Over the past few years, it’s become increasingly apparent that we all have access to far more information than we could ever need. With the rise of social media and smartphones, we’re inundated with more contents than ever before. A recent study found that Nigerians spend an average of 2 hours and 15 minutes on their phones every day. This number doesn’t even include time spent on laptops or desktop computers! If you think about how much time you spend online each day, it’s easy to see how companies can over-expose themselves when engaging with customers online.
Read also: Knowing the difference between brand exposure and marketing?
Oversaturation makes you disappear in the crowd
• Your ads will become less noticeable.
• It’s harder to stand out from the crowd.
• Your audience will get bored.
• You will lose your audience, and therefore, their trust and loyalty, too.
• You risk being overlooked by your target audience who are looking for something different than what you’re offering them, at this point in time (if you offer it too much).
Over-exposure causes your audience to forget you
The more you are exposed, the more your audience will forget about you and what you have to offer. The only way to get them back is by exposing them, more and more. until they are tired of seeing or hearing from you. It’s a vicious cycle: the more people see of something, the less interested they become in it, and then they need even more exposure so that their interest can return again. This cycle doesn’t work for people who want to be remembered for anything other than being over-exposed!
If you over-use your ads, there’s a risk that they’ll become annoying and even repelling.
Over-exposure can make your ads annoying and repelling to your audience. If you overuse them, there’s a risk that they’ll become annoying and even repelling.
Read also: Re-branding Nigeria through the entertainment industry
Here are some tips on how to avoid this happening:
• Make sure that the ad has enough variety so it doesn’t get boring for the viewer
• Use different styles in each ad for example using one style for blogs and another for social media posts etcetera.
Being like everyone else makes it difficult to build a loyal customer base
A loyal customer base is the most important asset a company can have. It’s vital to retain your customers and keep them coming back for more. Customers will trust you more if you are different than your competitors. If you’re too similar, though, then there’s no reason for a customer to choose you over another business or service provider—and that means big trouble for your bottom line.
If you are too different from everyone else, though, this could also spell disaster for your company: You might alienate some of your customers who wanted something familiar instead of something adventurous or unfamiliar.
Over-exposure = loss of brand’s unique selling point
When you market your brand, you are trying to differentiate yourself from the rest of the pack. You want to stand out and be memorable. But over-exposure can erode that unique identity and make your brand forgettable in the minds of audiences.
Branding is primarily about differentiation, not repetition—being unique rather than being like everyone else (or at least appearing so). It’s about being memorable and differentiating yourself from competitors; it’s not about saying something once and then repeating it countless times until it has lost all meaning or impact. In fact, if one were to look at a dictionary definition of branding—a mark burned into an animal’s skin with hot metal—it would read something along these lines: “To give a distinct character or reputation by repeated exposure; cause something distinctive or noteworthy to become known widely through advertising or publicity.”
In other words: A brand is created when people begin associating certain attributes with your company because they’ve seen them over and over again in advertisements or articles written about your company (e.g., “They’re reliable!”). If people stop seeing those attributes as distinctive for some reason – say through overexposure – then why should they continue associating them with any particular company?
It can devalue your company if everything is constantly on sale or being promoted.
It’s important to recognise that devaluing your company can happen even when you’re not actively trying to do it. By over-promoting, you risk turning off potential customers and damaging the perceived value of your products. If everything is constantly on sale or being promoted as part of a special offer, people may start thinking they’re not worth buying at full price.
When this happens, your business will lose some of its prestige and appear less valuable than companies with much higher prices than yours. If you want to avoid this problem in the future, try limiting promotions to specific periods of time and only offering them for select products or services (like an annual sale).
Read also: Eight benefits of building strong and admired brands
Over-exposure can have a negative impact on your company, so be smart about your marketing decisions
Marketing is about being smart about your decisions. You need to be aware of what is happening in your market. So, when you’re marketing a product or service you want to make sure that the message is clear and concise and gets the point across effectively.
If you overexpose yourself, it can have a negative impact on your company. The objective of any good marketing strategy is to increase awareness of your brand while maximizing sales and ROI. If people are constantly exposed to what you have to offer, they will become desensitized—and eventually bored—by it all.
Last line
As you can see, over-exposure is a very real threat to your brand. It’s important that you keep track of how often your brand is being seen and make sure it doesn’t happen too much.
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