I’m Not Worried About Social Platforms Going Down Or Algorithm Changes. Here’s Why

I’ve been working in marketing for a decade, so I’m no stranger to the turbulent nature of social media platforms. It seems like almost every day we hear of social media platforms going down, changing ownership, changing algorithms, and the latest trends we “must” follow or risk being left behind. 

Even TikTok, the golden child of the social media world, is currently experiencing issues. 

I don’t know about you, but keeping up with all of that is kind of exhausting, right?

That’s not to say it isn’t important to be “in the know”. But as a social media manager and content marketer, that’s my job, right? 😉

I digress. 

All the noise can make business owners, marketers, and creators very worried that their social media accounts could be lost to the winds at any time. Hell, even the everyday user would be annoyed if their Instagram, TikTok, or whatever disappeared all of a sudden. 

And it’s true. Meta disables or closes ad accounts every day for seemingly no good reason. It’s one of the pet peeves of digital marketing agencies (and their clients).

Here’s what I’m doing to reduce my worry about all the turbulence – and futureproof my marketing in the process.

Diversification.

Yes, like in wealth management, where you spread your risk across different types of investments. (Not that I’m a wealth manager or have a wealth manager of my own – I just do the social media marketing for one!).

Diversification in marketing means to spread your marketing activity across more than one channel. So that, if one channel were to go down (either temporarily or permanently), you still have at least one other channel that works as a key traffic and revenue driver for your business.

Instagram, LinkedIn (my personal profile), my website and SEO/organic search are my key digital marketing channels. I also have a Facebook page, but that doesn’t get as much love.  This allows me to “pivot” (sorry, I had to say it) if say Instagram went down or my account got wiped.  I still have an online presence elsewhere.

If you’re currently relying on only one channel for your marketing, I highly recommend you start to grow a secondary channel. Ideally a third. This’ll give you some peace of mind in case the worst comes to worst.

Don’t let you and your business get “Zucked”!