The Golden Content Ratio

Here's one way to maximise growth or profitability.

A couple of weeks ago I sent an email about the golden ratio content strategy - 3:1.

That's to suggest per 4 posts: 3 posts are value focused and 1 is a product ad.

But here's the thing:

Since that moment, I've done a lot more learning on the topic and I'd love to share my findings with you today.

Get this:

The 3:1 ratio is very well studied. It was used by the TV programmers to work out how many ads they could include without losing viewership. And the same concept was used for TikTok...

TikTok had very few ads in the beginning. This way, they could appear as better when compared to Instagram and facebook as they built attention trust with the users.

Since then, they've gradually increased the amount of promotional content on their platform.

That's to suggest that in the beginning, TikTok focused on growth by minimising their ads or 'asks'.

Now, as they move more into maximising profitability, they increase the number of ads (but never too much to lose viewership).

And in the process, they slow their growth. But that's okay! They've decided they CAN start slowing their growth.

My point is this:

Think about your Instagram page as a TV channel - you need to make money, but you don't want to lose viewership.

Posting 3 things of value for every 1 product promotion will maximise profitability but slow growth.

On the other hand, posting 5 or 10 things of value for every 1 product promotion will maximise growth. Your brand page captures the strangers at the top of the funnel and it keeps the current followers engaged, coming back for more.

Choosing where you wish to sit on the spectrum of providing value and advertising your garments is dependant on whether you feel you have enough eyes or not.

And if you wish to prioritise growth, a more modest ratio is likely what you're looking for.

By posting product ads more sparingly, your page becomes a growth machine.

So then when you do eventually advertise your clothing product, you will reach far mor eeyes than you would have otherwise.

Here to help,

Elijah