Stop chasing the social media algorithm: 6 reasons newsletters offer more value
Newsletters provide a remedy to the obstacles and chaos posed by social media.
Unlike when I started building my community on Instagram in 2015, organic social media growth today can be like catching lightning in a bottle. The landscape is less predictable. Why do newsletters offer content creators far more value than social media?
When a unique piece of content starts a trend it skyrockets to the top of the mysterious “algorithm.” Then folks start to copy it. And once the 5 billion active social media users around the world start to copy the twinkling new trend, it fades away—buried under the next new trend. All too often I see content creators falling into the trap of competing against these variables. Those who know me know that I’m one for differentiating—not competing—but if you find yourself having to compete you should at least understand your competitor. With social media, it’s almost impossible.
“Organic social media growth today can be like catching lightning in a bottle.”
If that’s not exhausinting enough, just look at the drastic policy changes on X (Twitter) and the potential changes affecting the availability of TikTok in the USA. It’s all a bit slippery: one small misstep and an account can be restricted or banned entirely. Then there are privacy issues to consider. With an increasing push by Apple to protect privacy since iOS14, the signals effectiveness is less reliable. Even the most accurate crystal ball can’t predict what will happen after each new update.
Then there are all of the aspects of content creation, curation, and housekeeping to consider. In addition to fresh content, social feeds require continuous interaction, nurturing, and monitoring. And that effort often requires involvement from additional stakeholders and participants—like brand ambassadors and even executive officers. At any moment what may seem like a positive thread can go sideways and linger like an unwanted guest. These fires almost always happen on a weekend or holiday when no one is around to put them out.
Newsletters provide a remedy to the obstacles and chaos posed by social media. How?
Across my work creating newsletters for clients, here are some of the advantages that I have seen:
The landscape of email inboxes and newsletters is understood and changes less rapidly than social media. Elon Musk won’t be taking email away from the world any time soon. But if you’re making a living through content on X, you’re subject to his mood swings. And when it comes to TikTok, just think of all those influencers on pins and needles if it gets banned in the USA.
Newsletters are more likely to be seen. Even if the recipient doesn’t open your newsletter, at the very least they will see your name and the newsletter subject line in their inbox. This reinforces you and your brand in the mind of the recipient. On the other hand, with social media, your post, story, or reel may not even appear in the feeds of your followers—and you will never know why.
Statistics from newsletters deliver valuable insights and data. They help alleviate the content guesswork, making it easier to create more focused content around key themes that engage readers.
The closed communication loop allows personalities and brands to drive the narrative and mitigate the chances of unpleasant threads spiraling out of control. This also means having to invest less time and energy in what can become unbearable chores—such as monitoring social media comments.
Newsletters tend to be more cost-effective than social media marketing. Your return on investment (ROI) with a newsletter will oftentimes be much higher than with paid social media placements. This is because the cost of sending emails is low and the audience is targeted, which lends itself to higher conversion rates.
You are your own master: you own your email list. Because you are the one with direct control over your email list, it is a more stable and reliable tool for long-term growth and revenue generation. You can always export your list and start newslettering elsewhere. With social media, you’re left to start over from scratch.
If you’re not newslettering, you’re leaving money on the table.
I can help your team, agency, or brand create content that inspires readers to absorb, engage, and click. Email me with “Discovery call” in the subject line at wes@wessence.com. When was the last time you felt your content truly wowed your audience? Let’s change that.