Skip to content
When Instagram suspended all my accounts overnight and what it reminded me about marketing
Last week all my Instagram accounts were suspended. No warning. No explanation. No friendly note saying you might want to sit down for this.
Just a sudden wave of emails telling me everything was gone.
Before anyone panics on my behalf, all client accounts are completely fine. It was only my own accounts that Instagram decided to put in the naughty corner. Plus, I still had full access to Facebook which felt like a small win, even though I am not sure Meta meant it as one.
After a few minutes of staring at screens hoping it was a mistake, plus a coffee and a small moment of disbelief, I was reminded of something I say to clients all the time.
Never build your entire marketing presence on a platform you do not control.
It sounds obvious but many small business owners forget this in the middle of doing all the other things required to keep a business running. Social media feels convenient. Easy. Familiar. Until it is not.
So here is what this experience highlighted again, and what I want you to take away for your own business.
1. You own your website
A social media account can disappear, be suspended or become unusable without notice. Your website does not vanish just because a platform felt twitchy.
If you rely on Instagram, Facebook, LinkedIn, or any other social platform, as your main place for information, contact details, sales, or updates, you are placing your business in a very vulnerable spot.
Your website is your home base. It should clearly explain who you help, how you help (what you do), and how people can work with you. It should look like your business and feel like your business.
Most of all, it should work even when your favourite platform has decided it is having a day.
2. Your email list is your most reliable communication tool
If your accounts disappeared tomorrow, could you still contact the people who want to hear from you?
If your answer is no, start thinking about your email list immediately.
It does not need to be complicated. Create something useful for your ideal clients. A guide, a checklist, a small resource. Offer it in exchange for an email address. Be helpful. Be clear. Make it simple for people to stay connected with you.
Your email list cannot be taken away by an algorithm or an automated bot reading your caption and deciding it does not like your choice of wording. And it gives you a way to communicate to your ideal clients if your socials are suspended.
3. You need a multimedia marketing approach
Now I am not talking about doing every marketing tactic under the sun. None of us has time for that and I would not recommend it anyway.
I am talking about showing up in more than one place so your entire marketing strategy does not fall apart when one account vanishes.
You do not need every platform. You just need the right mix for your ideal clients. Most businesses only need two or three strong channels supported by a website and a steady email list.
Ask yourself these questions.
- Where do your ideal clients spend their time?
- Where do they look first when they want information?
- Where do they research?
- Where do they check before buying?
Choose your channels based on those answers rather than trends or pressure to be everywhere.
4. What to do right now to protect your business
Here are the steps I recommend to every business owner, (especially after last week).
Review your website
Is it clear? Up to date? Easy to navigate? Does someone know exactly what you do within a few seconds?
Start or grow your email list
Offer something genuinely useful. Keep it simple. Set up one sign up form. Make it visible.
Spread your marketing across a couple of channels
Pick the places your ideal clients actually use. Commit to showing up consistently.
Plan for the what if scenario
If Instagram or Facebook disappeared tomorrow, how would you communicate? Create your safety net now instead of waiting for a suspension notice to remind you.
5. Appealing the suspension
One of the things that happens with these suspensions is that you get to download your Meta content and appeal the suspension. Which I did.
I received initial emails saying my appeal is denied. So, I was ready to go to plan B (starting new pages). However, while contemplating that, Instagram sent through emails saying the accounts had been reviewed and reinstated. There was an apology and an acknowledgement that they had got it wrong, which I appreciated even if the whole situation was still confusing. One moment everything was suspended, the next it was all back again.
It was a relief, of course. But it also reinforced the point of this blog. A platform can decide you are out of action without notice. You might get everything back with an apology, or you might not.
Your marketing needs to stand on its own, not on the mood swings of a platform you do not control.
Something to think about for your own marketing
If this situation gives you that uncomfortable feeling in your stomach because you know your business relies on one platform, take it as a gentle nudge.
Your marketing should not collapse because one app decides it has opinions about your account.
You deserve a stable, reliable set up that works even when the unexpected happens.
And if you want help building that stability, whether that is through your website, email list, or a proper strategy and multimedia plan, you know where to find me.
Common questions about protecting your marketing
1. Why should businesses avoid relying on social media as their main marketing channel?
Social media is unpredictable. Accounts can be suspended, restricted or removed without notice, even when you have followed all the rules. When that happens, you lose access to your audience and cannot communicate with them. Your website and email list are stable channels you own, so they continue working even when social platforms do not. Using social media as only one part of your marketing, not the whole thing, gives your business more protection.
2. What owned channels should every business have in place to stay protected?
At minimum, you need a clear and up to date website and an email list you can use to contact people directly. These channels are under your control and not affected by platform changes or automated moderation. With these in place, your marketing remains steady even if a social media account is suspended or your reach drops suddenly.
3. How can a business build a simple, low effort multimedia marketing approach?
Start by identifying where your ideal clients spend their time and choose two or three channels that genuinely matter to them. Combine these with your website and email list to create a balanced mix. You do not need to be everywhere. You only need a consistent presence in the places that matter to your clients. This gives you visibility without depending on a single platform.
