In the fast-paced world of digital marketing, social media is often crowned the undisputed king. Everyone and their grandma are out here telling you that if you’re not on Instagram, TikTok, or whatever platform is trending this week, you’re missing out. But let’s pump the brakes for a second and get real: building your entire business on social media is like constructing your house on rented land. Sure, it might look pretty for a while, but the moment the landlord (aka the algorithm) decides to change the rules, you’re left scrambling to pick up the pieces. So let’s chat about why social media isn’t king and where your focus should be.

The Illusion of Control

Social media platforms are seductive. They offer you a shiny playground where you can connect with millions of people, build a following, and even make sales—all from the comfort of your phone. But here’s the catch: you don’t own ANY of it. Your followers, your content, your data—none of it truly belongs to you. One algorithm change, a platform shutdown, or even a random glitch, and poof—years of hard work could disappear overnight. It’s like renting a penthouse, only to find out the building is being demolished next week.

Remember when Instagram decided to favor Reels over photos? Or when Facebook decided to prioritize posts from friends and family over business pages? Those shifts didn’t just inconvenience a few users; they decimated businesses that had put all their eggs in one basket. The truth is, social media platforms are businesses too, and they’ll always prioritize their interests over yours. Someone needed to say it.

The Algorithm Is Not Your Friend

Social media algorithms are like that unpredictable ex—you never really know what they’re going to do next, but it’s probably not going to be in your favor. One minute, your posts are getting thousands of views; the next, you’re lucky if your mom sees it. The algorithm doesn’t care about your business; it cares about keeping people on the platform as long as possible. That means you’re constantly at the mercy of ever-changing rules designed to benefit the platform, not you.

And let’s be honest—playing the algorithm game is exhausting. You’re posting at the “right” times, using the “right” hashtags, and trying to keep up with whatever new feature the platform wants to push. It’s a never-ending cycle of content creation and optimization that leaves you feeling like a hamster on a wheel—or a performing monkey in heels all to benefit the growth of Zuck’s bank account.

The Danger of Building on Rented Land

Let’s get one thing straight: social media is an excellent tool for marketing, networking, and community building. But it should never be the foundation of your business. Why? Because you’re building on rented land. You don’t own the platform, the followers, or even the content once it’s posted. You’re essentially at the mercy of someone else’s business decisions—and that’s a risky place to be.

When you rely solely on social media, you’re giving away control over your business. If Facebook or Instagram shut down tomorrow (unlikely, but not impossible), what would you have left? If TikTok suddenly decided to ban your account for some vague community guideline violation, where would your audience go? The digital real estate you’ve spent so much time and effort building could vanish in an instant.

The Power of Owning Your Online Space

Now that we’ve had a reality check, let’s talk about the solution: owning your online space. This means investing in a killer website, building a robust email list, and creating content that lives on platforms you control. Your website is your digital home—a place where you set the rules, control the experience, and keep all the data. Unlike social media, your website isn’t going to change its algorithm or suddenly decide your content isn’t worth showing.

Your email list is another critical asset. It’s direct access to your audience—no middleman, no algorithm, just you and your subscribers. Email marketing consistently outperforms social media when it comes to conversions, and guess what? It’s not subject to the whims of a third-party platform.

Some Action Steps to Get You Started

Alright, now that you’re convinced (hopefully), here are a few actionable steps to start taking control of your digital presence:

Invest in a Professional Website

Your website should be the hub of your online presence. Make it sleek, functional, and reflective of your brand. If it’s been a while since you updated it, now’s the time to give it a facelift. If you don’t have one yet or your current one is so outdated it hurts, you know where to find us.

Build and Nurture Your Email List

Start collecting emails from day one. Offer valuable content, freebies, or exclusive deals in exchange for email addresses. Once you have a list, nurture it with regular, value-packed content.

Diversify Your Online Presence

Don’t put all your eggs in one social media (or Zuck’s) basket. While you should definitely be active on platforms that make sense for your brand, remember that they’re just tools—not the foundation of your business.

Focus on SEO and Content Marketing

Invest in content that drives organic traffic to your website. Blog posts, videos, and SEO strategies are all excellent ways to ensure your business remains visible regardless of social media trends.

(For more about SEO, check out this post to really get started.)

Evaluate Your Social Media Strategy

Take a hard look at how much time and energy you’re investing in social media. Is it driving the results you want? If not, it might be time to shift your focus to strategies that offer more long-term benefits.

Take Back Control

Social media can be a powerful part of your marketing strategy, but we hope we were able to help you see why social media isn’t king. It should never be the cornerstone of your business if you want to stick around for a long time to come. Building your brand on rented land is a risky game that can leave you vulnerable to the whims of algorithms and corporate decisions. Instead, focus on creating a strong, independent online presence that you control—because in the end, that’s the only way to build a truly sustainable business.

No algorithms required. *Mic Drop*