Too many brands, that’s me and you, treat their social media feeds like a never-ending sales pitch. The constant drumbeat of “buy now” and promotional posts can make your audience tune out faster than you can hit ‘publish.’ Social media shouldn’t feel like a 24/7 infomercial. Instead, it should be a space to build trust, community, and real connections.

So, how do you strike the right balance between promoting your products and keeping your followers engaged? Let’s break it down.

This insight inspired by Meagan Saxton Social Media Specialist at ddm marketing + communications. She has several years of experience creating content and managing social media accounts for healthcare, higher education, and financial services organizations.

The 50-30-20 Rule: A Game Plan for Your Social Content

One tried-and-true formula for social media success is the 50-30-20 rule:

• 50% Created Content: Original posts that engage, inform, educate, or entertain.
• 30% Curated Content: Sharing trusted, relevant content from other sources.
• 20% Promotional Content: Directly pushing your products or services.

This mix helps you build a social presence that feels less like a sales pitch and more like a community. Let’s dig into each of these content types.

Created Content: Show Up Authentically

Created content is all about showcasing your brand’s personality. Think behind-the-scenes videos, team highlights, quick tips, or educational posts that align with your mission. The goal here isn’t to sell but to offer value. For example, spotlight your employees during Women’s History Month or run a weekly trivia series related to your industry. These kinds of posts humanize your brand and make people want to stick around.

A word of caution: Not every trend or meme needs your input. Jumping on a viral challenge just for the sake of it can backfire, making your brand seem out of touch. If it doesn’t align with your values or resonate with your audience, skip it.

Related: How To Maximize Your LinkedIn Reach with Video Content: An Insider’s Guide

Curated Content: Share the Spotlight

Your audience follows you because they see you as a thought leader. Curated content—like industry news, insightful articles, or even testimonials—reinforces that perception. Share content from trusted sources that align with your brand’s mission. The goal here is to add value, not just fill up your feed.

User-generated content and testimonials are also gold. If a customer shares a great experience, amplify it. Not only does this show appreciation, but it also builds social proof.

Promotional Content: Be Intentional

Yes, you still need to promote your products or services. Just do it thoughtfully. High-quality visuals, compelling stories, and customer success highlights go much further than blunt, generic sales posts. The key is to make your followers feel like they’re gaining something—whether it’s knowledge, inspiration, or an exclusive offer.

Related: 3 Simple Marketing Tools Every Business Owner Must Invest In

Keeping It Real: The Authenticity Factor

Authenticity isn’t just a buzzword—it’s the secret sauce that makes your social presence relatable. Don’t force a formula or mimic what everyone else is doing. Take the time to understand your audience and the type of content that resonates with them. Be consistent, but also stay agile. If a new trend aligns with your values, lean in. If not, move on.

Social Media Is More Than Marketing

At the end of the day, social media is about building relationships, not just driving sales. Entrepreneurs who approach it with the intent to connect—rather than just convert—will naturally cultivate a more loyal, engaged community. Be strategic, be human, and most importantly, be yourself.

Related – How to Use Social Analytics to Know What Works for Your Business