Social media is an undeniable presence in modern life. “62.3% of the world’s population,” uses social media for an average of 2 hours and 23 minutes per day, as of January 2024.* That’s a lot of eyeballs on screens. “94.2% of internet users have social media identities.”* If you’re posting on social media to get the attention of potential clients, to interact with friends, to engage others in your interests, it can be disheartening when it looks as if no one is paying attention to what you’re posting. No one taps “like.” No one new follows you, or shares your stories. But, take heart, the mere exposure effect is still working in your favour.
The Mere Exposure Effect
As I explained in a previous blog post, the mere exposure effect is a psychological concept that was first noted in the 1960’s. It says that even if people don’t like something at first, repeated exposure to it will increase their tolerance and may eventually lead to them preferring that thing.***
Mere Exposure On Social Media
Most social media marketing use something called engagement rates, to see how well websites, blogs, or posts are performing. However, social media engagement rates (the amount of times people like, share, comment, or save a post divided by the number of viewers) are very small. Even an excellent rate is only 5% of the viewers.** That means that 95%+ of viewers are not engaging! But that doesn’t mean they don’t see what you’re doing.
Subliminal Exposure Is More Powerful
The mere exposure effect explains that subliminal exposure is very effective in creating familiarity with new ideas.
“While the mere exposure effect can be powerful, it may be more powerful when administered subliminally. For example, someone may still favor a specific presented stimulus even if they have not been exposed to it consciously. This subconscious exposure can range from images that flash on a computer screen to product placement found in popular films and TV shows.” ***
When someone quickly scrolls past your social media regularly, that brief exposure is having an effect. People are seeing your work, being exposed to your ideas, and over time, they will be familiar with what you’re offering.
Consistently Persist
When your viewers are ready to engage, they will. The key is not to give up: persist. Keep posting, blogging, and staying active on your social media, even when you have a dip in engagement. The mere exposure effect says that it will pay off eventually.
***https://www.betterhelp.com/advice/general/what-is-the-mere-exposure-effect/
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