Cut Off Your Codependence with Social Media and Build an Email List
At some point, many of us fell into a codependent relationship with social media marketing—chasing algorithms, obsessing over engagement, and letting likes and shares dictate our success. But social media is a fickle partner. Platforms change their rules overnight, audiences shift, and visibility is never guaranteed. Social media platforms come and go.
In the last few weeks alone, content creators have scrambled to join BlueSky in response to Instagram’s latest policy changes and Meta’s increasing entanglement with government interests. Meanwhile, TikTok was banned, unbanned, and left creators in limbo. Before that, creators fled Twitter. Facebook faded into irrelevance. Tumblr lost its grip. MySpace vanished.
The lesson? Social media is ephemeral. Algorithms change, platforms rise and fall, and your hard-earned audience can disappear overnight. Relying on these platforms to sustain your creative business is like building a house on shifting sand.
But there’s one marketing tool that has remained steady: the email newsletter.
The Most Underrated Tool for Content Creators
A mailing list is one of the most powerful yet underutilized assets you can have. Unlike social media, where visibility is dictated by ever-changing algorithms, email allows you to connect directly with your audience. No filters, no noise—just you and the people who care about your work.
I subscribe to several newsletters, and I always appreciate receiving updates from creators about their latest work or upcoming events. The truth is, even when I follow these same creators on social media, their posts often get buried in an endless scroll of content. Email, on the other hand, cuts through the clutter.
Ownership is Power
Social media platforms hold your audience hostage. If Instagram disappeared tomorrow, would you know how to reach your followers? Probably not. Your email list, however, is yours—a direct line to your community that no algorithm can erase.
With an email list, you control the conversation. You can store your contacts safely, build relationships on your terms, and reach out when you have something meaningful to share.
Newsletters Don’t Have to Be Fancy
The beauty of email marketing is its simplicity. There’s no need for polished graphics or trendy branding.
A newsletter can be as straightforward as:
🖼 “I have an upcoming art exhibition at [Gallery Name] on [Dates]. The exhibition explores [Theme]. Hope to see you there!”
Want to get creative? Some creators use BCC-style invite-only newsletters that feel exclusive and intimate.
Others use Mail Merge to send personalized updates to collectors and patrons. The possibilities are endless, and best of all—you’re in control.
Make the Shift
If you’ve been putting off starting a newsletter, consider this your sign to begin. Social media will continue to evolve (or implode), but email remains a reliable, personal, and direct way to nurture your audience and sustain your creative practice.
Ready to take the leap? Start by collecting emails from your supporters, offering a signup link at events, and sending occasional updates. You might just find that your most loyal fans are more than happy to hear from you—without an algorithm standing in the way.