Platforms like Meta, Google and TikTok all offer advice on how to run your accounts, set up your ads, and grow your business. But here’s the truth: a lot of that advice is designed to help them more than it helps you.
This isn’t some grand conspiracy — it’s just business.
Their job is to get you to spend more. Their advice is framed to reduce friction and increase adoption. But friction is often where the strategy lives.
If you’ve ever felt like you’re doing everything ‘right’ but still not getting results, this might be why.
Let’s break down some of the most common gaps between platform advice and real-world best practice, and how to tell the difference.
1. Linking everything for “easy access”
Platform advice: Link your Instagram, Facebook, Business Manager and ad account under one login to keep things tidy.
What happens in reality: If your main login gets restricted or hacked, you can lose access to everything. We’ve seen people locked out of multiple pages and ad accounts because of one compromised profile — especially when personal profiles are used as business admins.
What’s actually best practice: Always have more than one admin. Set up a clean, structured Business Manager with clearly defined access roles and backup users who aren’t tied to personal logins.
2. Letting AI handle your ads “smartly”
Platform advice: Let Meta or Google automatically choose your audiences, placements, copy and budget allocation. It’s easier, faster and more efficient.
What happens in reality: AI doesn’t care about your brand, margins or content. It will optimise for engagement or conversions — but that doesn’t always mean profitable conversions or the right audience. You might see traffic, but no actual results.
What’s actually best practice: Use automation where it makes sense, but still check the data. Set clear parameters. Test audiences manually. Understand the difference between a campaign that gets cheap clicks and one that drives real action.
3. Spending more = performing better
Platform advice: Increase your budget to scale performance. Set broad targeting. Let the algorithm do the rest.
What happens in reality: Without a tested structure and conversion data, more spend usually just equals faster wastage. The algorithm spends your money quickly — but not always wisely.
What’s actually best practice: Scale only when you’ve validated your creative, audience and funnel. Know your customer lifetime value. Track performance beyond clicks — are they subscribing, enquiring, purchasing?
4. Jumping on trends to “go viral”
Platform advice (explicit or implied): Use trending sounds. Copy what’s working. Chase reach.
What happens in reality: You get views, but no business outcome. Your audience doesn’t actually care — and now your content has no long-term shelf life.
What’s actually best practice: Use trends intentionally, not reactively. Prioritise content that builds trust, shows your offer, or positions your team as the expert. Focus on staying visible, not just being seen.
Why does this disconnect exist?
Because the platform’s goal is not the same as yours.
Their goal is for you to keep using the tools, spending money, and growing your presence (on their platform). Your goal is to run a sustainable, profitable business.
They can overlap. But they’re not the same. And if you assume their advice is unbiased or built for your exact needs, you’ll end up wasting time and budget.
So how do you tell the difference?
Use this filter:
- Does this advice serve the platform’s goals, or mine?
- Does it feel like a shortcut or a bandaid?
- Is there a risk if it breaks?
- Have I seen this work in real accounts, or is it just in theory?
If the only reason you’re doing something is because the platform told you to, it’s worth a second look.
