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How Much Self-Promotion is Too Much on Your Social Media Channels?

Jan 01, 2019Dana E. , Diamond Specialist & Communications Manager Overview of the Fancy Color Diamond Market

Social media marketing is a strategic method of branding yourself, promoting your products and interacting with your followers. But knowing how much is too much for each category is the key. You can’t only promote yourself and your products and expect to attract your target audience. There needs to be a balance.

So, How Much is Too Much?

If you look at your social media channels as a valuable marketing tool, you need to understand the nuances of posting. You should be sharing a variety of materials, promotional and non-promotional with your followers each week.


The famous, 20/80 rule works well in regards to promotional vs non-promotional content:


20% promotional and 80% non-promotional


You might be thinking, “but that defeats the purpose of trying to sell on social media”, but trust us, it will only help you sell. Not hurt you. Let’s take a look:


  • 20% Promotional: This is the amount of posts you should dedicate to your products. Promoting a specific diamond ring or necklace. Store sales also go along within this 20%.

  • 80% Non-Promotional: The rest of your posts are ones that your target audience will find interesting. They can be how-to posts (How to keep your rings clean), articles (The best jewelry accessories of the season), cute engagement videos, funny posts (Funniest wedding proposal fails) etc. Any content that your followers will find entertaining, educational or engaging.


Putting a 20/80 rule in place for your content will increase value in your social media channels and speak directly to your audience in an authentic way. You’re telling them that you care about them as people, not just as a future sale.


Try it out and let us know how it works!


***Join the Conversation: What about you? How much self-promotion content do you post on your social media channels? Share with us on our Jewelers Conquering the Digital World group. ***

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