The Propinquity Effect: Absence doesn’t really make the heart grow fonder.

Think back to the first encounter with your favorite waitress at the cafe you frequent or the first encounter you had with your ‘friends who became family’. Did you really feel the same way about them then as you do now? Probably not and understandably so because, the more you saw each other and interacted, the more both of you found similarities and formed a stronger bond. Proximity is the name of this ‘game’, better coined as propinquity by social psychologists.

The propinquity effect in the paper “The Spatial Ecology of Group Formation” by psychologists Kurt Back, Leon Festinger and Stanley Schachter (1950) is explained as an interaction with people that happens ‌frequently that helps in making friends. Through frequent meet-ups, people get to know about each other and their nature, enabling them to like each other and eventually want to meet more often because they both find each other attractive and develop a close bond.

In our present time and age, most consumers have an urge to consistently interact with brands and I believe you have an idea what it means for your sales metrics should you decide to be silent in the digital space and not interact with the ever-evolving consumer . 

The hot takeaway from this is simple; live rent free in the minds of your brand’s key stakeholders by constantly engaging them with relatable content in the digital space. I could emphasise more on the phrase ‘content is key’ but that’s a blog for another day. Simple tactics you as your brand’s decision maker can employ to ensure your at the top of mind of the consumer are;

Re-targeting: Also known as remarketing, with its core principle being that it’s easier to push previous consumers down the sales funnel than it is to convert new consumers that have engaged with a brand. Why is this, you may ask? To simply put it, re-targeting helps position the brand at the top-of-mind of the consumer hence, allowing them to get to the point of conversion when they’re already close because of the frequency of interaction.

Multi Platform advertising: Think of this as the art of storytelling using different platforms. A good story is one that’s told so many times, but it sounds different every time because of the messaging and such is the case with multi-platform advertising.  Any consumer who hears the same message enough times from different sources has it at their fingertips and is more inclined to interact with the brand in question.

Consistent posts: Ask most people from a failed relationship what the breaking point was and more often than not you’ll hear “there was no consistency”. Humans want to consistently feel satisfied and when you can no longer increase their dopamine as you previously did by satisfying their needs, it’s only a matter of time before they call it quits and look for an alternative source. Consistently posting relatable content for your target audience and customers makes sure they can always interact with it, hence you are always only a thought away and easier to access.

For any further questions on how to maintain proximity with your customers, do not hesitate to email us at  or through our contact page by clicking here, because, haven’t you heard? We get the internet.

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Repurposing old content: There is no need to reinvent the wheel.

To paraphrase the immortal words of Tony Soprano, “every day is a gift, it just does not have to always be a pair of socks. “


We all tire when the same thing is done repeatedly because there is no element of surprise. It’s akin to going home to the same meal every day after a tiresome day of work, but coming up with new recipes every day is hard. What if you could take your leftovers and make them taste like a fresh new meal? Like turning last night’s nyama choma and chapati into today’s roast meat tacos.

You can use the same logic with your content. Creating new content every day can tire anybody no matter how much coffee you drink, but why struggle and there is a ‘cheat code’? Here’s how you can take your existing content and make it feel fresh;

1.Turn blogs into social media content: Take snippets and quotes from your blog and turn them into awesome text based content. If your blog has a lot of data, you could condense this into a simple infographic or series of graphs that could be shared on your social media platforms. That’s not all, if you aren’t camera shy, you could turn your old blogs into scripts for video content.

2. Create bite sized social media videos from an existing video: Take your longer form video content (vlogs and content longer than 60 seconds) and turn them into bite sized videos for platforms like TikTok, Instagram reels and YouTube Shorts. This can be done by cutting up your long form videos or reshooting 15 second videos based on your old content, with focus on capturing different key points that can all be used as new pieces of content.

3. Repurpose webinars as social media video content: Webinars usually have a decent number of attendees,  but not everyone you intend to attend it can, because it depends on their availability. You can upload the content on YouTube and chop up different segments from the webinar that can all be used as fresh pieces of content for your social media platforms (just like in point 2 above).

With this new ammunition, go forth and conclude the content creation battle set before you. But don’t worry, we wouldn’t just hand you a bag of ammo and ask you to fight on your own. We are here to help. If you would like someone to step in as your champion and take up the fight for you, reach out to us by emailing

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