The 80/20 Rule for Funeral Home Social Media Content

Industry experts recommend 80% educational and supportive content, 20% promotional. Here's how to strike the perfect balance for genuine community engagement.

One of the biggest mistakes funeral homes make on social media is posting promotional content too often. "Pre-plan today!" "Call us now!" "We offer cremation services!"—these posts feel like advertising, not care.

The truth is, your community doesn't follow you on Facebook to be sold to. They follow you because they want support, guidance, and connection during life's most difficult moments.

What is the 80/20 Rule?

The 80/20 rule for social media content is simple: 80% of your posts should educate, inspire, or support your community. Only 20% should directly promote your services.

This approach is backed by leading funeral industry voices and marketing experts who study what actually works on social media. When you focus on being helpful first and promotional second, families trust you more—and they're more likely to choose you when they need services.

Why This Mix Works

1. Builds Trust Before They Need You
When families see you consistently offering helpful, compassionate content, you become a trusted resource long before they need funeral services. They think, "This funeral home really cares about our community."

2. Keeps Your Content Shareable
People don't share promotional posts. But they do share inspirational quotes, helpful grief tips, and educational videos that might help someone they know. This organic reach is invaluable.

3. Shows Your Expertise Without Selling
Educational content demonstrates your knowledge and professionalism. When you answer common questions about funeral planning or cremation, families see you as the expert—without you having to say "hire us."

4. Improves Social Media Algorithms
Facebook and Instagram reward content that gets engagement. Helpful, supportive posts get more likes, comments, and shares than ads—which means more people see your content.

The 20%: Promotional Content (Done Right)

This doesn't mean you can't talk about your services! You absolutely should. But when you do, make it about how you serve families, not just what you offer.

Putting It Into Practice

If you post three times per week (which we recommend), here's what your content mix might look like:

This approach keeps your feed valuable to your community while still promoting your services strategically.

The Result: Trust, Engagement, and Growth

When you follow the 80/20 rule, something remarkable happens: your community starts to see your social media presence as a resource, not an ad. They engage more, share more, and remember you when they need services.

Families will say things like, "We've been following you on Facebook for months. Your posts really helped us during a difficult time. When we needed a funeral home, you were the first people we thought of."

That's the power of content that cares first and sells second.