How can creators navigate platform policy changes?

At some time or another, social media platforms are going to make changes to their policies that some people agree with and some people don't agree with. If you pay attention to what social media platforms may be coming under fire for in the news or what their overarching goals are, it can be easier to understand why they are making those changes. At the end of the day, policy changes are a good reminder that social media platforms are rented destinations and that change is going to be constant.

It's crucial to recognize that policy changes are an inevitable aspect of the digital world. The platforms serve not only creators but also millions of users, making it imperative for them to adapt and evolve continuously. Policy changes stem from various factors - user feedback, increased competition, company vision, and to keep pace with emerging technologies. Rather than viewing policy changes with frustration, it's essential to understand the rationale behind them. Meta's recent policy changes aimed to prioritize teenage safety. Similarly, YouTube's new policy of AI is geared towards safeguarding consumers from fake or misleading content. Any content that poses potential harm or sensitivity may prompt platforms to introduce new policy.

Platform policy changes can present challenges, but they also open up opportunities for creators to adapt and diversify their strategies. Instead of solely relying on a single platform, consider expanding your presence across multiple platforms to mitigate the impact of policy shifts. Diversification not only spreads risk but also allows you to tap into different audience demographics and revenue streams. For instance, if a platform tightens its monetization policies, explore alternative revenue sources such as merchandise sales, sponsored content, or subscription services. By remaining flexible and proactive, creators can thrive in an ever-evolving landscape while minimizing the effects of platform policy changes.

This is particularly important today, especially concerning policies that can affect creators' reach or visibility, such as those related to certain types of content and changes in monetization policies. In such cases, social media platforms that have effectively managed to reduce the risks associated with these changes are those that have been transparent about them and clear regarding their reasons. This clarity helps creators, brands, and others impacted to navigate these changes or, at the very least, adjust to them more effectively.

Platforms change, algorithms evolve, rules get rewritten, and what was a hit yesterday could flop tomorrow. For savvy creators, this means diversification is key to long-term survival. One time at work I advised a talented artist who had built a massive following on a single photo-sharing site. When the site abruptly changed its focus, her audience vanished and her income took a nosedive. Had she diversified earlier, the blow wouldn't have been so harsh. Diversification isn't about being everywhere at once. That's a recipe for burnout. Instead, focus on a few platforms that align with your content style and where your ideal audience spends time.

Being multi-platform cuts down on the potential negative impact of policy changes. Having a presence across different platforms makes you less reliant on any single one. In case a platform makes a policy change that has a big impact, you'll have the flexibility and optionality to invest in the other platforms where you're present.

I've been a staunch believer of content diversification. Relying solely on one platform not only limits your earning potential but also leaves you vulnerable to the platform volatility. Today, we're fortunate to have a plethora of options for distributing our content across multiple platforms and in various formats. By diversifying your content strategy, you can mitigate the risks and maximize your reach across different audiences. Each platform offers unique strengths and features that can be leveraged to create diverse types of content and interactions. Carefully select platforms that align with your niche, target audience, and overarching goals.

As you diversify, make sure to also cater the specific content to the platform you’re using. Make sure that you aren’t merely syndicating content across all of your channels all of the time. This gives followers, new and returning, the perception that they’re on that channel for something they can’t get elsewhere. For best results, use proprietary tools (i.e. CapCut for TikTok or YouTube Studio) to edit your raw files so that they’re optimized for the channel on which you’re posting. As golfers say, ‘play the course you’re on’

If you're a seasoned creator with a thriving community, there's no better time to leverage your influence and expertise to create your own digital products. By tapping into your community and content, you can develop a range of offerings - podcasts, online courses, websites, or apps. This strategic move not only diversifies your sources of audience building and monetization but also expands your reach to a wider audience. Building your own digital products allows you to cultivate stronger relationships with your audience by and give them exclusive value and benefits. Consider establishing a membership site or offering subscription services. You not only enhance engagement but also establish yourself as a trusted authority in your niche.