The Frequency Illusion Effect

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In this newsletter, you’ll find:

📡 The Frequency Illusion Effect: How to Make Customers Think They See Your Brand Everywhere

📅 The Ultimate Social Media Posting Guide for 2025

📌 Ad of the Day

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Together with WonderAds

How Boost Oxygen Boosted Sales Using TV Advertising

Boost Oxygen, a leader in portable oxygen products made a splash when they were featured on ABC’s hit show Shark Tank. 

But when digital advertising growth slowed, they decided to test the waters with TV advertising to expand their reach and drive sales. They quickly discovered that TV wasn’t just for the big brands - it worked for them too.

“I was surprised how affordable TV is. With the help of WonderAds, we were able to be more nimble,” said Matt Slywka, Director of eCommerce.

By combining linear TV with streaming, Boost Oxygen maximized a small budget to reach the right audience. With insights from WonderAds, they were able to fine-tune their targeting strategy and optimize ad placements. 

“When we get a primetime spot between 8-10 PM, traffic surges and sales follow,” says Slywka.

The impact goes beyond sales. TV ads have strengthened trust and credibility - especially among older consumers. The results speak for themselves—nearly every sales channel is up this year.

Learn what TV can do for you at WonderAds.com.

📡 The Frequency Illusion Effect: How to Make Customers Think They See Your Brand Everywhere

Some brands spend millions on ads, yet still feel invisible. Others seem to appear everywhere, even with smaller budgets.

The difference? Perceived omnipresence.

Customers don’t buy because they see an ad once. They buy when they feel like they keep seeing your brand everywhere—on different platforms, from different people, in different contexts. This isn’t about more spend—it’s about hacking how the brain recognizes patterns.

Here’s how to make your brand feel unavoidable without blowing your marketing budget.

The Science of the Frequency Illusion

Ever learn a new word and suddenly see it everywhere? That’s the Baader-Meinhof Phenomenon, also known as the Frequency Illusion. Once the brain registers something as important, it starts spotting it more often—even if exposure hasn’t actually increased.

Smart brands don’t just rely on more ads. They engineer familiarity by triggering the Frequency Illusion across multiple touchpoints.

Step 1: Use Creators to Seed Familiarity Before Ads

Most brands blast ads first, then use influencers later. That’s backward.

• Use micro-influencers to introduce your brand in “organic” settings first—UGC, testimonials, casual product placements.
• Then retarget those engaged users with ads. Seeing an ad for something they already recognize boosts recall and conversion rates.
• Prioritize niche creators over mega-influencers. Smaller creators feel more personal, tricking the brain into perceiving your brand as part of their world.

Step 2: Cross-Pollinate Content Across Platforms

Customers don’t scroll just one platform—so your brand shouldn’t exist in just one format.

• Turn TikTok creator content into Instagram Story ads.
• Repurpose influencer UGC into Amazon product videos.
• Use Reddit conversations to inform Twitter threads.

Brands using Insense get multi-platform-ready content from vetted creators—ensuring their messaging seamlessly adapts across channels so go on and book a discovery call by April 4 and get a $200 bonus for your first campaign.

Step 3: Create “Echo Triggers” for Reinforcement

The key to feeling omnipresent is making customers feel like they’re seeing your brand in unexpected places.

• Use contextual placement. Show up near conversations where your product is relevant—not just in broad interest-based ads.
• Run retargeting campaigns with varied formats. A user who ignored a video ad might engage with a meme or carousel instead.
• Leverage email and SMS after ad exposure. Seeing a product in their inbox after scrolling past it on Instagram reinforces familiarity.

The Perception of Ubiquity Wins Over Budget

Omnipresence isn’t about spending more. It’s about engineering familiarity.

Seed brand awareness with creators before ads.

Use multi-platform content to reinforce recognition.

Trigger Frequency Illusion effects through smart retargeting.

Customers don’t buy the brand they see the most. They buy the brand they think they see the most. 

📅 The Ultimate Social Media Posting Guide for 2025
Insights from Buffer and Hootsuite

Posting at the right time can make or break your engagement. Fresh insights from Hootsuite, Buffer, and platform-specific studies analyzed millions of posts to reveal the best times and strategies for each network. Here’s your definitive guide.

The Breakdown:

• X (Twitter): Where Virality Strikes Fast -  Posting between 10 AM and 1 PM on Mondays and Tuesdays gives you the best shot at reaching wider audiences. Engagement is unpredictable—most posts get buried, but the right trending content can take off fast if you post consistently.
• Instagram: Win in the First Hour - Engagement peaks between 3 PM and 7 PM on Mondays, Tuesdays, and Thursdays, especially when the algorithm detects early traction. For brands, mornings are ideal; personal accounts see better results in the evening.
• LinkedIn: Tailor by Format and Time - You’ll see the most traction when posting between 8 AM and 9 AM on Tuesdays and Wednesdays. Mornings work best for written content, while afternoons are prime for videos as the audience mix becomes more diverse.
• TikTok & Pinterest: Play the Long Game -  For TikTok, aim for Thursdays around 3 PM and give posts a full 24 hours to perform. On Pinterest, time matters less—success comes from keyword-optimized content that remains discoverable long after posting.

Every platform has its own rhythm. Aligning your posts with peak activity windows and platform-specific behaviors helps you stand out, grow your audience, and get more from every piece of content.

🎥 Ad of the Day

What Works:

 The “In Case of Emergency” fire box concept is a creative pattern interrupt that grabs attention instantly. It capitalizes on visual metaphors, making viewers stop and engage with the ad by creating an unexpected yet familiar scenario. 

The “get a free welcome kit” badge is a powerful incentive that plays on the reciprocity principle, increasing the likelihood of conversion. The phrase “break glass” adds a sense of urgency, nudging viewers to act immediately.

What Could Be Better

While the text does the heavy lifting, the visual elements feel secondary. The bottle placement inside the emergency case is creative, but it doesn’t immediately scream urgency or necessity. 

Given the urgency-driven message, a bold, high-contrast typeface (similar to emergency exit signs) could command more attention. Additionally, placing the words in a staggered layout rather than a single line might make it more visually engaging.

Broader Insights:

The emergency glass metaphor is a highly shareable concept, making it ripe for virality on social media. Encouraging user-generated content (UGC) with a campaign like “Your Morning Emergency Kit” could enhance brand engagement and drive organic reach.

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