Social media 101: aim for about 80% value content to attract and keep your audience’s attention, and 20% promotional content to sell. If every post pushes an offer, people tune out. Be useful first. Give your audience what they need through the three Es — Entertain, Engage, Educate — then use the remaining 20% to promote with intention.
1. Entertain
Give your audience a reason to smile, pause, or share. Try:
- Industry news with a quick take
- Inspirational quotes with your commentary
- Local or niche events worth knowing about
- Curated influencer posts in your field (credit the creator)
- Shout-outs to clients, partners, or community members
- Community news your audience cares about
- Short videos (Instagram Reels, TikTok, YouTube Shorts)
- Light, brand-safe humour
2. Engage
Spark interaction so people feel part of the conversation. Try:
- Fill-in-the-blank prompts
- “Caption this” images
- One-word check-ins or word-association posts
- “Finish this sentence” prompts
- “Share your tip” or “share your story” invitations
- Polls or “A vs. B” choices (This or That)
- Contests or giveaways with clear rules and simple entry
3. Educate
Teach something useful to build trust and authority. Try:
- Blog posts and how-to tips
- Guides and white papers
- News explainers relevant to your niche
- Instructional videos
- Top-10s and other listicles
- Original insights, frameworks, or data you have gathered
- Field-specific best practices
The 20%: Talk About You
Now, promote thoughtfully. Ideas for the promotional slice:
- Recent work or case studies
- Testimonials and reviews
- Product or service spotlights
- Behind-the-scenes moments
- Day-in-the-life or process videos
- Personal introductions and selfies with context
- Your favourite tools or resources and why you use them
Always be social!
Once you know what to post, show up like a human. Say hi, start a conversation, ask how people are doing, and say thanks. When people feel seen and appreciated, they stick around, and they are far more likely to become customers.
Save this diagram as your guide:
Remember: Use the three Es to keep your audience interested, then use your 20% to make clear, helpful offers. That balance builds trust, recognition, and results. Want to go deeper? We are here to help you reach your social media and marketing goals. Book a discovery call to chat about your ideas!
