The 80/20 Rule for Social Media Content

Stop Selling All the Time Start Connecting

If every post you share is a promotion, your audience is tuning out. The 80/20 rule for social media gives you a smarter way to build trust, stay relevant, and actually drive results. It’s one of the most effective content strategies for small businesses that want to grow without sounding like a sales pitch.

Let’s break down how it works and why it should be part of your social media content strategy.

What Is the 80/20 Rule in Social Media Marketing?

The 80/20 rule says:

• 80% of your content should inform, educate, or entertain

• 20% of your content should directly promote your business

It’s based on the idea that value builds trust and trust drives sales. When your audience consistently gets useful, relatable content, they’re far more likely to engage and eventually buy.

Think of it as relationship-building, not broadcasting.

Why the 80/20 Rule Works

Social platforms reward relevance and engagement, not pushy promotions. By following this rule, you:

• Build a brand people want to follow

• Get more likes, shares, and saves (hello, algorithm boost)

• Create a deeper connection with your audience

• Increase conversions by promoting at the right time

According to HubSpot’s 2024 State of Marketing report, brands that focus on audience-first content see 3x higher engagement rates than those that prioritize sales.

What Counts as the 80%: Value-First Content

Here’s what your non-promotional content might include:

• Educational: Tips, how-tos, FAQs, behind-the-scenes

• Inspirational: Customer stories, quotes, success highlights

• Entertaining: Memes, trends, light humor (when brand-appropriate)

• Community-focused: Local shout-outs, team spotlights, UGC (user-generated content)

Example:A landscaping company could share:

• A time-lapse video of a yard transformation (educational)

• A customer testimonial post (inspirational)

• A “This or That” poll about garden styles (engagement)

None of these scream “buy now” but all build awareness and trust.

The 20% That Sells: How to Promote Without Pushing People Away

Promotional content isn’t bad it just needs to be intentional.

Use this slice of your calendar for:

• New product or service launches

• Time-sensitive offers or sales

• Booking reminders or events

• Clear calls-to-action (CTA): “Book now,” “Get your free quote,” etc.

Pro tip: Make your 20% look as natural and on-brand as your 80%. Use real photos, testimonials, and compelling captions not just generic graphics.

How to Apply the 80/20 Rule in Your Social Media Calendar

Let’s say you post 5 times a week. That might break down like this:

• 4 posts = Value-driven (education, stories, community)

• 1 post = Promotion (with a CTA)

You can keep it flexible, but always check your content calendar to make sure you’re not leaning too hard into sales content.

Use simple planning tools like Google Sheets, Notion, or Later to track your post types and keep your mix balanced.

The 80/20 Rule Is About Playing the Long Game

Short-term gains from nonstop selling aren’t worth losing long-term trust. The 80/20 rule helps you stay consistent, build a loyal audience, and convert followers when they’re ready not when you demand it.

It works because it’s aligned with how people use social media: for connection, not commercials.

Need Help Building Your Content Strategy?

If you’re not sure how to apply the 80/20 rule or what content mix makes sense for your business, we’re here to help. Bildap creates custom social media strategies that actually work without sounding pushy or out of touch.

Let’s make your content smarter visit our homepage to get started.