The 30-30-30 Rule: A Realistic Way for Startups to Win on Social Media
Let’s get this out of the way: social media isn’t optional. Your audience is already online if you’re running a startup or small business. The question is—what are they seeing from you?
You’re missing the point if all you’re posting are product promos or sales graphics. People don’t follow brands to be sold to—they follow brands that talk like humans, act like humans, and contribute something worth scrolling through. That’s where the 30-30-30 rule comes in.
This method gives startups a manageable and effective content mix that builds real engagement, without the fluff or burnout.
Why Social Media Still Matters (Even in 2025)
You might hear that organic reach is dead or that platforms are too saturated. That’s partly true—but only if you treat social media like a bulletin board.
Used right, social media:
- Gives you direct access to your audience
- Builds long-term brand recognition
- Lowers customer acquisition costs
- Let you test and learn what works in real time
- Adds social proof through honest conversations and content
Startups and SMEs don’t have time (or budget) to waste. So the goal isn’t to post more—it’s to post smarter.
What is the 30-30-30 Rule?
Here’s how it works. Divide your social media content into three equal parts:
📌 30% About Your Brand
Talk about what makes your business stand out—not just your product features, people, process, and values. Show what happens behind the scenes. Share short wins, client feedback, or even a rough day at the office. It makes your brand feel alive.
🤝 30% Featuring Others
Collaboration is underrated. Share content from your partners, industry experts, or competitors (if they’re doing something cool). Curated content shows your audience that you’re paying attention to the world beyond your brand, and they’ll trust you more.
Also: post user-generated content. Highlight your customers’ stories or reviews. It’s the most honest content you’ll ever get.
🎯 30% Just Fun and Engaging
Not every post needs to be a campaign. Some of the best-performing content is relatable memes, polls, or videos your intern made on a lunch break. If it fits your brand’s vibe, run with it.
Humor, questions, quick facts, or casual takes on trends belong to this category.
🌀 The Extra 10%? Keep It Real
This part is unplanned. Post a quick thought, react to trending news, or reply to a comment in a post. This 10% shows your audience you’re not a bot and that you’re paying attention.
Choosing the Right Platforms (Don’t Be Everywhere)
Startups often make the mistake of jumping onto every platform. Bad move. It’s better to dominate one channel than flop on five.
Here’s a quick cheat sheet:
- Instagram – Great for visuals and storytelling
- LinkedIn – Ideal for B2B, case studies, and authority building
- Facebook – Community building and localized marketing
- TikTok – Fast-growing; ideal for brands with personality
- X (Twitter) – Good for fast updates, threads, and opinions
- Pinterest – Solid for lifestyle, design, and planning-based brands
Pick one or two. Nail those first.
Tips to Make It Work
- Plan a month of content using the 30-30-30 method—don’t overthink it
- Use tools like Buffer or Later to schedule and stay consistent
- Don’t outsource your voice—if it’s your brand, speak like it
- Engage every day: comment back, repost UGC, join trends when it makes sense
- Review your metrics weekly, but don’t chase vanity numbers
Final Word
There’s no silver bullet for social media. But there are innovative, sustainable approaches that work.
The 30-30-30 rule keeps things simple, fresh, and balanced. It helps startups build trust, stay visible, and avoid becoming another brand clogging the feed with noise.
Try it for 30 days and see what happens. Worst case, you’ll know more about your audience. Best case, you’ll actually start building a community.
