When Social Media Platforms Cull Accounts
First published on LinkedIn
By Stuart Stubbs, Founder, Navigate Video
Whether it was a Halloween trick or a cyber-attack, Instagram saw millions of accounts suspended yesterday. Users either couldn’t log in to Instagram or were noticing follower counts dropping quickly as their followers’ accounts appeared to be suspended*.
Why does this matter? Well, if your business model is based on audience size and user interaction to attract the highest ad revenue - you have a problem. As your audience dwindles so does your attraction to media buyers.
Bejamin Lebus, CEO & Founder of Mouth Group, noted on LinkedIn that the lesson from this is to
“build audiences on owned-and-operated platforms and remove reliance on audiences on social platforms like Instagram, TikTok and Facebook”.
We totally agree. Although creating your owned website with content that is relevant and engaging is important, there is the obvious platform that brands frequently overlook…YouTube. YouTube provides the following benefits that the other social platforms lack:
1. Not only is your audience on YouTube, but as the internet's second largest search engine, YouTube can help improve your SEO and overall brand presence.
2. There are two billion monthly users worldwide, giving your brand an instant audience.
3. 90% of this huge audience use YouTube to discover new brands.
4. The platform’s analytics are more detailed than most social platforms. They allow creators and brands to see who's watching their content from where and when in real-time with YouTube Analytics.
If you brand is considering sprucing up your existing YouTube channel or you are contemplating creating one, get in touch to talk to our team. We can help you navigate this exciting platform.
* https://www.theverge.com/2022/10/31/23432703/instagram-down-outage-suspended-account-banned