@buildwithjigar

What they said

• A customer decides to purchase after hearing about something 8 times consistently (the 8-exposure rule, stated as the speaker's opinion).
• A new brand does not have the money to show an ad 8 times to the same person, so "generally one ad is a waste, it should never be done".
• Example (speaker's, a founder interview clip): if I am coming to iHub (an Ahmedabad venue) and you buy one hoarding, I might see it once; tomorrow's newspaper ad, a one-off ad elsewhere; "ad everywhere" means I am not seeing it enough in one place. (Transcript is truncated after about 30 s; the last fragment reads "...[comp]any does not work at MVP level".)
• Caption: One ad does not build a brand; consumers must see and hear a brand consistently before it is familiar enough to trust; for a new brand, one-off advertising across multiple places creates visibility without recall. "Don't spread the budget thin. Build frequency where it matters."
• Likely the "8000" in a comment refers to an amount the speaker mentioned (not in the transcript text we have).

Try this

• New brands: Do not spread a small budget across many places. The creator's rule of thumb is that a buyer needs to hear about you around eight times, so repeat the same message to the same people.
• Advertisers: Concentrate spend on one or two audiences and one or two creatives. Check frequency in Ads Manager and watch it rise before you judge results.
• Considered purchases: Retarget warm viewers with reels, ads and email to the same audience, instead of trying many one-off channels.
• Agencies: Use frequency versus reach to answer clients who want to "try everything" with a small budget.
• Creators: Stay consistent in message and format so people recognise you after a few views.
• Note: The eight-exposure figure is the speaker's opinion, not a measured rule.

Links

None. A podcast or panel clip (red backdrop, lapel mic), with the account @buildwithjigar re-posting it with commentary.