The Rule of 7 Has Changed. Has Your Marketing?
Posting on Instagram isn't a complete marketing strategy. It's just ONE piece of the puzzle. Today's customers are distracted, scrolling, searching, and discovering businesses in different places. If you're only on Instagram, you're missing customers!
The old Rule of 7 in marketing suggested that a consumer needed to see or hear your message approximately seven times before taking action.
In 2026, with social media, endless scrolling, competing advertisements, email, streaming, and shorter attention spans, seven exposures are no longer enough.
But there's an important distinction: People don't necessarily need more advertising. They need more opportunities to notice, recognize, trust, and remember a business.
What has replaced the Rule of 7?
- 7–10 Meaningful exposures build recognition
- 10–20+ Touchpoints* build familiarity and trust
- 3–5 Different channels reinforce the message
The biggest change is that an impression is not the same as someone's attention. A person can scroll past your Instagram post five times without consciously registering your business name. Impressions help demonstrate how often local businesses are being exposed to your content, which increases awareness.
Research supports this distinction. A meta-analysis found that favorable attitudes toward advertisements peaked at approximately 10 exposures in experimental settings, while a 2025 study found that exposures too brief for consumers to identify the advertised product were less effective.
What is a touchpoint? A customer touchpoint is any direct or indirect interaction a consumer has with a brand before, during, or after a purchase.
- Digital Touchpoints: Company websites, social media posts, mobile apps, email newsletters, and online ads.
- Physical/In-Person Touchpoints: Retail stores & the Redlands Visitor Center, product packaging, in-store signage, customer service desks, and sales calls.
- Print/Traditional Touchpoints: Billboards, magazine ads, direct mail flyers, and brochures.
What this means for About Redlands and local businesses
Consider a Redlands restaurant that wants to attract new customers.
The Rule of 7 was built for a world with fewer distractions.
In 2026, being seen isn't enough. Your business needs to be recognized, remembered, and found when customers are ready to buy.
Social media creates awareness. Search creates discovery. Repetition builds familiarity. Trusted recommendations encourage action.
Don't just show up in someone's feed. Be there when they're ready to spend.
This is particularly relevant to AboutRedlands.com because its value isn't limited to how many people see a post. Its searchable business directory, community calendar, newsletter, and promotional channels create multiple opportunities for consumers to discover local businesses.
What Instagram metrics actually tell you
- Impressions / Views: How many times content was displayed or played, including repeat exposure = Awareness
- Reach: How many unique accounts saw the content = Audience size
- Shares: Whether people found the content worth passing along = important
- Saves: Whether people want to revisit the information = important
- Profile visits: Whether the content generated interest = important
- Website clicks: Whether someone took the next step = Very important
- Actual customers: Whether marketing contributed to business = Most important
Print advertising still has value in 2026
Particularly in a community like Redlands, where local newspapers can reach established civic-minded residents, older consumers, and people who may not regularly use digital media like Instagram.
Newspapers offer something social media doesn't always deliver: a familiar, trusted environment where advertising can reinforce a business's credibility.
Other touchpoints worth acknowledging include direct mail, local radio, community sponsorships, outdoor signage, and local events.
The larger point for business owners is that the Rule of 7 isn't about appearing seven times on Instagram. It's about reaching customers repeatedly through different channels.
You don't have to advertise everywhere. You need to be visible everywhere YOUR customers are looking.
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