✨ “Building your personal brand solely on social media is like building a house on rented land.”
The mirage of instant visibility
In a world where likes, views, and followers have become the currency of professional validation, many fall into the trap of building their entire personal brand solely on platforms like Instagram, TikTok, or LinkedIn. While social media is undoubtedly a powerful tool, what happens when the algorithm changes? When your content stops showing up? When your account gets blocked or suspended?
A personal brand is a long-term asset, and relying exclusively on the whims of an algorithm can be a risky decision. Diversifying your digital presence not only protects you, but also strengthens your position as a solid and accessible authority.
1. What does having a personal brand really mean?
Your personal brand is the perception others have of you when you’re not in the room. It’s your reputation, your footprint, your value proposition. It’s not just a nice logo or a catchy bio; it’s about what you stand for, what you know, what you do, and how you impact others.
Nowadays, having a strong personal brand is not optional , it’s essential. But for that brand to be sustainable, it needs to be built on a solid and diverse foundation, not only on social media.
2. The danger of relying on a single channel
Social media has made it easier to build massive audiences with little budget. However, they are designed to favour certain behaviours: keeping you hooked, competing for attention, and playing by their rules.
Risks of depending solely on social media:
- Constant algorithm changes
- Ever-decreasing organic reach
- Unexpected account suspensions
- No control over your data or community
- Digital fatigue and creative burnout
3. What does it mean to diversify your digital presence?
Diversifying doesn’t mean being everywhere , it means being strategic. It’s about creating your own digital assets that don’t rely on third parties, and using social media as bridges, not your main home.
Owned vs. borrowed channels:
Owned: Personal website, blog, newsletter, microsites, podcast, private community
Borrowed: Social media, third-party platforms, marketplaces, forums
4. Benefits of having a diversified digital ecosystem
- Full control over your content and data
- Better SEO and brand authority
- Deeper, more meaningful relationships
- Direct communication with your community without algorithmic filters
- Long-term security against platform crashes or closures
5. Strategies to build a solid digital ecosystem
- Your website or professional microsite
A space to centralise who you are, what you do, your portfolio, testimonials, and ways to contact you.
- Blog: your voice in depth
Write longer-form, valuable, searchable content. No character limits, no algorithm hiding your voice. - Newsletter: your direct community
Email remains one of the most powerful channels. Build a list of people who choose to hear from you. - Podcast or video channel
A way to build authority and connect on a deeper emotional level. - Private community or circle of trust
Use Telegram, Discord, slack or platforms to host closer conversations with your loyal audience.
6. The role of social media in a bigger strategy
Social media should be your “entry funnel,” not the core of your strategy. Use Instagram to share your daily life, LinkedIn for achievements, TikTok to educate , but always redirect to your main space: your website or community.
7. Real cases of loss from relying on a single channel
There are countless stories of professionals with hundreds of thousands of followers who lost their accounts by mistake, or whose reach dropped 90% due to algorithm changes. This happens every day. The only way to prevent it is by owning your own channel.
8. How to start diversifying without feeling overwhelmed
You don’t need to do everything at once. Start with:
- A simple microsite (like on Little Connexions)
- A monthly blog
- A biweekly newsletter
- Redirecting traffic from social media
The key is consistency and strategic focus.
9. What if your main social network disappeared tomorrow?
That’s the question you should always ask yourself. If your business, career, or digital reputation relies on a single app, you’re at risk.
Diversifying is your growth insurance.
Stop building on sand
Social media is valuable , but it’s not enough. Your personal brand deserves solid, multi-platform, sustainable foundations. Protect what you build. The best investment you can make is in your own digital presence.
💡 Start today: create a space where people can find you, know you, and remember you , even if the algorithm doesn’t allow it.
Thanks for reading me,
Jhamile Abuabara
www.jhamileabuabara.com