(Why your visibility shouldn’t depend on the mood swings of social media)
I’ve been in social media since before it was a buzzword. Back when MySpace was the wild west, Facebook was the “college-only” experiment, and Twitter had just been born. I started managing pages and creating early marketing strategies in college, long before “content creator” or “influencer” meant anything.
Back then, I spent a lot of time convincing business owners that social media even mattered. I’d sit in meetings explaining that an online presence could actually drive sales. Most didn’t believe me. Others thought hiring a social media manager was going to save their failing business overnight.
They didn’t understand that the internet can amplify a message, but it can’t fix a broken foundation. I learned that lesson early.
The Algorithm Isn’t a God. It's a fancy equation.
Fast-forward to today, and the pendulum has swung too far the other way. Now everyone treats the algorithm like a deity to be pleased.
Spend ten minutes on TikTok and you’ll hear it: people dissecting engagement patterns like scripture, praying to the For You Page, and blaming every dip in views on an unseen force that “just doesn’t like their content this week.”
The algorithm is not your enemy, but it’s definitely not your savior. It’s math. It’s code. It’s a reflection of collective behavior, not divine intervention.
And yet, business owners chase it like it holds the keys to success. They build entire strategies around trying to “go viral” instead of making sure their website, services, and systems are solid.
Your visibility shouldn’t depend on the mood swings of an app.
Pretty Posts Can’t Save a Weak System
When I see small business owners pour everything into their social feeds while ignoring their website, it reminds me of those early social media days. The story is the same — different platform, same wishful thinking.
You can’t build a business on borrowed land. Your TikTok account, Instagram profile, or Threads audience can vanish overnight if the algorithm shifts. And it will.
A website, on the other hand, is something you own. It doesn’t care what time you post or how many trending sounds you use. It works 24/7, quietly converting when social media takes a nap.
Research from HubSpot found that 88% of online consumers are less likely to return to a site after a bad experience, while 70% of small businesses still rely entirely on social media for visibility. That’s not strategy. That’s instability. (Source: Synup, 2025)
Build the Foundation First
Here’s the order most people skip:
-
Build something valuable.
-
Make sure your website communicates that value clearly.
-
Use social media to share, not to save.
Your business should stand on its own, without the internet’s constant applause. The website should be a well-built digital home that’s ready for company whether or not your latest reel is performing.
Social media is a tool. It’s a great one. But it’s not the business itself.
The Bottom Line
Stop worshipping the algorithm. Start building something that lasts beyond your next post.
A solid website with clear messaging, smart SEO, and authentic structure will keep working when the internet decides to go quiet. The algorithm can boost you, but it can’t build you.
That’s your job.
Ready to build a website that works even when you’re offline? → Book a Website Strategy Session