Be cautious of enterprise recommendation that means it is best to focus your time as a model on one social media platform.
It’s standard knowledge. It sounds good. “Be nice at one as a substitute of spreading your self out too skinny.” It assumes the one choices are dominating at one factor or creating plenty of unhealthy content material.
It’s quite a bit just like the High quality vs. Amount debate. It’s framed as both doing fewer of one thing rather well or creating plenty of rubbish. These aren’t your solely choices.
This typically comes from old style entrepreneurs who discovered success that manner. I used to be one in all them. I perceive it. I additionally perceive the underlying concern and motivation for sustaining that focus.
I’m your cautionary story. I’ve the scars to show it.
You don’t should be all over the place. That’s not life like. However you have to diversify your social media presence as a lot as you possibly can.
Let me clarify…
My Rise
I began my enterprise in 2011. I centered my time on my Fb web page, this web site, and my electronic mail record.
Issues took off surprisingly rapidly contemplating I had little or no concept what I used to be doing. From the years of 2013 to 2017, my enterprise reached ranges I by no means might have dreamed of.
Throughout that point, I dabbled in YouTube. I began a podcast however would ultimately lose focus. I by no means touched my Instagram account besides as an advert placementA placement is a location the place your advert is proven. Examples embody Fb’s cellular Feed, Messenger, Instagram feed, Viewers Community, right-hand column, and extra. Extra. I solely used Twitter to share hyperlinks I learn. And I prevented LinkedIn.
After they emerged, I had little interest in SnapChat, TikTok, or any of the opposite up-and-coming apps. I had my main focus.
This labored simply fantastic throughout these years. But it surely wouldn’t final endlessly.
My Fall
As everyone knows, natural affect with Fb would plummet. This wasn’t a fast, apparent change. I wouldn’t discover it instantly. However over time, I went from getting 1000’s of web site referrals from a single publish to double digits.
Fb adverts received dearer. Within the early days, I thrived on micro-targeting and top-of-the-funnel campaignsThe marketing campaign is the muse of your Fb advert. That is the place you will set an promoting goal, which defines what you need your advert to attain. Extra to drive site visitors. That ultimately wouldn’t be almost as value efficient.
Probably a mixture of those two issues and different elements, my Google search referrals fell from 14,000 per day at its peak to about 1,400. Whereas many companies would like to have 1,400 each day search referrals, it was a far cry from the place I used to be.
For a number of years, I used to be in denial that any of this mattered. I nonetheless had an enormous electronic mail record. I nonetheless had my clients. My enterprise might have plateaued, however I wasn’t in any sort of bother.
So, I resisted change. I stored doing the issues I used to be doing. My Fb web page. My web site. My electronic mail record.
However slowly and silently, issues received progressively worse.
Then 2020 occurred, and that was not good for my enterprise. It was all downhill from there.
Nonetheless, I felt like I might flip it round by doing extra of the issues I had at all times finished. Simply create extra programs. Supply some offers. Write extra weblog posts.
It was unsustainable. I reached some extent of no return. One thing needed to change.
The Pivot
I attempted to disregard it for years. I didn’t must be all over the place. I had almost 200,000 followers on Fb, in spite of everything. Why did I must be wherever else?
However at this level, it was blatantly apparent: I used to be getting left behind.
The overwhelming majority of people that have been seeing my Fb posts, opening my emails, and visiting my web site between these peak years moved on to one thing else. I wrongly assumed that if I stored doing what I at all times did that they’d stick with me — even whereas the world modified round us.
I began doing issues that have been onerous. I received happening LinkedIn. Most significantly, I created my first TikTok video on September 30, 2022.
It was painful. However I knew that I had no selection. I might not hold doing the comfy issues. I needed to be uncomfortable to get out of this gap.
These TikTok movies lastly led me into Instagram. Again to YouTube. And eventually, totally embracing Threads.
The Lesson
This was a painful lesson, nevertheless it’s so extremely clear now. And what’s hardest is that so many others don’t perceive this. If I had made a aware effort to construct a significant presence elsewhere, this was preventable. If I had been an early adopter when new platforms emerged, I will not be on this place.
Many who push again on diversifying your social media presence are old style entrepreneurs like me. I perceive it. However I fear about them as a result of I feel I’ll perceive the place that comes from.
First, there’s the matter of attending to the place we’re with a technique that we used years in the past. It’s tried and true. We assume this may hold working. There’s no assure it should.
Second, I can let you know the largest factor that held me again from diversifying my presence and often is the similar for others: Worry.
Worry of one thing new. Worry of the unknown. Worry of beginning over and of trying ridiculous.
All of this stuff stored me from spending time on different platforms. Particularly something associated to short-form video.
I do know precisely what’s going via the heads of some entrepreneurs now who’re resisting Threads as a result of I used to be them. They see Threads because the “shiny object.” They don’t assume we must be there.
And deep down, they need it to fail. They don’t need to remorse not becoming a member of that subsequent platform. I’m sure of this as a result of I used to be considering the identical factor.
Rented Land
This isn’t about “constructing your home on rented land.” It’s all rented land. It’s about diversifying that rented land as a lot as attainable.
Algorithms change and can affect your distribution. Twitter turns to X. Folks change how they devour content material. What they care about evolves.
We must be prepared for this. A technique we will be prepared is by being in a number of locations. Specializing in one is a gigantic danger.
In the case of “rented land,” we frequently hear that it’s all about specializing in that one platform and driving individuals to the issues we personal. However even this stuff aren’t protected.
Privateness legal guidelines have modified. How individuals devour content material has modified. Movies and short-form content material are most well-liked to long-form blogs now. E mail open charges and the way individuals obtain messages is altering.
None of that is assured to final. It’s worthwhile to be ready.
The Shiny Object
We regularly hear that you just shouldn’t chase the shiny object. I’m telling you to embrace it: Chase that shiny object!
it doesn’t imply it is best to reside a lifetime of fixed distraction. However be curious. Leap into AI. Create a Threads account. Preserve attempting new issues.
While you diversify your presence, it’s possible you’ll be stunned by what does effectively and the place. Additionally, you will diversify your information and make your self extra helpful and well-rounded — and timeless.
A platform will not be your main residence now, however issues change. How individuals devour content material adjustments. Algorithms change.
That diversification offers you the flexibility to maintain losses and pivot sooner or later. It makes that pivot a lot, a lot simpler. When one thing occurs that drastically alters your affect on a platform (and it’ll occur), you’ll be glad that you just did this.
I didn’t do that earlier than. However I’m glad I’m now.
Higher late than by no means.
Your Flip
Are you diversifying your social media presence? What do you assume?
Let me know within the feedback beneath!
