Social media is a powerful tool for marketing and customer engagement, but what happens if it suddenly disappears or stops working for your business? Would you still be able to connect with your customers, process orders, or maintain credibility?
Relying solely on social media to build your business is risky—like renting a space where the landlord can change the rules anytime. Here’s why social media alone isn’t enough and what you can do to secure your business’s future.
THE CHALLENGES OF RELYING SOLELY ON SOCIAL MEDIA
1. Algorithm Dependency
Social media platforms like Instagram and Facebook determine who sees your content through algorithms. Even if you have thousands of followers, only a fraction might see your posts unless you pay for ads.
The constant evolution of algorithms also means that strategies that worked yesterday might not be as effective today. For instance, posts with certain formats or keywords might get deprioritized, making it difficult to maintain consistent visibility. This dependency forces businesses to invest time and effort into creating highly engaging content while staying updated on algorithm trends. Even then, there’s no guarantee that organic strategies will consistently yield the desired results.
Paid promotions often become necessary to reach a broader audience or target specific demographics. While these ads can drive traffic and increase visibility, they also come at a cost, which can be a burden for small businesses operating on tight budgets. The unpredictability of algorithm changes and the competitive nature of social media platforms make it clear that businesses must diversify their marketing strategies beyond just relying on social media for visibility and customer engagement.
Illustration:
Imagine Ifeoma, a jewelry seller in Lagos, who spent years growing her Instagram page to 15,000 followers. One day, Instagram changed its algorithm, drastically reducing the visibility of her posts. Despite her large following, her sales dropped by 40% because her audience wasn’t seeing her updates.
What This Means:
Your visibility on social media is not guaranteed—it depends on platform policies and algorithms.
Tip: Complement your social media presence with a website that serves as a constant, accessible platform for your business.
2. Risk Of Account Loss
Accounts can be hacked, suspended, or even deleted. If you rely solely on social media, losing access to your account can mean losing your entire customer base. This risk is heightened by the fact that social media platforms operate under their own terms and conditions, which can change without prior notice. A single violation, even unintentional, can lead to account suspension or permanent deletion, leaving businesses scrambling to rebuild their presence from scratch.
Illustration:
Chijioke, a shoe vendor in Abuja, had his Facebook page hacked just before Black Friday, his busiest sales period. He lost years of customer interactions, reviews, and trust. With no website to fall back on, it took him months to rebuild his online presence.
What This Means:
Your business is vulnerable without a backup plan like a website where customers can still reach you.
Tip: Always have a secure, professional website to ensure continuity, even if your social media accounts are compromised.
3. Limited Control Over Branding
Social media platforms restrict how you present your brand. You’re limited to their layouts, features, and functionalities, making it harder to stand out from competitors. Every profile follows a standardized format, meaning your page looks similar to countless others, no matter how creative your content is. This lack of customization can stifle your brand’s uniqueness and make it challenging to convey your message in a way that truly reflects your identity.
What This Means:
Social media doesn’t allow full creative freedom, which can limit how you differentiate yourself in a competitive market.
Tip: Use a website to showcase your brand uniquely, with customized designs and features that reflect your business values.
4. No Central Hub For Information
Social media is great for quick updates, but it’s not the best place for detailed information like pricing, FAQs, or terms and conditions. Customers often need to message you for basic details, which can be time-consuming for both parties.
Illustration:
Tunde, who runs a fitness gear store, constantly received DMs asking, “What are your prices?” or “Do you deliver outside Lagos?” These repetitive inquiries consumed his time and delayed his responses to actual orders. A website with a product catalog and FAQ section could have saved him hours of work each week.
What This Means:
Without a central hub, you’ll spend unnecessary time answering the same questions instead of focusing on growth.
Tip: Use your website as an information hub, listing your products, services, prices, and policies for easy customer access.
5. No Ownership
When you rely solely on social media, you’re building on rented land. Social media platforms have full control over their terms of service, algorithms, and even the visibility of your content. If they decide to shut down, restrict your account, or introduce paid features that limit your reach, you could lose your audience, data, and sales opportunities overnight.
What This Means:
You don’t truly own your social media page—it belongs to the platform. All the followers, likes, and interactions you’ve worked hard to build can vanish if the platform changes its rules or suspends your account without notice. This leaves your business vulnerable and dependent on a third party’s decisions. A website, on the other hand, gives you full ownership and control, allowing you to store customer data, showcase your content without restrictions, and maintain consistent communication with your audience regardless of external changes.
Tip: Build your business on a foundation you own—your website. It’s a permanent, reliable asset that you control. With a website, you can create a tailored experience for your customers, implement SEO strategies to attract organic traffic, and retain full access to your data. Additionally, you can integrate email marketing, e-commerce, and other tools that grow your business independently of external platforms.
A Website: Your Business’s Stable Home
While social media is essential for visibility, a website acts as your business’s central hub—a stable, professional platform you fully own. Here’s how it helps:
You Own It: Unlike social media, you control every aspect of your website, from design to functionality.
24/7 Access: Customers can browse your offerings anytime, even when you’re not online.
Professionalism: A website establishes credibility and builds trust with customers.
Illustration:
Olu, an event planner in Port Harcourt, combined her Instagram marketing with a sleek website showcasing her portfolio, client testimonials, and an easy-to-use booking form. During a temporary Instagram outage, her website became her lifeline, allowing her to secure bookings without interruption.
