The Power of Seven: A Guide to Influencer Marketing Success

In the fast-paced world of digital marketing, where information overload is the norm, capturing and keeping audience attention is a must. The Rule of Seven, a marketing principle, suggests that a potential customer needs to see a brand's message at least seven times before making a purchase decision. This principle offers influencers a strategic framework to maximize their impact and drive conversions.

Why Seven Touches Matter

The human brain is designed to filter information. When we’re bombarded with countless ads and messages daily, our minds easily become blind to them. The Rule of Seven acknowledges this psychological phenomenon and emphasizes the importance of repeated exposure. To avoid banner blindness, it is important to create at least 7 posts. You increase visibility, familiarity, and desirability by consistently presenting the brand or product to your audience. As a result, people will remember the product and want to buy it.

While it might seem excessive, consider the human psyche. We rarely make impulsive decisions, especially for significant purchases. Instead, we research, consult, and reflect. Each follow-up interaction with a brand, no matter how subtle, is stored in our memory, gradually shaping our perception and driving us toward a purchase.

However, the 7-touch scenario is flexible. If a product perfectly matches a customer's immediate need, fewer exposures might be enough. The key is to influence subtly and unobtrusively, avoiding overwhelming the consumer.

How Seven Touches Help Influencers to Promote and Sell

Influencer marketing offers a powerful platform to implement the Rule of 7. By leveraging diverse content formats, consistent posting, multiple channels, and active audience engagement, influencers can effectively guide their followers through the 7-touch journey.

For example, an influencer might initially introduce a product through a captivating video, followed by a series of photo posts showcasing different usage scenarios. Engaging stories and informative blog posts can further deepen the connection with the audience, making the final push toward a purchase more likely.

How to Implement the Rule of Seven in Influencer Marketing

• Diverse Content Formats: To keep your audience engaged, vary your content formats. Experiment with videos, photos, stories, and text posts. Each format offers a unique way to convey your message and reach different segments of your audience.
• Consistent Posting Schedule: Consistency is key. Establish a regular posting schedule and stick to it. Whether it’s daily, weekly, or monthly, consistent content delivery ensures that your audience remains connected and informed.
• Leverage Multiple Platforms: Don’t limit yourself to one platform. Utilize a variety of channels, such as Instagram, TikTok, YouTube, and even your blog. This multi-platform approach allows you to reach a wider audience and increase the frequency of the brand’s exposure.
• Foster Audience Engagement: Encourage interaction with your audience through comments, likes, and shares. Respond to comments promptly and sincerely. This builds trust and a sense of community.

By strategically applying the Rule of Seven, influencers can effectively guide their audience through the customer journey, from initial awareness to final purchase. Starting with one post won’t lead to earnings. Audiences often need multiple exposures to a product before engaging with it. Aim to create between 3 to 7 posts featuring the product; the chances of purchases increase with every post over time. Remember, quality over quantity. Each touchpoint should be meaningful and add value to your audience’s experience.