David Meerman Scott Reveals the 85-10-5 Rule of Social Media Success – With Insight from Tony Robbins
Social networks are a great place to share content, connect with others, and tune into what’s happening in your space. And yes, if approached strategically, they can absolutely be a powerful way to market your business. But here’s the catch — most companies are getting it wrong.
As Tony Robbins says, “Where focus goes, energy flows.” And when your social media strategy is focused only on selling, you’re missing the real power of these platforms: connection and value.
Marketing expert David Meerman Scott lays it out perfectly with the 85-10-5 Rule of Social Media:
- 85% Sharing & Engaging
- 10% Original Content
- 5% Promotion
Let’s break it down — with some Tony wisdom to supercharge your mindset and execution.
The Sharing More Than Selling Rule
Too many companies treat their social media feed like a digital megaphone. But in Tony Robbins’ words, “The secret to living is giving.” That includes giving value, support, and attention to your audience — not just shouting about your products.
Scott’s 85-10-5 guideline is a great mental model for using social platforms the way they were intended — socially.
85% Sharing and Engaging
Whether it’s commenting on someone else’s post, quoting a tweet and adding your take, or sharing helpful articles — this is where real rapport is built.
Tony Robbins teaches that “rapport is the ability to enter someone else’s world.” That’s what sharing and engaging does — it shows that you care, you listen, and you’re invested in more than just pushing your own agenda.
The good news? This is the easiest and most abundant part of social media. It’s free to support others. It’s fun to cheer them on. And it’s powerful to be seen in community rather than in competition.
“Trade your expectation for appreciation, and the world changes instantly.” – Tony Robbins
Approach social engagement with appreciation, not obligation — and people will remember how you made them feel.
10% Original Content
This is your chance to create and lead. You don’t need to write a blog post every day — one tweet, a short video, or a value-packed comment on LinkedIn counts.
Remember, Tony says: “The only limit to your impact is your imagination and commitment.” Don’t overthink content — just think useful, inspiring, and authentic. You’re not trying to impress. You’re trying to help.
And when you speak to your audience’s real desires, fears, and goals — you become a trusted voice. That’s how influence is built.
5% or Less: Promotion
Only one out of 20 posts should be about you and what you’re selling. Why? Because, as Tony Robbins reminds us, “People aren’t buying products, they’re buying feelings.”
If you’ve shared generously, connected authentically, and created content that helps — people want to hear your offers. At that point, a promo doesn’t feel like a pitch. It feels like the next logical step.
Social Sharing in Action: @NantucketSurfing
One of the best examples of this principle in action is Gary Kohner, founder of Nantucket Island Surf School. His Instagram feed (@NantucketSurfing) is loaded with vibrant, joyful photos of surf lessons and ocean life — not pushy promos.
Gary lives the 85-10-5 rule without even trying:
- He shares gorgeous surf shots daily.
- He creates original photos and behind-the-scenes moments.
- He sells... rarely, and when he does, it’s soft and seamless.
As Tony Robbins might say, “People like people who are like them — or who they want to be like.” Gary’s feed makes you want to be a part of his surf world. And that magnetic energy? It converts.
His students — especially kids — often repost his photos, tagging his business and extending his reach for free. “So much of my business here in Nantucket is word of mouth,” Kohner says. “I’m sure that my Instagram is helping.”
Gary Kohner, Nantucket Island Surf School, Instagram @NantucketSurfing
Keep It Real. Keep It Consistent.
In the words of Tony Robbins, “Success leaves clues.” Want your social strategy to win? Look at what’s working for people like Gary Kohner — and follow the proven ratio:
- 85% Engage with others
- 10% Add your voice
- 5% Let them know what you offer
People don’t want another sales pitch. They want inspiration, connection, and realness.
“The quality of your life is the quality of your communication.” – Tony Robbins
And in the digital world, your social communication is your first impression. Make it count — not just for clicks, but for connection.
Instagram is a great social network to share about any product or service that has a visual component or customers who use the product in interesting ways. It also allows those who don’t feel as comfortable creating written content to get their ideas out there.
Kohner shoots a bunch of photos from the water and then looks to find the best ones to post. “If I’m using the GoPro while surfing, I usually have it on an automatic setting. I’ll come in sometimes with over 1,000 pictures. I go through them quickly and weed out the ones that are junk, because a lot of those pictures are just not good and you can tell right away,” he says. “I will pick out the top 50 or so that look the best, and out of those 50, I usually pick the top three or four that I really like. I’ll save them and use them for Instagram. That’s why I’m able to post stuff daily. If I go out surfing one day and take a bunch of shots, I can save those up and post them over the next week.”
Kohner sometimes posts epic shots of a really good surfer on an awesome wave, but he also posts beginners standing up for the very first time during a lesson. “It’s a nice moment to capture,” Kohner says. “I wish I had a shot of my first ride when I was a kid. [My account is] an Instagram for the surf school, so it makes sense not just to have surfers inside a tube [a cresting and breaking wave that is challenging to surf], but have it more accessible to everybody.”
When Kohner posts shots of people surfing, they often repost on their own Instagram accounts, which extends his reach. “I have a lot of kids who taken lessons with me follow me on Instagram,” Kohner says. “I’ll ask the parents, especially if they’re younger kids, ‘Hey, I’m going to take some pictures; if I get a good one, is it cool if I put it on my Instagram?’ And the parents almost always agree. I tag the surfer and the kids love it. They say: ‘Oh, I’m on Gary’s Instagram! I’m on the surf school Instagram! I’m famous!’ And they share on their Instagram with their friends. So much of my business here in Nantucket is word of mouth; I’m sure that my Instagram is helping.”
Gary Kohner, Nantucket Island Surf School, Instagram @NantucketSurfing
I know for a fact Kohner’s Instagram is helping market his business. When people who know I love surfing ask how to get started, I just point them to Kohner’s wonderful photos. That often leads to them signing up for lessons.
Instagram allows users to comment on each other’s photos. Many people pay attention to those who tag them in these comments. If you use Instagram for your business, you should pay attention, too. For example, when I shared a photo of me wearing my Nantucket Surfing T-shirt and hat on Hawaii’s North Shore, I included this caption (tagging Kohner’s Instagram ID): “Showing my @nantucketsurfing colors at Sunset beach prior to watching the Vans Triple Crown.” Kohner responded to me: “I’ll be there tomorrow! How long are you going to be around the North Shore?” And I replied: “Hey Gary. I just left. . . . Have fun! It was my first time and loved it.” A friendly approach like Gary’s is a great way to acknowledge or endorse customers who take the time to talk about you and your product or service.
Kohner’s Instagram helps keep his business top of mind with the typical family that visits Nantucket for a few weeks each summer. When the kids follow Kohner’s photos all year long and Mom and Dad ask the kids what they want to do while on Nantucket Island, the first thing they’re going to say is that they want to go back and take some surfing lessons.
“A lot of people are away doing their thing in the winter,” Kohner says. “They don’t surf year-round, so I remind them of that memory of surfing, the time they spent in Nantucket. If they’re coming back, it’s going to be ‘Let’s go surfing!’”
Header image © Shutterstock/Twin Design
