Would You Rather Have 1M Instagram Followers or 100K Newsletter Subscribers?

Would You Rather Have 1M Instagram Followers or 100K Newsletter Subscribers?

This thought-provoking question sparked an insightful discussion at last week’s Creator Economy NYC panel hosted by beehiiv, where the topic of truly owning your audience as a creator was explored. The panelists — Jack Appleby, Kaya Yurieff, and Preeya Goenka — unanimously agreed that they would choose 100K newsletter subscribers over 1M Instagram followers. Here’s why:

The Million-Follower Mark Isn’t What It Used to Be

In the ever-evolving world of social media, having a million followers on a platform like Instagram is no longer as rare or impressive as it once was. In fact, as of 2022, there were over 40,000 accounts on TikTok alone, with 1M followers or more. With the constant influx of new creators and the ever-changing algorithms, a large following doesn’t necessarily translate to meaningful engagement or impact.

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Newsletters Offer a More Engaged Audience

Unlike social media platforms, where users mindlessly scroll through their feeds, newsletter subscribers actively choose to open and read your content. This intentional action signifies a higher level of engagement and interest in your words. A dedicated newsletter audience is leaned in, attentive, and more likely to take action based on your recommendations or offerings.

You Control the Reach and Distribution

Social media platforms are notorious for their ever-changing algorithms, which can significantly impact the reach and visibility of your content. With a newsletter, however, you have complete control over your content distribution to your subscribers. You don’t have to worry about algorithm changes or platform restrictions limiting your ability to connect with your audience.

Owning Your Own Data is Crucial

One of the most significant advantages of building a newsletter subscriber base is that you own the data — your subscribers’ email addresses and personal information. This data is invaluable, allowing you to directly communicate with your audience without relying on third-party platforms. You don’t truly own your followers’ data on social media platforms. The platforms control that information and can change the rules or algorithms at any time, potentially limiting your ability to reach your audience effectively. By owning your subscribers’ data through a newsletter, you have direct communication with your audience, ensuring that your content and messages reach them without any interference or restrictions.

Building a Sustainable Creator Business

In the long run, owning your audience data and having a dedicated newsletter subscriber base can be the foundation for building a sustainable creator business. With a loyal and engaged audience, you can monetize your content through various means, such as paid newsletters, sponsorships, or product offerings, without overly relying on social media platforms’ whims. As the panelists eloquently expressed, while a million Instagram followers may seem like a tempting vanity metric, a highly engaged newsletter audience offers creators a more valuable and sustainable path to truly owning their audience, controlling their data, and building a lasting connection with their followers. In the ever-evolving creator economy, the power lies in cultivating a dedicated community of loyal supporters who actively choose to engage with your content — and a newsletter subscriber base represents just that.

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