Platform risk

Everything you build on a platform sits on terms somebody else writes and can change. Rules shift, ranking changes, payouts get restructured, an account gets suspended by an automated system at two in the morning, and none of it involves your consent. The standard framing for this is building on rented land. The counterweight is owning a direct line to your audience: an email list, a website, anything where you hold the contact details yourself. Two mistakes recur. Treating a second social platform as diversification, when it simply repeats the same exposure. And leaving the email list until the channel is big, by which point the crisis has already happened.