I came across this YouTube short today and it reminded me of a key digital strategy that I highly value: don’t become dependent upon someone else’s service (YouTube, TikTok, Twitch, etc).
Basically, YouTube demonetized this creator with no notice of the issue at hand (oddly, after 10 days, it was returned). She also had her Twitch channel suspended for spurious reasons (watch the video for details).
So, my advice: do NOT let your business become dependent on one platform. You become at risk from frivolus and spurious decisions. You also are dependent on the fiscal management of Instagram, Facebook, TikTok, YouTube, etc. TikTok’s recent troubles showcase this. Several businesses were left scrambling to respond.
I recommend pointing people to YOUR website, and to do so from the beginning. Additionally, start a newsletter and capture email addresses. Those are powerful for your current business (when your socials are functioning as planned) and mission critical when something goes wrong.
Remember to think long-term, anticipate challenges and be proactive in engaging them.
