Social media marketing can play a huge role in drawing audiences to your brand. However, to attract and retain loyal followers, your social media posts must contain the right content mix.
Consumers are drawn to brands that add value to their lives with a social content mix that entertains, interests, informs and engages. While brands ultimately want to sell products and services, they’ll lose followers if they relentlessly promote and sell.
To engage followers and build your brand, consider using the 5:3:2 rule in your social media content.
Each type of content has unique benefits, and the ratio adds more advantages.
Posting curated content …
- Positions you as an expert in your industry.
- Shows that you understand customers and their needs.
- Demonstrates that you keep up to date on your industry.
- Can get you backlinks from the sources you link to.
- Is easy and inexpensive since you just need to find content others have created.
Posting created content …
- Gives you control over what is said and how it is said.
- Shows that you are a participant rather than a bystander in the industry.
- Showcases your expertise directly.
- Allows you to engage followers with your business specifically.
Posting human interest content …
- Puts a human face to the company so customers can form an attachment.
- Entertains followers and keeps them coming back.
- Is very shareable, especially if humorous or surprising.
- Demonstrates and reinforces your brand, values, and culture.
Posting in this ratio …
- Has the right blend of seriousness and a more laid-back attitude.
- Intrigues and attracts new followers.
- Retains existing followers.
- Has shareable content but doesn’t veer into clickbait territory.
The 5:3:2 rule is an excellent rule of thumb, regardless of the platform you are using.
Jennifer Dublino is a prolific researcher, writer, and editor, specializing in topical, engaging, and informative content. She has written numerous e-books, slideshows, websites, landing pages, sales pages, email campaigns, blog posts, press releases and thought leadership articles. Topics include consumer financial services, home buying and finance, general business topics, health and wellness, neuroscience and neuromarketing, and B2B industrial products.