80/20 Rule in Social Media
Undoubtedly, social media is very important, and over the years, you have heard that it is essential for your business. In this article we are going to define some key points and provide some tips on how to improve.
Engagement is an essential part of social media marketing. When you create your posts, you want people to interact with it. However, social media platforms don’t always present the data in a straightforward way.
One distinction you have to make when looking at the data is that engagement and reach are two different things. Reach typically means how many eyeballs have seen the content, but that does not mean they read it/ watched it or interacted with it. It just means they passed by it.
Now that is still an important metric because it shows the connection between the reach and the engagement. For example, if a post has a high reach, and a low engagement, then you will know that the content needs to change. If the post has high reach and high engagement, then you know that you need to create similar content. Lastly if the post has low reach and low engagement, then you know that you can invest in broadening your engagement.
The greatest measurement of success in terms of engagement is people sharing your content. When they do, it usually says that the emotions you are trying to convey hit the nail on the head enough for them to buy into the content.
Getting More Engagement
The biggest hurdle that business owners face is creating content that actually invokes engagement and increases sales at the same time. For that there is the 80/20 rule.
The 80/20 rule divides your content into 80% and 20% where 80% is high value content, and only 20% is sales content. As a business owner, this may seem counterintuitive because your objective is to increase your sales, but it is not that way for customers at all.
Your potential customers and clients need to see that you are offering them value and enriching their lives in one way or another. While as a business, you’re on social media to grow your company, and maybe because that is where most people say you should be, you have to remember that people are on there for entertainment purposes.
Think of the reasons you’re on social media during your leisure time. You may be watching educational YouTube videos, or listening to an important podcast, even if it is something that doesn’t seem like a form of entertainment, it still is.
Your customers are doing the same thing, they are on social media to be entertained and not be bombarded with sales ads. This is why the 80/20 rule works because it keeps the majority for entertainment so that the 20% isn’t bothersome.
How Does the 80/20 Work?
In order to get the 80/20 rule to work you have to think like your customers. Imagine being at the center of a crowded room where everyone is calling your name trying to get your attention. There are too many distractions that it takes a significant amount of energy to focus on one thing.
In the arena of social media content is constantly bombarding the user,which is very demanding, so the content has to be intriguing for the user to continue watching, reading, or listening.
When creating your content you have to place yourself in your audience’s shoes and say “what is in it for me?”. In other words, why would your audience choose to engage with your content rather than someone else’s?
This of course comes with knowing your audience. With that comes three important things to remember. First, knowing your audience should give you an idea about the type of content they will engage with. By that I mean the genre, is it informative content? educational? humorous? Inspirational?
Once you are set on the genre, then you can mix things up between video, audio, and writing.
The second thing you have to keep in mind is consistency. It may seem hard at first, but lack of consistency does not produce results. You have to be consistent, and you might have to be consistent for a while before you note a significant growth.
Third, don’t fall prey to the comparison game. It might be tempting to look at competitors’ social media and think “I can’t compete with that”, but you know your audience. Focus on them. Focus on providing them with the value they are looking for and you will begin to see an increased engagement, and with time, increased sales.
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