If you’ve been on social media lately, you’ve probably felt the tension. Between the uncertainty surrounding TikTok in the US and the Meta’s platforms consistently going down, these social media platforms feel a bit shaky.
I’ve said it before and I’ll say it again, Social media is a rented space! We spend hours building our accounts and following on Instagram, TikTok, YouTube or Facebook, but we don’t own that traffic. When the apps go down, or the ownership changes, your access to your audience can vanish in an instant.
This week, we’re talking about how to move from “renting” to “owning” by building the one asset you truly control.
The Reality of the "Rented" Platform
Think back to how many times Facebook, Instagram, or WhatsApp have gone down for hours or even days at a time. Recently, we’ve seen US TikTok users dealing with glitchy feeds and an ownership change that have left creators in limbo. While we in Canada might not feel the exact same impact yet, the lesson remains, relying on a single platform is a massive business risk.
Ownership vs. Algorithm
The beauty of an email list is that it belongs to you. Yes, people will subscribe and unsubscribe, that’s just the nature of the beast, but until they do, you have a direct line to them that isn’t filtered by an algorithm or threatened by a platform shutdown. Whether you want to share a new YouTube video, market a book, or launch a new offer, your list is your most reliable distribution channel.
Starting Before You're "Ready"
If you haven’t started an email list yet, there is no better time than right now. You don’t need a massive budget to start; platforms like Kit (formerly ConvertKit) offer free tiers for your first few hundred subscribers. The goal isn’t to be perfect; it’s to start building your list so your business can survive whatever the next social media algorithm shift throws your way.
I’ve seen too many businesses lose their entire reach overnight because they put all their eggs in one social media basket. I don’t want that to be you. My newsletter is my “safe space” to connect with you regardless of what happens to the apps on my phone, and I want you to have that same security.
Do you have a newsletter yet?
This Week's Quote
"The best time to plant a tree was 20 years ago. The second best time is now."
