Understanding The 80/20 Rule That Helps Social Media Work For You

Are You Selling Too Much—Or Not Enough?

If you feel like your social media posts aren’t getting the engagement you want, or you’re struggling to turn your followers into customers, you might be making a common mistake: selling too much—or not enough.

There’s a simple formula that successful brands and business owners use to keep their audience engaged while still making sales, and it’s called the 80/20 Rule of Content.

What Is the 80/20 Rule?

The 80/20 Rule for social media content means that:

✔️ 80% of your posts should provide value—this includes education, entertainment, or inspiration.
✔️ 20% of your posts should be promotional—this is where you directly sell your product or service.

Why does this work? Because people don’t come to social media just to be sold to 24/7. They log in to learn, laugh, and connect with others. If every post you make is a sales pitch, people will start scrolling past your content—or worse, unfollow you.

But when you focus on helping first and selling second, your audience will trust you, engage with you, and be more likely to buy when you do promote.

Breaking Down the 80%: How to Provide Value

So, what exactly does “providing value” mean? It doesn’t mean giving away free products or services. Instead, it means creating content that educates, entertains, or inspires your audience.

Let’s break this down:

1. Educational Content

Teach your audience something that helps them solve a problem, learn a new skill, or make an informed decision.

Examples:

• A skincare business: Share “3 Mistakes That Make Your Skincare Routine Less Effective.”

• A fitness coach: Post “5 Simple Exercises You Can Do at Home for a Stronger Core.”

• A home organization expert: Show “How to Declutter Your Closet in 3 Easy Steps.”

When people see you as a valuable source of information, they’ll keep coming back for more.

2. Entertaining Content

People use social media for fun! If your content is engaging and enjoyable, it keeps people interested.

Examples:

• Behind-the-scenes videos of your daily life in business.

• Funny memes or relatable posts about your industry.

• Trending challenges or sounds (especially on TikTok and Instagram Reels).

Making people smile or laugh builds a connection—and connection builds trust.

3. Inspirational Content

Inspiration is powerful. When people feel motivated by your content, they associate those positive emotions with you and your brand.

Examples:

• Share your journey—how you started, challenges you faced, and lessons you learned.

• Feature customer success stories to inspire others.

• Post motivational quotes that align with your brand values.

When people feel inspired, they’re more likely to engage, share, and remember you.

The 20%: Selling Without Being Salesy

Now that you’ve built trust and engagement through valuable content, your audience will actually want to hear about your offers.

This is where the 20% promotional content comes in. These posts should directly sell your product or service but still feel authentic and natural.

How to Sell Without Turning People Off

1. Tell a Story
   Instead of saying, “Buy my product,” share a story about how it’s helped someone.

Example: Instead of “Get this serum for glowing skin,” try “Meet Sarah! She struggled with dry skin for years until she tried this serum. Now, she feels confident without makeup. Want to try it too?”

2. Use Social Proof
   People trust recommendations from others. Share testimonials, reviews, or before-and-after photos from happy customers.

Example: “Jessica used our planner for 30 days and finally got her schedule under control. Swipe to see her transformation!” (swipe pertains to carousel posts on Instagram)

3. Create Urgency
   Give people a reason to buy now instead of later. Use limited-time offers, bonuses, or exclusive deals.

Example: “Only 10 spots left for my fitness program—doors close Friday!”

4. Make It Easy to Buy 🛒
   Always include a clear call-to-action (CTA) so people know what to do next.

Example: “DM me ‘GLOW’ for a special discount!” or “Click the link in my bio to grab yours today!”

Action Steps: How to Apply the 80/20 Rule Today

Now that you understand the 80/20 Rule, it’s time to audit your content and make changes!

Step 1: Check Your Last 5 Posts

Look at your recent posts and ask yourself:

• Are at least 4 of them educational, entertaining, or inspirational?

• Is only 1 (or maybe 2) of them directly selling?

If your feed is all sales posts, it’s time to mix things up.

Step 2: Plan Your Next 5 Posts Using the 80/20 Rule

Here’s a simple posting plan:

• Post 1: Educational (Tip, tutorial, or how-to)

• Post 2: Entertaining (Behind-the-scenes, meme, or fun fact)

• Post 3: Inspirational (Story, testimonial, or motivation)

• Post 4: Educational (More tips, FAQs, or mistakes to avoid)

• Post 5: Promotional (Sell your product/service in an engaging way)

Step 3: Engage with Your Audience

Social media isn’t just about posting—it’s about building relationships.

• Respond to comments.

• Ask questions to spark conversation.

• Engage with your followers’ content too!

When you show up consistently and provide value, people will look forward to your content, trust your recommendations, and feel excited to buy from you.

The 80/20 Rule isn’t just a strategy—it’s a mindset shift. Instead of focusing on selling, focus on serving.

When you give value first, you attract, engage, and convert more followers into loyal customers—without feeling pushy or salesy.

So, what’s your next post going to be? Make it valuable, make it engaging, and watch your social media thrive!