Influence strategy: why repetition is essential

Repetition is a powerful lever in influencer marketing. In fact, it reinforces brand awareness and anchors your messages in the minds of your audience. In fact, studies show that a consumer needs to be exposed to a message at least 7 times before taking action. In this article, follow the advice of 18h08, expert agency in Influence Marketing, to understand why repetition is essential in your influence strategy. We give you 9 tips to make this strategy a reality! 

1. Anchor your message in your audience's mind

Repetition engraves a message in your audience's mind. A single post isn't always enough to leave a lasting impression. For example, do you remember the last post you read this morning on LinkedIn? But if you see the same message on several channels, chances are you'll remember it. For your target audience, it's the same thing: repetition anchors the message.

A message repeated at regular intervals therefore increases memorability. For example, a campaign with influencers who share similar content over several weeks constantly reminds their audience of your brand. This technique builds familiarity and trust. To stack the odds in your favor, adapt the message to each channel while maintaining a consistent thread. 

2. Increase the credibility of your message

The more a message is shared, the more credibility it gains. It's human: repetition shows that your brand has a constant and consistent presence, and that's reassuring. Consumers trust messages they see frequently. A product or service mentioned several times by different influencers seems more reliable.

Repetition in your influencer strategy is therefore important to highlight the consistency of your values and proposition. This continuity ensures that your audience recognizes your brand as a serious player in its field. Using repeat testimonials or recurring customer reviews via influencers reinforces this credibility. Authenticity is essential if repetition is to be perceived positively, rather than as intrusive advertising. 

3. Maintain interest over the long term

A one-off campaign risks being forgotten. Repetition keeps your audience interested over the long term. And by spacing out publications and adapting them to the different formats of social networks, you also avoid the lassitude effect.

Alternate content types to renew interest. For example, an explanatory video can follow a photo post or an interactive story. This variation will keep your audience's attention while remaining faithful to the initial message. In this way, you reinforce your influencer strategy while improving the reach of your campaign. 

The use of repetition in interactive formats, such as polls or quizzes, stimulates curiosity and keeps users coming back for new content. You can also exploit weekly reminders to maintain interest and offer incentives that reward loyalty. Well-thought-out, well-spaced out content creates a habit among your audience and encourages them to return regularly to discover what's new.

4. Encourage conversion

Repetition plays a role in the buying decision. As we've seen, it takes an average of 7 exposures to your product for your customer to buy it. This process, known as the simple exposure effect, shows that humans tend to prefer what is familiar.

Incorporating repetition into your influencer strategy increases the likelihood of conversion. A hesitant customer may decide to buy after seeing the product several times. This recurrence acts as a subtle reminder to buy. Repetition also helps to re-engage those who showed initial interest but failed to act. Influencers can incorporate repeated special offers into their publications to encourage purchase, such as a promotional code that recurs at strategic intervals.

The addition of repeated social proof, such as feedback from positive experiences or demonstrations of use, reassures consumers and reduces their hesitation. This technique applies particularly well to new product launches or time-limited promotions. Indeed, each new publication becomes an opportunity to remind consumers of the advantages of your product and the benefits they can derive from it.

5. Adapting to new audiences

Your audience doesn't see all your posts, and that's one reason to recycle your content. Repetition ensures that your message reaches new subscribers and those who may have missed your previous posts. This strategy helps you reach a larger share of your target audience.

By varying publication times and using different channels, you can extend your reach. Some users will be more active in the morning, others in the evening. Repeating your messages allows you to adapt your campaign to your audience's consumption habits and maximize impact. This is particularly useful for reaching different geographical segments and reaching new markets.

It's also possible to collaborate with influencers with varied audiences to ensure that the message comes across repeatedly to new eyes. This repetition helps build recognition and acceptance of the message within an ever-changing audience. Alternate between organic and sponsored publications to amplify visibility and attract the attention of new subscribers. And don't hesitate to exploit live stories, Q&A sessions and ephemeral content to multiply opportunities to reach newcomers.

6. Reinforce natural referencing

Repetition structures your overall digital presence. Your influencer strategy feeds SEOregular content, for example, satisfies demanding algorithms, SEO progresses naturally and your ranking improves.

Now let's talk about backlinks. Influencers generate qualified links by talking about your products, and Google values this growing natural popularity. This gradually increases the authority of the domain, and organic traffic to your site rises too.

Keywords are the foundation of your SEO strategy. Together with hashtags, they optimize your visibility. Searches lead more easily to relevant content, positions improve sustainably and SEO becomes efficient and effective.

Finally, publishing content regularly stimulates indexing. Regular publications update information, and algorithms detect constant activity. Google, for example, appreciates regularity, which helps your SEO to progress slowly but surely.

7. Build a strong, lasting brand image

Repetition is essential to creating a strong brand identity. By regularly using the same visuals, colors and messages, your audience learns to recognize your style at first glance. This consistency helps anchor your brand in people's minds, so they instantly know who you are and what you stand for.

To achieve this, every piece of content must reflect your values. The influencers you work with must embody these values in an authentic way, keeping their positioning clear and true to your image. In this way, your message remains sincere and credible in the eyes of your audience.

The storytellingor the art of storytelling, is a valuable asset. Stories captivate, leave a lasting impression and allow people to identify with you. By sharing stories about your brand, you create an emotional bond with your audience, who will remember you more easily. It's a great way to stay in their minds and set yourself apart from the competition.

Finally, your visual identity structures all your communications. Clear, well-defined graphic elements become, over time, your visual reference points. Thanks to this consistency, your company is easily identifiable, even at a glance. Uniform communication builds trust and gives your audience the impression of knowing your brand inside out.

Conclusion

Repetition is more than just a technique; it structures your influencer strategy and promotes long-term results. By repeating your messages on a regular basis, you build a digital presence that is imprinted on consumers' minds and inspires trust. Perseverance in your communication is the key to lasting success, and a strategic investment in influence always pays off in the end.

Want to discover the best practices for getting your influencer campaign off the ground? We've written this guide to help you make sense of it all. You'll find not only the strategy of repetition, but also many other techniques such as the co-creation process and the famous trifecta, to help you make your campaign a success. Specialized in influencer marketing, we are the number 1 influencer marketing strategy agency in France. We've already worked with Booking, Burger King, So Shape, Décathlon... So why not you?

If you would like to know more, contact us.