With the United States Inauguration around the corner and TikTok on the verge of being banned, the future of social media has never been more uncertain.
Many artists rely on their favorite platforms to reach audiences, whether it's TikTok, Instagram, or even the emerging Bluesky. Often, these platforms become the primary means of engagement, leaving creators heavily dependent on a single service. However, in today's social media-driven era, it's easier than ever to establish direct connections with fans.
One resource often overlooked or underutilized is the mailing list.
Why Your Mailing List Matters
Email lists are one of the most effective ways for artists to engage directly with their audience. Unlike social media, email bypasses algorithms and ensures your message—whether it's a new single, merch promotion, or tour announcement—lands right in your fans' inboxes.

But, why now?
TikTok: The fate of TikTok has been uncertain for some time, but with a potential ban in the United States just days away, many creators face significant challenges. For some, TikTok isn’t just a platform for creative expression or fan engagement—it’s their primary source of income, essentially their job. Losing access to such a platform could be devastating, cutting off their livelihood and their main way of connecting with fans. This kind of disruption has happened before with platforms like Myspace, which left countless artists and bands struggling to reconnect, and even find their audiences.
Meta (Facebook, Instagram): Meta has most recently faced growing criticism for recent policy changes, including the elimination of fact-checking and the influence of its conservative board members. These shifts, coupled with CEO Mark Zuckerberg's controversial comments during a podcast with Joe Rogan, have alienated many users and sparked backlash, prompting some to leave the platform.
X (Twitter): For many creatives, X has already lost its appeal, largely due to Elon Musk’s acquisition of the platform. Once a valuable resource for connecting with journalists and pitching projects, it has seen a sharp decline in use. While Instagram's Threads briefly seemed like a viable alternative, it failed to gain the traction needed to replace X effectively.

Easy Ways to Grow Your Mailing List
Add a lightbox or pop-up form to your website.
Include a subscription form in your website footer.
Use Instagram Stories to ask followers for their email addresses with a "question" sticker.
Create a fun Reel or TikTok (while you still can) encouraging fans to subscribe.
Run contests or giveaways that require joining your mailing list.
Offer freebies, like a free sticker or digital download, as an incentive.

LONG STORY SHORT:
It’s more important than ever to diversify your content and outreach strategies. Building a mailing list or text chain is a reliable way to connect directly with your fans—without being at the mercy of platform changes or government regulations.
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