When working on your company’s social media channels, it is important to keep your content fresh and diverse. One method we use to achieve this goal is the Rule of Thirds (See #8 on Hootsuite’s ‘Social Media Best Practices’), a concept that breaks down your content into three separate sources curated, promotional, and original.

For example, if your social media plan includes posting 6 times a week, two posts should be shared from another account with similar views/beliefs as your own and two should be original content that is not sales-based but provides value by sharing your company’s culture or providing advice. Only every 1 in 10 posts should be truly “promotional” ex. Sign up now!, Promo Code offers, or book this service, etc.

Curated Content

Curated content can be anything from a news article relating to a topic your business is passionate about or simply a photo or video you found online that your audience may find amusing or informative. Curated content can be anything as long as it is not original content created by you or your company.

There are various ways to share this type of content. You can either share or repost it the moment you see it on your newsfeed, or you can save the link and schedule it to go out whenever best suits your posting schedule.

Curated content is a great way to garner new engagement and expand your audience by tagging original content creators in the posts, both broadening your network and building your credibility. It also creates variety in your posts, keeping your audience entertained and engaged and not tiring them over posts constantly relating to your company. 

Promotional Content

It’s very important to promote your products and services across your social media platforms! It is a great way to gain new customers and provide your audience with the most updated news on your services and products. That’s why it’s important to ensure that at least one-third of your posts for the week promote your business. These posts can be promoting new merch, a discount on certain services, promotions, new events, anything that your audience can purchase from you! Typically, 1 in 10 posts should be truly promotional, whereas other promotional content can be user-generated content, sharing posts created by your audience in support of your business, product or service, sharing testimonials, or hosting giveaways.

Not selling anything? Use this as an opportunity to promote your website, goals, what your company stands for as well as any recruiting. Take time to focus on brand awareness, connecting with your audience and community. It is just as important to promote your company as it is to promote your goods and services. 

Original Content

The last (but not least) type of content you should be releasing on your accounts is original content! This is content created by you. This could be a behind the scenes photo of your workspace, a lighthearted post thanking your audience for their support, typically anything that is not promotional or curated. These posts can also be posts created by your audience in support of your business, product or service.

These posts are great for engagement and allow your audience to get to know you on a more personal level.

In short, it’s important to provide your audience with a diverse variety of valuable content. This keeps your engagement up and prevents your audience from getting bored. Try adapting the Rule of Thirds to best fit your company’s goals and social media plan. 

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