Let’s dive into the world of social media marketing, where not all posts are created equal. Ever heard of the 80/20 rule of social media marketing, also known as the Pareto Principle?
No, it’s not a secret recipe for a magical potion, but it’s close when it comes to boosting your social media engagement. This rule is a handy little principle that can help shape your social media strategy and transform the way you connect with your audience.
Stick around to discover how this simple ratio of 80:20 could be your roadmap to social media success.
What Is The 80/20 Rule of Social Media Marketing?
The Pareto Principle, named after the Italian economist Vilfredo Pareto, is a concept that suggests 80% of results come from 20% of efforts. It is commonly referred to as the Law of the Vital Few, a principle you have probably observed being applied by your competitors and other prominent individuals in their social media marketing endeavors.
Ever noticed how your favorite influencer or brand intersperses their feed with articles, videos, or posts from other profiles, all blended seamlessly among their selfies and product promotions? What they’re actually doing is leveraging the 80/20 rule, offering a greater volume of engaging content (both original and curated from others) compared to promotional posts. This is more than just a random strategy: it’s a successful, tried-and-true method in the realm of social media marketing!
Just in case you’re still confused, let’s break it down.
Applying the Pareto Principle to social media channels
Regarding social media marketing, the 80/20 rule suggests that 80% of your social media posts should be valuable and engaging content for your audience — think tips, how-to’s, tutorials, and posts that spark conversation. This content isn’t directly about your products or services, but it’s relevant to your audience and provides them with something beneficial.
The remaining 20% can be promotional, where you can talk about your products, services, or business directly. This balance helps to build relationships with your followers, keeping them interested and engaged without feeling overwhelmed by constant sales messages.
Example of Using the 80/20 Rule
Let’s consider a home decor business running a Pinterest account. Using the 80/20 principle, 80% of the pins—let’s say 8 out of every 10—should be content that is valuable and engaging for the followers without directly promoting the business. These could be pins on home decor trends, DIY decoration ideas, before-and-after room renovation pictures, or tips on selecting the right furnishings for different interior styles. This type of content not only engages followers but also establishes the business as a knowledgeable authority in the field of home decor, thereby fostering trust and connection.
Let’s also clarify that these pins wouldn’t link back to the business itself; rather, they would link to other websites that aren’t direct competitors (but still within the same niche-here’s a helpful article on Pinterest marketing for context). This is the best way to provide engaging content to your social platforms to engage (and grow) your target audience without the constant need for new content of your own.
Plus, that’s the beautiful thing about social media that everyone seems to forget; it’s about being social! The more you engage with others, the more you’ll receive engagement and increase your brand awareness (and yes, all social platforms favor profiles with genuine, authentic activity).
The remaining 20% of the pins, or 2 out of every 10, can directly promote the business. These pins might showcase the business’s own products, announce new collections, or offer special promotions. While these pins are overtly marketing the products, they’re subtly tucked into a feed that’s already brimming with value-added content, leading to a more receptive audience that doesn’t feel overwhelmed by sales messages.
The Advantages of Prioritizing Quality Over Quantity with the 80/20 Rule
The 80/20 rule underscores the significance of quality over quantity. It’s not about bombarding your followers with an endless stream of content; it’s about sharing the right content at the right time. This principle can lead to several benefits in your social media marketing strategy when appropriately implemented.
Firstly, it helps you establish a stronger rapport with your audience, as delivering valuable content is a surefire way to gain their trust and keep them engaged. By sharing helpful tips, featuring user-generated content, or posting insightful articles, you’re offering something valuable, increasing their respect and affinity for your brand.
Secondly, focusing on quality content reduces the risk of overwhelming or alienating your followers with excessive promotional posts. This balanced approach keeps your audience engaged without making them feel like they’re being incessantly sold to.
Lastly, this rule encourages you to invest time and effort into creating and curating top-notch content, which can boost your brand’s reputation and authority in your industry. When your followers see you as a reliable source of valuable information, they’re more likely to share your content, thereby extending your reach and presence on social media.
So, it’s clear that the 80/20 rule is not just about maintaining a numerical balance between content types, but also about focusing on the quality and relevance of what you share. Now, let’s see how you can effectively implement this rule in your social media marketing strategy.
Best Practices for Engaging on Instagram, Facebook, and Social Media in General
Adhering to the 80/20 rule doesn’t mean you always have to create fresh content. Remember, your mission is to provide your audience with valuable and engaging content, whether yours or someone else’s. Sharing other people’s content—relevant articles, industry news, influencer posts, and even inspirational quotes or memes—can help you stay active and visible on the platform without falling into the common trap of only posting promotional content.
This approach lends authenticity to your online presence as it shows you are not only interested in pushing your own agenda but also in contributing to the broader conversations happening within your industry.
The catch here is to curate this content carefully. You want to ensure it resonates with your audience (target market) and aligns with your brand. This way, you maintain an active online presence, foster audience engagement, and uphold the 80/20 rule without coming off as self-serving or salesy.
How to Curate Content
Curating content for a specific audience requires understanding their interests, preferences, and the types of content they engage with most. To start, create a content calendar that aligns with your brand’s mission and audience’s needs. A handy way to do this is to monitor popular topics and trends within your industry. You can use tools like Google Trends, or even the trending section of your social media platforms to gain insights into what’s currently resonating with your audience.
For the 80% non-promotional content, consider sharing industry news, thought leadership articles, or user-generated content that correlates with your brand. Always remember to add value to your posts – it can be educational, informative, or simply entertaining.
For the 20% promotional content, focus on highlighting your products or services in a way that solves a problem for your audience. Showcase unique features, share customer testimonials, or create special promotions to engage your followers.
Remember, curation is not just about sharing; it’s also about adding your unique perspective to bridge the connection between the content and your audience. For instance, you can share an article but include your own commentary or insights in the caption to make it more personalized.
Finally, always measure and adjust. You can use analytics to track which types of content drive the most engagement, then adjust your content strategy accordingly to optimize engagement.
Curating content in line with the 80/20 “golden” rule will ensure you provide a steady stream of valuable content that fosters engagement and builds a strong relationship with your audience while leaving room for necessary self-promotion.
Conclusion
In today’s digital world, the secret key to successful social media content marketing lies in striking the right balance between delivering value and promoting your brand. The 80/20 rule of social media marketing provides a valuable framework to achieve this balance. It isn’t just about numbers; it’s about ensuring the quality, relevancy, and timing of the content you share.
However, effectively implementing the Pareto principle in your social media strategy requires time, effort, and an in-depth understanding of your audience and industry trends.
If you’re looking to optimize your social media presence but need help figuring out where to start, Sunrise Virtual Assistant Services can help. Our team of experienced social marketers understands the nuances of the 80/20 rule and how to leverage it to your advantage. Contact us today, and let’s start building a stronger, more engaging social media presence for your brand.
