Why Betting Everything on One Platform (a.k.a Substack) is a Recipe for Disaster

Substack is great...until it isn't

You’ve got a killer offer, you’ve nailed the problem your audience is dying to solve, and you’re seeing traction.

Things are clicking.

And it’s tempting to pour everything into the one that’s working best.

More focus, more results, right?

Until it screws you.

I’ve been there.

A lot of people have been there.

And the writing is on the wall notes platform.

Substack is changing, and not in favor of the independent publisher.

This has happened before.

Myspace > Facebook > Twitter > Instagram > TikTok

At first all the algorithms were equal to anyone that published content that was share worthy had views and traffic flowed like milk and honey.

Everyday people had followings overnight.

Then slowly over time the algorithm changed for what was in the best interest of the platform, not the users.

And the users started chasing the algorithm and the trends.

Creating a cycle of repetitive, “viral”, and mostly negative content that get’s regurgitated over and over again.

Why? Because it works.

It’s human nature.

Then everyone get’s tired of it and starts looking for a new platform that is “fresh”.

So what do you do?

Stop focusing on Notes and post more on your publication. Your publication is where your audience comes to hear from you.

And Substack isn’t taking that away (yet).

During the Instagram Reels boom a few years ago, creators and businesses went all-in.

Short-form video was the golden ticket for massive reach, insane engagement, a direct line to your audience.

Then Instagram tweaked its algorithm.

Suddenly, those Reels that used to hit a million views were lucky to crack 10k.

Businesses that banked everything on that one trick pony?

They got crushed.

Some pivoted.

Others didn’t make it.

That’s the single-channel bet.

And it works, until it doesn’t.

When you lean too hard on one platform, you’re not in control.

You’re renting space on someone else’s turf, and they can evict you, jack up the rent, basically do whenever they feel like.

Platforms shift their priorities all the time.

Algorithms change.

Policies get rewritten.

Entire services vanish.

And if your business lives and dies by that one lifeline, you’re done.

Backup your newsletter list regularly.

It’s the only thing that is yours.

If you’re memory is a little fuzzy let’s run through some more examples:

YouTube’s Adpocalypse: Back in 2017, YouTube tightened its monetization rules. Channels that relied on ad revenue, especially smaller creators, saw their income slashed overnight. Some had built their entire livelihood around YouTube’s partner program. When the rules changed, they were left with nothing. Diversified creators with email lists survived. The rest? Not so much.

Google’s Panda Update: In 2011, Google rolled out an algorithm update that tanked sites relying on low-quality SEO hacks. Businesses that lived off organic search traffic woke up to find their rankings gone. If you didn’t have other channels like social or email to fall back on, you were done.

TikTok’s Near-Ban: Remember when TikTok was on the chopping block in the U.S.? Brands and creators who’d gone all-in on the platform were sweating bullets. Sure, it didn’t get banned (yet), but the threat alone exposed how fragile a single-channel strategy is. What happens when the next shiny app gets hit with a geopolitical shakedown?

These aren’t hypotheticals.

They happened.

Platforms don’t care about you.

They care about their bottom line.

And when their interests shift, you’re the one left holding the bag.

If you’re serious about building something that lasts you’ve got to diversify channels and point everything at growing your email list.

It’s your lifeline.

Think about it like dumping all your cash into one stock.

Unless you’ve got a gambling addiction, you spread it out.

Same rules apply here.

But diversification isn’t about spamming every platform with the same lazy copy-paste post.

It’s about picking the right channels for your audience and your offer, then tailoring your approach so it actually works.

You’re building a system that can take a punch and keep on going.

And that’s what analyzeaudience.com does.

It can analyze your audience to tell you what they really want.

Not some algorithm, not a trend, not some guru’s advice.

Your audience, your channel, your content analyzed and personalized for you.

There is a lot of talk about “One Person Businesses” a lean, optimized system that runs without you.

A single-channel is the opposite of that.

One bad update, one policy shift, and your whole system is destroyed.

That’s not freedom. That’s fragility.

Alright, enough doom and gloom.

Let’s get practical.

You can’t snap your fingers and fix this overnight, but you can start today.

Here’s how to build something anti-fragile:

Pinpoint Your Channels: Don’t try to be everywhere. Pick 2-3 platforms that match your audience and your offer. Selling high-ticket coaching? LinkedIn and a solid email list might be your bread and butter. Running a visual brand? Instagram and Pinterest could be your jam. Focus where it counts.

Repurpose Like a Machine: You don’t need to churn out fresh content for every platform. Take what’s working and adapt it. A blog post can become a LinkedIn article, a Twitter thread, or an Instagram story. Same core idea, different delivery.

Own Your Audience: Stop relying on borrowed land. Social media’s great until it’s not. Build an email list, a community, or a home base you control. When the next platform implodes, you’ll still have a direct line to your people.

Test, Tweak, Repeat: This isn’t set-it-and-forget-it. Track what’s driving traffic, leads, and sales. Double down on what works, but don’t ditch under-performers, they’re your insurance policy. The goal is balance, not chaos.

Start small.

Pick one new channel this week.

Repurpose something you’ve already got.

Test it.

See what sticks.

You don’t need to overhaul everything, just take the first step.

And if you’re interested, check out analyzeaudience.com. It’s a cheat code for getting your content out there without losing your mind.

Platforms will rise, fall, and screw you over without a second thought.

Don’t be caught off guard.

Diversify now, and build a business that lasts.