I want to make something clear. Views don’t equal clients or business. You can have thousands of views, high engagement, viral posts, and all the signs to turn content into clients… and still not make money, not get clients, and not grow a real business. And this is where a lot of creators and brands get stuck.

This is because most content they are optimizing for is attention; when they should be optimizing for conversion. So if you’ve ever thought:

• “My content is doing well, but it’s not turning into anything”
• “I’m getting views but not clients”
• “I don’t understand why this isn’t working”

This is the missing piece.

The Core Difference (Views vs Clients)

Content that gets views is designed to attract attention. Content that gets clients is designed to drive action. Both matter, They serve different purposes but the big picture is you need both to be balanced to create content that converts fully.

Content That Gets Views

Let’s start here. The content that gets views is the type of content you see everywhere. It performs well because its relatable, entertaining; its shareable and most importantly; east to consume.

This is the type of content you see everywhere.

What It Looks Like

This type of content can look like:

• Trending sounds
• Relatable memes
• Broad advice
• Short, punchy hooks
• “This is so me” content

This gets:

• Likes
• Shares
• Comments

But what does it actually do for your business? Not much on its own.

Why It Works

It taps into:

• Emotion
• Relatability
• Quick dopamine hits

It’s designed for the algorithm and fast engagement.

The Problem

This kind of content builds:

• Attention
• Visibility

But not necessarily:

• Trust
• Authority
• Buying intent

So you end up with an audience that watches… but doesn’t act.

Content That Gets Clients

This is where everything shifts. This type of content is designed to move people from interest → decision.

What It Looks Like

• Clear insights
• Specific advice
• Problem-solving content
• Strategic breakdowns

This type of content makes people think:
“They get it.”
“I trust this person.”
“I might need their help.”

Why It Works

Because it builds trust, credibility and authority. Those are the things that drive conversions, inquires, and sales.

The Key Difference

View-based content makes people react and client based content makes people decide.

But the question still stands “Why Most People Stay Stuck Chasing Views”?

Because views feel good.

They’re immediate, visible, and validating. You post something and instantly see the likes, the comments and the shares & it feels like progress. But the problem is: Attention without direction doesn’t convert.

The Algorithm vs The Audience

Here’s where things get interesting. A lot of content is created for the algorithm. Which is understandable, if your content doesn’t match what the algorithm is looking for; it won’t show your content. But the dealbreaker is; clients don’t come from algorithms. They come from people. And people need more than trends, quick tips, entertainment and content not specialized for them.

They need clarity, trust and confidence in what you can bring them.

The Missing Middle Layer

Most creators or brands have 2 types of funnels. Top-of-funnel (views content) or Bottom-of-funnel (selling). But they skip the middle. That middle layer is trust-building content.

What That Includes

• Explaining your process
• Sharing insights
• Breaking down problems
• Showing how you think

This is what turns viewers → potential clients

The 3 Types of Content You Actually Need

Like I mentioned in the beginning, instead of choosing between views and clients…You need both. But structured.

Attention Content (Top of Funnel)

The purpose is to get seen

Examples:

• Relatable posts
• Trends
• Hooks

Authority Content (Middle of Funnel)

This purpose is to build trust

Examples:

• Insights
• Breakdowns
• Opinions

Conversion Content (Bottom of Funnel)

Your only purpose for this type of content is to drive action.

Examples:

• Case studies
• Results
• Offers
• Clear CTAs

What Happens When You Only Focus on Views

In the future, look at what happens when a creator, a brand or even yourself only focuses on views. You grow an audience that watches, that engages, and then scrolls. But doesn’t buy, inquire, or convert.

Because they don’t see you as the solution

They see you as content.

What Happens When You Focus on Clients

Your content might get fewer views and grow slower, but that isn’t a bad thing. I repeat “getting fewer views and growing slower is never a bad thing!!!!” All its doing is attracting your target audience and blocking everyone else out. You sometimes don’t want everyone to see your content, you want your audience to see it.

So, it may be getting less views, but:

It attracts the right people
It builds trust faster
It leads to actual opportunities

The Ideal Strategy

You don’t abandon views. You leverage them.

Step 1: Use Views to Attract

Create content that:

• Grabs attention
• Brings people in

Step 2: Use Authority to Build Trust

Once people are there:

• Educate
• Explain
• Position yourself

Step 3: Use Conversion to Drive Action

Then:

• Show results
• Share offers
• Tell people what to do next

Real Example

Let’s say you’re a social media manager. (like me <3)

Views Content:

“Why your content isn’t growing”

Authority Content:

“Your content isn’t growing because it’s too broad, here’s how to fix it”

Conversion Content:

“If you want help building a content strategy that actually converts, this is exactly what I do”

Same topic. Different intent.

The Biggest Mistake to Avoid

Thinking: “More views = more clients” It doesn’t. Better content does.

The Shift You Need to Make

You need to stop asking: “How do I get more views?”

And start asking: “How do I attract the right people; and move them toward action?” Then after you ask that question, you grow from that answer.

Final Thoughts: Views Are a Tool, Not the Goal

The last thing I am saying is views don’t matter and you shouldn’t be focused on that. Because views do matter. They help you grow, reach more people, help you build new audiences, and reach places that you couldn’t reach without views. They also help you build awareness for not only your content, but also for your brand and personal brand.

But views are not the end goal, at all. Never will be the end goal. At the end of the day; views don’t build businesses (they can start traction, but do not convert 90% of the time); clients do build businesses.

So create content that doesn’t just get attention and rack up views; but also builds trust/loyalty. Shows expertise and drives decisions from your target audience. Because the creators and brands who win aren’t just the ones getting seen.

They’re the ones getting chosen.

So create content that gets clients, not just makes you “go viral”.

The post Views vs Clients: What Content Actually Converts appeared first on HL Digital Marketing Agency.

Everyone has social media advice they want to give, but most of it… (unfortunately) it’s working. Not because people are trying to mislead you, but its because it’s either advice that’s outdated (like “hashtags are the way to grow on Instagram”), oversimplified (like “all you have to do is post consistently”), taken out of context (like “Quality over Quantity”) or simply designed to go viral and not really designed to help you (like “post 5–10 times a day”)

And if you’ve ever felt like you’re doing everything the advice says and it’s not working, or everyone is saying something different, or you’re more confused than when you started. You aren’t the problem, the advice is. Because is 2026; social media advice isn’t a “one size fits all” game.

It’s nuanced. It’s layered. And it requires more than just “Post consistently and use trending sounds.” Let’s break down why most social media advice is wrong and what actually works instead.

The Problem With Most Social Media Advice

One of the major core issues is that most advice is built for attention, not accuracy. The content you see online is sometimes designed to get views, be shareable, copied by other accounts and sound easier than done, but not necessarily to be correct for your situation. Because the honest truth is real strategy is too nuanced for a 5 second hook.

1. It’s Taken Out of Context

This is the biggest problem. You’ll hear things like: “Post 3 times a day”, “Use trending sounds”, and “Stick to one niche” But what you’re not told is who that advice is for, when it applies, and why it worked in the first place.

For example: Posting 3 times a day might work for full time creators, people who are testing content volume and brands with a team. But for creators who are either just starting or have low-quality content; that advice could lead to burnout, even more low quality content and frustration.

Context changes everything.

2. It’s Based on What Worked Before

Social media moves fast. Like insanely fast. What worked 6 months, 3 months ago, even last week might now work today. But the issues is people keep repeating advice that used to work, worked once or simply worked for them, but not proven to work for anyone else. Without considering that platforms evolve. Algorithms change. User behavior shifts. Content trends cycle.

So when you follow outdated social media advice, you’re playing a game that no longer exists.

3. It’s Built for Virality; Not Sustainability

A lot of advice focuses on going viral. Because “viral” content gets attention, engagement, followers, etc. But it does not guarantee conversions, retention and trust. I’ve seen more than a dozen of videos with this exact issue within the past week. Most content creators are always trying to figure out how to grow on specifically TikTok. But the video are never someone talking or showing results. It’s the exact same format and the exact same advice. “I hung out with this creator and this is everything she said about growing on TikTok.” And its the normal advice EVERYONE gives that never gives newer creators or brands any clarity to actually grow.

Because you can go viral and still not grow a real audience, not build a brand and not make money. (If you want a real example: https://www.instagram.com/p/DXE624nDUic/?img_index=1) Because I went through that issue, and there is a reason I’d rather grow slow with the right audience, then go viral with the wrong one)

Virality is a moment. Strategy is a system.

4. It Ignores Your Audience

This is where most people get stuck. They follow general advice without asking: “Does this make sense for my audience?”

Because what works for a fitness creator, a business coach and a lifestyle influencer could be completely different for you. Your audience has different interests, different expectations and different behaviors. So copying generic advice won’t always translate.

5. It Oversimplifies Growth

You’ve probably seen advice like:

• “Just be consistent”
• “Just add value”
• “Just be yourself”
• “Use these specific hashtags for the FYP”

And while those things matter…they’re incomplete. Growth actually depends on the messaging, the positioning, content structure, your audience understanding, and distribution. Simple advice sounds good. But real strategy is layered.

6. It Confuses Tactics With Strategy

This is a big one. Tactics are:

• “Posting at a certain time” (Also PSA, there is no “best times to post on any social media” its all dependent on when your audience is the most active.)
• Using specific hashtags
• Following trends

Strategy is:

• Why you’re posting
• Who you’re targeting
• What you want to be known for

Most social media advice focuses on tactics. But without strategy, tactics don’t work consistently.

So… What Actually Works?

Now that we’ve broken down what’s wrong, let’s talk about what actually works.

1. Clarity Over Everything

Before anything else, you need clarity. You need to understand what do you want to talk about, who is it for, and why should people care. Without clarity, your content feels random. And random content doesn’t grow.

2. Understanding Your Audience

Instead of asking: “What should I post?”

Ask: “What does my audience care about?” (for more information about this, click here to learn more about content pillars strategy and how it works wonders!)

When you understand their problems, goals and interests; your content becomes more relevant and relevance drives engagement.

3. Building a Content System

This is where most people go wrong. They rely on motivation, random ideas and trends. Instead, you need a system. You need content pillars (insert the winking emoji, I just can’t find it right now), repurposing strategies and structured posting.

Systems create consistency.

4. Focusing on Value

Not all content needs to go viral. But it should do something.

It should teach, entertain, inspire, and/or make people think. If your content doesn’t provide value, it won’t perform long-term.

5. Playing the Long Game

This is the part no one likes to hear. Growth takes time.

At first engagement is low, reach is inconsistent, and results are slow

But consistency compounds. And over time, your content improves, reaches more people and builds recognition.

6. Adapting Instead of Copying

Instead of copying advice directly; adapt it.

Ask:

• How does this apply to my niche?
• How can I make this my own?
• Does this align with my brand?

The best creators don’t follow advice blindly. They interpret it.

7. Balancing Strategy and Experimentation

You need both:

• Strategy → for direction
• Experimentation → for growth

If you only follow strategy, you stay safe.
If you only experiment, you stay inconsistent.

The balance is where growth happens.

The New Approach to Social Media Advice

Instead of asking: “What’s the best social media advice?”

Ask:

• “What works for my audience?”
• “What aligns with my brand?”
• “What can I test and learn from?”

Because the best advice isn’t universal.

It’s contextual.

Final Thoughts: Stop Following, Start Thinking

Here’s the truth: Most social media advice isn’t wrong because it’s bad.

It’s wrong because it’s incomplete. It lacks context, nuance and personalization.

And if you follow it blindly, you end up confused, inconsistent, frustrated and even hurting your growth even more.

But when you shift your approach… When you focus on:

• Clarity
• Strategy
• Audience
• Systems

Everything starts to make more sense. So the next time you see a piece of advice, don’t ask: “Should I do this?” Ask: “Does this make sense for me?”

Because the creators and brands who win in 2026 aren’t the ones following every trend or tip.

They’re the ones who understand how to think, not just what to do.

If reading this made you realize your content strategy might need a reset; you’re not alone.

This is exactly what we help brands and creators with. If you’re looking for support with your social media strategy, content, or management, feel free to reach out;we’d love to help.

heatherlevine@hldigitalmarketing.com

The post Why Most Social Media Advice Is Wrong appeared first on HL Digital Marketing Agency.

Something that almost every single creator or brand (including myself) does is ask themselves “What should I post?”. You sit down, scroll through social media for inspiration, think of new and different ideas; but still think “I feel like I’ve already said everything”, “I don’t want to sound repetitive.”, and the moment you find the perfect piece of content, you think “I’ve done this already…8 times.”

So you either post something random, overthink for hours and make it tomorrows problem or simply don’t post at all… for days, weeks, or months.

Trust me, every single influencer and brand as dealt with this issue. But the issue isn’t that you don’t have ideas; it’s that you don’t have a system. The most consistent creators and brands in 2026 aren’t more creative that you, they’re just more structured & that structure is called a content pillar strategy. .

What Are Content Pillars (And Why Do They Matter)?

Content pillars are the core themes or categories you consistently create content around. Think of them as the foundation of your content. Instead of posting randomly about everything, you focus on a few key areas that align with your brand, serve and give value to your audience and reinforce your message.

For example, my personal brand (@heatherlevinee on both instagram and tiktok <3) might have a content pillar strategy of:

• Social media and marketing content
• Lifestyle relatable content (including beauty, fashion, vlogs, etc.)
• Inspirational and Philosophical content

A fitness brand might have a content pillar strategy of:

• Workouts
• Nutrition
• Mindset
• Lifestyle

The goal of the strategy isn’t to limit what you can post on your social media platforms, it’s to give your content direction.

Why Most People Struggle With Content Consistency

Without content pillars, your content becomes random, inconsistent (not in the post once and post again 3 weeks later kind of way) and hard to recognize who your content is for. And not only does your audience feel it, but the algorithms (Instagram, TikTok, YouTube, etc.) feel it too.

They don’t know what to expect, why they should stick around and follow you and what you’re (already or wanting to be) known for. Consistency isn’t just about posting often. It’s about posting with clarity. And a content pillar strategy creates that clarity.

The Real Benefit: You’ll Never Run Out of Ideas Again

Here’s where content pillars really shine. When you have 3–5 pillars, you don’t need to come up with new topics from scratch. You just ask: “What can I say about this pillar today?” Each pillar becomes an idea generator.

For example: If your pillar is social media growth, you could create:

• Tips
• Mistakes
• Myths
• Case studies
• Personal experiences
• Trends
• Opinions

One pillar = endless content.

How Many Content Pillars Should You Have?

This is where people overcomplicate things. You don’t need 10 pillars. In fact, that’s where things start to fall apart. The area you want to stay in is 3-5 content pillars. The reason why you don’t want somewhere around 10 is because the fewer pillars you have, the stronger your identity on social media will be. The more pillars you have, the more confusing your content will be to your audience.

You want to be recognizable, memorable and clear; not scattered everywhere and have no idea who you want to be known as. BUT I will say, doing so will actually help you figure out what content performs the best and you love creating! When I started my personal brand, I had no clue of what content I wanted to create, so I created everything and it allowed me to really hone in on what content I love creating, I am creatively always evolving and performs well with the audience I want to attract.

The 4 Types of Content Pillars That Work Best

1. Educational (Teach Something)

This is where you provide value. Whether its tips, how-to’s, tutorials, and breakdown of things. This type of content builds authority, trust, and savable content

Examples would include:

• “This is how to curl your hair without using ANY heat”
• “Social Media Tips for 2026!”
• “You’re doing this workout wrong, here is how you do it!”
• “Here is how you save SO much money when going on vacation”

2. Personal (Build Connection)

This is where you show you. Whether its stories, your experiences, behind-the-scenes of your day, your job, travel, etc. or any life/generic lessons you’ve learned that could bring value to your audience. This type of content builds an emotional connection, relatability and a comfort to your audience that doesn’t seem “showy”.

Examples would include:

• “Here are 25 things I’ve learned before turning 25”
• “Day in my life as a restaurant owner”
• “My morning routine as a photographer”
• “My very first business failed, here’s what I did wrong”

3. Opinion (Stand Out)

This is where you share perspectives. This can include hot takes, industry opinions, and contrarian ideas. It can build differentiation and engagement.

Examples can include:

• “Why most social media advice is wrong”
• “This artists performance was better than this artist”
• “The most successful people aren’t the smartest; they’re the most consistent.”
• “Perfection is usually just procrastination in disguise.”

4. Promotional (Monetize)

This is where you sell. Whether it’s your products, services, or offers. This does build the purpose of your content, but remember this should be the minority of your content.

How to Create Your Own Content Pillars

Step 1: Identify Your Core Topics

Ask yourself:

• What do I naturally talk about?
• What do I want to be known for?
• What does my audience care about?

Write down 5–10 ideas.

Step 2: Narrow It Down

Group similar topics together. Then choose your top 3–5.

Instead of:

• Instagram tips
• TikTok tips
• YouTube tips

Combine into: Social media growth

Step 3: Test and Refine

Your pillars aren’t permanent. As you create content, you’ll learn:

• What resonates
• What doesn’t
• What you enjoy

Adjust as needed.

What Content Pillars Look Like in Practice

Let’s say you’re a creator in marketing. Your pillars might be:

1. Social media strategy
2. Marketing psychology
3. Personal branding
4. Creator growth

Now instead of asking: “What should I post?”

You ask: “Which pillar am I posting about today?” And just like that, the pressure disappears.

How to Turn Pillars Into Actual Content

This is where the magic happens. Each pillar can be turned into multiple content formats: For each pillar, create:

• Tips
• Mistakes
• Myths
• Stories
• Case studies
• Opinions

Example for a Personal Branding pillar:

• “3 personal branding mistakes”
• “Why personal branding matters”
• “How I built my personal brand”
• “The biggest myth about personal branding”

That’s 4 posts from one pillar. Multiply that across 3-5 pillars? You’ve got weeks of content.

Content Pillars + Repurposing = Unlimited Content

Here’s where everything connects. If you combine:

• Content pillars
• Content repurposing

You create a system where:

• One idea becomes multiple posts
• Multiple posts come from one pillar
• And your content never feels forced

This is how top creators stay consistent.

The Biggest Mistake People Make With Content Pillars

They treat them like boxes. “I can’t post this because it doesn’t fit my pillar.” But that’s not the point. Pillars are guidelines, not restrictions. You can still:

• Experiment
• Try new ideas
• Be creative

But your core content should still align with your pillars.

Why Content Pillars Build Stronger Brands

When you consistently talk about the same themes, something happens: People start to associate you with those topics.

You become:

• “The person who talks about marketing psychology”
• “The brand that teaches social media growth”
• “The creator who simplifies business”

That’s branding. And it doesn’t happen from random content.

It happens from repetition.

Final Thoughts: Simplicity Wins

You don’t need more ideas, time or creativity. You need structure. Because content pillars turn chaos into clarity.

They help you:

• Stay consistent
• Build authority
• Grow your audience
• And create content with purpose

So the next time you feel stuck, don’t ask: “What should I post?” Ask: “What pillar am I building today?”

Because the creators and brands who win in 2026 aren’t posting randomly.

They’re posting intentionally.

The post Content Pillar Strategy appeared first on HL Digital Marketing Agency.

Let’s be honest. Creating content from scratch every single day? It’s exhausting.

You sit there thinking:

• “What should I post today?”
• “I already talked about this…”
• “I need something new…”

And before you know it, content creation starts to feel like a full-time job; on top of your actual full-time job. But here’s the shift most creators and brands don’t make:

You don’t need more content. You need more mileage out of the content you already create.

Because the most efficient creators in 2026 aren’t creating 10 different ideas a week. (https://www.clearvoice.com/resources/guide-to-repurposing-content-for-seo/)

They’re turning 1 idea into 10 pieces of content. And once you understand how to do that, content stops feeling overwhelming and starts feeling strategic.

Before we get into the how, let’s talk about the why. Because repurposing isn’t just about saving time it’s about maximizing impact.

But what a lot of people forget is, not everyone sees your content, consumes content the same way and, understands your message the first time. Repurposing allows you to:

• Reach different audiences on different platforms
• Reinforce your message through repetition
• Show up consistently without constant creation
• Increase the lifespan of your best ideas

Instead of posting once and moving on, you’re building a content ecosystem & that’s where growth happens.

Start With One Strong Video

Everything starts here. If your original video is weak, repurposing won’t fix it.

A strong video usually includes:

• A clear message
• A strong hook
• One main idea
• A takeaway (whether its value, education/information, relatability, etc.)

Keep it in a tone that your audience will not only stop and watch, but also keep a loyal community with you. Your job is to break it apart and redistribute it.

How to Turn 1 Video Into 10 Pieces of Content

Let’s break it down.

1. The Original Video (Your Anchor Content)

This is your main piece. Post it as a TikTok, Instagram Reel, or a YouTube Short (my recommendation is to post your main piece of content with your biggest platform.)

This is your core asset. Everything else comes from this.

2. Cut It Into Short Clips

Take your video and break it into smaller segments. Each clip should:

• Focus on one point
• Be easy to consume
• Stand alone

Now you’ve got multiple posts from one video.

3. Turn Key Moments Into Text Post

Pull out powerful lines or ideas and turn them into Instagram Carousels, TikTok photo dumps, YouTube community posts, LinkedIn posts, etc. From a video of you saying “Your content isn’t growing because it’s too broad.” Becomes: “Your content isn’t growing because it’s too broad. Specificity drives attention.”

Now you’ve created a whole new format.

4. Create a Carousel Post

Like I just mentioned in the last point, Break your video into steps or points and turn it into a carousel:

Slide 1: Hook
Slide 2–5: Key points
Final slide: CTA

Carousels are great for growth, saves, shares and deeper engagement with the 2026 (April) Instagram algorithm.

5. Write a Blog Post (Like This One)

Expand your video into a long-form piece. Take your main idea and add examples, explanations and structure. Where a 30 second – 1 minute video can have a deeper connection and thought process. It also turns into SEO content, website traffic and authority-building content.

6. Turn It Into an Email

Your audience won’t always be on social media. Take your video idea and turn it into:

• A short email
• A weekly newsletter
• A story-based message

This builds a deeper connection.

7. Create a Hook-Focused Post

Sometimes your hook is stronger than your content. Take just the hook and expand it into a new post.

Example:
Original hook: “You don’t need more content; you need better distribution.”

Turn that into:

• A full post
• A discussion topic
• A debate

8. Make a “Part 2”

Your original video likely has more depth.

Create:

• Follow-ups
• Expansions
• Clarifications

Example:

• “Part 2: How to actually repurpose content step-by-step”

Now you’re building a series. But also commiting to the Zeigarnik Effect (to learn more about that click here: https://hldigitalmarketing.com/why-you-cant-stop-watching-part-2-and-how-to-use-it-in-marketing/ *wink*

9. Answer Comments With New Content

Look at your comments. What are people asking?

Turn those into:

• New videos
• New posts
• New ideas

Your audience is literally giving you content ideas.

10. Create a Different Angle

Same idea. New perspective. Here is an example: Original: “How to repurpose content”

New angles:

• “Why you’re creating too much content”
• “The biggest mistake creators make with content”
• “How to grow without posting every day”

Same concept. Different framing.

What This Looks Like in Real Life

One video becomes:

• 1 main video
• 3 short clips
• 1 carousel
• 2–3 text posts
• 1 blog
• 1 email
• 1 follow-up video

That’s easily 10+ pieces of content.

From ONE idea.

Why This Works So Well

Repurposing works because:

1. Repetition Builds Recognition

People need to see something multiple times before it sticks.

2. Different Formats Reach Different People

Some people watch videos.
Some read posts.
Some prefer email.

3. It Increases Your Visibility

More content = more chances to be seen.

4. It Saves Time

You’re not starting from scratch every day.

The Biggest Mistake People Make

They think repurposing means copying and pasting. It doesn’t. It means:

• Adapting to the different platforms/needs/wants of each algorithm
• Reframing (whether its literally changing dimensions or its reframing the edits, the wording, etc.)
• Repackaging (literally changing the edits, the wording, etc.)

Same idea. Different experience.

Content Creation vs Content Distribution

Here’s a mindset shift that changes everything: Most people focus on creating. The best creators focus on distributing. Because even the best content won’t work if no one sees it. Repurposing = distribution.

How Often Should You Repurpose?

More than you think. If your content is valuable, it deserves to be seen more than once.

You can:

• Repost in different formats
• Revisit topics later
• Refresh old content

Your audience isn’t seeing everything.

Final Thoughts: Work Smarter, Not Harder

You don’t need:

• More ideas
• More time
• More effort

You need a better system. Because one piece of content, when used correctly; can do the work of ten. So the next time you create a video, don’t ask: “What should I post next?” Ask: “How many ways can I use this?” Because in 2026, the creators and brands who win aren’t the ones who create the most. They’re the ones who use their content the best.

The post How to Repurpose 1 Video Into 10 Pieces of Content appeared first on HL Digital Marketing Agency.

Social media has a funny way of making people feel like they’re never doing enough.

“Post more.”
“Be on every platform.”
“Jump on every trend.”
“Create more reels, more carousels, more tweets, more stories.”

Somewhere along the way, social media marketing turned into a hamster wheel. And the frustrating part is that even when people follow all that advice, their results don’t always improve.

That’s because social media success isn’t just about how much content you create. It’s about what kind of content you create.

This is where the 80/20 rule becomes one of the most powerful frameworks in social media marketing. (Also known as the Pareto Principle), the 80/20 rule suggests that a small percentage of inputs usually produce the majority of results. In other words, not everything you do contributes equally to your outcomes.

In the world of social media, the 80/20 rule shows up in two important ways. First, about 20% of your content is responsible for roughly 80% of your results.
Second, 80% of your content should deliver value, while only 20% directly promotes your product, service, or brand.

Understanding these two principles can dramatically change how you approach social media marketing. Instead of constantly producing more content, you can focus on creating smarter, more strategic content that actually works. Let’s break down how these two versions of the 80/20 rule apply to social media and how you can use them to build a more effective content strategy.

The First 80/20 Rule: 20% of Your Content Drives 80% of Your Results

If you’ve ever looked at your analytics and noticed that a handful of posts performed far better than the rest, you’ve already seen the 80/20 rule in action.

On most social media accounts, a small portion of content tends to generate the majority of:

• Engagement
• Shares
• Saves
• Followers
• Leads
• Website clicks

This means that not every post is equally important. Some pieces of content simply resonate more deeply with your target audiences than others.

For example, a creator might post 50 pieces of content in a month. Out of those 50 posts, maybe 10 of them generate most of the engagement and new followers. The other 40 posts still contribute to consistency and brand presence, but they don’t drive the same level of impact.

This isn’t a failure. It’s how content ecosystems work. Not every piece of content is meant to perform the same way; some posts build visibility, others build trust, and a few drive the majority of results. Social media algorithms reward posts that capture attention and spark interaction. When a piece of content resonates strongly, the platform amplifies it by showing it to more users.

That’s why identifying your high-performing 20% is one of the most valuable things you can do as a marketer or creator. Instead of constantly chasing new ideas, successful creators analyze their best-performing content and ask questions like:

• What topic was this post about?
• What problem did it solve?
• What format did it use?
• What made people want to share or comment?

Often, the posts that drive the most results share common characteristics. They might address a very specific problem, tell a compelling story, challenge a common belief, or deliver a useful insight.

Once you identify those patterns, you can intentionally create more content similar to your high-performing posts.

This doesn’t mean copying the same idea repeatedly. It means understanding the themes, formats, and emotional triggers that resonate most with your audience.

For example, if you discover that educational posts about industry mistakes consistently perform well, you can build a series around that topic. If storytelling content sparks the most engagement, you can lean more heavily into personal narratives or case studies.

In this way, the 80/20 rule helps you focus your energy on content that actually moves the needle.

Why Most Social Media Content Doesn’t Perform Equally

It’s easy to assume that social media success is random. But when you look closely, there are usually clear reasons why some content performs better than others.

High-performing content tends to do one or more of the following:

• Solve a specific problem
• Challenge a common assumption
• Spark curiosity
• Tell a relatable story
• Deliver practical insights
• Evoke emotion

In contrast, content that doesn’t perform as well is often vague, generic, or disconnected from the audience’s needs.

For example, a post that simply says “Stay motivated today” is unlikely to generate much engagement. But a post that shares a personal story about overcoming burnout and offers actionable advice is much more likely to resonate.

The difference isn’t the topic. It’s the depth and relevance of the content. When you apply the 80/20 principle to your analytics, you start to see which types of posts your audience values most. This insight allows you to refine your strategy over time. Instead of guessing what works, you’re building your content strategy around real audience behavior.

The Second 80/20 Rule: 80% Value, 20% Promotion

While the first version of the 80/20 rule focuses on results, the second version focuses on content balance. A common mistake in social media marketing is treating every post as an opportunity to sell something. But audiences don’t log into social media platforms to see advertisements. They come to be entertained, inspired, educated, or connected with others.

That’s why one of the most effective social media content strategies follows the principle that:

80% of your content should provide value, while only 20% should directly promote your brand, product, or service.

This doesn’t mean you should never promote your offerings. It simply means that promotion works best when it’s supported by consistent value. Value-driven content builds trust. Promotion converts that trust into action.

What “Value” Content Looks Like

Value-based content is anything that benefits your audience in a meaningful way. It usually falls into three broad categories: education, entertainment, and inspiration.

Educational content helps people learn something new or solve a problem. For example, a marketing consultant might share tips on improving ad campaigns or explain how social media algorithms work. Entertainment content captures attention through humor, creativity, or storytelling. This could include relatable posts, behind-the-scenes moments, or engaging narratives.

Inspirational content motivates people, encourages reflection, or helps them see things differently. It might involve sharing personal experiences, lessons learned, or thought-provoking ideas. These types of content create positive interactions with your audience. When people consistently gain something valuable from your posts, they are more likely to follow your account, engage with your content, and trust your recommendations. This trust becomes the foundation for future promotions.

Why Too Much Promotion Backfires

One of the fastest ways to lose engagement on social media is to treat your account like a constant sales pitch. When every post focuses on promoting a product, service, or offer, audiences quickly lose interest. Social media platforms are designed for interaction and discovery, not traditional advertising.

If your content feels overly promotional, people are more likely to scroll past it or unfollow altogether. Even when followers remain, they may disengage from your content. This reduced engagement can signal to the algorithm that your posts are less valuable, leading to lower reach over time.

By maintaining an 80/20 balance, you create a healthier relationship with your audience. Your value-driven posts nurture the relationship. Your promotional posts monetize it.

How the Two 80/20 Rules Work Together

The most effective social media strategies combine both versions of the 80/20 rule. First, you prioritize value-based content so that most of your posts educate, entertain, or inspire your audience. Then, within that content ecosystem, you analyze which posts generate the most engagement and results.

Over time, you start to notice patterns in your top-performing content. Maybe your audience loves industry insights, practical tutorials, or behind-the-scenes stories.

These insights help you refine your strategy so that more of your content falls into the high-performing 20% category. This creates a positive feedback loop.

Your content becomes more valuable.
Your audience becomes more engaged.
Your promotions become more effective.

Instead of constantly pushing products, you’re building a brand that people genuinely want to follow.

Applying the 80/20 Rule to Your Social Media Strategy

Using the 80/20 rule in social media marketing doesn’t require complex tools or expensive software. It starts with a simple shift in perspective. Rather than focusing on producing as much content as possible, focus on creating intentional content that serves your audience. Start by reviewing your recent posts and identifying which ones generated the most engagement. Look for patterns in topics, formats, and messaging.

Next, evaluate the balance of your content. Are most of your posts delivering value, or are they primarily promotional? If your content leans too heavily toward selling, consider incorporating more educational insights, stories, or helpful tips. Consistency also plays a role. Even if only 20% of your content drives the majority of results, the other 80% still contributes to your overall presence and brand identity.

Think of your content strategy as a portfolio. Some posts generate immediate results, while others build long-term trust and recognition.

Why the 80/20 Rule Matters More Than Ever

Social media platforms are more crowded than they were a decade ago. Millions of creators, brands, and businesses compete for attention every day. In this environment, success doesn’t come from posting the most content. It comes from posting content that people genuinely care about.

The 80/20 rule encourages marketers and creators to focus on what matters most: delivering value and understanding their audience. When you consistently provide useful, engaging, or inspiring content, you build relationships with your followers. Those relationships make your promotional content far more effective. Instead of chasing every trend or posting endlessly without a strategy, the 80/20 rule helps you focus on the actions that drive the greatest impact.

The beauty of the 80/20 rule is its simplicity.

A small portion of your content will drive the majority of your results. And the majority of your content should exist to serve your audience, not sell to them. When you embrace these principles, social media marketing becomes less about constant output and more about thoughtful strategy. You stop asking, “How can I post more?” and start asking, “How can I create content that truly resonates?” Over time, that shift can transform your social media presence from a collection of posts into a platform that builds trust, authority, and meaningful results.

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Brands are spending thousands of dollars and sometimes millions of dollars on social media marketing, but there is always one question that seems to linger and be the common denominator for every brand: “How do we know what’s actually working and what’s not?”

Most brands assume that the more likes, comments, shares, and basic engagement metrics mean success, but without the proper attribution and hierarchy understandings, the decisions you’re making are being made in the dark.

Brands need to understand what channels, platforms, content types, touchpoints and more drive not only engagement, but also conversions. Let’s break down why the attribution and hierarchy concepts are a necessity and how a few major brands use them to optimize their marketing tactics.

The GPS: Attributions

The Attributions are the process of identifying specifically what marketing channels/platforms (specifically talking about social media) contribute to having more conversions. Think of attributions like you are giving credit, where credit is due.

For example, imagine you are running a paid ad on Instagram, sending out email blasts and sharing organic content on TikTok. A potential customer sees the Instagram ad, clicks on the ad and visits your website, but doesn’t purchase anything. The same potential customer then gets a promotional email from you and clicks on the link to your website, puts a product in their cart, but still doesn’t purchase anything. But later on, the same customer finds you on TikTok and clicks on the website link in your profile, and finally makes the purchase.

Without the proper attributions, you may think TikTok was the sole drier of that purchase. However, the reality is that the email blast and Instagram played major roles in bringing in and nurturing that customer.

Within social media there are three types of attribution models.

1. First Touch Attributions: which is giving credit to the very first interaction (which for this example would be the Instagram ad.)
2. Last Touch Attributions: which is giving credit to the very last interaction (which for this example would be TikTok)
3. Multi Touch Attributions: which distributes the credit across all interactions (which for this example would be Instagram, the email and TikTok)

Nike, as a real brand example, mostly uses multi-touch attributes to understand and track customer interactions across all platforms and channels like, their website, their social media platforms and their retail stores. This allows them to optimize their campaigns and divide their marketing budgets effectively.

Structuring Data: Hierarchies

A Hierarchy is how data is organized and categorized. Without having a structured hierarchy, a brands data can become messy and difficult to understand/extract valuable information.

A Hierarchy helps brands understand which content formats, (static photos vs videos), platforms (Instagram vs TikTok vs LinkedIn vs X), campaign types (awareness vs conversions) and more perform the best. They also make sure that the marketing budget is distributed based on data driven insights. Lastly, Hierarchies organize data in a better and structured way to make it easier for brands/marketing teams to create reports that are actionable.

For example, Coca-Cola divides its marketing analytics by product type, region, and campaign objectives. Doing this allows them to compare and contrast performances across different markets and platforms to better refine strategies.

Implementing Attributions and Hierarchies

You and your brand can use UTM (Urchin Tracking Module) parameters. This allows you to track where traffic and engagement is coming from.

You and your brand can also use platforms like HubSpot, Google Analytics and Sprout Social (to name a few) to help track attributions.

You and your brand can define a clear data structure that categorizes campaigns by content type, objective and platforms for an easy analysis.

Lastly, you and your brand can regularly analyze the data you have received and adjust/refine strategies based on the performance the data shows.

Conclusion

Attributions and Hierarchies are essential for maximizing ROI in marketing analytics, especially social media marketing. By understanding how different interactions contribute to conversions, how many there can be; and also organizing data effectively; you and your brand can make better, smarter and data-driven decisions!

So are you ready to take your marketing to the next level? If you are, make sure to click here for more blog posts like this one!

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Margin: Measuring Efficiency

Margin provides a different perspective which is efficiency rather than the perspective you can get from profit. Margins can show what percentage(s) of your company revenue is actually profitable. It gives you a better understanding and clearer picture of how effectively your company operates.

There are two common margins that are used:

1. Gross Margin: This shows how efficiently you are producing and delivering your services or products. To calculate your Gross Margin is your Gross Profit/Revenue x 100.
2. Net Margin: This reflects how profitable your entire company is after all expenses, liabilities, and payables are accounted for. To calculate your Net Margin is your Net Profit/Revenue x 100.

Monitoring your margins can help you optimize your pricing, identify inefficiencies and help you make smarter and futuristic financial decisions.

Profit: The End Goal

Your Profit is the ultimate tangible reward for your dedication and investment (physically and mentally) in a company. It is the financial amount that is left after the expenses, rent, salaries, taxes, production costs, liabilities and more are deducted from the total revenue. This formula is expenses-revenue=profit.

There are 2 types of profit to know about:

1. Gross Profit: This is the revenue subtracted by the cost of goods sold (also known as COGS). The gross profit mainly focuses on the costs that are directly related or tied to creating/manufacturing your services or products.
2. Net Profit: This is the money that is left after all other expenses in the operations, taxes, and interest aspects from the gross profit. This is a true reflection of your company’s profitability.

Profit isn’t just a number, its an indicator of your company’s success and growth. When your profit is positive, it signals that your business is thriving. When its negative, this means adjustments are needed to regain positive growth.

Breakeven: Understanding When You Are In The Clear

Breakeven is the financial tipping point where your revenue = the total expenses, either profit or loss. To ensure long-term survival, for startups and small businesses to have this milestone.

To understand and calculate your breakeven point, you can use the formula:

Fixed Costs/(Price Per Unit – Variable Costs Per Unit)

When you calculate and understand the breakeven point of your business; you are able to answer these questions that will most likely come up.

1. How much do I need to sell, minimum to cover my expenses and costs?
2. Are my current prices and manufacturing levels sustainable or do I need to adapt/change anything?
3. What changes am I able to make to reach my target profitability faster?

The Key Differences

While your profit shoes how much money you make, your margins can reveal efficiency. Breakeven shows the smallest level of performance needed to avoid negative financial reports and losses. But together, these three margins can form a roadmap for knowing and understanding your business’s financial health.

But Why Does It Matter?

With understanding these metrics you can make informed financial decisions about investments, costs and prices; set sale goals and growth target goals that are both realistic; and plan for profitability/avoid financial downfalls.

They aren’t just numbers, they are languages of business/financial success. So whether you’re a successful business professional or an aspiring entrepreneur; you can know and understand these fundamental metrics to empower you and drive your business to positive, sustainable financial growth.

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In today’s ever evolving digital world, advertising and marketing has evolved into a data-driven science. It has become a stepping stone of successful marketing campaigns. These data points are able to provide invaluable insights into campaign performances, allowing businesses to see where their resources are being allocated to and achieving their objectives. So whether you’re a business owner, a seasoned marketer or an aspiring entrepreneur; understanding these advertising metrics is essential to thrive in this digital world.

Why Advertising Metrics Matter:

Advertising metrics can act like a scorecard for your campaigns. They can reveal how your strategies are performing, how they resonate with your audience, pinpoint specific areas of improvement and more for optimization opportunities. Without these specific metrics, the marketing efforts can sometimes feel like a guessing game that doesn’t ever have just one answer. This can lead to wasted materials, resources, and missed opportunities/targets.

For example, say you run a digital marketing campaign. Click-through rates (CTR), impressions, and conversions are just a few metrics that can provide a clear indicator of how your audience is engaging, and your campaign success. They empower not only marketers, but also businesses to refine and continue their marketing strategies.

Key Advertising Metrics to Track:

1. Click-Through Rate (CTR):This metric can be used to measure the percentage of viewers who clicked on your ad. A high CTR, can indicate your creative elements and message captured attention from your audience.
2. Conversion Rate:This metric tracks the percentage of users who complete a specific and wanted action. This can include purchasing a product, subscribing to a plan/service and more.
3. Cost Per Click (CPC):This metric shows the cost associated with each click someone makes on your ad. When you balance a low CPC, with high quality traffic it can be extremely crucial for sustainable growth.
4. Impressions: This metric can show how many times your ad was shown to someone. While its not a specific measure of engagement, its still a key indicator of reach and visibility.
5. Bounce Rate: This metic can measure the percentage of audience users who leave your landing page without any action taken. When you have a high bounce rate, this can indicate and show issues with your landing page; such as design, content, or audience targeting.

The Benefits of Tracking Metrics:

There are many benefits to be able to track and understand these metrics, which includes:

1. Optimize Campaigns: These metrics can show you and your brand areas of overachievement, and underperformance. Which can enable you to make adjustments in real-time and improve results.
2. Understanding Your Audience: With understanding and tracking these metrics, you can better utilize and understand your brand’s target audiences preferences, behaviors and demographics.
3. Measure Success: These metrics are able to provide you results and evidence that is tangible. It shows how your marketing strategies are making impacts (good or bad) and help you justify spending, ideas, and future strategies.  

Avoiding Common Pitfalls:

While these metrics can be extremely powerful, it is still important to prioritize the meaningful ones over useless ones. Metrics like impressions for example might look extremely impressive, but they don’t really translate engagement or sales. So focus on aligning metrics with your campaign goals to avoid distractions.

Conclusion:

Understanding and using these advertising metics is a crucial part of marketing for any business. But with focusing on these data-driven insights, you can use these metrics to refine your marketing strategies, achieve more impactful results and have a more engaged audience. Having a solid handle on these metrics can allow your marketing campaigns to be amazing and can deliver well-positioned results.

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