you advertise the annoying ad at the top of your funnel 5 times a day, your prospects will hate you. Period.
People are numbed to promotional content as the first, second and even 10th point of contact. However, provide enough high quality engaging content and the tables begin to turn.
Stop thinking about how to lower click through rates on your ads and start reverse engineering how to provide so much upfront value that you can stop running click through ads all together.
- How do I unpack my unique IP, the stuff I speak about on a daily basis, that makes me different from my competitors?
- And how do I establish influence around that IP? How do I turn that IP into content? How do I create pillar content that in its rawest form that be chopped and changed into micro content?
If you’re a marketer, business owner or even a science student who wants to be seen as the best candidate for that dream job, live your life by the mere exposure effect. Eyeballs on social media is the currency of 2017.
The longer it takes you to wake up and recognise the best time to be publishing content for your personal, product or company brand is NOW, the easier your journey will become…