The scariest social media advice I ever heard…

As a social media strategist, I’ve seen my fair share of bad advice floating around online. If you're a business owner or a marketer, you’ve probably heard some of these myths yourself. In this Halloween-themed post, I’m uncovering five of the scariest social media myths that could be holding your brand back - and what you should be doing instead.

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1. “Post every day or you’ll be forgotten”

This myth gets thrown around a lot. You’ve probably heard that if you’re not posting daily, your audience will forget you. But guess what? Posting every day isn’t necessary, and it can actually backfire.

Posting every single day can lead to content burnout - for both you and your audience. In fact, one of the top reasons why people unfollow brands is because they post too much. It’s all about finding the balance between consistency and quality.

Instead of posting daily, focus on sharing high-quality, thoughtful content 3–4 times a week. Your audience will appreciate it more if you’re not overwhelming them with half-baked posts.

Remember: quality over quantity is always the best strategy.

2. “You should prioritise paid ads over organic growth”

Paid ads can be a powerful tool, but relying on them without building a solid organic presence can harm your brand in the long run. While ads might drive traffic, they don’t build the trust and relationships that organic growth does.

Your organic social media presence is where the magic happens. It’s where you engage with your audience, build loyalty, and show off your brand’s personality. I’ve often seen brands spend money on ads only to have potential customers visit their Instagram or Facebook pages and leave because there’s not enough compelling content there.

Organic growth and paid ads work hand in hand. First, build a strong organic community, and then use ads to scale that engagement. You can even target your ads to those who have already engaged with your brand organically, creating a more effective and tailored experience.

3. “Automate everything to save time”

Automation can definitely be a lifesaver, especially for small business owners who are juggling multiple tasks. However, over-relying on automation can make your brand feel robotic.

Many businesses think they can just “set and forget,” automating everything from social media posts to DMs. But social media is about building real connections. If everything’s automated, your audience can feel that lack of personal touch, and it may hurt your engagement.

While it’s smart to automate repetitive tasks like post scheduling, personal engagement is key. Make time to respond to comments, answer DMs, and actually engage with your audience in real time. This authentic interaction is what builds long-term trust.

4. “Short-form video is the only way to go”

With the rise of TikTok and Instagram Reels, everyone seems to be jumping on the short-form video bandwagon. While short-form videos are trending right now, they’re not the only way to succeed on social media.

Different people consume content in different ways. Some prefer videos, while others like to scroll through carousels or read long-form blog posts. Diversifying your content is crucial. Don’t feel pressured to only create short-form videos.

In fact, Instagram’s CEO, Adam Mosseri, recently suggested that carousels are a great way to increase your reach. The algorithm may even replay your carousel post to users if they didn’t engage the first time. And with Instagram’s option to add music to carousels, they can even appear in the Reels tab.

Bottom line: try a mix of content formats to see what resonates best with your audience.

5. “Use content pillars to stay consistent”

Content pillars are often recommended as a way to keep your content organised and consistent. The idea is to choose a few broad topics and base all your posts around them. While this can be helpful for some, it can also make your content feel repetitive and limit your creativity.

Instead of content pillars, I like to focus on core messages. These are the essential ideas that you want your audience to take away from your brand. Core messages are much broader than content pillars, giving you more room to explore different angles and formats. For example, a wellness brand’s core message could be “simplifying skincare,” which can be conveyed through various types of content, from videos to carousels to blog posts.

By focusing on core messages, you’ll have the flexibility to get creative while ensuring your content stays aligned with your brand’s purpose.

Final thoughts

These are just a few of the social media myths that I see circulating all the time. If you want to grow your brand on social media, it’s important to focus on authenticity, quality, and building real connections with your audience.

Instead of falling for the pressure to post daily, automate everything, or rely solely on ads, remember that your strategy should be a mix of organic engagement, paid promotion, and diverse content formats that reflect your brand’s true personality.

Talk soon,

Hanna