Customers need to see your brand, on average, at least 7 times before they commit to a purchase. This principle is called ‘The Rule Of 7’ and it isn’t an EXACT science, of course. It is, however, based on psychology. It relates to how our brains process information, and how they recall it. We don’t tell you this just to be nerdy (although it’s interesting to consider!). The Rule of 7 helps us to craft successful social media campaigns using short but frequent interactions.

Using the Rule of 7 #

The Rule of 7 emerged in the 1930s when marketing was very different. People engaged with brands through lots of mediums: TV, newspapers, billboards, radio, etc. Customer-brand interactions could come about in any number of ways. Today, it’s a different kettle of fish. Now, we spend so much time online that people are most likely to engage with brands all 7 times while on their phones and computers. This means that your social media posts and paid ads need to be bold and impactful to create a reliable ROI.

How to make the most of your seven interactions* #

You don’t want all 7 interactions your customers have with your social media to be a result of paid ads. Not because ads are bad; ads are a strategic way to get your name out there. But, for your social media to be efficient, the number one rule is that your content is diverse. Post videos, infographics, games, polls, and ads. Use social media’s variety to your advantage. Variety will captivate your audience, but it will also help you reach different segments of your audience and engage different parts of their brains.

You’ll find that customers will engage with you in various ways. This builds engagement over time, and encourages conversions. Diversity is better for your ROI, too. If, out of a total of 7 encounters a customer has, 5 are organic, non-paid posts, it’s cheaper for your business. So, instead of only paying for ads, focus on crafting posts to get your name out there. Design posts that encourage collaboration and engagement, and posts which energise and inspire.

*As we say, this is not an exact science, but helps as a framework!

Here are some campaign ideas you can use to get your name out there without paying to do so.

⚡Real-Life Stories #

Crack into your customers’ emotional sides. Show them pictures of your previous winners (with permission, of course). This makes your business seem more tangible, and more real. It shows your customers that they CAN win, and, indeed, they might… Seeing the happy smile of a winner is so captivating. You could even get quotes from previous winners, showcasing their delight in a few words to really tug those heart-strings. Why not try posting real-life stories under a brand hashtag, too? Inspire others to share their own stories by using hashtags such as #[BRAND]wins. This creates a sense of community and conversation around your brand. Popular conversations might slip your content onto a potential customer’s radar for the first of those 7 viewings.

⚡Engage outside your own posts #

Make sure you’re not only posting your own content. Engage with others’ content, too. Comment on relevant hashtags, and keep in touch with customers via social media. Respond to questions and queries they might have. You can also share or comment on posts of a similar nature and build a network of businesses. Keeping customers happy will lead to good reviews, which is a good way to get your name out there. People talk about the companies that gave them positive experiences, so you’ll get friends and families involved, too. Remember, your 7 interactions don’t all have to come from social media. Hearing your name through hearsay is just as powerful.

⚡Infographics #

This sounds like it might involve complex educational posts, but don’t fear! It can be as simple as posting facts about your brand on your page.
Share information about what you do, and give statistics on winners and prizes. You can also use infographics to evidence how trustworthy you are. For example, you might create an infographic about ‘How winners are chosen’, so customers are reassured that they’re in with a chance. When you’re posting these infographics, it’s worth using sites like Canva to make them visually-enticing. It will also help to include hashtags with your post to make sure it reaches the right people, and to pop in some keywords relating to your industry.

⚡Spark Conversation #

A big aspect of social media marketing is encouraging discussion around your work. Posts that ask open-ended questions which customers can answer are very useful.
Some examples might be:
– When was the last time you won a competition?
– Do you prefer BIG prizes (cars/holidays etc) or smaller, more frequent prizes (cash/gadgets)?
– What’s one prize you’d LOVE to see in our next giveaway?
– Would you rather: [PRIZE A] or [PRIZE B]
– Describe your reaction if you won a prize, using only GIFs

These questions encourage your viewers to visualise what it might be like to win a competition. People love to talk about their own experience and, in doing so, they inspire the algorithms to take note of your site. Plus, you get to find out information about your audience’s desires and preferences to help your business grow. Win-win! We recommend posting questions in a variety of formats.

Your main feed is a simple, yet effective place to start. Pin high-engagement posts to motivate more involvement from page visitors.Post stories, too: they are quick, so can promote more responses. They’ll also reach a slightly different bunch of viewers. You can include polls or question stickers, and reflect on results. There are lots of Facebook groups out there. All the people with similar interests to you, in one place. Find the groups that are relevant to your business. Note that many groups have rules about posting direct promotions. Luckily, asking questions can be a much more subtle way of introducing people to your brand. People take note of your name, which might be the first of those all-important 7. Read the group guidelines first, and you’re good to go!

⚡Run Livestreams #

This is especially effective on Instagram and TikTok. Livestreams and videos put human faces to your brand, which increases trust. It also inspires a sense of urgency and immediacy which can push people to make that first purchase.
You might livestream:
– Q&As – bust some myths, explain some facts. It’s a great way of opening up conversation around your brand.
– Behind-the-scenes of giveaways – people love to see the process behind the purchase. You could show them the warehouse or office where prizes are packed, or some of the prizes you have. You could even ask previous winners for their consent to be interviewed about their experience.
– Or, with proper consent, you could simply get some quotes from them to read out during your livestream.

⚡User-generated content #

A powerful way of getting noticed is to encourage user-generated content (U-GC).
People can get tired if they’re bombarded by a single voice promoting your business over and over. Using multiple voices creates a sense of community.
Ask winners if they would be willing to participate (you may wish to include a consent form or tick box with their winner email). They might record their unboxing, or share a selfie, with their new prize. You can then share these on your social media accounts. Of course, other customers might post their experience without you asking them to. If you find a story tagging your brand, make sure you reshare it and show appreciation. You could even run a #My[BRAND]PrizeStory campaign, where past winners can reflect and discuss.

Love at Seventh Sight #

We love your brand. You’ve got a lot to offer, and social media is a great place to shout it from the rooftops. To empower your social media campaigns, we recommend having a look at:
3. Social Media Ground rules: shadowbanning and promotion

If you want more support from a creative, collaborative team, then we’re at your service 🫡
Send us a message today to arrange a chat.