X crashed earlier this week.
For hours, posts wouldn’t load.
Timelines went blank...
Creators, founders, and brands couldn't do a thing.
The worst part?
This happened multiple times on multiple days.
No traffic.
No engagement.
No way to reach my audience.
What if this wasn’t just a glitch?
What if X never came back?
I know that might be a bit dramatic...
But think about it:
You don’t own your audience.
Platforms own your visibility.
One buggy update and you can't access the platform.
One random ban and you're locked out forever.
And as we just saw this week, even tech fails.
You can spend months, even years, building on a platform.
You’ve made thousands of posts.
Generated millions of impressions.
And in a blink—it’s gone.
- No warning.
- No explanation.
- No backup plan.
Now, you are stuck with no way to reach your followers.
Because your audience was borrowed, not owned.
You need to build an off-platform audience.
Here are 4 ways to build one so that 1 downed platform doesn't ruin your brand.
1. Build an email list.
If your social media platform dies, your list lives.
Unlike social media, email is yours forever.
You own that audience
No algorithms.
No shadowbans.
Just direct access.
One email can drive more sales than 100 posts.
This is because people actually see it.
They open, read, and buy.
Also, if something happens on the platform and can't reach your followers, you can let your subscribers know.
Any creator serious about their brand has an email list.
2. Make your site your homebase.
Social platforms should send people to you.
It should turn likes into leads.
And turn followers into customers.
- A simple landing page.
- A lead magnet.
- An opt-in.
It doesn’t have to be fancy.
It just has to work.
Because when your socials fail, your site stays up.
If your audience searches for you, they will know where to go.
3. Post to more than one platform.
Don’t rely on just one platform.
I post to multiple writing platforms.
This is made easy with scheduling apps like Typefully.
If you are already on X, expand to other writing platforms like LinkedIn or Threads.
If you are already on Youtube, expand to Instagram and TikTok with short-form content.
Different platforms, different audiences, different safety nets.
If one shuts down or if you are banned then you have another one you can build on.
Spread your reach.
Build your audience.
Then move them to owned channels like email.
That’s how you become untouchable.
4. Create a private community.
Move your audience to somewhere platform-proof.
- Slack.
- Discord.
- Paid newsletter.
You need a space for your most engaged followers.
Why?
Because they want more.
Give them a space away from the noise.
Where you control the rules, not an algorithm.
X was down multiple times this week.
If it went out again would your business survive?
Or would it disappear?
Build your off-platform audience.
Because platforms are a borrowed audience.
Need help building a platform-proof personal brand?
DM the world "BUILD" and I'll give you my exact systems.
Play smart.
Build leverage.
Til next time,
Ken
When you are ready here are 2 ways I can help you:
- The Profile Optimization Guide: An interactive checklist for your profile. Designed to help your profile stand out and grow faster. 70+ downloads
- 60-Minute Level Up: Join 15+ writers and creators. Learn how to use your content to monetize while building your audience.
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