You don’t own your social media following.
I know, that stings a little. But here’s the deal: platforms like TikTok, Instagram, and Facebook can change the rules or disappear faster than your kids’ shoes on a school morning. Case in point: the looming TikTok ban. Whether or not it happens, it’s proof of a hard truth—your audience on social media isn’t really yours.
Think about it. If a platform vanishes tomorrow, could you still reach your followers? If the answer is “no,” it’s time to prioritize a marketing strategy you own: email.
Here’s why email is the MVP of your marketing toolbox:
- You control it. No algorithms, no third-party rules, no “oops, you violated community guidelines” to wipe out your reach.
- It’s personal. Email lands directly in your audience’s inbox. No competing with dancing videos or trending memes.
- It converts. People check their email with intention. Social media? It’s a scroll-and-swipe game.
Still hesitant? Let me ask you this: Would you build a house on rented land? Of course not. So why would you build your business on a platform you don’t own?
Relying on social media is like setting up shop in someone else’s storefront—it’s temporary, and you have no control. Building an email list is about security and sustainability. It’s a space you own, where you can nurture relationships and turn followers into long-term customers.
And here’s the best part: it’s not complicated. Start with something simple—a lead magnet like a free checklist, guide, or template—and invite your audience to join your list. That’s the first step in building a customer base that’s yours to keep.
While the TikTok ban might feel like a setback, it’s a wake-up call. Don’t wait for the next platform drama to derail your business. Take control by building an email list that’s ready for whatever comes next.
