WEBSITE VS SOCIAL MEDIA: WHY YOUR BUSINESS CAN’T SURVIVE ON INSTAGRAM ALONE
“Do I really need a website? My business is doing great on Instagram and TikTok!”
I have frequently seen this statement floating around on our beloved social media platforms, especially from those who’ve built an impressive following on their social media. At first place, their skepticism makes sense. After all, social media platforms offer:
Built-in audiences eagerly scrolling through their feeds
Easy-to-use tools for sharing updates and engaging with customers
Free access to millions of potential customers
Simple ways to showcase products and services
Direct messaging capabilities for customer service
With all these benefits readily available, investing in a website might seem unnecessary and waste of money. Many businesses have indeed found initial success purely through social media marketing, particularly in the early stages of their journey.
Here’s the reality, though: relying solely on social media platforms is like building your house on a rented land.
THE HIDDEN DANGERS OF PLATFORM DEPENDENCY
Think about this: what would happen to your business if Instagram suddenly changes its algorithm, making your posts virtually invisible to your followers? What if TikTok faced regulatory challenges in your country? Or if Facebook decided to triple their advertising rates overnight?
These aren’t hypothetical scenarios. We’ve seen platforms make dramatic changes that left businesses scrambling:
In 2021, Facebook’s unexpected outage left millions of businesses unable to reach their customers for hours (source)
Instagram’s outage and continuous algorithm changes have caused engagement rates to plummet for many businesses (source)
TikTok has faced bans or restrictions in several countries, cutting off businesses from their audiences overnight (source)
When you build your entire online presence on social media, you’re essentially handing control of your business’s digital destiny to third-party platforms that owe you nothing.
YOUR WEBSITE: YOUR DIGITAL HOME
This is where your website becomes invaluable. Think of it as your business’s digital home - property that you own and control. Unlike social media platforms, your website is:
Yours to control
You decide how to present your brand, what features to include, and how to structure your content. No algorithm changes can diminish your visibility to people specifically seeking out your website.
A professional foundation
A website lends credibility to your business that social media alone cannot match. It shows potential customers that you’re serious about your business and invested in your online presence.
A stable hub
While social media platforms come and go (remember MySpace?!), your website remains constant. It’s the stable center of your online presence, anchoring all your other digital marketing efforts.
A data goldmine
With your own website, you own your data. You can track visitor behavior, gather email addresses and enquiries, and build direct relationships with customers - all without depending on a third-party’s terms of service.
THE PERFECT BALANCE: INTEGRATION, NOT ISOLATION
The smartest approach isn’t choosing between social media or a website; it’s using both strategically. Your website should be the foundation of your online presence, while social media platforms serve as a powerful channels to drive traffic to it.
Think of your website as your digital garden. You plant it, nurture it, and watch it grow. Social media platforms are like megaphones you can use to tell people about your garden. They’re valuable tools, but they shouldn’t be your only online home.
THE INVESTMENT THAT PAYS OFF
Yes, creating and maintaining a website requires investment - both time and money. Though consider this: it’s an investment in digital real estate that you own outright. Unlike social media platforms where you’re essentially renting space, your website is an asset that grows in value as your business expands.
TAKING THE NEXT STEP
Remember, your website doesn’t need to be complex to be effective. Start with the basics and build overtime as your business grows.
While social media platforms are powerful tools for reaching and engaging with customers, they should complement, not replace, your business website. In today’s digital landscape, having your own website isn’t just advisable, it’s mandatory for any business serious about long-term success and growth.
Don't build your digital presence on rented land. Invest in your own digital property and create a stable foundation for your business's online future. Let's create a website that truly represents your business and sets you up for long-term success. Contact me today, and we'll transform your online presence from "rented space" to a powerful digital asset you own.
