Social media platforms like Facebook, Instagram, TikTok, YouTube, and Substack have become indispensable tools for professionals, artists, coaches, and small businesses. They offer massive audiences and convenient promotional opportunities. However, the convenience comes with serious risks: these platforms can ban, censor, or restrict you at will, leaving your business in jeopardy.
As Dan Kennedy recently wrote in his marketing newsletter:
“The recent TikTok bans should be a wake-up call for every business owner. Platforms like TikTok, YouTube, and Facebook are not your allies—they’re landlords. They control the space, set the rules, and can evict you at any time.
J.P. Sears, who built a following of over 2.3 million on Facebook, recently shared a notice that he’s on the brink of being banned. Google has suppressed search results for entire businesses. And platforms like Instagram have throttled organic reach so much that even your biggest fans rarely see your content.
If your business relies on these platforms, you’re on borrowed time. That’s why you need your own media platform.”
This post explores the dangers of over-reliance on social media giants and outlines actionable strategies for professionals and businesses to protect their digital presence.
The Risks of Relying on Social Media Platforms
1. Bans and Censorship
Platforms like Facebook and TikTok have policies that can lead to sudden bans. Once banned, it’s extremely difficult to regain access, as decisions are often handled by AI with minimal human oversight.
2. Algorithmic Throttling
Instagram and YouTube frequently tweak their algorithms, reducing the organic reach of content. Even your most engaged followers might not see your posts unless you pay to promote them.
3. Lack of Accountability
Social media platforms don’t offer ombudspeople or clear pathways for resolving disputes. Creators and businesses often find themselves at the mercy of automated systems.
4. Loss of Ownership
When you rely on these platforms, you don’t own your audience, your data, or even your content. You’re essentially building on rented land.
How to Reduce Dependency on Social Media Giants
1. Build Your Own Platform
• Create a Website: Your website should be the hub of your online presence. Platforms like WordPress, Squarespace, or Shopify allow you to control your content and branding.
• Cultivate an Email List: An email list is an asset you own. Use tools like Mailchimp or ConvertKit to build direct communication with your audience.
2. Diversify Your Online Presence
• Use Niche Platforms: Explore alternatives like Mastodon for social networking or PeerTube for video hosting.
• LinkedIn for Professionals: LinkedIn offers a robust platform for B2B marketing and networking with less risk of being banned arbitrarily.
3. Create and Own Your Content
• Start a Blog or Podcast: A blog or podcast hosted on your own platform ensures your audience can always access your content.
• Use RSS Feeds: Allow followers to subscribe to updates directly, bypassing restrictive algorithms.
4. Build a Community
• Private Groups: Platforms like Discord or Slack let you create communities independent of traditional social media.
• Forums on Your Website: Hosting discussion forums gives you full control over your community space.
5. Prioritize Direct Traffic
• Search Engine Optimization (SEO): SEO drives organic traffic to your website without relying on social media.
• Content Marketing: Produce valuable, shareable content to attract and retain an audience.
6. Diversify Revenue Streams
• Membership Platforms: Use services like Patreon or Ko-fi to monetize your work directly.
• E-Commerce: Sell products, courses, or services directly through your website using platforms like WooCommerce.
7. Prepare for Contingencies
• Back Up Your Data: Save copies of all your content, customer lists, and analytics in case of account bans or platform shutdowns.
• Plan for Platform Changes: Stay informed about updates to policies and algorithms, and be ready to adapt.
Conclusion
Relying on platforms like Facebook, TikTok, or YouTube for your business is risky. As Dan Kennedy aptly put it, “Platforms like TikTok, YouTube, and Facebook are not your allies—they’re landlords.” If you rely solely on them, you’re building on borrowed time.
To safeguard your business, start building your own media platform today. Create a website, grow your email list, and explore alternative platforms. Social media giants should be tools in your strategy, not the foundation of your business. The time to take control of your digital presence is now.
