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Agents need to diversify their digital presence in order to ensure they don’t get caught in the crossfire of social media outages, warns one expert in the space.
Following a widespread outage of Instagram earlier this week, which affected thousands of worldwide users, Nic Fren from Bespoke Media stressed that the disruption “serves as another reminder that we need to diversify our digital presence across multiple channels to mitigate the impact of such outages”.
In a digital age, platforms like Instagram have become increasingly important for agents aiming to boost their social media presence and funnel clients into their services via this avenue. However, Mr Fren believes if the latest Instagram outage served any great purpose, it was to remind agents not to consolidate their digital presence too heavily onto a single platform.
He noted that “Instagram has been a dominant force in the industry,” but explained that “this outage demonstrates the vulnerability of those who solely depend on it”.
Mr Fren added the outage “serves as a stark reminder that relying on a single platform can be detrimental to success and long-term growth”.
With agents needing to “diversify their digital presence across multiple channels to ensure they can continue operating effectively, even in the face of unexpected disruptions,” Mr Fren offered several benefits digital diversification can present, including:
- Reach a broader audience: Given each social media platform offers its own unique database, Mr Fren believes agents must expand their presence across a range of platforms, including Instagram, Facebook, and LinkedIn, as well as emerging platforms such as TikTok, in order to provide valuable opportunities to connect with a diverse audience.
- Adaptability in a dynamic landscape: Digital trends often evolve at breakneck speeds, and the popularity of platforms can change overnight. One week, Instagram is the talk of the town; the next, it is fish-and-chips wrapping. Agents placing all their eggs in a single social media platform’s basket leaves themselves vulnerable to sudden shifts in user preferences. Conversely, active participation across a range of platforms allows agents to remain dynamic to shifting trends and connected to a wider audience.
- Diversification reduces dependency: Being too heavily focused on a single platform places agents at the mercy of that platform, therefore increasing their susceptibility to outages, technical issues, and policy changes. By being present on multiple channels, agents spread their risk and reduce their risk of running into technical issues and roadblocks.
- Enhanced brand visibility: A multi-channel presence is paramount for agents growing a consistent brand image, strengthen their online reputation, and increase brand recognition. Consistent messaging and branding across various channels contribute to a cohesive and professional online presence.
Mr Fren explained: “We’ve reached a pivotal moment where we must evaluate our digital marketing strategies and adapt to the changing landscape”.
“By adopting a multi-channel approach, agents and business owners can future-proof their [businesses], reduce the impact of unforeseen disruptions, and maximise their reach and engagement with clients,” he concluded.
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