Do you still need a website in 2024?

I remember being surprised when I first heard of an influencer without a blog. Where would they post all their pictures, talk to their audience, and link to the products they’re using? Covering influencer relations for a brand, I was surprised to receive DM pitches and found them way less professional than emails. This was way before Instagram became the shoppable haven it is today, and much closer to the age of front row fashion bloggers such as Susie Bubble or Tavi Gevinson.

Little did I know, all of this was going to become the norm.

There are plenty of creators and brands who rely exclusively on their social media platform of choice to promote their content. And while it seems to be working just fine, here’s why it might be problematic:

When you’re relying on Instagram or TikTok to host your content, you must play by their rules. This means, first of all, that they may, at any time, decide to remove your content, use it in their own advertising, or simply interrupt service for maintenance [see Instagram Terms of Use]. This also means they might change the algorithm or introduce new features that don’t work in your favor. Your Instagram account is not 100% yours. You know what they say, if the app is free, then you are the product.

Having your own website, on the other hand, has tons of advantages. For once, you own your content and its copyright. You get in-depth analytics about your audience. You also get much more creative freedom - from branding and design, to formats you can use and how you can combine them. You don’t need to fit your text in a certain number of characters, nor do you need to limit your video to 30 seconds. And while many social networks come and go, websites are (probably?) forever.

Your website should be your home base. Use it to host your portfolio, services, e-shop. Write an occasional blog if you want to improve SEO. And use your choice of social networks to promote and market, linking to your website whenever possible. Even better, use them to grow your email list and have access to your audience on your own terms.

A website feels professional and builds trust, while social networks are a way of adding personality to your brand. Use them together to get the best results, in 2023 and beyond.