The 70/30 Rule: Social Media Content That Actually Works

Written By Liam Murphy

If you want to grow your brand’s engagement on social media, following the 70/30 rule can transform the way your audience interacts with you. Rather than simply pushing out sales messages, this social media strategy balances helpful, authentic content with direct promotion, ensuring your brand stands out and your community keeps coming back.

What is the 70/30 Rule for Social Media?

Simply put, the 70/30 rule for social media means:

  • 70% of your content should educate, inspire, or entertain your audience.
  • 30% of your content should directly promote your business, services, or products.
Prioritising valuable, useful content encourages interaction and trust—so that when it is time to promote, your audience is far more receptive.

Why the 70/30 Rule Works

Most people come to social platforms looking for value—answers, ideas, inspiration, or even entertainment. By dedicating 70% of your posts to serving your audience (not just selling), you:

  • Build trust and credibility with your followers.
  • Encourage more shares, comments, and genuine engagement.
  • Make your promotional content “stand out” rather than get ignored.

What Belongs in Your 70%?

  • Educational tips and short “how-to” videos
  • Industry insights or behind-the-scenes peeks
  • Inspirational quotes and customer success stories
  • Engaging, light-hearted content (memes, polls, or questions)
  • Community highlights and user-generated content

What Counts as Your 30%?

  • Showcasing your product or service
  • Special offers, sales, or new launches
  • Direct testimonials about your work
  • Clear calls-to-action (“Contact us”, “Book now”, “See more”)

How to Use the 70/30 Rule in Your Social Media Content Strategy

  1. Plan your posts in advance, tagging each as “Value” (70) or “Promo” (30).
  2. Review your feed: Are you posting too many promos? Swap some for helpful tips.
  3. Observe what gets your followers to engage—double down on those types of content.
  4. Space your promotions, and only post when you have something truly valuable to offer.

Summary

By following the 70/30 rule for social media, you create a more enjoyable, trustworthy feed for your followers while making your promotional posts far more effective. It’s not about selling less—it’s about selling smarter, and putting your audience’s needs at the heart of your content strategy.

Want help building a content strategy that actually grows your business? Contact LMNT Studio
Liam Murphy