Everyone wants an audience, but very few build digital real estate.

Growing on social media feels like progress., but what are you doing with al those likes, comments and views?

If the algorithm turns against you, or your account gets banned, what do you have left?

Relying only on social media is like renting an apartment with no lease. It’s great, until the landlord (the algorithm) decides to evict you.

🚨 Social media is borrowed land. You don’t own your reach—the algorithm does.
🚨 Your audience is rented. If the platform disappears, so does your business.
🚨 Attention alone isn’t an asset. Until you own the connection, it can be taken away overnight.

The real leverage in the creator economy isn’t just about building an audience. It’s about owning your platform—turning attention into assets that can’t be taken away. It's about using social platforms as a traffic source, not the end goal.

We’ve seen it happen before:

1. Creators with millions of followers suddenly lose reach.
2. Entire platforms rise and fall (RIP Vine, Clubhouse).
3. Algorithms shift, slashing organic reach overnight.

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Case Study 1: The Algorithm Shift That Killed a Business

Imagine spending years growing an Instagram page to 100K followers, only to wake up one day to a 50% drop in engagement. That’s what happened to thousands of creators when Instagram prioritised Reels over static posts.

Thousands of creators woke up to find:

1. 50%+ drop in engagement overnight
2. Brand deals disappearing (because engagement = money)
3. No way to reach their own audience

For those who built their entire business on Instagram likes and engagement, it was devastating.

Take fitness influencers, for example. Many had six-figure businesses built on IG sponsorships and coaching programs. When their organic reach collapsed, their client pipeline dried up.

Some pivoted by investing in email lists and paid communities. But those who didn't? Many saw income drop to zero, all because they built on rented land.

Contrast that with creators who diversified early:

1. Email lists meant direct audience access—no algorithm needed.
2. Websites ranked on Google, bringing in organic traffic.
3. Digital products and memberships provided stable income.

It's worth considering whether you want to solely rely on algorithms that constantly change.

Case Study 2: How Justin Welsh Built a Business, Not Just a Following

Justin Welsh started on Twitter (now X) like many creators; posting content, growing an audience.

But he didn’t stop there. He used social media as a funnel to drive people to his newsletter and courses.

Now, his entire business runs on digital real estate he owns:

• A newsletter with thousands of subscribers (direct access to his audience).
• Digital products (courses that sell on autopilot).
• A website (a long-term discoverability engine).

Now, he makes $2M+ a year, and if Twitter disappeared tomorrow? His business wouldn’t feel a thing.

That’s the power of digital real estate.

Create a Home Base (Your Website or Blog)

The Creator Economy Playbook: How to Own Your Platform

Here’s how to start:

1. Build an email list early

• Offer a free guide, checklist, or bonus in exchange for emails.
• Use a simple landing page (ConvertKit, Beehiiv, or Substack work well).
• Start emailing weekly — insights, resources, and value.

2. Create a Home Base (Your Website or Blog)

• A personal website makes you discoverable long-term.
• Articles & newsletters compound over time (Google search > algorithm reach).
• It’s a central hub to link all your offers, content, and sign-ups.

3. Monetise Through Assets, Not Just Attention

• Start with small paid products (templates, guides, courses).
• Build a community or membership (Discord, paid newsletter).
• Create evergreen content that works for you (SEO, lead magnets).

4. Use Social Media as a Funnel

• Don’t just post for engagement.
• Drive traffic to your assets (email list, site, product).

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The Bottom Line

Followers are great. But if your entire business depends on rented platforms, you’re one algorithm change away from irrelevance.

What’s one step you’re taking today to own your digital real estate?

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