Social media is constantly evolving. New platforms emerge, algorithms shift, and trends move quickly. It’s no surprise that brands often feel unsure about what they should and shouldn’t be doing.
At Melbourne Social Co, these are some of the questions we get asked most frequently by clients and brands navigating the social media landscape. Here are our straightforward answers.
1. Should We Boost Posts?
The short answer: sometimes — but not automatically.
Boosting a post can be a useful tactic, but it should be done with intention rather than as a default approach.
Boosting tends to work best when:
- There is a clear objective, such as increasing reach, driving traffic, or promoting a key announcement.
- A post is already performing well organically, indicating that the content is resonating with your audience.
However, if you’re running more strategic campaigns or want greater control over targeting, Meta Ads Manager is the stronger option. Ads Manager allows for more advanced audience segmentation, creative testing, and optimisation — all of which help ensure your ad spend is working as efficiently as possible.
Think of boosting as a quick amplification tool, whereas Ads Manager provides a more strategic advertising framework.
2. Do Hashtags Still Matter?
Hashtags aren’t as powerful as they once were — but they’re not completely irrelevant either.
Instagram’s head, Adam Mosseri, recently clarified that hashtags do not significantly increase reach.
In a Q&A session he explained:
“Contrary to popular belief, hashtags are not a way to get more reach.”
Instead, hashtags now function more as organisational tools, helping categorise content and improve searchability within the platform.
What matters more today is the words you use in your captions. Instagram has become increasingly SEO-driven, meaning keywords within captions, on-screen text, and even voiceovers in videos can help your content surface in search results.
In short:
- Hashtags still have some utility
- But keywords and strong captions now play a bigger role in discoverability
3. Do I Need Different Content for Every Platform?
You don’t necessarily need completely different ideas — but you do need platform-specific execution.
A strong social media strategy often starts with a central concept or message. From there, the content is adapted to suit the behaviour and expectations of each platform.
For example:
- A TikTok might prioritise fast-paced, lo-fi storytelling.
- An Instagram Reel might focus on visual polish and trending audio.
- LinkedIn may require a more insight-driven caption or professional framing.
The core message can remain consistent, but the format, tone, and editing style should feel native to each platform.
Audiences are highly attuned to what belongs where — and content that feels out of place is far less likely to perform well.
4. Should We Be on Every Platform?
Not necessarily.
Being active on every social platform is rarely the most effective approach. Instead, brands should focus on the platforms that best align with their audience, content style, and business objectives.
For example:
- A B2B company may see stronger results prioritising LinkedIn.
- A fashion or lifestyle brand may benefit from Instagram and TikTok.
- A thought leadership-driven business might lean into LinkedIn and YouTube.
What matters most is your ability to show up consistently with relevant, high-quality content.
It’s far better to perform strongly on two or three platforms than to spread your efforts thinly across five or six.
Final Thoughts
Social media success isn’t about following every trend or being everywhere at once. It’s about understanding the platforms, creating content that feels native to them, and using the right tools to amplify what works.
The brands that perform best are the ones that approach social media strategically, creatively, and consistently.
Want to find out what we would recommend for your brand? Get in touch today.
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