Social media moves fast, but the outdated beliefs about how it works tend to stick around way too long.
Since social media’s inner workings — the platform algorithms that dictate who sees our content and how often — happen behind the scenes, it’s easy for theories to run wild and turn into commonly held beliefs.
Turns out many of these "rules" we've been following are actually myths, and they might be sabotaging our success.
Let’s debunk six of the most pervasive social media myths.
"The algorithm can tell when you're using AI!"
With the explosion of AI writing tools, this fear has spread like wildfire through marketing teams. Some might worry that social platforms have sophisticated AI detection systems ready to penalize any content that isn’t 100% human-created.
Social platforms do use AI detection, but not in the way most marketers fear. Meta and other platforms are most concerned with AI-generated images, audio, and videos that might spread misinformation (i.e. deepfakes).
For example, Meta's policy requires disclosure for AI-generated photorealistic images and certain synthetic audio/video, but doesn't penalize AI-assisted captions or marketing copy.
In fact, platforms are embracing AI themselves. Meta's rolling out AI-powered creation tools, X (Twitter) is testing AI-written post suggestions, and LinkedIn actively promotes AI assistance for content creation.
Unless you’re in the business of making deepfakes, don’t worry about AI detection. Instead, focus on using AI strategically to enhance (not replace) your creative process.
Algorithms care about engagement and value, not whether you used AI to help craft your message. The key is using AI to create better content, not just more content.
"If you're not putting ad spend behind your posts, don't bother posting at all."
You've probably heard this one a lot lately. Scroll through any marketing Reddit forum and you'll find creators and brands lamenting their declining engagement numbers. Meanwhile, social platforms are seeing record ad revenue — almost $244 billion in 2024 — leading many to conclude that organic social media is finished.
Organic reach has evolved, but it's far from dead. Yes, platforms might prioritize some paid content — it's how they make money. But they can't survive on ads alone. Users don't want a feed full of sponsored posts, which is why platforms still reward engaging organic content with reach. They need active and engaged users to maintain appealing ad environments for advertisers, and that engagement primarily comes from organic content.
What's working organically in 2025:
Think of organic and paid social as partners, not competitors. Use organic content to:
The most successful brands use paid to amplify their best-performing organic content, not replace it. Focus on creating value first, then strategically boost what works.
"Don't waste time tracking likes and followers — they're just vanity metrics!"
When people talk about vanity metrics, they’re usually referring to social media engagement markers such as likes, comments, and reshares, as well as follower count. You can guess the myth based on the name alone — some dismiss these as surface level metrics that don’t translate to business results.
Here's the real story: A vanity metric isn't defined by what it measures, but by whether it drives your strategy forward. Those "superficial" engagement signals? They might be your most valuable metrics if they align with your goals.
Vanity metrics aren't always engagement metrics. They can be any number that looks impressive on paper but doesn't provide actionable insights or meaningful results for your social media strategy.
For instance, if one of your TikToks suddenly reaches five times more people than usual but there's no clear reason why, that spike in views might be interesting but not necessarily valuable — making that impression count a vanity metric.
If you dismiss all engagement metrics as “empty,” you’ll miss out on valuable information that can shape your brand's success on social media. First off, if top-of-funnel activities like awareness or community building are your goals, these metrics serve as important indicators of your social media's effectiveness. Secondly, engagement metrics are big algorithm signals. The more engagement a post receives, the more likely it is to get boosted by a platform’s the algorithm. That’s data you’ll want to study.
If you want to avoid reporting on vanity metrics, take these steps:
Let's say you're getting millions of impressions but seeing minimal follower growth or engagement. Those impressive view counts aren't helping you achieve your goals — making them vanity metrics. Instead, focus on metrics that show real progress toward your objectives, like:
The key is measuring what matters for your specific strategy, not just what looks good in reports. Remember: A metric's value isn't in its size — it's in how it helps you make better marketing decisions.
"If it's not a TikTok-style video, don't bother posting it."
With short-form video dominating social media trends since 2020, some marketers have all but abandoned other content formats entirely. The logic seems sound: Meta reported that Reels made up more than half of content reshared on Instagram in 2023, and TikTok's explosive growth continues into 2025.
While short-form video is incredibly powerful, it's just one part of a healthy content mix. Think of each social platform as multiple platforms in one. Take LinkedIn: users move between the main feed for industry updates, the newsletter section for in-depth insights, and videos for short-form takes. Or Instagram: users move between Reels for entertainment, the main feed for updates from friends, and Stories for casual sharing.
Each space serves a different user mindset and behavior, and different content types serve different purposes:
Instead of chasing one format, focus on matching content types to your specific goals and audience needs. The most successful brands have a diverse content mix, using each format strategically:
Remember: Your audience isn't on social media just to watch short videos. They're there to learn, connect, and engage in various ways.
"Post at 9am every Tuesday for maximum reach!"
You've probably seen those universal "best times to post" charts floating around. While they're based on aggregate platform data, many marketers treat these times as gospel — posting outside them feels criminal.
On the flip side, many marketers harbor superstitions that posting too much or too little leads to declining engagement rates and reach
Here’s the reality …
Yes, certain times generally see higher engagement due to user behavior patterns. But these "universal" best times don't account for:
The reality is that your optimal posting times depend entirely on when your specific audience is most likely to engage. A B2B brand might see peak engagement during work hours, while a entertainment account might thrive in evening hours. Global brands need to consider multiple time zones, while local businesses can focus on their community's patterns.
We strongly recommend testing different publishing times and frequencies on each social media platform to figure out your ideal posting schedule.
Use industry benchmarks, like our suggested best times, as a starting point, not a rule book. Then study your analytics to understand when your content performs best.
Using a combined social media scheduling + analytics tool like Loomly can help with this, allowing you to strategically schedule content in advance and see how those schedules impact your results.
Remember: Good content at the "wrong" time will outperform mediocre content at the "right" time.
"Using third-party editing apps will tank your reach!"
This myth gained traction as creators noticed their TikTok-edited videos performing differently on Instagram, leading to speculation that platforms penalize content edited with external tools. Some even claim using native features like Instagram's built-in effects will boost your reach.
Platform algorithms don't care where you edit your content. While it’s easy to understand the logic behind this popular myth, it’s been debunked directly by Adam Mosseri, the head of Instagram, who explicitly confirmed that using external editing tools has no impact on reach or visibility.
What actually matters:
Choose your favorite video editing software, and use it to your heart’s content! You can also create videos in other apps and re-upload the content to Instagram with no negative effects. Just watch out for those watermarks.
Social media marketing isn't about following rules or chasing algorithm secrets. It's about understanding your audience, creating value, and staying adaptable as platforms evolve.
The most successful brands in 2025 won't be the ones who followed every "best practice" to the letter. They'll be the ones who:
Want to be more strategic about social media in 2025? Read through our 10-step guide to creating a social media strategy that you'll stick to for the whole year.