The 80/20 Rule: the Key to Social Media Engagement

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Bird tweets icon

Globally, there are 1.35 billion active Facebook users, 284 million active Twitter users, 200 million active Instagram users and 332 million registered LinkedIn members.

In case you had any doubts, these numbers reveal just how crucial social media is in our world today. The opportunity to reach huge audiences, at very low cost, is greater than ever before. Although most businesses have caught on to this long-standing trend, many of them are lacking the most important sign of success - user engagement.

If you’re constantly pushing your brand online, then you need to pump the breaks! Create content that is interesting, engaging and shareable. Being too overly promotional online can actually discourage users from following your posts. Consumers are bombarded by advertisements enough as it is, so you can’t expect them to willingly fill up their newsfeed with more of them. Rather than following an exceptionally promotional strategy, follow the 80/20 Rule.

The 80/20 Rule

80% of your content should be fun, useful, engaging and attractive to your target audience. However, it’s also important to always choose content and imagery that are inline with your brand. Once you attract your audience with the ‘sticky’ content, they’ll keep coming back for more. The remaining 20% of your content is reserved for brand recognition, calls to action, contests and promotional material. When you keep your audience interactive and engaged, they are far more likely to value whatever promotional information comes their way.