The recent announcement from Apple to charge an additional 30% for posts we boost on Facebook and Instagram using Apple devices is a significant development.

For years I’ve been on my soapbox preaching the importance of developing your own email list and text message marketing phone list.
You don’t want to give these mega companies too much control over your business because they can make changes that can have major negative impact on our business and we have no say in the matter.
Will Android devices be next to start charging a 30% surcharge? 

While social media can be an amazing tool for reaching customers and growing your business, it’s important not to put all your eggs in one basket.


Here’s why:

1. Algorithm Changes: Social media platforms love to switch things up, and when they do, it can seriously mess with your reach. Relying solely on social media means you’re at the mercy of these changes, which can impact your visibility and engagement overnight.

2. Platform Shutdowns: Remember MySpace? Or Vine? Social media platforms come and go, and if you’ve built your entire marketing strategy around one platform, you could be in trouble if it suddenly shuts down. Diversifying your marketing efforts helps protect your business from these kinds of disruptions.

3. Paid Advertising Costs: While organic reach is great, many social media platforms are pushing businesses towards paid advertising to get noticed. This can quickly eat into your budget, especially for small businesses with limited resources.

4. Lack of Control: When you’re building your business on someone else’s platform, you’re essentially renting space. You don’t have full control over how your content is displayed or who sees it. Building your own platform, like a website or email list, gives you more control over your brand and messaging.

5. Audience Saturation: With so many businesses vying for attention on social media, it’s easy for your message to get lost in the noise. Diversifying your marketing channels helps you reach customers who may not be active on social media or who prefer other communication methods.

So, while social media can be a valuable part of your marketing strategy, it’s important to balance it with other tactics. By diversifying your efforts and building a strong foundation outside of social media, you’ll be better equipped to weather any changes and reach your audience wherever they may be.

List building (email list, text message marketing list) is one of the best strategies to take more control of your marketing and not be at the mercy of these mega social media platforms.