If your content is genuinely brilliant, the social media rules don’t matter. But if your content is just “good,” or what we’d call normal, then following the rules is what gives it a fighting chance to reach more people. Let us explain…
Recently, Netflix made a huge announcement on Instagram. They’ve bought Warner Bros. (yes, really). In the post, they included a link to the news article in their Instagram caption.
Now, any social media manager will tell you:
❌ Never put a link in your Instagram caption.
Why? Because it doesn’t work, it can hurt your reach and engagement, and it generally looks messy.
But Netflix broke the rule and still got over 1 million likes. So what’s going on here?
When the Content Is Big Enough, the Rules Don’t Matter
The reason Netflix’s post worked so well is simple: the content was massive. An acquisition of Warner Bros. is huge news and the announcement itself is the kind of post that breaks through no matter what “rules” it breaks. It’s proof that content quality always comes first. If your post is truly engaging, relevant, or exciting enough, the algorithm will follow the audience’s reaction. Not the other way around. When people care about what you’re posting, they’ll interact with it. They’ll share it, comment on it, and keep it circulating. That’s what tells social platforms that the content deserves more visibility.
But here’s the catch…
Most Content Isn’t World-Breaking
Netflix can get away with breaking the rules because they’ve got one of the most recognisable brands in the world and a major story to tell. For small and local businesses, most content won’t naturally go viral and that’s okay. But it does mean you need to work with the platform’s rules, not against them.
Rules like:
- Avoid posting links in captions. Use your bio or Stories instead.
- Keep your captions short and easy to read.
- Prioritise video content, especially Reels.
- Use relevant hashtags (but not too many).
- Post consistently, not randomly.
These aren’t just arbitrary rules. They’re based on how each platform’s algorithm prioritises content. Following them gives your content the best possible chance of being seen by more people.
So What’s the Takeaway for Small Businesses?
The Netflix post is a great reminder that content quality always wins. But only a handful of brands have the kind of global influence that allows them to completely ignore the rules. For most small businesses, the goal should be to combine great content with smart strategy.
That means:
- Creating content that your audience genuinely finds useful or interesting.
- Presenting it in a way that fits each platform’s best practices.
- Staying consistent with posting and engagement.
Once your brand grows, your engagement improves, and your audience trusts you, you’ll earn a little more freedom to break the rules occasionally. Because your audience will be there for you, not just the algorithm.
At SMR Social, we help small businesses strike that perfect balance between creativity and strategy. We believe in thinking outside the box, but we also know which boxes matter. So, before you break the rules, make sure your content is strong enough to stand on its own. Until then, following them is your best route to getting seen, growing your audience, and building the kind of engagement that’ll one day let you bend the rules, too.