Email Over Instagram

TikTok, Instagram, Facebook… our options to create community on social media are wonderful and prolific. But today, I want to warn you.

What happens when these platforms fade like Snapchat or Periscope? What happens to Facebook and Instagram if we cancel Mark Zuckerburg? If Elon runs Twitter into the ground? To TikTok if our relationship with China sours?

Here are two huge reasons why you should focus on growing email subscribers instead of (or in addition to)  followers on any social platform. 

1. Own Your Audience.

We’re in the golden age of social media. You have instant access to pretty much anyone and everyone.

However, keep in mind these tech companies are for-profit enterprises. Algorithms and terms of service change more frequently than the seasons!

What happens when you've spent all of your time, money and energy growing 100K+ subscribers and are then told you need to pay at least $20 to have “preferred reach” and speak to them? Pay-to-play posting has already happened with Facebook for business. Organically, you reach ~2% of your audience—that's only TWO people of 100 "likes" you worked hard to earn. 

Facebook owns Instagram. This isn't a scare tactic... I truly think it's only a matter of time in the not too distant future before we all have to pay-to-play on social media.

2. Reach Your Audience.

It's likely a large segment of your audience will never see your post. It's not just algorithms... it's also activity levels and timing!

Not everyone checks each network daily. However, pretty much everyone checks their email daily!

Email is a much more effective way to reach your entire audience. People rarely change their email address and rarely unsubscribe. On average, email has a 20% engagement rate, as opposed to 5% average engagement on Instagram.  Your average reach of email “posts” will be upwards of 90% of your audience - especially if you don’t often send email updates.

3. Act Now!

Keep doing your thing on social media. Just remember you can own your audience and reach more of them via email. With followers on social media or subscribers to any media channel, you are building your audience on rented property!

Start growing an email list today. Think of it as an insurance policy—you are “backing up” your followers. 

You don't have to send out any mass emails. Just start collecting names and emails. Add a form to your website that backs up submissions to a spreadsheet and you’re good to go!