Unlock Social Media Content Planning With the 70:20:10 Rule

Whenever we discuss Social Media content planning for any business, the main question we come across is what kind of content should a brand post?

Finding that golden balance of practical, informative, creative and memorable content can be tricky. A general rule of thumb that will help you generate your content plan for social media is to follow the 70:20:10 rule.

What Is the 70:20:10 Rule?

The 70:20:10 rule helps you to easily build up your content plan, allowing your brand to appear reputable, engaging and memorable.

70% of Social Media posts should add value and build the brand – IE: thought leadership and brand recognition. For example:

Iveco Stralis X-Way White

20% should share ideas or content from other sources – IE: industry relevant information.


10% should be promotional, with offers and discounts offered to followers – IE: sales driven posts. For example:

Iveco Daily Promotional-Advertisement Example

Who Can Use the 70:20:10 Rule?

Each brand will have different follower demographics, but this rule can apply broadly to all social networks across most industries.

It’s designed to be treated as a general guide, not a strict requirement of digital (and even traditional) content marketing.

Why Is This Variety Important?

Social Media should be treated like a real life social interaction.

If you are constantly saying the same thing, all the time, people will tire of your company quickly and look for a more interesting person to talk to.

Social Media is the same, which is why it is crucial to make sure your content planner is balanced, relevant and interesting to the people you’re speaking to.

The 70:20:10 rule will help balance out your messaging to make sure you hit social media golden balance every time.

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