Social Media Content With the 4-1-1 Rule: Rules for Posting on Social Media That Make Sense
Social media is a world of ever-changing algorithms, where what works one day may not work the next. But over the past decade, some rules have remained the same. For example, it’s still important to find a niche and create engaging content.
There are also rules of thumb, such as adding up to five hashtags, though that number can vary depending on the situation. This post will discuss one rule of thumb, the 4-1-1 rule.
What is the 4-1-1 Method?
The 4-1-1 rule explores how six posts in social media should go. Its name is similar to the 4-1 rule of ladders, which states that for every four feet of working ladder length, the ladder’s base should be one foot out from the support point on the top. Think of your social media page as your ladder and your fans as climbers. If what you post feels like a natural climb up, they’ll reach the top and buy your products. However, if your ladder feels disjointed, the audience will fall.
Generally, the idea is as follows:
4 Engaging and Entertaining Posts
Four of these posts should be content that will engage, entertain, or inform your audience. Think original, quality content that establishes your brand and style but also doesn’t feel like it’s trying to sell you something.
1 Soft Sell
This post is trying to sell a product or service but isn’t trying to be forceful about it. You may make a post showing off the features of a new product or reminding people that you’re hosting an event. But potential customers don’t feel pressured to buy something.
1 Hard Sell
This post is more forceful and tries to inject FOMO (fear of missing out) into customers. You may post about your 24-hour flash sale or say that there are only ten tickets to your event left. Any engaged customers will want to buy the product or service you’re selling before it’s too late.
Variations on This Rule
Some sources interpret the rule differently. For example, one interpretation of the 4-1-1 rule is that other influencers should share four posts, one post should be original content, and the last should be a sell.
Again, this is not necessarily an established rule, and it’s okay to play around with it and find the right posting ratio for your account.
Boost Your Engagement With Balanced Social Media Content
Now, let’s discuss how your social media content can help to engage your audience. First, let’s remind you that most of your content should not be overly promotional. If it feels like you’re trying to sell something every post, people will hit the mute or unfollow button before you know it.
However, if your posts are entertaining, your audience will not mind the occasional sales pitch and may even support you.
How do you know what is entertaining or engaging? That is subjective, but you can get an idea by looking at your audience and your competition. Making informative, well-edited content that sparks discussion or brings in the likes is key here.
Also, engage with your audience in the comments. If someone leaves a comment asking a question, answer it or give a like for support.
Metrics tracking is also something to keep in mind whenever you’re posting. Most social media platforms will have an analytics tool that you can review. These tools help you find which posts are getting engagement and which need a little workshopping.
How to Apply the 4-1-1 Rule and Get Some Fans
Now that you know the 4-11 rule, how can you apply it? Here is a good strategy.
Have a Content Calendar
The importance of a content calendar cannot be overstated. Knowing what you’re going to post and when can save you a lot of headaches and give you the chance to plan your 4-1-1 content strategy flawlessly.
Schedule Posts
A post-scheduler can be a lifesaver. Luckily, most social media sites have a scheduler, or there are third-party apps you can use. Always schedule during times when your audience is most active. Your analytics should give you some insights into that. Alternatively, try at different times and see what works best for you.
Experiment With the Rule
Remember, the 4-1-1 rule is not a hard and fast rule. There is wiggle room for you. You may feel you should create more entertaining content first. Alternatively, you may have a sale going on and may want to push your sales posts a bit more. This rule can be bent, but you shouldn’t go too far in another direction. Too many sales posts can scare people away. However, too much informative content and people won’t know what you’re selling.
Why Does This Rule Work?
The 4-1-1 rule works well for one reason: it builds trust. If you start selling a product right out of the gate, it better be revolutionary. Otherwise, people will ask, “Why?”
Have you ever been stopped on the street and sold right away? Chances are, you kept walking. This is because you don’t know the people trying to sell you the product or service. Maybe a super charismatic seller or a product that’s too good to pass up were the exceptions.
Now, imagine if this person walked up to you, complimented you on your shirt, and started having conversations with you about the things you liked. You two grew a bond, and then the person tried to sell you the product. It’s much more likely that you’ll listen then.
That’s the secret to the 4-1-1 rule. Build an audience through entertaining and engaging posts, then start to sell them. In a world where people are more tired than ever with ads, the 4-1-1 rule is a great idea.
It can also be a way to avoid content burnout. The 1-1 aspect of the rule gives you time to recharge. Sales posts are usually much easier to come up with than memes or infographics.
Also, the rule gives you plenty of content. Should you be off or feel burnt out, you can repost or repurpose old content.
Striking the Right Balance
Again, this rule is bendable and scaleable.
If you’re a solo creator, you may try a 3-1-1 ratio due to it being difficult to create content. However, if you have a content creator team, you may try a 6-1-1 or an 8-2-1. This rule can also be bent depending on your niche, with some niches requiring more or less content posts. For example, if your niche is gaming, you may upload more soft sells showing off your gaming channel.
Experimentation and refinement are key. Look at your analytics, and if they’re going well, keep doing what you’re doing, and vice versa.
Final Thoughts
The 4-1-1 rule is when you post four pieces of content, one soft sell and one hard sell. The idea is that most people don’t like an aggressive sales page but do enjoy engaging and shareable content. However, the 4-1-1 rule is a rule of thumb, meaning you can scale or bend it according to your social media needs, and experimentation is rewarding.
We recommend scheduling some content and then proceeding from there. Check your analytics often and adjust accordingly. Good luck.
Guinn Latoria
Digital Marketing Manager