Over the years I have come across several “rules” for social media, and this is one of the rarer ones. It’s meant to be used as a posting tool for content, so you may find it useful. It’s a framework that helps you bring in structure, variety and hopefully a bit of consistency as well.
This structure delivers you 15 posts using this method, and wouldn’tthat be a treat? It helps you buildtrust, to educate your audience and promote your offers in a balanced way.
What the 10–4–1 Rule Actually Means
The 10–4–1 rule is simple. For every 15 posts:
That’s it. Fifteen posts, three clear categories and a nice balance between being useful and being promotional.
What are the 10 Posts: Your Helpful, Valuable Posts
These are the heart of your content; they should reflect your values and your personable help. They’re the posts that make people stick around because they’re learning something, getting inspired, or feeling understood. This kind of helpful content positions you as the expert without you needing to say you’re the expert.
Some suggestions could be:
If you're a service provider, this might look like sharing a step-by-step tutorial, or maybe breaking down a common mistake that your clients make, or it could be a simple explainer post about something you get asked about all the time.
If you're a product-based business, it might include demonstrating ways to use your products, sharing customer stories, showing what goes into making your products, or talking about the problem your products solve.
The ultimate aim of these types of posts is to help others without asking for anything in return. When you consistently share this type of useful content, people naturally view your business as trustworthy and helpful. That’s what makes them more open to buying later.
What are the 4: Your Soft Sell Posts
Soft-sell content bridges the gap between being helpful and being commercial. These posts allow you to talk about your business and offers, but in a way that focuses on benefits, not features, or tries to pressure anyone for a sale.
Examples include:
Think of these posts as a gentle reminder that you are, in fact, running a business. You’re still adding value in your posts, but you’re linking it to something you actually sell. These posts tend to convert well because they’re supporting the helpful content people have already seen.
What is the 1: Your Hard Sell Post
This is the post that says, very clearly, “Here’s how to buy from me.”
A good hard sell post:
For example:
This is the content that directly drives your revenue. When you’ve earned your audience’s trust with your helpful and soft-sell posts, this one feels like a natural follow up rather than something pushy.
Why the 10–4–1 Rule Works So Well
Most businesses struggle not because they post too little, but because they post the wrong kind of mix. Too much selling turns people off. Too much “helpful” content without any sales messaging means no one knows how to buy. The 10–4–1 rule solves this because:
It also works across all platforms: Facebook, Instagram, LinkedIn, Threads, TikTok, and even your email content.
How to Apply the 10–4–1 Rule in Your Business
1. Start With Your Content Pillars
Before you plan your posts, be clear on your main themes or topics. Most businesses have three to five.
For example, a local bakery might have:
A business consultant might have:
Your content pillars will guide your 10 helpful posts and your 4 soft-sell posts.
2. Now Map Out 15 Post Ideas at a Time
This is one of the easiest ways to reduce overwhelm. Instead of asking, “What will I post this week?”, use the 10–4–1 rule as a template.
Here’s a simple example for a service-based business:
Your 10 helpful posts:
Your 4 soft-sell posts:
11. Client testimonial
12. Case study showing results
13. Highlighting a core service
14. Introduction post explaining who you help
Your 1 hard-sell post:
15. “Book your session for June” or “Spots now open for Q3 projects”
You now have 15 pieces of content without starting from a blank page.
3. Rotate Through the 15 Posts on Whatever Schedule Suits You
It doesn’t matter if you post daily, three times a week, or twice a week. The ratio stays the same.
For example:
You get consistency, pacing, and structure without feeling like you’re glued to your phone.
4. Don’t be Afraid to Mix Up Your Formats
Each of the posts above can become a:
You’re not starting from scratch each time. You’re repurposing the same ideas in different ways to keep your content fresh. Remember, your audience doesn’t consume all of your content the same way. Some prefer to read, others prefer to watch videos, etc.
5. You Need to Track What Works
Every business is different, so set aside some time to keep a simple record of what drives the most engagement, saves, shares, and inquiries. Over time, you’ll start to spot the patterns.
You might find your audience loves carousels, reacts well to behind-the-scenes posts, or prefers short videos over long captions. Use that insight to refine your 10–4–1 cycle.
A Few Mistakes to Avoid
The 10–4–1 rule is a guide, not a strict formula. It’s meant to help you stay consistent, not box you in.
Get into a Better Habit
When you use the 10–4–1 rule, you take the pressure off your social media. You develop a rhythm that keeps your content balanced and your audience engaged. Most importantly, it helps people understand what you do, why you do it, and how they can work with you.
If you’ve been feeling stuck or unsure where to start, try mapping your next 15 posts using this rule. You’ll be surprised at how much easier planning becomes once you have a structure that actually works.
If you’d like help building a content plan for your business or applying this rule in a way that suits your goals, I’m always happy to guide you.
Working with clients Nationwide from base in Mullingar.
