In the ever-changing world of social media marketing, working out how to genuinely engage your audience can seem daunting. It can feel as though brands on every platform are vying for likes, comments and shares – so, how can you create content that will capture attention and encourage interaction?
Enter the 50-30-20 rule
The ratio of 50-30-20 can be a great benchmark on which to base your social media content plan, generating fresh ideas and sparking engagement.
The rule, at its core, can help you balance your social media posts so that you’re not repeatedly churning out the same old content.
If you think about it like a pie chart, with each slice symbolising a ratio, we can build a better picture of how these proportions align with each other.
These aren’t just meaningless numbers, either – they’re based on a grounded understand of the dynamics of audience engagement. In other words, they keep people tuned in – not switching off.
By keeping the audience at the forefront of our mind when we’re planning content, we can write posts that are FOR them – not just directed AT them. We can ask ourselves important questions, like: “What do my target viewers want?” and “How can I form a genuine connection with my dream clients?”
This is where the 50-30-20 rule comes into play.
What does the 50% slice represent?
Half of your content should be centered around your audience. This means we want to be creating content that resonates with them, however that looks – posts that make them laugh, perhaps, or think, depending on your brand and the voice you want to convey.
You can get a good idea of which type of posts work by how much engagement you’re receiving. If certain posts don’t seem to be getting much interaction, don’t be disheartened – simply revise your strategy and try different methods until they start to stick.
What does the 30% portion account for?
30% of your social media content should be focused on brand representation. This is a good opportunity to encapsulate your values, brand identity and what your business uniquely brings to the table.
The goal of this is to make your brand relatable, while demonstrating your industry knowledge.
Where does the 20% come into the rule?
Lastly, the final slice (yet no less significant) should be devoted to promoting your business’ offerings.
Here, you’ll have the opportunity to inform your audience about what products or services you have available or any new promotions coming up – but be careful not to make this too salesy, as this can turn people off. It should remain engaging while still letting people know about what you can offer them – whether that’s through case studies from past happy clients, aesthetically pleasing graphics or a post addressing your ideal customer’s pain points.
If you need help coming up with engaging posts for your social media feed, why not download this free social media calendar? With 365-days’ worth of prompts, ensure you never get hit by a dreaded blank page when it comes to writing social media posts again.
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