Second lesson from the TikTok battle

If you missed the first lesson, read our last post.

This may sound obvious, but you don’t actually own your follower lists on social media.

TikTok or Facebook or whomever has granted you permission to communicate with your followers through the platform. 

So if the platform decides to deprioritize your posts in the feed (check) or suspend your account (it happens for no good reason ALL the time), your hands are tied. 

If there’s a mass exodus from the platform (X) or the app gets banned (TikTok) or a new media emerges to draw users away (too many to name here), you lose your audience and have to start… all. over. again.

The same is actually true for your SMS list. There are new FCC rules in discussion around automated calls or texts to consumers that could quickly hamper your ability to communicate there.

You don’t own these lists. 

But there is a list you DO own: your email list. 

Yes, there are rules to follow, like everything.

Use it. Invest in it. Segment it. Nurture it. Like your business depends on it.

If you don’t know how or don’t want to deal with it, there’s a solution for that.

Start sending emails this tax season. It really can be your business security blanket.