At Have and Hold Marketing, we’re all about creating content for humans, not algorithms. But, we also know that the key to effective social media marketing is striking a balance between what resonates with people and what keeps algorithms happy. That’s why the 80/20 rule is so powerful—it combines the basics of consumer behaviour with activities that help your content get noticed.

People engage most with content that feels social, authentic, and isn’t overtly trying to sell them something. At the same time, we know algorithms reward consistent, engaging activity. By following the 80/20 rule—80% of your content focused on value and engagement (awareness and consideration phases of the marketing funnel), and 20% focused on driving action (purchase phase)—you’ll keep your audience interested while also increasing your visibility online.

The 80%: Build Trust and Engagement (Awareness & Consideration)

The majority of your content should focus on the awareness and consideration phases of the marketing funnel. This is where you build trust, educate, and inspire. Examples include:

• Educational content: Share tips, industry insights, or how-to guides that help your audience improve their skills or stay up-to-date with trends.

• Thought leadership: Position yourself as an expert in your field by discussing key industry changes or offering your take on future trends.

• Community engagement: Showcase behind-the-scenes moments, success stories, or customer experiences that bring your brand to life.

• Inspiration and recognition: Celebrate your team’s wins or your customers' successes. Shine a spotlight on the human side of your business.

By consistently offering content that informs, inspires, and engages, you’re nurturing your audience through these initial stages, helping them move closer to making a decision while positioning your business as a trusted resource.

The 20%: Drive Action (Purchase)

Once you've built trust, it’s time to move your audience to the purchase phase of the funnel. This content should encourage action—whether that’s signing up, making a purchase, or attending an event. Examples include:

• Promotional posts: Share limited-time offers, discounts, or upcoming events that encourage immediate action.

• Event promotion: Announce webinars, workshops, or industry events, and make it easy for your audience to sign up or get involved.

• Product or service highlights: Show off the benefits of what you offer. Use testimonials, case studies, or specific product features to make the benefits tangible and relatable.

This 20% of content should always include a clear call-to-action (CTA) that guides your audience to take the next step.

Why the 80/20 Rule Works

The magic of the 80/20 rule is that it keeps your audience coming back for more. By leading with value-driven content that focuses on the awareness and consideration stages, you build trust, credibility, and a loyal following. Then, when it’s time to promote your products or services, your audience is more likely to respond positively because they trust your brand.

So, next time you're planning your social media content, remember the 80/20 balance: 80% for awareness and consideration, and 20% for purchase. This approach will help you build stronger relationships with your audience while driving results for your business.