If you’ve been creating content for a while, you might have come across the 80/20 rule — a principle often mentioned in marketing circles. But what does it actually mean for your social media strategy?
In short, the 80/20 rule helps you create a balanced, audience-first approach that avoids overly promotional posts while still building your business. Here’s how it works and how to use it effectively.
What is the 80/20 rule?
The 80/20 rule for social media content suggests this:
- 80% of your content should educate, entertain or add value for your audience
- 20% of your content should directly promote your business, products or services
This keeps your content strategy focused on relationship-building, not just selling — which is key for long-term growth and engagement.
Why the 80/20 rule works
If every post is a sales pitch, your audience will lose interest. Social media is a two-way conversation, not a billboard.
By offering useful, engaging or inspiring content 80% of the time, you build trust, authority and connection. Then, when you do promote something, your audience is more likely to pay attention — and take action.
What counts as the 80%?
This is the non-promotional content — but that doesn’t mean it’s not strategic. Examples include:
- Educational tips – “3 ways to save time when planning your content”
- Behind the scenes – showing your process, team or tools
- Personal stories – relatable or inspiring moments from your journey
- Customer spotlights or testimonials – storytelling, not salesy
- Entertaining reels or memes – if they suit your brand tone
- Community building – polls, questions, “this or that” posts
The goal? To start conversations, share insights, and show your values.
What counts as the 20%?
This is your space to be clear and direct about what you offer. For example:
- Announcing a new product or service
- Sharing a discount or special offer
- Promoting your online course, service, or digital download
- Booking reminders (e.g. “spots are open for June clients”)
- Direct calls to action (e.g. “click the link in bio to shop now”)
The key is to keep it clear, confident and value-driven — without feeling pushy.
How to apply the 80/20 rule in real life
You don’t need to calculate exact percentages every time you post. Instead, look at your content calendar weekly or monthly and ask:
- “Am I showing up to serve more than I sell?”
- “Have I earned the right to promote by offering consistent value?”
- “Does this mix build trust and drive action?”
A helpful approach:
- Plan 4 value-led posts for every 1 promotional post
- Use content pillars (like educate, entertain, promote) to stay balanced
- Review your analytics to see what your audience responds to
The 80/20 rule isn’t a strict formula — it’s a guiding principle. It reminds you that the most effective social media strategies aren’t built on shouting about what you sell — they’re built on connection, trust and value.
