
Let me ease into this gently.
As we approach 2025, the digital landscape is undergoing a dramatic shift. The infrastructure of social media platforms—once the go-to places for businesses, creators, and individuals to build their brands—is beginning to show serious cracks. Whether it’s TikTok’s uncertain future, the outsized control of Meta’s platforms (Facebook, Instagram, Threads), or the chaos of Elon Musk’s X, it’s becoming clear that relying solely on social media is a risk. Businesses and individuals alike are recognizing the dangers of building their audience on someone else’s platform.
I know, I know—so sue me. I’ve spent the better part of the last ten years urging you to build your social media following. Better bang for the buck, hyper-targeted demographics, better ad performance—the list went on.
Well, I was right—until I wasn’t. And this is that moment. Let me break it down for you.
The Problem with Social Media in 2025
First, saturated markets have made even big ad buys less successful. You might get 4,000 views and not one lead. Imagine! And with rampant misinformation (also known as lies), users are no longer trusting platforms the way they used to. It’s not a "click-to-buy" situation anymore. And for those who built their brands and invested big on TikTok? One regulatory change could erase years of work, leaving no way to recover your followers.
Social media once felt like a refreshing ocean—vast, full of possibilities, a place where everyone could swim freely and connect. But over time, it’s become so heavily contaminated with misinformation, lies, and noise, that diving in feels less like freedom and more like a struggle to stay afloat. This video posted on Instagram (created by AI) is a reminder of that shift. It reflects how we've gone from a space of discovery and resources to one that's murky and overwhelming.
There’s more. Zuckerberg and Musk are bending to political pressures. If you post something outside the new politics, your content might not be seen. Add to that the rise of bots, and the landscape becomes chaotic. Worst of all, you don’t own your audience. If your account gets shut down—and it happens more often than you’d think—you lose everything. Years of work building a loyal community around your product or service could vanish in an instant.
And here’s where it gets even darker: if these platforms ever decide to, they could send your followers directly to your competitors. While we’re not there yet, it’s not out of the realm of possibility.
What Are Your Options?
YouTube
Let’s not forget YouTube, the second-largest search engine in the world and, so far, untouched by the heavy-handed politics of other platforms. YouTube’s evergreen content and searchability make it a goldmine for creators and businesses. Unlike fleeting social media posts, your videos on YouTube remain discoverable for years, building long-term relationships with your audience.
Email & Newsletters
I’m pushing for email—e-blasts, newsletters, direct communication. These tools are rising fast and remain unencumbered by the algorithms and politics of social media.
Look at Heather Cox Richardson. Her daily newsletter has grown a massive, loyal following, and she controls every aspect of it. Similarly, many businesses are shifting their focus to email, using newsletters to connect directly with their audiences without interference.
With email, you own your list. Platforms like Substack and Kit (formerly ConvertKit) are thriving, offering tools to grow, manage, and even monetize your audience. And the best part? You own the content—something that’s no longer true on most social media platforms.
Why Newsletters & Eblasts Are the Future
Unlike social media, email gives you direct access to your audience—no algorithm gatekeepers. When someone subscribes to your newsletter, they’re giving you permission to communicate with them directly.
But here’s the catch: newsletters demand stronger content. Your open rates and engagement will directly reflect the time and energy you put into them. Unlike the easy-peasy posting on a Facebook feed, where you can toss out casual updates and hope for traction, newsletters are a one-shot deal. Whether it’s weekly or monthly, you need to deliver content that speaks directly to your audience, resonates with their interests, and adds real value..
And eblasts will work the way your content did on your feeds. Subject headings will matter.
They can choose to click or not, if the short content in the blast is of interest. That subject title is your challenge.
The good news? It can be done. With thoughtful planning, clear messaging, and consistent quality, newsletters and blasting can become a cornerstone of your brand’s communication strategy.
Here’s why newsletters and blasting will work:
Control Over Your Platform
You own your email list. No one can change the rules or take it away from you.
Personalized Communication
Email allows you to tailor your content to specific audience segments, creating deeper connections.
Better Engagement
Average email open rates are 20–25%, far better than the less-than-5% organic reach typical on social media. (Bragging just a little, the open rate for our clients is usually between 20% and 80%.)
Long-Form Content
Platforms like Substack make it easy to publish thoughtful, long-form content that engages your audience on a deeper level.
Looking Ahead to 2025
I predict that in 2025, the most successful businesses and individuals won’t be those with the biggest social media followings—they’ll be the ones with the strongest email lists. Newsletters are your direct line to your audience, free from algorithms, pay-to-play policies, and corporate oversight.
You know the difference between a trend and a mega-trend? A mega-trend changes the world. Birth control was a mega-trend—it reshaped the American family. Pet rocks and hula hoops? Trends.
I thought Facebook and Twitter were mega-trends. Now? Not so much. Oh, it will take time, but don’t approach 2025 the way you did 2024.
We’re hosting a workshop on February 4th to help you pivot to email and newsletters effectively. Email us if you’d like to be notified when details are available. Let’s make 2025 the year you take control of your audience—and your future.
— Christine Merser, Blue 2 Media
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