The 70/20/10 Rule for Dental Social Media

What is the 70/20/10 rule for social media?

If you’ve ever stared at your social media calendar wondering what to post for your dental practice—and how much of it should be fun, informative, or promotional—you’re not alone. Many dental practices feel stuck trying to strike the right balance. 

That’s where the 70/20/10 rule can help change the game. It’s a simple way to guide what kind of content you post—and how often. It keeps your feed interesting without feeling too pushy or all over the place. In short: 70% helpful, 20% personal, 10% promotional. 

Let’s explore this concept further and show you how it works for your practice. Here’s what it looks like when you break it down:

70% Value-Based Content

This is your helpful stuff. Think tips for better brushing, answers to common dental questions, how-tos, myths vs. facts—anything that helps your followers take better care of their teeth.

20% Personal Content

This is where your personality shines. Share team birthdays, behind-the-scenes moments, fun facts, or photos from community events. These help people connect with your practice on a human level.

10% Promotional Content

Yes, you can talk about your services, but do it in moderation. This includes scheduling reminders, new-patient offers, or info about cosmetic or specialty treatments.

Mixing it up this way helps keep people interested and more likely to stick around (and book).

Why the 70/20/10 Rule Works 

So why is this so effective for social media marketing—and especially dental marketing? Great question. The short answer: It builds trust before someone ever walks through your doors.

When your content is mostly helpful (that 70%), people start to see your practice as a resource, not just a business trying to sell something. You’re answering questions they didn’t even know they had. You’re making dental care feel less intimidating and more approachable. And you are generating excitement about potential treatments that can help improve their smiles.

The 20% that’s personal helps your audience feel like they know your team. They’re not just choosing a practice—they’re choosing people. A smiling face from your front desk team or a team member’s favorite coffee order adds warmth that polished ads simply can’t.

And the promotional 10%? It reminds patients that you’re ready when they are. It gives them a clear path to book without overwhelming them.

The balance is what makes it work. Too much promotion can turn people off. Too little, and they won’t know how to take the next step. The 70/20/10 rule keeps your feed fresh, friendly, and focused without you having to overthink every single post.

How To Apply the 70/20/10 Rule Without Overthinking It

We know what’s on your mind now. How do you actually use this method without turning content planning into a math problem? The beauty of the 70/20/10 rule is that it’s meant to guide you, not box you in. Think of it like a healthy eating plan: You don’t need to track every single bite, just aim for balance over time. Here’s how to make it work without overthinking:

• Don’t stress about exact math. It’s okay if one week leans a little heavier on personal content. The goal is variety over time.
• Use the rule as a loose guide. Keep the breakdown in mind when planning posts, but don’t feel pressure to hit the exact ratio every week.
• Batch your content. Plan posts weekly or monthly so you can see the mix more clearly and adjust if needed.
• Try scheduling tools. Use free platforms like Meta Business Suite or Canva’s content planner to organize and space out your posts.

Bonus tip: Watch what works, then adjust.

One of the most important things to remember about your social media marketing strategy is that nothing needs to be set in stone. If something isn’t working, stop doing it. Social media is a moving target, and what your audience responds to today might shift next month.

Keep an eye on what types of posts get the most likes, comments, shares, or saves. If your audience loves behind-the-scenes photos but scrolls past long educational captions, consider adjusting your ratio—maybe go 60/30/10 or 65/25/10. The goal isn’t to follow rules perfectly; it’s to create posts that actually connect.

Stay focused on sharing content that feels authentic, helpful, and worth a pause in someone’s scroll. When in doubt, ask yourself: Would I stop and read this? If the answer is yes, you’re on the right track.

Try the rule and see the difference for your dental practice.

If planning your posts has felt random or overwhelming, the 70/20/10 rule is a great way to bring clarity and purpose to your feed. Try using it for the next month of content. Keep things helpful, add in some personality, and sprinkle in promotions. You’ll likely find that your engagement improves and that posting feels a whole lot easier.

Great social media posts don’t have to be complicated—they just need to connect.

Want help building a content calendar that follows the 70/20/10 rule and keeps your feed fresh? Let Jameson Marketing support your next move. Whether you’re just getting started or looking to fine-tune your dental marketing strategy, our team knows what works and how to help you put it into action.