Why Does Your Social Media Feel Like You Are Performing for Strangers?

Here's how most of my initial consulting sessions begin:

Client: "Why is my social media not working?"

Me: "You really wanna know?"

Client: "…Yes."

Me: "Okay." pulls hair back

You're not creating content. You're making announcements.

You're not building a community. You're shouting into the void.

You're not joining conversations. You're waiting for likes and NEW followers that never come.

Social doesn't fail because of the algorithm. It fails because businesses are using it like a megaphone, when it's meant to be a group chat.

But Social is NOT a brochure or billboard. It is humans following humans.

Here's where this group chat philosophy gets interesting: we live in an attention economy, but most people are competing for attention the wrong way. They're trying to be the loudest voice in the room instead of the most interesting person at the party.

The group chat philosophy changes everything. In a group chat, you're not performing for strangers. You're contributing to a conversation with people who already know, like, and trust you. You share random thoughts, ask questions, offer help, and yes—sometimes you mention what you're working on. But it's natural, contextual, and welcome because the relationship already exists.

The group chat is where the people you are ignoring who have already chosen to follow you, want to hear from you. But instead you are out there ”creating content” seeking more NEW people to not connect with.

Do you see the cycle?

I recently saw The Materialists and not only was I validated in my thoughts of how shallow we've all become, but also when Dakota chats with a bunch of single women at a wedding (she's a matchmaker) she nails this group chat philosophy part of marketing herself.

Basically her pitch is: you can do this on your own but if you're lucky enough to be able to afford me, why not? Because she's a luxury good.

She’s at a wedding, aka the group chat with the right people.

(Most of you here are luxury goods. Your services or products are not needed for basic human survival.)

When you understand you're a luxury good, you stop making announcements trying to convince everyone and start attracting someone. You stop broadcasting features and start embodying values. You stop chasing metrics and start building relationships.

Group chats are dialed in with the right people. They aren't for anyone. They are for specific people for specific reasons.

Think about it: the most valuable group chats in your life aren't the ones with 500 people where no one really talks. They're the ones with 5-10 people who genuinely care about each other's lives, businesses, and random 2am thoughts.

It's time to stop broadcasting announcements and instead start conversations. Your people will always find you. In fact, one of your people is praying to find you and what you offer right now.

Keep showing up.

Nobody Actually Cares About Your Follower Count (And Here's What They Want Instead)

Here’s something that you might not be ready to hear, no one really cares about your “follower” count besides your ego, agents, PR firms and anyone who could or is making money off of you.

I know, I know. We've been conditioned to worship at the altar of vanity metrics. We refresh our analytics dashboards like slot machines, hoping for that dopamine hit of growth. But while we've been obsessing over numbers that look impressive in pitch decks, our actual communities have quietly shifted their priorities.

The people who matter—your real audience—your community are craving something entirely different in 2025.

They're tired of being treated like statistics in your growth strategy.

They want connection, not collections of hearts and likes.

The members of your community have different priorities these days here is what they consider is in…

Friendship is in...

Offline experience is in...

Printed storytelling is in...

Tangible community-building is in...

Your community doesn't want to be marketed to anymore. They want to be befriended. This means showing up consistently, remembering conversations, celebrating their wins, and genuinely caring about their struggles. It's the difference between broadcasting and being present.

Smart brands are already making this shift. Instead of scheduling 47 posts about their latest product launch, they're engaging in real conversations. They're sliding into DMs not to sell, but to check in. They're treating their community managers less like content machines and more like relationship builders.

The pandemic taught us that digital connection has limits. Now, people are hungry for real-world experiences that go beyond the screen. Your most engaged community members aren't necessarily the ones double-tapping every post—they're the ones silently watching who show up to your popup events, workshops, or are telling others about you when a question related to what you do comes up.

Now I’m not saying don’t abandon digital entirely. It means using your online presence as a bridge to meaningful offline moments. Think intimate gatherings over massive conferences. Local coffee chats over virtual webinars. The kind of experiences that create stories people actually want to share organically.

Real community isn't measured in follower counts or engagement rates. It's measured in how many people show up when someone needs help. How many connections are made between community members that have nothing to do with your brand. How many inside jokes develop. How many people consider each other actual friends.

This requires moving beyond broadcast-style social media toward platforms and spaces that facilitate genuine connection. Private groups, forums, regular video calls, collaborative projects, shared experiences—the kinds of things that build actual relationships rather than parasocial ones.

The call is getting louder to moving toward a more human internet, one conversation at a time. The brands that understand this shift early will build the kind of communities that survive algorithm changes, platform shutdowns, and economic uncertainty.

Your follower count might look good in a presentation, but your community's health determines your actual future. The question isn't how many people follow you—it's how many people would notice if you disappeared tomorrow, and more importantly, how many would actually care.

The metrics that matter most can't be captured in an analytics dashboard. They live in the quality of relationships you build, the value you create in people's actual lives, and the community that forms around shared values rather than shared content consumption.

It's time to stop optimizing for vanity and start building for longevity. Your ego might miss the follower count bragging rights, but your business will thank you for the sustainable community you build instead.

The Glitch Opportunity: How Broken Pixels and Fast Teams Created Marketing Magic

We've all been there. That paralyzing moment when you're staring at a blank document, or scrolling social for content “inspiration” waiting for the perfect concept to materialize. The pressure to create something groundbreaking, something that will stop thumbs from scrolling and change the trajectory of your brand forever.

But what if I told you that sometimes the most engaging content isn't born from grand visions or elaborate strategies? Sometimes, it's as simple as a glitched billboard and a team that knows how to seize the moment.

During a New York Mets game, last year Shohei Ohtani hit a foul ball so hard it knocked out part of a Coors Light billboard. The result? A silver can with one perfectly glitched black square floating above the logo.

Most brands would've called maintenance. Coors Light called their agency.

Within 48 hours, that "mistake" became a limited-edition product drop, a campaign called "Lights Out," and a global viral moment. No media budget. No sponsorship deal. Just a fast, clever flip of a moment into a message.

This is what separates good marketers from great ones. Not the ability to create perfect campaigns from scratch, but the reflex to recognize opportunity in the unexpected and to act before the internet moves on and the moment passes.

That's exactly what Coors Light's team did. They saw the damaged billboard not as a maintenance issue but as a storytelling opportunity. They recognized that the internet would be talking about this moment for maybe 72 hours tops—and they needed to own the conversation before it disappeared.

I can just imagine the Coors Light team chat exploding with ideas the moment someone shared a photo of that damaged billboard. "What if we..." messages flying back and forth, building on each other's energy, transforming what could have been an embarrassing moment into marketing gold.

The internet moves fast. By the time you've perfected your response to a trend, or life happening the moment is well gone. (Which is why most of the time you will find me advising businesses against hopping on trends unless it already aligns with their messaging and we can jump on it immediately.)

And while we’re on the topic of creating content from seized opportunities, don’t be afraid to recycle the content you’ve put out that has already proven it is capable of an audience. The posts that have been shared a bunch of times, liked and commented on- reuse them. Because the truth is constantly creating new content all of the time is exhausting. And there are going to be some days when you are scrolling for “inspiration” and the “inspiration” doesn’t come.

Those are the days to reuse what already exists. 

What has already proven it’s worth.

Repost it exactly as it is.

Because the truth is we are each following so many accounts that we aren’t going to remember if we already saw it or not. 

I wouldn't be surprised if Coors Light found ways to extend this campaign, perhaps by creating "glitched" limited editions for other major sporting events or developing a broader platform around embracing unexpected moments.

Some will call it repetitive and boring. But to me it’s smart marketing. The social algorithms reward consistency, and your audience appreciates the continuation of conversations they're already invested in. Because social is a continued conversation.

So here's my challenge to you: Stop waiting and scrolling for the big idea. 

Instead, start recognizing the micro-inspirations all around you:

• The accidental visual your snapped when unlocking your phone

• The unexpected interaction between your brand and a cultural moment

• The "mistake" that actually looks kind of cool

These aren't flaws to be fixed—they're jumping off points for content that feels authentic, timely, and human.

Sometimes your best work doesn't come from months of planning—it comes from a broken billboard and a team that knows how to run with it. And when something works, don't be afraid to remix it, extend it, and squeeze every drop of engagement from it before moving on to the next big (or small) thing.

From Human to Hashtag: The Epidemic of LinkedIn Personality Disorder

One of the things I am finding that loathe more and more in my scroll is how everyone is truly looking like everyone else.

Once a trend hits- it feels like everyone is canceling everything in their day to jump on it and somehow make it work for their business. Fine fair, it’s been too many years and that isn’t going to stop any time soon.

But what I also can’t really seem to get past is how most of LinkedIn has content pieces that feel like someone is trying to impress a professor for a grade.  People that I have met IRL who when I read their LinkedIn pieces is as if they suddenly have LinkedIn personality disorder or something. 

I’ve been around these platforms to know that most people transform into some kind of corporate robot or an alter super serious version of themselves online. And truly that’s fine- but it is a bit weird when you finally meet the real version of the person and they are NOTHING like their social avatar. 

The brands and businesses that I work with it’s always said upfront, that I will do my best to portray how it feels to be in your space, hold your product or have a coffee with you IRL. Because in my opinion there’s enough catfishing happening both IRL and online right now. 

But back to the LinkedIn personality phenomenon because it is just so interesting to me right now.

In the professional theater of LinkedIn, many of us undergo a curious metamorphosis. Our multidimensional selves flatten into algorithm-friendly, buzzword-compliant corporate personas that bear little resemblance to who we are in real life.

The condition manifests in predictable ways. Suddenly, ordinary people begin:

• Celebrating the most mundane professional developments as "thrilled," "honored," or "humbled"

• Speaking exclusively in management consultant jargon and buzzwords

• Transforming personal setbacks into inspiring "growth journeys" (Guilty)

• Crafting carefully curated versions of themselves that project constant success

What starts as normal professional networking can quickly spiral into a performative exercise where we're all speaking the same artificial language.

This transformation isn't accidental. LinkedIn's ecosystem rewards certain behaviors and penalizes others. The platform's algorithm favors content with high engagement, which typically means success stories, inspirational narratives, and business platitudes. The result? We unconsciously conform to these expectations.

Deeper factors are at work too. In a pretty weird  job market, we're incentivized to present idealized professional selves. Employers increasingly screen candidates' social media, making LinkedIn a perpetual interview space where we're always "on." The pressure to appear employable well it drives us toward standardized professional identities whatever we deem them as.

The gap between who we know people to be and how they present themselves online creates cognitive dissonance. We all participate in this charade while privately acknowledging its artificiality but we keep doing it.

The definition of insanity is doing the same thing over and over while expecting different results. 

So how do we get out of this madness- if it’s driving you mad too?

Can we overcome LinkedIn and Social Media Personality Disorder? 

Probably not entirely, but we can be the ones who try and break the cycle of insanity:

First, recognize the performance aspect of professional social media. Awareness is the first step toward well anything you want to change about yourself.

Second, experiment with bringing more of your actual personality into your professional persona. AKA stop taking everything SO seriously.  The most memorable LinkedIn presences often belong to people who maintain their distinctive voice while remaining professionally appropriate and well themselves.

Finally, remember that the most meaningful professional connections still happen when we engage as complete humans, not as optimized professional algorithm chasers.

The next time you catch yourself writing "I'm excited to announce..." or "Grateful for this amazing opportunity," pause and ask: Is this really me speaking, or have I temporarily transformed into a corporate robot? The answer might be revealing.

When Websites Die but Business Cards Survive: A Digital Marketer's Awakening

This weekend, I embarked on what seemed like a simple task: cleaning out four years of accumulated papers for a local shredding event. Little did I know, this mundane chore would evolve into a fascinating exploration of networking, digital presence, and the surprising staying power of print in our increasingly virtual world.

Among the credit card offers and utility bills destined for destruction, I discovered a forgotten treasure trove: approximately 40 random business cards collected over four years of networking events, conferences, and chance encounters.

Rather than simply tossing these relics into the box for the shredder, curiosity got the better of me. I decided to track down these connections on LinkedIn, sending what must have been some of the most authentically awkward connection requests ever written:

"Hi! I was cleaning and found your business card, and I thought we should connect since we do something similar."

But hey, at least these messages were obviously not AI-generated. Score one for authentic human awkwardness.

What I discovered during this impromptu networking archaeology experiment was revealing:

• Multiple websites listed on cards no longer existed

• Several professionals had held two concurrent positions at the time

• Many had relocated to different zip codes

• Some had completely changed industries

This exercise highlighted something important for digital marketers: while digital content is infinitely scalable and editable, it's also surprisingly ephemeral. Websites disappear, links break, and online profiles change.

My physical stack of rogue business cards—despite being outdated—provided a tangible record that survived four years in a drawer. Meanwhile, their digital counterparts had often vanished into the ether.

This experience made me reconsider the modern push toward digital-only business cards. While QR codes and digital card apps are undeniably convenient, they create a fundamentally different user experience:

When someone scans your QR code that information typically exists only briefly in their browser history. Once they clear their cache or simply navigate elsewhere, your contact information essentially disappears unless they've taken specific actions to save it.

There's no physical artifact left behind to rediscover years later during a cleaning spree.

This brings me to a broader point about digital marketing: In our rush to adopt the latest platforms and formats, we often create content that looks remarkably similar to everyone else's. We follow the same templates, use the same filters, and chase the same trends.

The result? Digital homogeneity that makes individual brands and screen names increasingly difficult to remember.

My business card collection—with its varied paper stocks, unusual shapes, and distinctive designs—demonstrated how physical media can create memorable touchpoints in ways digital sometimes struggles to achieve.

Maybe we're witnessing the early stages of a print renaissance in marketing. Not as a replacement for digital, but as a complementary channel that offers:

1. Tangibility: Physical items create stronger memory associations

2. Permanence: Print doesn't disappear when someone closes their browser

3. Distinctiveness: In a digital-dominated world, physical marketing materials stand out

4. Trust: There's something inherently trustworthy about a company willing to invest in quality printed materials

The lesson isn't that businesses abandon modern digital techniques and retreat to print-only strategies. Rather, it's that we should be thoughtful about creating balanced marketing ecosystems that leverage the strengths of both approaches.

Consider how your digital marketing strategy could be enhanced by strategic physical touchpoints. Maybe it's a beautifully designed direct mail piece that drives users to a landing page, or perhaps it's a memorable business card that makes networking connections last.

In a world where everyone is zigging toward all-digital-all-the-time, there might be competitive advantage in the occasional zag back to tangible marketing assets.

After all, no one ever rediscovers your post while cleaning out their desk drawer four years later.

Southwest's Marketing Misstep: A Lesson in Customer Retention

As a loyal Southwest frequent flier, I'm not going to lie. When I got the email that they were eliminating their "bags fly free" policy for everyone, I thought it was an April Fools email that had been incorrectly scheduled.

But we all know by now that it was, in fact, not an April Fools joke gone wrong.

What's difficult to understand is how Southwest would forget something taught in Marketing 101: keeping your current customers happy is WAY cheaper than constantly chasing new ones.

Let me emphasize that again—keeping your current customers happy is WAY cheaper than constantly chasing new ones.

Future MBA marketing students will likely study this decision as a classic misstep. From a dollars-and-cents view, Southwest's move simply doesn't add up. They spent years on marketing and advertising to position themselves as the differentiator when it came to who you chose to fly with. Now, they will spend more to attract new customers while actively alienating their loyal fan base.

I can't make it make any sense.

Anyone with a spreadsheet and knowledge of marketing basics will tell you that this is a losing formula in the long run.

If you're looking for advice on marketing and handling a PR challenge, do not follow Southwest's lead.

Southwest's brand, built over all these years, isn't some magical money tree you can keep harvesting while giving customers less and less value. Those of us without credit cards are likely to take our business elsewhere now.

There's a valuable learning opportunity here: when companies with fierce customer loyalty abandon every differentiator they've had in the marketplace for decades—giving it all up to play like everyone else just to make investors more money—customer acquisition inevitably becomes harder, and competitors will quickly jump into the gap that opens.

The moral of the story is clear: don't be like Southwest. Stick to YOUR roots. Stay DIFFERENT.

Why Being Timeless Beats Trending

We're constantly bombarded with the newest trends, platforms, and techniques. The pressure to stay current can be overwhelming—but what if chasing trends isn't always the best strategy?

As someone who's navigated the ever-changing digital landscape since Netflix only mailed dvds, I've come to appreciate that timeless strategies often outperform fleeting trends.

Trend-based marketing is exhausting. Just when you've mastered TikTok, another platform emerges. Just when you've optimized for one algorithm update, another rolls out. This constant pivot requires substantial resources and creates a reactive rather than strategic approach.

And what’s worse is that trending content has a remarkably short shelf life. That viral moment might generate impressive metrics for a week, but then what? When your marketing foundation is built on trending content, you're essentially starting from zero with each campaign.

Timeless marketing focuses on enduring human needs, emotions, and behaviors. It's about understanding fundamental marketing principles that don't change, even when technologies and platforms do.

While trending content might spike your analytics, evergreen content consistently generates traffic, leads, and conversions for years. A well-researched, comprehensive guide published three years ago might still be driving significant traffic today, long after your trending piece has been forgotten.

Brands that maintain consistent messaging and values across time develop deeper relationships with their audience. When you're not constantly shifting your approach to match trends, customers know what to expect from you—and consistency breeds trust.

Understanding timeless marketing principles—clear value propositions, compelling storytelling, customer-centric approaches—means you can adapt to any new platform or technology that emerges without starting from scratch.

Finding the Balance

The most effective approach isn't entirely avoiding trends but rather building on a timeless foundation. Here's how to strike that balance:

1. Invest most of your resources in content and strategies with long-term value

2. Filter trends through your brand's core identity and values

3. Adapt trending topics to fit your evergreen approach rather than completely pivoting

4. Focus on customer problems and needs that don't change, even as solutions evolve

The most successful marketing strategies I know aren't the ones constantly chasing the latest trend—they're the ones who understand fundamental marketing principles and human psychology. They know how to tell stories that resonate regardless of platform. They create content that remains valuable whether it's consumed today or three years from now.

In a world obsessed with what's trending, being timeless isn't just easier—it's smarter. Build your marketing on a foundation of principles and strategies that stand the test of time, and you'll find yourself spending less time frantically adapting and more time actually connecting with your audience.

What timeless marketing strategies have worked for your brand?

A Few Ways You Might Be Infringing On Terms & Conditions

We’ve all done it, scrolled to the bottom of the terms and just accepted them. But here’s some key points that you might be missing.

I’m not an attorney, however these are some best practices I encourage business owners who are DIYing their marketing.

It's been a few weeks since the marketing event of the year - The Super Bowl. And we are also in award season and major events like this, moments are frequently turned into memes with trending audio. While these viral opportunities might seem tempting, they come with significant legal risks.

As a content creator, understanding these potential infringements could be the difference between growing your brand and losing your accounts altogether.

Let's explore some common copyright pitfalls in today's digital landscape:

1. The Trending Audio Trap

Trending audio can catapult content into viral territory, potentially exposing your brand to millions of new viewers. It's no wonder that people are selling "guides" on how to leverage these trends. However, there's a crucial detail these guides often overlook: using audio without permission is copyright infringement.

Whether you extract audio from another Reel, TikTok, or any platform, you're using someone else's intellectual property without proper authorization. The consequences can range from:

• Your account being reported to the platform

• Receiving a cease and desist letter

• Facing a lawsuit from the original creator

• Having the platform remove your content

Most commonly, the original rights holder will request removal of the unauthorized audio from your videos. While this might seem minor, repeated violations can lead to account suspension or termination.

2. The User-Generated Content Dilemma

User-Generated Content (UGC) has become a cornerstone of authentic marketing strategies. Brands love showcasing how real customers use their products, but this comes with legal responsibilities.

Important: Even if you're tagged in someone's post, you still need explicit permission to repurpose their content. Being tagged is not legal consent for reuse.

Best practices include:

• Always DM creators to request written permission

• Keep records of these permissions

• Consider creating a simple template for content usage rights

• Give proper credit when reposting

Without written permission, you're engaging in copyright infringement, regardless of how flattering the original content might be to your brand.

3. The "Free Internet Resource" Myth

Those images from Google searches or inspirational quotes from Pinterest might seem free for the taking, but platform community guidelines are clear: you need proper rights to use this content.

This includes:

• Stock photos (which require licenses)

• Quotes from books, speeches, or other copyrighted works

• Images of celebrities, athletes, or public figures

• Screenshots from broadcasts or streams

Many creators mistakenly believe that providing attribution is sufficient, but proper licensing often requires more than simply crediting the source.

Protecting Your Digital Presence

As social media becomes increasingly competitive, the temptation to cut corners grows stronger. However, building a sustainable brand means respecting intellectual property rights. Not only does this protect you legally, but it also demonstrates integrity to your audience.

Consider these alternatives to potentially infringing content:

• Create original audio for your content

• Partner with music creators for licensed tracks

• Develop a UGC program with clear permission structures

• Invest in stock photography subscriptions

• Generate your own quotes and insights

The digital landscape is constantly evolving, but copyright fundamentals remain consistent. By understanding these principles, you can build a content strategy that's both engaging and legally sound.

What copyright challenges have you encountered in your content creation journey? How have you navigated these complex waters while keeping your creativity flowing?

Trust Is The New Currency: A Raw 2025 Digital Marketing Truth Bomb

I need to be real with you about what's happening in content marketing right now. After a decade in this space, what I've witnessed in the past 30 days is unprecedented. If someone's trying to sell you their "proven framework" for lead optimization in 2025, they're completely disconnected from the ground reality of social platforms.

Here's what's actually happening: Trust has become the new digital currency. Full Stop.

Let's drop the marketing speak for a minute. Content isn't for lead generation anymore – it's for trust generation. And if you're still chasing leads while ignoring trust, you're fighting yesterday's battle.

Think about why you follow your favorite creators or brands. Is it because they offered you some flashy discount code or a free PDF? Or is it because they consistently show up in your feed with content that actually makes your life better?

Yeah, I thought so.

Here's what nobody else is telling you:

• A lead without trust is just an unsubscribe waiting to happen

• Trust without an immediate conversion is an investment in future growth

• Gated content might build your email list, but trusted content builds your empire

Why is lead generation dwindling? Simple. People are exhausted.

They're tired of:

• Random "experts" sliding into their DMs

• Being sold to every time they open social media

• Handing over their email for another useless PDF

• The constant barrage of "valuable content" that offers zero value

Let's talk about the elephant in the room. Too many people have been burned by digital marketers. You know the type – the ones posting about making "$20k a month" who sell you a vague template that doesn't work. When you seek help, they either ghost you or blame your "mindset."

Now you're stuck with:

• Trust issues with marketers

• A feeling of failure because their "proven methods" didn't work

• Skepticism about content creation because "what's the point?"

• Hesitation to invest in content because you've been burned before

Want to know if you're on the right track? Answer these questions honestly:

1. Is your content actually worth saving and sharing?

2. Are you hoarding your best insights behind lead magnets?

3. Do you have real relationships in your DMs, or just a database?

If your answers are No, Yes, and No – we need to talk.

Here's why trustworthy organic content isn't an expense – it's your most valuable digital asset:

• It becomes reference material for your industry

• It documents your journey and expertise

• It builds credibility that compounds over time

• It works for you 24/7, unlike ads that die when you stop paying

While others are still doing trust-breaking marketing in 2025, you have a choice. You can:

• Keep chasing vanishing leads

• Keep buying into "proven frameworks"

• Keep wondering why your content isn't converting

Or...

You can start building something that actually matters – trust that translates into lasting influence.

The truth is, every piece of content you create is either building or breaking trust. There's no middle ground anymore.

If you're tired of:

• Following outdated playbooks

• Chasing leads that go nowhere

• Creating content that doesn't convert

• Watching your competitors build real relationships

Then it's time we talked. Because while everyone else is optimizing for algorithms, we could be optimizing for trust.

The real question isn't "Can you afford to invest in trust-building content?"

It's "Can you afford not to?"

The future of digital marketing isn't about who can generate the most leads. It's about who can generate the most trust. Where do you want to be?

Why Your Marketing Strategy Needs a Complete Backup Plan

We're witnessing the beginning of a significant shift. The "Delete Meta" movement, once a fringe concept, is gaining momentum, and savvy marketers are starting to pay attention for the businesses they're working for. Here's why you should too, and more importantly, what you can do about it.

Several factors are converging to make this year particularly weird for digital marketers:

1. Growing privacy concerns and increased awareness about social media's impact on mental health

2. The rise of alternative platforms and digital spaces

3. Changing consumer behavior and expectations around brand communications

4. Increasing skepticism about traditional social media platforms

5. The impact of AI and evolving content consumption patterns

If we learned anything from the 12-hour Tiktok "ban," the writing is on the wall: relying solely on any single platform is increasingly risky. 

Here's what forward-thinking brands need to be doing:

Diversify Your Digital Presence

• Explore emerging platforms while maintaining your existing presence

• Build direct communication channels with your audience (email lists, SMS, private communities)

• Invest in owned media properties like your website and blog

Strengthen First-Party Data Collection

• Develop strategies to collect and utilize customer data ethically

• Create valuable content that encourages direct relationship-building

• Focus on building an email list that you control

Experiment with Alternative Platforms

• Test content on newer or different platforms where your audience might be migrating

• Pay attention to engagement metrics across all channels

• Be ready to pivot resources based on performance

The key to surviving and thriving in this shifting landscape isn't just having a Plan B—it's about developing a flexible, multi-channel approach that can adapt as quickly as your audience's preferences change.

Remember: The goal isn't to abandon ship at the first sign of trouble but to ensure your brand's success isn't completely dependent on any single platform's performance or popularity.

Taking Action Now

Start by asking yourself these critical questions:

• How dependent is your marketing strategy on Meta platforms?

• What would happen if you lost access to 30% of your social media audience overnight?

• Which alternative channels could you develop to maintain connection with your audience?

The time to prepare isn't when the shift happens – it's now before these changes accelerate. While some might see these platform shifts as a threat, smart marketers will recognize them as an opportunity to build more resilient, diverse, and effective marketing strategies.

The marketing landscape of 2025 might be "weird," but with proper preparation and a willingness to adapt, your brand can not only survive but thrive in this changing environment.

If you’re ready for a contingency plan, let’s chat.