The 22-Minute Rule: Shift from Consumer to Producer on Social Media
In today’s world, social media isn’t just a place to share photos of your pets or catch up on the latest viral trend—it’s a powerful tool for building your business. But if you’re using social media to grow your brand, you need to make an important mindset shift: stop acting like a consumer and start thinking like a producer.
When we think about producing content, there’s one golden rule that Hollywood has followed for years, and it applies to your social media strategy: 22 minutes of entertainment, 8 minutes of commercials. Ever notice how your favorite sitcom or show hooks you in with engaging content and only slips in a few commercials here and there? That’s because audiences stick around for the entertainment, not for the ads. The same principle holds true for social media.
Becoming a Producer of Social Media Content
Most people scroll mindlessly through social media, consuming whatever content catches their eye. But when you’re trying to build a business, you can’t afford to be just another consumer. You need to behave like a producer, curating content that entertains, educates, or enlightens your audience. The key here is providing value first.
Think of your audience like viewers of a show. They aren’t tuning in to be hit with one promotion after another; they want something that engages them. Whether it’s a helpful tip, a fun behind-the-scenes look, or a piece of content that makes them laugh or think, you need to be producing content that makes them want to keep coming back for more.
Nobody Wants to Scroll Through Commercials
One of the biggest mistakes businesses make on social media is turning every post into a sales pitch. Here’s the truth: nobody wants to scroll through a feed full of commercials. In fact, that’s one of the fastest ways to lose your audience’s interest. Instead, you need to create balance. Think of the 22/8 rule we mentioned earlier—22 minutes of programming (or value) to every 8 minutes of commercials (your promotions or sales).
Your content should build relationships and engage your audience first, so when you do slip in a promotion, it feels like a natural part of the conversation, not an intrusion. By delivering consistent value, you’ll position yourself as someone worth following, not someone to skip past.
How to Shift Your Mindset:
- Produce Entertainment, Education, or Enlightenment: Every post should either entertain, teach, or inspire your audience. This could be anything from a helpful tip in your niche, a humorous video, or an insightful thought about your industry.
- Limit Commercial Content: Only about 20-30% of your posts should be promotional. Use those opportunities strategically—offer something exclusive, highlight a special deal, or showcase customer testimonials that speak for you.
- Consistency Over Commercials: Just like your favorite TV show airs new episodes regularly, your content should be consistent. Show up frequently with valuable content, and your audience will stay tuned in.
Act Like a Producer, Grow Like a Business
By shifting your mindset from consumer to producer, you’ll start to see your social media in a whole new way. You’ll stop thinking about what you can get from your audience and start focusing on what you can give them. And as you deliver more value, you’ll find that people are far more likely to engage with your brand—and, ultimately, your business will soar.
Start behaving like a producer today, and watch the results unfold. Follow me for more tips, and don’t forget to follow @Multibrain for the best strategies on how to grow your business through social media.