How should I deal with all the changes happening on social media platforms like Facebook and Instagram that are hurting my reach and sales?

Change is inevitable, no matter who you are or where you are. These platforms reserve the right to change their minds whenever they feel like it, and that’s just how it works. When change happens, you’re faced with a decision: you can either dwell on it emotionally, or you can decouple yourself emotionally and use a framework. The framework is simple: check your emotion at the door. The only thing that matters is whether the platform still provides ROI and whether access to that attention is still cheaper than market rates. Compare the cost to alternatives like other ad platforms, radio, billboards, or magazine ads. If the platform still gives you cheaper attention than the alternatives, keep using it. When everyone else is zigging and panicking, you zag. Stay calm, objectively assess if it still works, and if it does, keep calm and carry on.

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Asked by an artist frustrated by platform changes · Answered by Patrick Shanahan · art-marketing-podcast · 2018-03-27