As a business owner looking to boost your sales, you've probably come across the term “frequency illusion,” right? Even if it's unfamiliar, it's a concept that’s both fascinating and useful for any business wanting to generate more enquiries and sales.
Let’s start with a familiar experience. You’ve decided to buy a new car, and you’ve chosen the colour. Perhaps it’s a shade you’ve rarely seen before. But suddenly, it feels like this colour car is everywhere. You see it in your neighbour’s driveway, on your way to the local shop, and even in the adverts on the television. It's not just cars either—when you’re trying for a baby, suddenly every buggy and every pregnant woman catches your eye. Or perhaps you've decided to upgrade your laptop, and now every tech advert seems laser-focused on selling you one.
Creepy?
It’s called the Baader-Meinhof phenomenon, or frequency illusion. It's what happens when you notice something new, and it suddenly appears everywhere.
This quirk of the brain is something successful companies have learned to harness. They expose their target market to their product or service repeatedly, in various ways, across different channels. The goal? To make sure their brand stays top of mind until the customer decides to make a purchase.
How Frequency Illusion Works in Marketing
To take advantage of the frequency illusion, businesses need to present the same message in multiple ways. The aim is not to bombard people but to subtly show up where they are. For instance:
- Social media posts sharing tips or insights
- Videos explaining how your product solves a common problem
- Podcasts discussing topics relevant to your audience
- Graphics shared on Instagram with memorable quotes or stats
The content may look different in each format, but the message stays consistent. This repetition builds recognition. Before long, your brand is the one customers think of when they’re ready to buy.
Simple Ways to Use Frequency Illusion
You don’t need a massive marketing budget to make frequency illusion work for you. Here are some practical examples of how to repurpose content across various channels:
- Turn blog posts into podcasts: Share key insights from your articles in audio form.
- Create videos: Record short explainer videos that highlight the benefits of your products or services.
- Use graphics: Design simple images with quotes or tips from your content and post them to your social media.
- Tweet snippets: Pull key points from your blog posts and turn them into shareable tweets.
- Republish content on LinkedIn: Repost your blogs to get in front of a professional audience.
By reusing your content across different channels, you’re increasing the number of times people see your message, all without feeling repetitive or spammy. Over time, they become familiar with your brand and are more likely to trust it when it’s time to buy.
Applying Frequency Illusion to Branding
This concept doesn’t just apply to your marketing content—it’s equally important for your branding. Think about your logo. You want your logo to be memorable, so it needs to appear everywhere your potential customers might be. Include it on your website, in your email signature, on your social media pages, and even on company merchandise like T-shirts or mugs. The more people see it, the more they’ll associate it with your business.
Why This Works
Psychological studies have shown that repeated exposure to a brand makes people more likely to trust it and eventually buy from it. This is often referred to as the mere exposure effect—a psychological principle that suggests the more we see something, the more we like it.
For example, a 2020 study by Kantar revealed that the average customer needs to see a brand message seven times before they take action. So, whether it's through Facebook ads, email marketing, or even a well-timed flyer, repeating your message is key to converting potential leads into customers.
Be Careful of Overdoing It
There’s a fine line between helpful repetition and being annoying. You want to stay visible without overwhelming your audience. Keep your message fresh by mixing up the format, content, and platform.
For instance, you could create a Facebook Live event where you discuss the same topic you wrote about in a blog, but with a more interactive angle. Or you might turn that blog into an infographic for Instagram. This variety keeps things interesting for your audience, even if the underlying message is the same.
How to Start Using the Frequency Illusion in Your Marketing Today
To get started with frequency illusion in your marketing, you don’t need to overhaul your entire strategy. Just start repurposing the content you already have. Here’s a quick checklist:
- Create a blog post? Break it into smaller parts and share on social media.
- Made a video? Embed it in your email newsletter.
- Sent out a press release? Summarise it on LinkedIn.
By doing this, you’ll increase your brand visibility without constantly needing to create new content from scratch.
The Bottom Line
Frequency illusion is one of those natural human behaviours that savvy businesses can tap into. By showing up in various ways, at different times, and through different platforms, you build a stronger connection with your audience. Eventually, when they need a service or product you provide, your name will be the one that pops into their head first.
Have you noticed this in your own life?
Maybe you've experienced the Baader-Meinhof phenomenon with a product recently. Leave a comment below and share your story.
Sarah x