Why the frequency illusion

is a secret marketing weapon

Si vous avez déjà découvert un produit ou un concept, pour ensuite le voir apparaître partout, vous avez été victime (ou bénéficiaire) de l’illusion de fréquence.

This psychological phenomenon, also known as the Baader-Meinhof effect, is a boon for marketing professionals.

By understanding how to exploit it, we can not only capture consumers’ attention, but also reinforce a brand’s presence in their minds.

Illusion de fréquence en marketing - Expression Digitale

What is the frequency illusion?

The frequency illusion occurs when you suddenly notice something repeatedly after being exposed to it for the first time. It’s not that the object or information suddenly becomes ubiquitous, but rather that your brain, having registered its relevance, is now more attentive to its appearances.

In marketing, this psychological mechanism is invaluable. It transforms simple exposure to a product or brand into an enhanced sense of familiarity, a key ingredient in establishing a connection with consumers.

Why is it useful in

marketing ?

Creating a sense of familiarity

Consumers tend to trust the familiar. By multiplying the points of contact with a brand or product, we can capitalize on the illusion of frequency to create a feeling of proximity. When a brand “appears everywhere”, it seems more popular, credible and worthy of interest.

Reinforce memorization

Each additional exposure reinforces recognition. An ad seen on Instagram, followed by a banner on a website, then a recommendation from a friend, gives the impression that the product is part of a must-have trend. This is exactly what brands are looking for: to stay ahead of the game when it comes to making a purchase.

Harnessing consumers' selective attention

In a world saturated with content, attracting attention is a constant challenge. Frequency illusion plays a key role here: once a consumer has noticed a brand or product, they are more likely to see it again, even if marketing efforts remain constant. This phenomenon amplifies the impact of well-targeted campaigns.

Encourage word-of-mouth

When consumers feel that a product or brand is omnipresent, they talk about it. They wonder if others have noticed the same thing, which can trigger discussions and naturally amplify the campaign’s reach.

How to use it

efficiently?

To take advantage of the frequency illusion, here are a few simple and effective marketing strategies:

Multiply your communication channels

Combine online advertising, social networks, email marketing, and traditional advertising to reinforce visual or auditory repetition.

Precise targeting

A poorly targeted campaign won’t trigger this phenomenon. Make sure your efforts reach the right audience, at the right time.

Repeat without tiring

The key is to remain visible without becoming intrusive. Alternate messages and formats to maintain interest.

Encourage interaction

Interactive campaigns (surveys, contests, challenges on social networks) encourage consumers to notice and engage with your brand.

The frequency illusion: an opportunity, not a coincidence

The illusion of frequency isn’t a coincidence; it’s a human phenomenon that can be transformed into a powerful marketing lever. By creating repeated opportunities for a target audience to come into contact with your brand, you leave no room for oblivion.

In a world of infinite choice and limited attention, harnessing the illusion of frequency can make all the difference. So why not incorporate this natural phenomenon into your next marketing strategy? You may well become “impossible to miss”.

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