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Have you ever stopped to think about how much control you really have over your social media presence? One algorithm change, one unexpected glitch, or even a hacked account could leave your content—and your connection to your audience—hanging by a thread.
Social media is an amazing tool for sharing, connecting, and growing your business, but here’s the truth: it’s not yours. It’s rented space, and when you rely solely on it, you’re building on shaky ground.
In today’s episode, we’re talking about why social media can’t be your safety net anymore. We’ll dive into how shifting algorithms, unpredictable trends, and platform limitations can hold your business back—and more importantly, what you can do to safeguard your success.
This isn’t about ditching social media altogether. It’s about learning how to leverage it smarter, so your hard work leads to sustainable, secure results. If you’re ready to take back control of your business and stop relying on platforms you can’t control, you’re in the right place. Let’s dive in!
1. Social Media Is Rented Space
Brit Nicole, one of our Goal Digger listeners, had been planning the launch of her first-ever workshop retreat for months. She was ready to share it with her Instagram audience, the platform where she’d been building her business and engaging with potential attendees.
But on the day of her big launch, Instagram shut her account down. Suddenly, the main tool she had relied on to promote her workshop was gone. Despite her efforts to get her account reinstated, it took three days for Instagram to bring it back online—three critical days for her launch.
Instead of giving up, Brit found other ways to get the word out. She leaned on her network, asked for help, and found creative ways to promote her workshop outside of Instagram. And guess what? Her workshop sold out within 24 hours—not because of social media, but because she didn’t rely solely on it.
Brit’s story is a clear reminder: social media is a powerful tool, but it’s rented space. If you’re building your business exclusively on platforms you don’t own, you’re leaving yourself vulnerable to situations like this. That’s why having an email list—a space you control—is not just smart, it’s essential.
Key Takeaways:
- Social media platforms prioritize their business goals, not yours.
- Algorithm changes, like Instagram’s push toward video, can impact your reach overnight.
- Account hacks and platform shutdowns are risks that leave you without direct access to your audience.
So, think of social media as your front porch: it’s where people discover and connect with you. But the goal isn’t to keep them on the porch—it’s to invite them inside, onto a platform you control, like your email list or website.
2. Social Media vs. Email: The Key Differences
- Social Media is for Entertainment: People scroll for inspiration and connection, not necessarily to buy.
- Email is for Selling: Subscribers opt in because they want to hear from you.
- Higher ROI: Email marketing delivers an ROI of $36 for every $1 spent.
- Greater Visibility: Open rates for email range between 15-25%, compared to Facebook’s average click-through rate of just 0.9%.
- Ownership: You own your email list, ensuring direct communication with your audience without relying on algorithms.
Social media should be a gateway, not the end destination. Create a lead magnet (freebie, challenge, quiz) that addresses a specific audience need, and promote it consistently on your platforms.
3. The Exhaustion Factor: Why People Are Burned Out on Social Media
I think people are burned out on social media for 3 main reasons:
- Algorithms constantly evolve, forcing creators to adapt to trends like Reels and Stories just to maintain visibility.
- Users are overwhelmed with content, making it harder for your message to break through.
- Social media engagement rates average around 2%, meaning your message might not reach even a fraction of your audience.
In April of last year, I recorded an episode titled Confession: I’m Burnt Out, Here’s Exactly What I’m Doing About It,. It was scary to admit at the time, but since then, I’ve heard from so many entrepreneurs who feel the same way.A lot of us are working too much and are caught up creating content to keep up with trends, only for these posts to live and die on our social media platforms in 24 hours or less.
Because of the burnout I was experiencing, I wanted to make sure everything I do in my business has a clear ROI – so I Posted 104x on Instagram in 60 Days and started to look at the numbers. I was shocked when I realized that my low-performing posts (in terms of likes) often delivered the highest ROI by driving people to my email list!
The posts that didn’t “go viral” were still driving significant traffic to my email list. Why? Because I used clear, intentional calls to action, like inviting followers to download a free resource or sign up for a newsletter.
This experience was a game-changer for me. It showed that social media is a great discovery tool, but the real business growth happens in your inbox. Email lets me nurture relationships over time, deliver real value, and keep my audience engaged without worrying about chasing the next trend.
By focusing on growing my email list, I could stop relying on the unpredictable nature of social media and instead build a sustainable, reliable foundation for my business. And the best part? It’s something every entrepreneur can do, no matter the size of your audience.
If you’re feeling burnt out on social, my biggest tips are:
- Set boundaries for your social media strategy.
- Shift your mindset: Engagement metrics like likes and views don’t define success.
- Let email be your safe zone.
4. The Main Goal: Get Them Off Social and Onto Your List
Social media should guide followers into your email ecosystem, where you can build deeper relationships without platform restrictions. When someone follows you on social media, they are at the top of your marketing funnel, but the real relationship-building happens when they join your list.
Email lists provide a direct, distraction-free way to nurture your audience and sell your products or services. Unlike social media, where your content competes with endless distractions, email allows you to have a focused, meaningful conversation with your subscribers.
By focusing on email, you reduce your dependency on unpredictable algorithm changes and gain greater stability in your marketing efforts. This gives you the freedom to market and sell on your terms, ensuring that your business continues to grow regardless of changes in social media trends.
Here are a few tips for getting people off social media and on to your email list:
- Include strong CTAs in every social post, such as “Grab my free guide at [link]” or “Want more tips like this? Join my newsletter for exclusive resources.”
- We also leverage chat-bot strategies that help me grow my list easily off of social media and streamline the experience for a follower. If you’re interested in this strategy, you HAVE to listen to my conversation with Natasha Willis in episode 743: This ONE Strategy Earned Me An Extra 1 Million Dollars Last Year. You can also DM me “CHAT” on Instagram and see how it works for yourself – basically, it helps your followers guide themselves through an automated experience on Instagram DM. Chat Funnels empower your customers through their buying journey, and help you build relationships, generate more qualified leads, increase average order value and customer lifetime value, and grow revenue.
- Design a high-value lead magnet aligned with your audience’s pain points. Examples: checklists, challenges, or discounts.
- Track results and refine your strategy to focus on content that drives list growth.
5. Why an Email List is an Asset You Own
Unlike social media, your email list is completely within your control. No algorithm changes, ad budgets, or platform policies can dictate how you communicate with your audience.
You dictate the timing, content, and frequency of your communication. With social media, your content has a short lifespan, often disappearing from feeds within hours. Email, on the other hand, lands directly in your audience’s inbox, waiting to be read at their convenience.
With email segmentation, you can personalize messages to specific audience groups, increasing engagement and conversion rates. By tailoring your content to subscriber interests, you can create a more meaningful and relevant experience for them.
Email marketing consistently outperforms social media in driving sales, making it a crucial part of any business strategy. Investing in your email list ensures long-term sustainability and direct access to your customers, no matter how social media platforms evolve.
Key takeaways:
- Start Small: Create one high-value lead magnet and promote it consistently.
- Stay Consistent: Send one email weekly to build trust and familiarity.
- Segment and Personalize: Use tags to deliver tailored content, making emails feel personal and relevant.
Your email list isn’t just a collection of names—it’s a living, breathing asset that grows with your business. It’s the foundation of a sustainable strategy that doesn’t rely on trends or algorithms to thrive.
The Bottom Line
Here’s the truth: you can’t wait any longer to do this. If you’re serious about growing your business, now is the time to stop relying on social media and start building your email list.
That’s why I’m inviting you to join my FREE training: From Zero Subscribers to an Email List of Engaged Buyers in 3 Easy Steps. In this training, I’ll show you exactly how to go from zero to an email list filled with people who are excited to buy from you—so you can transform not just your list but your entire year of business with this one powerful strategy.
This isn’t just another to-do on your list—it’s the strategy that will set you up for success, and I’m here to lead you every step of the way. Click here to save your seat NOW!
Don’t wait. By this time next year, you could have an email list that’s driving sales, creating freedom, and supporting your big dreams. I can’t wait to see you there!
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