Social media platforms have been through some serious shake-ups over the last couple of years. From Elon Musk buying Twitter in 2022 (some of us still refuse to call it X), to Meta’s never-ending data drama and its latest policy updates around fact-checking, to the actual 18-hour TikTok ban, one thing is clear: the social media landscape is unpredictable.
As users hop from platform to platform (hello, BlueSky), abandon old favorites, and ultimately decide where they want to spend their time, businesses need to rethink how they communicate with their audience. If you’re relying only on social media to keep your customers in the loop, it’s time to diversify before you get caught off guard.
If you’re not familiar with integrated marketing, get on board. It will not only help speed your company growth, but also keep you covered if one tactic stops working for you.
The Harsh Reality: You Don’t Own Your Social Media Platforms
Have you ever truly considered: you don’t own your Instagram followers, Facebook likes, or LinkedIn connections. Social media platforms do. And they can, and do, change the rules whenever they want.
- Algorithm chaos: One day, your posts are getting great engagement. The next? Crickets. Platforms tweak their algorithms constantly, making it harder (and more expensive) to reach your audience.
- Platform instability: TikTok’s recent temporary ban in the U.S. is a reminder that social media platforms can disappear, whether due to government intervention, legal battles, or simply declining user interest.
- Account vulnerability: Ever had your account hacked? Or worse, shut down for reasons that make no sense? If your business is 100% dependent on social, losing access could mean losing your entire audience.
Relying solely on social media is like building a house on rented land. When the landlord decides to change the terms, you’re at their mercy.
Diversify Your Marketing Channels
Instead of putting all your eggs in the social media basket, make 2025 the year you take control of your marketing strategy. (Did you set some marketing resolutions for yourself this year? Let us know on Instagram where we talk about priorities for 2025!)
- Build (and Actually Use) Your Email List
Email marketing isn’t just alive, it’s thriving. Unlike social media, where algorithms dictate visibility, your email list is yours. It’s direct, personal, and consistently delivers a high ROI. If you don’t have a list, start growing one now.
- Optimize Your Website & Blog
A strong website should be your marketing HQ. If social media disappeared tomorrow, would your customers still know how to find you? Your website needs to be informative, engaging, and optimized for search. Regular blog content not only helps with SEO but also gives you valuable material to share across multiple channels.
- Leverage SMS Marketing
People check their texts way more than their DMs. If you have important updates, special offers, or need to drive engagement quickly, SMS marketing is a powerful tool. Just make sure you’re not spamming.
- Experiment with Alternative Platforms
Social media isn’t dead, it’s just evolving. Diversify where you show up but do it strategically. Depending on your audience, this could mean trying:
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- LinkedIn for B2B and thought leadership
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- BlueSky or Threads as alternatives to Twitter/X
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- YouTube, or LinkedIn for short-form video content
- Don’t Underestimate Community & Events
In a world of digital overload, in-person and online communities matter more than ever. Whether it’s hosting webinars, attending industry events, or building an engaged online group outside of social media (like a Slack or Discord community), connection is key.
Future-Proof Your Marketing Before It’s Too Late
Changes in the digital landscape aren’t slowing down, and it’s only going to get more chaotic. Businesses that own their audience relationships – through email, websites, and diversified marketing strategies – will be the ones that thrive no matter what happens to social media.
So, is social media still important? Absolutely. But should it be your only marketing strategy? Not if you want long-term success.
Make diversifying your marketing a priority this year. Future-you will thank you.
Need help? Let’s go.
