On How to Leverage Your Social Media Channels
It is very difficult to stand out among the thousands of brands vying for customers’ attention. But a tactic that has stood the test of time is the “Rule of 7”.
From 1930s Hollywood to Modern Marketing: The Timeless Power of the Rule of 7
The Rule of 7 marketing principle, which suggests that a customer needs to see or hear a marketing message at least seven times before making a purchase decision, originated in 1930s Hollywood. It was developed by film industry executives who discovered that moviegoers needed to see a promotional message, such as a poster or advertisement, at least seven times before deciding to watch a film. This concept has since been adapted across various industries and remains a cornerstone of marketing strategies to increase brand awareness and conversion rates
The principle is rooted in the psychological concept of the "mere-exposure effect", which explains that repeated exposure to a stimulus tends to foster familiarity and trust, making people more likely to engage with it.
Over the decades, the Rule of 7 has been widely embraced, evolving to include digital marketing touchpoints like social media, email and video, demonstrating its adaptability to modern consumer behaviours.
Why the Rule of 7 is Still Valid Today for Digital Marketing
In today’s digital age, the Rule of 7 is even more critical. With consumers constantly bombarded by information from all directions - online and offline - it’s easy for messages to get lost in the noise.
Having a marketing strategy that leverages multiple touchpoints can significantly improve your chances of being heard.
In fact, some say that in today's crowded marketplace, it may take more than seven exposures before customers even notice your brand, let alone consider buying from you. That’s where social media comes in as a powerful tool to amplify your messaging.

Applying the Rule of 7 Nowadays: How Social Media Amplifies Brand Visibility
Social media is one of the most effective ways to implement the Rule of 7. Unlike traditional advertising, social media offers the opportunity for frequent, personalised and interactive engagement with your target audience.
1. Organic Social Media Posts
Your daily or weekly posts on platforms like Instagram, Facebook, LinkedIn or X (formerly Twitter) are the core of your social media strategy. Share value-driven content such as industry tips, how-to guides, product features or customer testimonials. Each post reinforces your brand and gives followers a reason to keep coming back.
2. Targeted Ads
You can create multiple touchpoints by showing ads to specific segments of your audience. These ads can be single images, carousels or short-form videos, offering flexibility and visual variety. Whether it’s retargeting website visitors or engaging people who’ve interacted with your brand before, paid ads can hit your audience with the right message at the right time, multiple times.
3. Instagram and Facebook Stories
Stories is a less formal option to stay connected with your audience. These short-lived posts allow you to share behind-the-scenes content, quick updates or product teasers that pop up frequently in users’ feeds, providing an informal but effective touchpoint.
4. Email Newsletters
Sharing your latest blog posts, company updates or exclusive offers via email can act as another vital touchpoint. Combining email marketing with social media reinforces your message and ensures you’re connecting across multiple channels. Your email database is a critical tool in your marketing toolbox as it is one of the assets you actually own and have full control over.
5. Social Media Collaborations
Partnering with other brands or companies can introduce your offerings to a new audience. It serves as a strong, trust-based touchpoint for their followers, helping to expand your reach.
6. Interactive Content
Engage your audience with interactive posts like polls, quizzes, or Q&As. These not only serve as fun, engaging touchpoints but also provide valuable insights into their preferences and opinions, showing them that you genuinely care about their thoughts.
7. User-Generated Content (UGC)
Encourage your customers to create content about your product and share it on their social platforms. When others post reviews, photos or videos using your brand, it serves as a trusted third-party endorsement. Reposting this content adds authenticity to your touchpoints and deepens customer engagement.
4 Practical Tips to Maximise the Rule of 7
While you don’t need to follow these exact seven touchpoints, the key is finding the right mix that works for your brand and audience. To maximise the impact of the Rule of 7, here are four tips to help you stay top of mind:
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Post Consistently
Regular posting is key to staying visible. Share content that resonates with your audience regularly - whether it’s daily updates or weekly posts - to ensure you're maintaining steady engagement without overwhelming them.
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Use Paid Ads
Boost your reach by using paid advertising to target specific audience segments. Retargeting ads can keep your brand in front of those who’ve already shown interest, helping to create those essential multiple touchpoints.
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Engage Directly
Responding to comments, messages or questions builds a personal connection with your audience. Each interaction strengthens brand familiarity.
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Diversify Your Content
Keep your content fresh by mixing it up. Use blog posts, videos, stories, and infographics to appeal to various preferences, creating different ways for your audience to interact with your brand.
While social media offers powerful ways to implement the Rule of 7, traditional marketing channels like print ads, TV, radio and direct mail still play an important role.
Combining both digital and traditional methods creates a well-rounded strategy, ensuring your brand reaches prospects across multiple touchpoints and environments and further increasing your chances of making a lasting impression.