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Diversify your social media presence and build lists to protect your business from changes to digital platforms.
Did you know the real estate adage “Don’t build on rented land” also applies marketing? Recent legal challenges to TikTok show just how vulnerable businesses are when they build 100% of their marketing on a single social media platform. If that one platform shuts down for any reason a business loses their online connection with customers.
Why marketing on rented land is risky
Certainly, social media platforms play an important marketing role for businesses large and small. However, the platforms are owned and controlled by others—in other words, they’re rented land.
Experienced marketers know that visibility on a platform can be affected, often negatively, by changes in algorithms that dictate how the platform operates. In a case like TikTok, legal issues may come between businesses and their followers.
Another reason to diversify—users migrate
Facebook, Twitter (now X), Instagram, TikTok, Bluesky and more have all taken their place on the timeline of social media introductions. As each platform debuted, users migrated from one social space to another.
Savvy marketers keep a close watch on new platforms and what grabs the attention of their audience. Sticking with one platform could mean missing out on valuable social media connections on a new platform.
Tips for diversifying your marketing
You don’t need to be on every social media platform to diversify. Having a presence on one or two helps protect you from any single platform’s changes that might distance you from customers.
In addition to building a presence on multiple social media sites, grow your own list. Ask your customers to opt in to your text and/or email communications. This way you always have a direct connection with your buyers.
To encourage signups, offer something of value. For example, give subscribers exclusive information, articles, discounts, invites to special events or early access to new stock.
Diversify your marketing platforms and grow a direct-contact list so you can reduce the impact of changes made by the owners of social media “land.”
Federally insured by NCUA
Consumers business loans
Do you have business banking questions? Contact our knowledgeable commercial loan officers.