Want to hear a scenario that hits a little too close to home for some influencers? Well, go ahead and picture this; your alarm goes off, you reach for your phone, and instead of seeing the usual flood of notifications from your go-to platform, there’s… nothing. No likes, no followers, no videos. The platform you’ve built your entire career on? Well, it’s gone. It’s not a nightmare; it’s exactly what happened to TikTok creators in the US during its 24-hour ban. But this was only Americans, in America, it’s not like something like that would happen to you and your country, right?
Well, it was a brutal reminder that content creators need to stop putting all their eggs in one digital basket. Instead, you need to create maximum impact, and one platform seriously just doesn’t cut it. So, platforms are unpredictable, and algorithms? Well, it might be weird to say, but they’re like moody teenagers, so to a degree, impossible to control. That’s why diversifying across platforms and having a personal website is more than smart; it’s survival. Some creators have been shouting this from the rooftops for years, but so many still aren’t doing this. But why should you?
The Risk of Banking on One Platform
You most likely know this, but platforms love to lure creators in, promising reach, engagement, and revenue. And it works, well, until it doesn’t. TikTok’s ban was short-lived, but for a day, creators were left holding their breath, wondering if their careers were about to evaporate.
This isn’t a one-off story. Actually, platforms pull the rug out all the time. Remember Vine? One day it was a breeding ground for viral content; the next, poof—it was gone. And creators relying solely on Vine were left scrambling to rebuild.
Well, it’s not just platforms disappearing, either. Algorithms change, slashing your visibility overnight. Do you remember how much IG has changed? One day, your content is trending; the next, it’s buried under a pile of “suggested” posts. Accounts get banned, sometimes for reasons that make no sense (like “violated community guidelines”), leaving creators locked out of their own work.
Why a Website is the Best Backup Plan
So here’s the truth, your content isn’t truly yours on social media. A personal website? Well, something like that is yours. It’s your home base, your fortress, your slice of the internet that no one can take away. Just think about it; with a website, you control everything. Want to showcase your portfolio? Done. Sell merch? Easy. Share long-form content? Go for it. Well, it’s all there, and no algorithm decides whether your audience gets to see it.
For the most part, a well-optimised website can bring in traffic for years. Unlike social media posts, which have the lifespan of a fruit fly, blog posts can continue to rank on search engines long after they’re published. Sure, sometimes Google makes changes to it’s crawlers, but it’s not on the same level as social media algorithms.
Diversifying Means Spreading the Risk
Depending on one platform for your entire career is like walking a tightrope without a safety net. It’s just not a good idea, right? But overall, if you’re expanding to multiple platforms, you’re not just spreading your content; you’re spreading the risk (well, loosening up the risk so it’s not as bad). Just think about it this way; creators who diversify can connect with different audiences.
For example, video creators can share long-form content on YouTube, short-form on TikTok, and engaging Reels on Instagram. Bloggers have their website, Medium, and email newsletters (and social media on top of that). However, each platform brings unique opportunities and audiences. But diversification goes for your income too, not just followers. Actually, bloggers and video creators, for example, can benefit greatly from LTK affiliate, well solid and reliable affiliate marketing in general.
Besides, these work particularly well with audiences across all platforms (it’s easily translatable since all bios essentially allow for links). So, to nicely sum it all up; more platforms mean more chances for your audience to discover your content and support you financially.
Don’t Sleep on Email Lists
Now here’s a little secret, email is the real power move. People might say it’s not, but really, it’s not going anywhere! When someone subscribes to your email list, they’re giving you direct access to their inbox. No algorithm, no restrictions—just you and your audience. Email newsletters let creators stay connected no matter what happens elsewhere. Launching new products? Share it via email. Writing exclusive content? Well, your subscribers will be the first to know. But the beauty of email is its permanence. Again, platforms come and go, but an email list is a direct line to your fans that doesn’t depend on any third party.
Playing the Long Game
Trends on social media come and go fast, everyone knows this, usually within a couple of days or a week it can totally go away. One day, everyone’s dancing to a viral song; the next, it’s all about nostalgic filters. Platforms chase trends, but your personal brand? That’s yours to shape and control. It really can’t be stressed enough how important it is to get a website, and keep it alive, it’s honestly worth its weight in gold.
Why are Creators Still Hesitant?
Well, despite all the risks, some creators refuse to diversify. But why? It makes no sense, right? Well, it’s because it takes work. Building a website, creating content for multiple platforms, and juggling different audiences isn’t as easy as relying on one app. But here’s the thing: the effort is worth it. No, seriously, it just can’t be stressed enough how much it’s actually worth it!
The alternative is far riskier. So, you need to think about it this way; losing everything overnight isn’t just inconvenient, honestly, it’s devastating. Creators who diversify and invest in their own websites aren’t just protecting their income; they’re building stability. And when things do go wrong (because, let’s face it, they will), they’ll be the ones with options. Sure, it’s never ideal when something goes bad, but better off safe than sorry, right?
Lessons from TikTok’s 24-Hour Ban
The TikTok ban was a wake-up call for creators who put all their trust in one platform. It highlighted how fragile social media reliance is. Basically, a single government decision left creators frozen in uncertainty. But for creators, the takeaway is clear: platforms are tools, not lifelines. The audience might start there, but the goal is to bring them somewhere secure, like a website, an email list, or even another platform.
Final Thoughts
We hope you find this article about why it’s risky to bet on one platform insightful, and that it has convinced you to make the right business decisions regarding multiple social media platforms going forward. When it comes to your business, you can never be too careful. It’s always best to have a backup plan and available options once things go haywire.