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Diversifying Your Marketing Strategy: What to Do When Facebook or Instagram Is Down


Today, Facebook and Instagram experienced an outage, leaving users stranded with session expirations and login errors. The blackout, shrouded in mystery, sparked a mix of frustration and humour across the digital landscape.

As users grappled with the sudden disappearance of their favourite platforms, speculation ran wild. Amidst the chaos, jokes circulated about how tech magnate Elon Musk might react to the news.

Yet, beneath the surface, the blackout sparked introspection. It forced users to reconsider their reliance on digital connections and highlighted the vulnerabilities of our online lives.

Despite the uproar, Facebook has remained silent, offering no official explanation for the outage. As the digital dust settles, questions linger about the future of our digital interactions and the role of technology giants in shaping our online experiences.

In this moment of disruption, one thing is clear: the blackout serves as a poignant reminder of the fragility of our digital world and the need for resilience in the face of technological hiccups.

In today’s digital age, social media platforms like Facebook and Instagram have become integral tools for businesses to connect with their audience, promote products or services, and drive growth. However, what happens when these platforms experience downtime or disruptions? Relying solely on Facebook or Instagram for your marketing efforts can leave your business vulnerable to such disruptions, highlighting the importance of diversifying your marketing strategy.

The Risks of Sole Reliance on Social Media Platforms

Facebook and Instagram downtime can occur due to various reasons, including technical issues, server outages, or algorithm changes. When these platforms go down, businesses relying solely on them for marketing may experience:

Loss of Reach: Without access to your social media accounts, you lose the ability to reach your audience and engage with them, potentially resulting in decreased visibility and brand awareness.

Disrupted Communication: Social media platforms serve as communication channels between businesses and customers. During downtime, communication channels are disrupted, leading to missed opportunities for customer interaction and support.

Impact on Sales: For businesses that heavily rely on social media for sales, downtime can directly impact revenue generation, especially during critical promotional periods or product launches.

Diversifying Your Marketing Channels

To mitigate the risks associated with social media downtime and ensure consistent growth, businesses should adopt a diversified marketing strategy. Here are some alternative approaches to consider:

Email Marketing

Build and nurture an email list of subscribers who have opted in to receive updates, promotions, and valuable content from your business. Email marketing allows for direct communication with your audience, independent of social media platforms.

Search Engine Optimization (SEO)

Invest in optimising your website for search engines to improve its visibility in organic search results. By focusing on relevant keywords, high-quality content, and user experience, you can attract targeted traffic to your website.

Content Marketing

Create compelling and informative content that resonates with your target audience. Blog posts, videos, podcasts, and infographics can help establish your brand as an authority in your industry and attract organic traffic to your website.

Paid Advertising (Google Ads)

Utilise pay-per-click advertising platforms like Google Ads to reach potential customers actively searching for products or services related to your business. Target specific keywords, demographics, or interests to maximise your ad’s effectiveness.


If your business caters to professionals or operates in the B2B space, leverage LinkedIn for networking, content sharing, and lead generation. Participate in industry discussions, publish thought leadership articles, and connect with potential clients or partners.

Community Engagement

Engage with online communities, forums, or niche social media platforms relevant to your industry. Build relationships, share valuable insights, and establish your brand presence within these communities.


While Facebook and Instagram offer valuable opportunities for businesses to connect with their audience, relying solely on these platforms for marketing can pose risks during downtime or disruptions. By diversifying your marketing channels and exploring alternative approaches, you can mitigate these risks and ensure consistent growth for your business. Embrace email marketing, SEO, content creation, paid advertising, professional networking, and community engagement to build a robust and resilient marketing strategy that stands the test of time. Remember, a diversified approach not only protects your business from platform outages but also opens up new avenues for reaching and engaging with your target audience.