In an age flooded with messages, attention is one of the rarest commodities. Marketers, educators, and politicians alike face the same challenge: how do you make a message stick? The answer often lies in one of the oldest—and most overlooked—communication principles: repetition.
Repetition is not just about hammering a point home; it’s about creating familiarity, building trust, and gently guiding an audience toward memory and action. When used strategically and respectfully, repetition becomes one of the most powerful tools in persuasive communication.
Why Repetition Works: The Science of Familiarity
Psychological research has consistently shown that humans are wired to trust the familiar. This is known as the *mere-exposure effect*, a phenomenon first identified by social psychologist Robert Zajonc in 1968. Zajonc found that repeated exposure to a stimulus—whether a face, word, or message—increased people’s preference for it.
In his foundational paper, “Attitudinal Effects of Mere Exposure”, Zajonc concluded that “Mere repeated exposure of the individual to a stimulus object enhances his attitude toward it.” In simpler terms: the more we see something, the more we like—and trust—it.
This has enormous implications for marketers. Whether you’re promoting a product, a political message, or a brand identity, repetition builds familiarity, and familiarity is the bedrock of persuasion.
How Many Repetitions Does It Take?
One of the most debated questions in marketing is: how many times does someone need to see a message before it sticks? While there’s no one-size-fits-all number, several benchmarks have emerged:
• The Rule of 7: This classic marketing principle suggests that a prospect needs to hear or see a message at least seven times before they take action. This idea dates back to the early days of movie studio advertising and has since become a guiding rule in advertising.
• Modern Research Insight: According to a study by Thomas Smith, written in 1885 and still referenced today, people ignore your message the first few times. It’s not until around the fifth to seventh exposure that they begin to pay attention, and somewhere around the ninth to twelfth, they might finally take action.
• Advertising Frequency Effect: A Nielsen study found that optimal ad frequency sits between 5 and 9 exposures, depending on the platform and industry. Beyond this point, the message starts to become internalized—but with diminishing returns after a certain threshold.
Gentle Repetition vs. Overexposure
It’s Relevant TV CEO says, “The key to using repetition effectively is knowing the difference between gentle reinforcement and annoying redundancy. People tune out when messaging feels forced, excessive, or patronizing.”
We would consider general reinforcement to be:
• Using consistent visual branding (logos, colors, typography).
• Reinforcing core ideas through multiple formats (video, social posts, in-store messaging).
• Varying phrasing while staying true to the same central message.
• Repeating benefits and values, not just slogans.
For example, Apple doesn’t just say “Think Different” over and over—they show it through every product release, commercial, and keynote presentation. The message is repeated through storytelling and experience, not just the actual words.
Why Repetition Builds Trust
Repetition helps people become comfortable with a brand or message. This comfort leads to credibility, which builds trust. According to a 2017 report by Psychology Today], repetition also boosts message retention and can increase emotional buy-in, especially in leadership and brand building.
In an environment filled with distractions, repeated messaging becomes an anchor. It signals stability, consistency, and intentionality—all traits associated with trustworthy communication.
Tips for Marketers and Communicators
Repetition isn’t just a tactic—it’s a strategy. When done right, it can help:
• Cement brand recognition.
• Guide customer decisions over time.
• Build emotional connections.
• Strengthen recall and top-of-mind awareness.
• Counteract misinformation or misperceptions.
To make repetition work for your brand or campaign, start by identifying your core message, then repeat it across channels with variation and purpose. Don’t underestimate the subconscious power of seeing a slogan, hearing a voice, or encountering a familiar color scheme over and over again.
In communication, what is repeated is remembered—and what is remembered influences behavior. As crowded as today’s media landscape is, the brands and messages that succeed are those that stay consistent, persistent, and familiar. Repetition isn’t the enemy of creativity; it’s the reinforcer of it.
So, whether you’re crafting a brand campaign, political messaging, or just trying to teach a new concept– say it again…. And then again…
