The 70-20-10 rule has been a popular concept in social media marketing for some time. The rule outlines how businesses should allocate their resources and time between three different types of content creation: 70% should be dedicated to the creation of low-risk, safe content, 20% should be used for experimenting with new ideas, and 10% should be invested in high-risk, innovative concepts. Adhering to this rule is believed to be a recipe for success in the digital world.
Implementing the 70-20-10 rule in social media marketing starts with understanding the three categories of content. Safe content falls within the established norms of the business and industry. It tends to evoke no strong emotional response from the audience since it’s common knowledge. Examples of safe content include industry news and reports.
On the other hand, the 20% that’s dedicated to experimentation can include content that deviates slightly from the safe content. For instance, a business in the fashion industry could experiment with a new color scheme or recommend an outfit that isn’t necessarily what people would normally wear.
The last 10% is set aside for high-risk, innovative concepts. This could be the introduction of a new product or service or an entirely new approach to marketing. Businesses should allocate this time towards brainstorming new ideas and creating tangible results that would be visible in metrics such as engagement, response rate, and conversions.
A significant advantage of the 70-20-10 rule is that it keeps businesses focused on long-term goals by making the process iterative. By dedicating an equal amount of time to all three categories of content, businesses can ensure a well-rounded marketing approach that evolves over time. Over-reliance on safe content leads to stagnation, while the unpredictable nature of high-risk content can result in failure. Experimentation helps keep businesses on their toes by providing room for controlled risks.
Implementing the 70-20-10 rule will continue to be valuable to businesses as the digital space evolves. Understanding the different types of content, allocating resources effectively, and critically analyzing marketing results will be essential in the journey towards successful social media marketing. Remember, the rule is not set in stone, but it’s a useful guide to help create a healthy framework for marketing creativity.
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