It’s a day with a ‘Y’ in the name.

Know what that means?

That means someone’s been suspended from advertising on Meta (or another platform like Meta). For either doing nothing wrong, or making an innocent mistake they weren’t allowed to remedy. That type of silliness bludgeons opportunities for creators the world over.

There’s a solution to this:

Design deplatformable experiences.

Most platforms have samey content circulating on them.
Going beyond what is expected is the first step to deplatformable experiences.

Most platforms have rules about what you can/cannot create.
But your own webpage can do anything your imagination can conceive of.
Make unique experiences beyond what platforms are capable of.

Then link the two together.
Now people want to deplatform to see what you’ve made for them.

Make things so good they’ll
randomly check elsewhere for you.

Ever flick over to your favourite store or channels?
Just to see if there’s something new or interesting?
Most of us do.

Great experiences live rent-free in our minds.
Optimise for it.

Make things so good that
media covers you cross-platform anyway.

The media covers interesting and noteworthy things.
So make interesting and noteworthy things.

Then tell them about it.

Leverage smaller-by-design channels.

Email newsletters. Discord servers.
These work because you’re the moderator.
Not an algorithm trying to sift through billions of posts an hour.

Now you’re the one responsible for your people seeing the best stuff.
And you’re far better equipped to do that than Meta is.

Okay okay… so it’s clear: we have to make really great things.

What does “really great things” mean?

Here’s the formula for that in this context:

Give more than you ask + Make it enjoyable.

The more you give than you ask, and the more you make it enjoyable, the greater your results should be. Do that and extend your time horizon, and you’re golden.

Don’t entrust the health and wellbeing of your creations, projects, or business ventures with platforms and gatekeepers that don’t give a hoot about you.

The safest, smartest, and most fun thing you can do is to be bigger than the platforms.

Question for the week: How dependent do you feel on certain social platforms?

Reply to this email with your answer.
I read every one, and reply to as many as I can.

You’re more than good enough,