Platform PANIC
This weekend, TikTok decided to give us all a collective heart attack by disappearing in the U.S. for 12 hours. Sure, it’s back now, but if you felt a deep, existential dread at the thought of losing all those followers, you’re not alone. It’s a sharp reminder that we have about as much control over these platforms as we do over the weather—or the whims of those in charge.
Meanwhile, Instagram thought, “Why not add to the chaos?” and announced more changes. Square grids? So last year. We’re doing rectangles now. Reels are stretching to three minutes. Soon, you’ll be able to move Stories to your grid or even rearrange your grid entirely.
Exciting? Maybe. Exhausting? Absolutely. One minute you’ve got a strategy that works. The next, engagement tanks, or a platform just decides to ghost the internet for a day.
Déjà Vu: The Reels Takeover
Flashback to 2020. Reels made their debut, and static posts—previously the bread and butter of Instagram—flatlined almost overnight. My business thrived on the circa-2019 Instagram playbook: polished static posts, cohesive grids, and dependable engagement. Not just for us, but for 30+ clients.
When Reels took over, we pivoted fast, creating video content to help clients adapt. But let me tell you—Reels aren’t cheap or easy to produce. The labor was intense, and the payoff didn’t come quickly. Lesson learned: when you lean too hard on any one platform or strategy, you’re at the mercy of their ever-changing rules.
Rented Space with a Landlord Who Loves Surprises
Here’s the harsh truth: social media isn’t yours. It’s rented space, and the landlord loves to redecorate. Hackers? Shadowbans? Algorithm shake-ups? They can happen without warning. And if your account gets shut down, those followers you worked so hard to gain don’t come with you.
For small businesses, this is a dangerous game. You’re pouring time, money, and creativity into platforms that could vanish or morph into something unrecognizable by tomorrow.
The Fix: Take Back Control
Here’s how to stop living at the mercy of the algorithm gods:
1. Build an Email List Like Your Business Depends on It (Because It Does)
An email list is your safety net. Unlike social media, it’s not subject to surprise updates or changes. When you hit “send,” your message lands in their inbox. No algorithms. No hoops to jump through. Just you, your audience, and your offer. If you want to learn more, I explore the why and how in “If You’re Not Doing Email Marketing, You’re Doing It Wrong.”
2. Make Your Website the MVP of Your Strategy
Your website isn’t just an online business card. It’s your digital headquarters, where people come to shop, book, or learn more about what you do. Best of all, you call the shots. No trending features to keep up with. No platform deciding today is the day to rearrange your storefront.
3. Treat Social Media Like the Party, Not the Home Base
Social media is where people find you, but it’s not where you build lasting relationships. Use platforms to grab attention, but don’t stop there. Your goal is to bring people to spaces you own, like your email list or website. That’s where real connections—and conversions—happen.
Why Multi-Channel Strategies Are the Real MVP
Let’s be real. As social media managers for over six years, we’ve seen it all. From algorithm shake-ups to surprise feature drops, these platforms have a knack for keeping us on our toes.
That’s why, in 2024, we moved away from being social media-centric in our marketing—both for ourselves and our clients. Instead, we focus on multi-channel strategies that prioritize stability and growth, no matter what platforms decide to throw our way.
Your Business Is Too Important to Gamble on Social Media
Your work deserves better than living at the mercy of someone else’s platform. By prioritizing email, making your website work harder, and using social media strategically, you can create a resilient strategy that survives whatever chaos comes next.
