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What is an 80/20 mix on social media?

What is the 80/20 rule? The 80/20 rule indicates that 80% of social media posts should be useful to your audience — meaning, it educates, entertains, or offers a solution to their problems — and only 20% should explicitly promote your business.

brandmuscle.com - The 80/20 Rule, Explained - BrandMuscle

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Useful social media posts

Useful social posts should make up about 80% of the content on your business’s social networking pages. These types of posts can be curated, original, or a mix of both. Create and look for third-party content that’s relevant to your industry, locality, and audience’s interests, while refraining from explicitly promoting your brand. You can still include product pictures or links, but your post shouldn’t focus on your business. Instead, prioritize adding value to the user’s life by providing education, entertainment, and valuable information, and let your brand fade into the background.

Examples of useful social media posts include:

Aspirational photos Desirable lifestyles Before and after transformations Inspiring or satisfying images

Timely articles Industry news Hyperlocal news Positive or uplifting stories

Promotional social media posts should make up just 20% of your content. These types of posts should drive consumer action, such as making an online purchase. They should also include a call-to-action, such as “learn more” or “shop now.”

Examples of promotional social media posts include:

Special offers Coupons Sales Seasonal offerings

Product spotlights Beauty shots Demos Detailed description of features Competitor comparisons

Third party mentions Positive media coverage Positive customer reviews or testimonials

How to plan social media content according to the 80/20 rule

Using a social media scheduling tool or through-channel marketing automation platform can help you plan content according to the 80/20 rule. You can easily look at the calendar to see how much of your scheduled content is geared to be useful to your audience and how much is promotional, or designate certain days of the week for different types of content. For example, if you post 20 times per month, about 16 posts should include helpful content and 4 posts can be promotional. Connecting RSS feeds to a social media scheduling tool can also make it easy to find helpful content that’s relevant to your audience’s needs. Find news outlets that produce compelling lifestyle pieces that align well with your product offering, then curate it to appear on your social media feeds.

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