Following social media "rules" vs. creating your own strategy.
A few weeks ago I received a DM asking for my thoughts on a list of "rules" someone posted, claiming that following them would ensure success on social media. The list went like this:
Delete old videos with the least views and pin the most popular ones to the top.
Don’t use more than three hashtags in a post.
Only post at 8 a.m. or 5 p.m.
After posting a video, log off the app for at least three hours to boost your views.
Honestly? This feels like a classic case of fear-based marketing: “If you don’t follow these exact steps, your chances of success on social media are little to none.” Maybe this is just my thought, but I know I can’t be the only one who feels anxiety when seeing a list like this…and I work in this industry!
But is this really how social media works? Let's break it down.
How would you react to these "rules"?
If you're a business new to social media, or even a business that has been on social media and is just trying to keep up with all of these changes, reading that list might leave you with one of three reactions:
A: “I’ll try these and see if they work for my business.”
B: “Forget it. This is way too much work.”
C: “I’m going to do things my own way.”
Guess what? All of these responses are completely valid. Whether you’re curious, overwhelmed, or confident, your perspective matters. The truth is, no two businesses are the same. What works for one might not work for another. And that’s okay!
Here’s my advice: experiment with your content
Social media success is not about blindly following someone else's “rules.” It’s about finding what works for your brand and community. If you’ve spent any time online, you’ve probably noticed there are a million ways (okay, maybe 20 bajillion) to grow your presence. The key is testing out strategies that align with your brand's values and audience.
My two focuses?
Content strategy/quality
Consistency
That’s it. Focus on producing content that speaks to your audience and staying consistent with it. Whether you’re sharing educational tips, behind-the-scenes moments, or playful memes, as long as it aligns with your brand voice and engages your community, you’re on the right track.
Why fear-based rules can do more harm than good
Fear-based marketing tactics like the ones I saw in that DM can trick businesses into thinking there’s only one path to success. You don’t need to stress over deleting videos that don’t perform well or posting only at “prime times” (which, by the way, vary depending on your audience + your profile insights, which you can find inside each social media app). If you experiment, engage, and provide value, you will find your rhythm.
At the end of the day, social media is about authentic connection, not adhering to rigid, one-size-fits-all rules. Success comes from understanding your brand, your audience, and what resonates with them—not from fear of "getting it wrong."
Final thoughts for businesses new to social media
If you’re just starting out, don’t feel pressured by those saying there’s only one formula to follow. Experiment with your content, measure what works, and adjust based on your own goals. Your social media presence should reflect your brand’s unique story, not someone else’s rules.
So, if someone offers to “fix” your page by following a list of “must-dos” to appease the algorithm, take it with a grain of salt. Instead, focus on showing up authentically and consistently—because that’s what will build real, lasting success.
