The last thing you want to be is a pawn in someone else’s pissing match.
Alas, that’s what millions of marketers found themselves to be this last fortnight as Adam Mosseri, the head of Instatwink, horrified his legions of quote card sharing faithfuls when he said the platform was no longer a “square photo-sharing app”.
That’s cuz he wants to compete hard with Tiktok which means — you guessed it, you will need to dance, point, shimmy and twerk your butt off if you want to maintain your algorithmic standings.
It is also worth pointing out the complete and utter lack of imagination and original strategy the supposed “leader” of one of the world’s biggest media platforms is demonstrating. “Duh, we’ll just copy Tiktok.”
For those of you tired of seeing your best ideas poorly imitated online — look no further.
Anyhoo, as much fun as it is to cast stones at Zuckerberg’s hapless fan boiz, my point is this. When you build your entire marketing strategy (i.e. the oxygen of your business) around the whims of evil internet titans, don’t complain about your “lack of reach” when those titans start fighting each other.
They don’t care about your reach. They want you to dance hurd on video so they can sell your audience’s attention to your competitor. If that’s not the definition of backstabbing, I don’t know what is.
I’m not saying abandon the big platforms altogether (although you certainly can). I’m saying…don’t let your livelihood be collateral damage in the Instatok wars.
First off, you need an email list — arguably the most valuable marketing asset in any business. Second off, you are going to need to cultivate and project a persona and brand that is way more interesting than the hordes of Instatok finger pointers.
Don’t ask me for the checklist on how to do that because you don’t battle a titan with a checklist. You do it using the tools Ru Paul has been urging us to use for years now: charisma, uniqueness, nerve, and talent. (Wink.)
More on all this in the upcoming weeks.
Want More?
- Book a Debrief call with my team. We are very good at pinpointing the ONE THING that will drive the lion’s share of your growth.
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- Listen to Podcast Episode 432: What Elite Personal Brands Have in Common