How to use the Pareto Principle in your social media strategy – WAU
The Pareto Principle is originally a rule that states that 80% of the effects come from 20% of the causes. In the organizational sphere, its application is relevant in several areas. In this text, we will talk about using the Pareto Principle for social networks.
It is no longer necessary to emphasize the importance of a company being present and active in social networks. This has long gone from being a competitive advantage to becoming an almost mandatory procedure in any digital marketing strategy.
Often, the main question that hangs over managers who want to produce materials for these media is: what type of content should be posted and how often?
An interesting way of looking at this strategic issue is to apply the 80/20 rule, also known as the Pareto Principle.
In this article, we will understand what this rule is and explain why you should apply the Pareto Principle for social networks. Check out!
What is the 80/20 rule?
The name itself suggests its meaning. Quite simply, the rule states that, in different situations, 80% of the effects come from 20% of the causes. The first academic reference to this principle was made by the Italian economist Vilfredo Pareto, in 1892.
In his article, Pareto noted that 20% of the population of his home country owned approximately 80% of the land. Legend has it that one of the factors that led the economist to develop the rule was a good observation in his garden. There, Vilfredo would have noticed that 20% of the pods planted produced 80% of the harvested peas.
With or without gardening inspiration, the fact is that, in 1941, the business consultant Joseph Juran expanded the Pareto idea, adapting the concept to the organizational sphere. According to him, 80% of the problems faced by managers originate from 20% of the defective areas of the company.
From then on, the rule became a very important concept for business management. Due credit was given to its creator, and today the 80/20 rule is known primarily as the Pareto Principle. It started to be applied in several spheres, proving to be useful in the vast majority. Some examples are:
- 20% of customers are responsible for 80% of sales;
- 20% of products are responsible for 80% of profits;
- 20% of employees are responsible for 80% of production.
The Pareto Principle, then, can be applied in different contexts, such as digital marketing. The idea is focus on the 20% that have a critical influence on the other 80. However, there is no universal form of application. Therefore, we will dedicate the rest of the text to the application of the Pareto Principle for social networks.
Why use the Pareto Principle for social networks?
How do you plan your social media posts? If you are familiar with the concepts of content marketing, you know that it is essential to engage your audience to direct them to the point when they will make the purchase decision.
Therefore, focusing your content only on offers or attempts to sell can prove to be an inefficient practice. After all, we are dealing with the consumer 4.0.
This profile has the characteristic of requiring that brands demonstrate personality and values similar to yours, in addition to calling for more personal and digitalized communication.
What does the Pareto Principle have to do with this? In its application for social networks, the 80/20 rule seeks to regulate the character of its publications.
According to the principle, 80% of them should be composed of relevant content and with a high potential for engagement, without worrying about offering products or offering services. The remaining 20% refer to posts that are, in fact, institutional.
Thus, most of the content produced by you will serve to inform, educate and entertain the audience, while 20% will focus on the operations of the brand.
How important is it to the strategy?
The application of the Pareto Principle in social networks serves as a guide for the team or professional responsible for producing content.
After all, as much as social networks are known for their reach, fill a profile of offers and publicity makes it look like a supermarket pamphlet, which is not at all interesting to the customer.
Likewise, producing only material aimed at engaging and entertaining the public ends up mischaracterizing your company, which may have difficulties in reasserting itself as a reliable seller.
Thus, the application of the 80/20 rule is crucial to keep your company’s online activities balanced. This is essential for a good relationship with the modern customer, who needs to feel close to the brand to consider it as a possible source of products or services.
How to apply the principle in practice?
The first step in carrying out any activity that seeks to create some kind of relationship with the public is to define exactly who the audience is. This way, it is much easier to generate material that achieves the proposed objective: be it engaging or selling.
For this, the concept of persona is widely used. It is nothing more than a semi-formal profile of the company’s ideal customer.
To create it, it is necessary to gather demographic characteristics of the audience that the campaign wants to reach. In addition, particularities such as hobbies, interests and problems make the profile closer to reality.
From the moment the company has a well-defined and updated persona, it is possible to focus its material production to reach potential customers more efficiently.
The Pareto Principle is applied by dividing informational and institutional content.
How to produce the 80%
The Social Media Trends 2019 survey, conducted by Websites Are Us, revealed that the main challenge pointed out by companies that use social networks in their strategies is to keep the follower engaged.
With so many content options, it is normal for these followers to become disinterested quickly when not feeling entertained.
Therefore, the 80% that concern information material is crucial. To create this material, look carefully at the persona’s interests. Find out what are the trends that trigger her greatest engagement, as well as the subjects that she most likes to consume.
For that, some practices are essential. One is the keyword search that are on the rise with profiles that fit your persona. One way to achieve this is to analyze the terms used by your competitors and seek to produce content related to those that perform better.
Another precious tip is to follow digital influencers who influence your persona.
So-called influencers often dictate and anticipate trends, so that by looking at your posts, you gain valuable insights for producing your own content.
You may be interested in these other influencer content!
How to use microinfluencers in your marketing strategy
The 7 types of influencers: find out which one works for your strategy!
How to negotiate with digital influencers: step by step
How to produce the 20%
Did you know that 80% of users follow at least one business profile on Instagram? It is fair to assume that, by following these profiles, network users expect more than entertainment or informational posts. They want to receive material directly linked to the company they follow.
This is what should be the focus of 20% of the brand’s publications on social networks: promotional and institutional material. This is the ideal time to introduce new products, share company features and news, and even offer discounts and promotions.
It is important to emphasize that, even if the focus is not on entertaining the customer, it is necessary to use an approach appropriate to the persona. Thus, the type of content and the language used must be consistent with the characteristics of the ideal consumer.
If your persona, for example, is a young 25-year-old publicist, mixing gifs and images with a stripped down and friendly language can be ideal. If, on the other hand, the persona is a 60-year-old executive who likes to get straight to the point, a more professional approach may be necessary.
Therefore, it is ideal that, in all cases, the company maintains a monitoring of the results achieved. In this way, it is possible to identify gaps that must be improved or opportunities that can be better explored.
The importance of call to action
Regardless of the type of publication, there is a goal that is always there: to boost lead generation. For this, it is essential to use the resource called call to action, or simply call to action.
Whether it’s informative content or promotional content, this type of call is a way to encourage visitors to learn more about your company or the product in question.
Thus, it is directed to the company’s website, blog, or to a landing page that will serve to record your contact information.
Planning is a determining factor for the success of social media marketing strategies.
Therefore, the 80/20 rule serves as a guide for planning the posting of content. With marketing automation tools, it is possible to schedule posts, optimizing the entire production process.
Thus, when using the Pareto Principle for social networks, companies have the opportunity to improve the experience of their followers.
For the brand, this means greater engagement, increased authority, increased reach and, ultimately, optimized customer acquisition and retention.
So, it was clear what the 80/20 rule is and how it should be applied on social networks? Are you looking for more knowledge about marketing strategies for this area? Download this free e-book that brings complete material on marketing in the main networks!