The shift from open web to platforms
Twenty years ago, finding a local business meant searching the web and landing on their website. Today, you're more likely to find them on Instagram, Google Maps, or TikTok.
Why platforms won
Platforms made discovery easier — for customers and businesses alike. That's genuinely useful. The catch is that your visibility now depends on algorithms and policies you don't control.
Businesses that built their customer base on Instagram have seen their reach drop overnight when the platform changed what it prioritises. There's no one to call about it.
Your data lives there too
When your presence is on a platform, so is your data. You can't export your Instagram followers. Your Google reviews stay on Google. If you leave — or get removed — you're starting over.
That's not necessarily unfair. Platforms provide real value. But it helps to know what you're trading.
Hedging your bets
Going fully independent isn't realistic for most businesses. But you can reduce the risk:
- Own customer relationships — An email list stays with you no matter what Instagram does next.
- Publish in open formats — Structured data and RSS feeds work everywhere. When the next platform comes along, your information is ready for it.
You don't have to quit platforms. Just don't bet everything on them.
Have thoughts? contact@dutton.digital