The 80:20 rule in creating high-quality content on social networks

You need to think what relevant for your social followers and stick to the “80:20 rule” to create high-quality content on social networks.

If your Facebook and Instagram posts seem “appealing” to its followers, you may think that you have great content. But what if we tell you that you are probably wrong?

The number of likes, comments, and shares of your posts are indicators that the content you post on social networks is good, but only if it’s the content relevant to your business.

no likes on social


In other words, if the content you are publishing is not related to your business, it cannot be seen as high-quality content, no matter how much likes you “earn” thanks to it.

Why? Because you do not meet the expectations of those who follow you on social networks.

The photo of a cute kitten, a good joke, the success of a sports team, or a song that is evergreen hit can attract the attention of a large number of people who will know to reward such content with likes. However, ask yourself if this is the content that users expect and want to see on the Facebook page of a certain hotel or travel destination?

Just imagine this situation…

A client comes to your travel agency asking about the arrangements you have in offer, and you instead show him your pet or tell a funny joke. Perhaps, the potential tourist will like your pet (and maybe they will not), probably the joke will be ridiculous (and again, maybe not), but this is not the reason he came to you.


let me tell you a joke

He only wants a favorable package tour and travel-related information – nothing more and nothing less than that.

As he does not expect to find a holiday at a dog show or a stand-up show, he also does not expect from you anything other than the tourist offer.

The same rule applies to the world of social networks.

Tourists are informing themselves about the next destination they want to visit on the internet and social networks; they are searching for the best hotels, restaurants, travel arrangements… If their search leads them to your Facebook page or Instagram account, provide them with the information they want through the relevant content. Otherwise, if they are welcomed with the photos of dogs and cats, music videos and entertainment news, they will leave your site, search and find the desired information elsewhere. You are left without a tourist, whom you have sent right to your competition.



The relevance of the content is a precondition for the high-quality post.

Popular content can bring you many Facebook likes, many followers on Instagram, but they do not mean anything to your hotel or travel agency.

New guests, new tourists and the revenue that they will bring are things that are important to you. That’s why it’s important to stay focused and not allow any permutations of objectives – likes are not tourists!

By this, we have established the basis on which every post should be built.

From all of this, it could easily be concluded that high-quality content is the one that will present your offers to potential tourists. However, it is not always like that.

If you advertise on social networks only by placing last-minute offers, hotel room prices and specialties from your restaurant – you do not do your job well.

When publishing your catalog or menu to social networks to attract your fans, as well as the potential guests and tourists, you actually do the opposite. By constantly publishing such content, you are constantly bothering them with lots of information, which will ultimately reject them and distance them from you.

The proper approach gives the fans the ability to search for what interests them in your offer, and not offer them everything. Instead of serving all from your menu, give them a reason to come to your restaurant right away, and they’ll look for the menu themselves.

Encourage them to stay in your hotel, to travel with your agency.

When you succeed in doing so, your followers will show interest and focus their attention on the part of your offer that really interests them. How can you do it? Here are some tips and examples to help you answer this question.

Have you heard of the”80:20 rule”?

The 80:20 rule, also known as the “Pareto’s Principle”, was established by the Italian economist Vilfredo Pareto in the late nineteenth century.

Namely, he noted that people in a certain society from the point of view of money and influence, can be divided into two groups: a “vital minority” – 20% of the population that constitutes the upper layer of society, and “the trivial majority” – 80% of the population or the lower strata of the society. Additionally, Pareto notes that 80% of the wealth of Italy is controlled by just 20% of the population, and vice versa.


80:20 rule

Generally speaking, this principle indicates that 20% of your activities will yield 80% of the results achieved.

Over time, the 80:20 rule have found its application in other activities and spheres of life, finding its place in the world of digital marketing and social networks as well.

This rule is the basic principle in the strategy of creating content for social networks. The principle requires that only 20% of content on social networks should represent the promotion of services or products. Other 80% of content should be oriented to providing relevant and useful information, interesting facts, tips, and so on.

Deverce your content


In other words, you should post content that will be useful, interesting and relevant to your future guests and clients.

Before offering them a trip, give them some advice on where to keep documents and money on the trip, share with them interesting facts about famous tourist attractions, provide them with useful information on how to pack things for the trip, tell them what is the best time to some museum or attraction to avoid crowds…

This way you will get closer to potential tourists, you will gain their trust, and interest them for a trip that you can then offer.

Give useful information to tourists who are planning to come to your destination – information about local currency and transport, “must-see” sites, familiarize them with current events, suggest local gastronomic specialties. Make the destination closer to them, and in this way, you will make them closer to you and your hotel, and then offer them your services – show them the accommodation facilities, offer transfer from the airport to the hotel, etc.

zagreb tourism


What you do not want is to be too aggressive with your offer and overplay the role of the seller. In this way, you risk giving the impression of someone who desperately just want to sell a room/tour, which will eventually push away potential tourists and guests from you.

If you do not want to come to this point, stick to the 80:20 rule. First connect with them, and then show them your offer.

Creating high-quality content that is non-related to promoting your offer can be a real challenge for beginners, and even for those who are experienced at moments when inspiration is lacking. Here are some tips and specific examples to help you identify and create high-quality content:

1. Observe the competition and “steal” posts

The best way to become successful in creating high-quality content is to look at how the professionals do it.

Follow Facebook pages and Instagram profiles similar to the business you have and nearby hotels, travel agencies, restaurants, apartments, tourist organizations and follow what they are doing. You do not want to copy them, but simply collect ideas and get the new ones, learn from their success and mistakes.

2. Find the content that will be interesting to your audience

Experiment with various, but always relevant articles, photos, videos, quotes, etc. then analyze what type of post is the most interesting to your audience, what catches attention and encourages engagement.

3. Use the content generated by the users themselves

You know how they say – the satisfied client is the best advertisement?

Why not then use quotes from impressions book or reviews from your Facebook page? Instagram photos of tourists who enjoy traveling with your agency or staying in your destination, hotel, and restaurant are a great way to show potential travelers and tourists what they can expect from you.

Finally, once again, we can say that the relevance of the post is a basic precondition, and “80:20 rule” is a basic principle to be followed to create high-quality content on social networks.

If you do not have time to deal with maintaining your social networks’ accounts, you can contact us.

Milan Stojković
Milan Stojković
Founder of Etourism Consulting agency, educator and lecturer, founder of multiple online travel projects. Worked with over 300 travel industry companies, helping them to attract more tourists, increase room occupancy and tour sales, and improve their businesses.

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