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January 14, 2025
EP 72: Brad Sugars Spills: How to Get Out of Your Own Way and Scale to Millions
January 28, 2025Episode 71
TikTok Bans, Meta Madness, and Why Organic Marketing Still Reigns

Are you tired of feeling like your business is at the mercy of algorithm changes?
In this episode, I’m diving into the absolute chaos that’s taken over the social media landscape. From TikTok bans to Meta’s ever-changing algorithms, it feels like the ground is constantly shifting beneath our feet. If you’ve been relying heavily on social platforms to reach your audience, this episode is your wake-up call.
I’ll share how I’ve leaned into organic marketing strategies to regain control and build authentic, sustainable connections with my audience. Whether you’re frustrated with declining reach or worried about the future of your favorite platform, I’ve got actionable insights to help you pivot and grow.
Resource Links
Grab my free guide, “5 Game-Changing Steps to Set Clear, Achievable Goals for Your Online Event Success“
Connect with Jennie:
Website: https://jenniewright.com
Instagram: https://www.instagram.com/jennielwright/
LinkedIn: https://www.linkedin.com/in/jenniewrightjlw/
YouTube: https://www.youtube.com/channel/UCjGQCVDgaOGsxrqq-w0Osmw
Want to grow your email list or launch your next product to a ready list of leads? Let’s talk
On This Week’s Episode:
- What’s happening in social media chaos: How TikTok bans and Meta’s unpredictable changes are throwing creators and businesses into a spin.
- Breaking free from platform dependency: Why relying on social algorithms is risky and how to take back control.
- Why organic marketing is the way forward: Building authentic connections through email lists, blogs, and evergreen content.
- The power of email marketing: Why your email list is your most reliable and scalable marketing tool.
- SEO and evergreen content: How to create blog posts, videos, and other content that work for you long after they’re published.
- The rise of private communities: Tips for building spaces where your audience can connect and thrive.
- Repurposing content strategically: How to get the most mileage out of your content without burning out.
- Future-proofing your strategy: My take on where social media is heading and how to stay ahead of the curve.

Jennie Wright
Lead generation and online summit queen, the host of the Aquire podcast
Jennie Wright [00:00:04]:
Hey everybody. Welcome back to the Acquire podcast. I’m your host, Jennie Wright, and this is a special solo episode. I had a completely different episode ready to go, and I’ve had to sit down, and the night before basically and record this because we are in a state of complete and utter social media chaos. And you 1000% know what’s going on when I say that. Not only did we have a less than 12 hour TikTok ban for all of my friends in the United States and I’m in Canada, so I didn’t have that ban. And let me tell you, wow, did I see some really cool stuff coming up from our friends, in the UK and Australia and New Zealand and places in Europe. Their content was just popping up on my For You page.
Jennie Wright [00:00:53]:
And it was amazing. I mean, just fabulous. But 12 hours later or less, the United States, boom, my friends are back on. Everybody that I was following, great content was coming back on, but it is absolutely chaos. And the reason I’m wanting to talk about this and how it pertains to marketing and launches is we’re seeing a change in how we’re gonna be able to get organic content out and also paid content. And I’m I’m literally talking about this from a point of view of, the fact that I have I’ve recently, become the CMO of a, of a company. And, it’s a it’s a venture that I’m being, you know, part of now, while still running my own business and and and taking care of clients. And we’re starting from scratch and I’m about to launch an SLO, a self liquidating offer, which you typically run ads for.
Jennie Wright [00:01:45]:
And so it was really important for me to sort of think about this as a CMO. How am I going to effectively put out offers and will everything change? Won’t it change? I really don’t know yet. And I don’t think anybody knows anybody who says they do. I’m I’m not sure. So I don’t know about you, but are you exhausted yet by this social media rollercoaster? I mean, wow. All right. So we have the TikTok ban, which was just spoke about and meta being very Meta right now. It’s like every platform is in a full blown identity crisis and do not get me started on X.
Jennie Wright [00:02:24]:
I will never call it X for long. I always call it Twitter or whatever Elon and his buddies are calling it this week. But social media has become incredibly unpredictable and incredibly unreliable, leaving businesses and content creators scrambling. You were seeing US content creators who were making their living or partial part of their living or some or, you know, funds from the creator platform. And all of a sudden they couldn’t do it anymore. And, you know, we never had the creator fund in Canada, so we couldn’t monetize any TikTok channels up here. But my friends, to the south definitely could, and they were making some good money. So today I want to really drive, you know, really get into why organic marketing is not only the sane, but the scalable and sustainable choice and the way forward in this insane dumpster fire, which we find ourselves.
Jennie Wright [00:03:18]:
So, you know, we we still have a looming threat of a TikTok ban in the future, and this is definitely impacting creators. It’s definitely impacting brands. I will say that, some brands really came out ahead, in the past, like, 72 hours before the ban. You have like Duolingo and a whole bunch of other companies that just had some of the best content come out as this thing was kind of ramping up. But if you are trying to get your content in front of your ideal audience and you want to build a thriving community, well, you need to need to figure that out. And if you’re putting all your eggs in one basket and that basket being something that may or may not be banned, you’re going to find yourself into some trouble. So let’s talk about it. We have constant algorithm changes happening right now, especially on Facebook, especially on Instagram.
Jennie Wright [00:04:10]:
Anything with meta, we’re seeing a really big change in the algorithms. We’re seeing pay to play dynamic, and now we’re seeing a subscription frenzy. Hello, meta verified. I still haven’t done it and I won’t. But remember when Instagram was about sharing like cute photos of your friends and your pets. Right? Now it feels like a slot machine and it’s incredibly pay to play. And I have no idea. I do not have a crystal ball as to what’s gonna happen in the not so distant future.
Jennie Wright [00:04:37]:
And, along with X, you know, this reign of chaos over there, there’s a lot of loss of brand trust. Right? And there’s a shift away from what its original purpose was. Whether you align left or right or in the middle, it doesn’t matter to me. Okay. I am not American. So the politics down there, I just, I stay, I stay out of basically, and this podcast has nothing to do with that. But I can’t, I can’t advise my clients to spend money on a platform where things are just in chaos. So let’s, let’s get into this sort of like organic marketing because it is the safe zone right now.
Jennie Wright [00:05:18]:
Okay? It is the absolute safe choice to be looking at. It is where you can have control. So your email list isn’t gonna change its algorithm. You own it, you control it, and no billionaire or anybody else can mess it up for you. And so when we’re looking at creating content for our email lists and even growing our email list, you have to look at the places where that can happen in a really flowy way with a lot less of the day to day, you know, just craziness that’s going on. And this is where I’m gonna recommend, and I’m going to be launching these for this this company where I’m the CMO. We’re gonna be doing, some summits. So we’re gonna be doing a q two summit.
Jennie Wright [00:05:57]:
I’m doing a hybrid summit and a slightly modified, it’s kinda like a hybrid mini summit. So it’s, you know, about 12 speakers and and some really cool stuff. And so summits are still an incredible way to organically reach your audience without having to pay for ads, because I honestly do not know what’s gonna happen. I’ve been having great success with ads for clients. And I have, you know, I have somebody who supports my, me and my team to do these ads. She’s amazing. But what’s going to happen. I really don’t know.
Jennie Wright [00:06:27]:
And so when we look at organic marketing, we’re looking for the authenticity of it. Right? So people are, are super deeply creating or craving, sorry, those real human connections. And they’re looking for organic strategies. Obviously we just talked about email marketing, blogs are still having a really good impact and I suspect they’ll continue to have a great impact and personal branding, building trust and loyalty. We’re still seeing companies being rewarded for really good SEO. Although that SEO is changing, it’s not just keyword stuffing anywhere. It is really creating some good content. And we always have to remember that organic marketing is not about selling.
Jennie Wright [00:07:07]:
It’s about connecting and building up that brand and building up that access to a trustworthy, you know, company, trustworthy products. And that connection is incredibly, I mean, it has no price. It is priceless in what feels like a world full of so much digital noise. And organic marketing is always going to be sustainable. Paid ads are skyrocketing in costs depending on where you’re using them. Although I will say that depending on the campaign that I’m running with clients, we’re seeing some really great results. You know, I can get like 50, I don’t know, 50¢ per click or something like that, depending on if it’s an awareness campaign or not. So awareness campaigns seem to be doing pretty good, but I just did a campaign.
Jennie Wright [00:07:51]:
It was, it definitely was a a campaign that was to purchase. It was to purchase a course, and the course was $45. And our cost per click at the beginning of the campaign was, like, $55. And and we were still trying to refine the campaigns and, we were still building up a little bit of awareness and retargeting. And when we were retargeting, obviously, that price came down, and, we’re seeing that price now come in alignment. So that is a that’s an SLO, by the way. It’s a $45 SLO, self liquidating offer. It’s a $45 course that goes into, 2 different offers.
Jennie Wright [00:08:28]:
And then the back end offer is lucrative for the client. It’s like a $9,000 course. And so the SLO, the whole point of it is that it pays for itself. And, you know, I was a little I was a little concerned for the 1st 2 or 3 weeks that we were running these ads because we were seeing that the price was really, really high. And now it’s coming back into play, which is, you know, its balance is coming, which is great. So even though you might be seeing skyrocketing costs in ads and the ROI for you might be dwindling and you should really keep a good eye on it, organic strategies are going to help you build long term equity in what you’re doing. It is better, cheaper, faster, stronger to have incredible relationships and build a ton of trust. And so this is where consistency comes in.
Jennie Wright [00:09:15]:
And I’ve talked about consistency a lot on this podcast. The consistency is so key and it is literally the thing that should be what you work on all the time. And I know personally, and I’ve talked about this before as well, that I struggle with consistency. Consistency is difficult for me sometimes because I get too busy and I always prioritize everybody else before I prioritize my own socials or my own business. And that can, that causes me to, you know, fall into that problem. This is where I rely on my team to create the consistency for me, to make sure to remind me. You know, I I’ve got constant reminders to stay on top of these things because if not, I will forget. I will always put somebody else ahead or before my own, marketing, to be quite honest.
Jennie Wright [00:10:03]:
And so how we wanna lean into this organic marketing when we’re looking at, the next couple of months, because they’re going to be crazy. Right? They’re already crazy right now, but you need to double down on email. I my prediction is that email is going to be the thing that people are actually gonna start, paying more and more attention to it. They never we’ve never seen people really leave email, although we have seen an overwhelm in email and trends come and go and fads, you know, fast and furious. They’re they’re here. They’re there. But you I really want you to lean into building your list, nurturing your list, and prioritizing quality over quantity. It is your safety net.
Jennie Wright [00:10:43]:
Your email list is your safety net. If TikTok gets banned again, which it may or may not, I think there’s a 90 day stay of the ban that’s gonna happen in the next 24 hours. But if it, you know, if it goes away and that was your platform or if Meta is your platform, and I will tell you that there’s a lot of people because of the TikTok ban and how ticked off they are towards Mark Zuckerberg, and, you know, other people who were participating and trying to get this ban. You know, there’s a lot of interest in that. There was a whole group of people. There was a I think there was, they were saying that was millions of people. I really can’t verify that, but there’s a lot of people who were saying that they were going to start, boycotting Meta. And so if you’re using Meta to send out your ads or basically just to communicate with your with your leads and your potential audience, you have to have a backup plan and your email list is that safety net.
Jennie Wright [00:11:41]:
So please make sure you’re investing time and energy in that. I really want to recommend this is number 2, is creating evergreen content that is going to serve you over and over and over. So high quality blog posts, high quality YouTube videos, podcasts, podcasts still have so much staying power. And when people have nothing that they can do in terms of like, you know, Scrolling their favorite content. They’re going to fall back on these things. YouTube’s not going anywhere. As far as I know, blog posts are awesome and podcasts. And so make sure you’re creating this evergreen content and a blog post doesn’t disappear into the algorithm abyss.
Jennie Wright [00:12:21]:
Right? It keeps working for you day in, day out. It’s awesome. And you know, some people are like, Oh, I don’t want to block actually a funny thing. And here’s a little story. I am working with a new client. This is a completely different client. Just started working with them at the end of November. But we’ve been slowly building up and, I’m going to be working on launching their business with a website and the website has to be out in April.
Jennie Wright [00:12:48]:
And I said, okay, so we’re going to get some blogs up and everything. And the, and the client’s like, no, no, no, no, no. We don’t want any blogs. Blogs are pain in the ass. They don’t do anything, blah, blah. And I was like, no, no, no. You absolutely need to have some blogs. It’s just, you know, you need to get that content up there because it’s gonna work for you in the long run.
Jennie Wright [00:13:06]:
If and when Google starts indexing your site and starts crawling it and starts rewarding you for your SEO, that we will do. Then those blogs are are gonna be valuable to you. If people start creating some search terms or putting into Google whatever search term that they’re they’re looking for and your company comes up because you have a blog written about it, that’s awesome. And right now with, Google’s AI suggesting all sorts of crazy content at the top of the page. If you scroll, you should see some really good content that’s actually like actual content and not AI generated, and that’s what you want your blog to be. 3rd thing is SEO. And I’m not an SEO expert, but I know enough to be dangerous and that’s enough for me to get by. And I want you to optimize your website and your content to ensure that it is discoverable.
Jennie Wright [00:13:57]:
K? Your website has to have the right elements. That could be a plugin to help it get discovered. That is a and and doing all the meta tags and all the descriptions, I and also making sure that it is, accessible. Now that’s not SEO, but I also love some accessibility. So putting on those descriptions, those alternate descriptions on photos so that people who are not able to see the photo or have some impairment in that way can still, have their services on their, computer or their phone. Tell them what that picture is. Really helpful by the way. So SEO is not sexy.
Jennie Wright [00:14:36]:
It’s a pain in the ass and it is boring AF, but it is the gift that keeps on giving. And if you invest a little bit of time, effort into it, you will get rewarded. So absolutely don’t forget about that. Number 4 is community building. I really, really want you to lean into memberships, into forums, into private communities and connect with people on your own terms. Make it authentic to you. You know, why put all this energy into platforms that you don’t own, where you can only create content, but it could be gone tomorrow when you can create your own little content, and your little corner of the internet just for yourself and the people that get you. Right.
Jennie Wright [00:15:15]:
And so I really want to recommend that you do that. And then last but not least is your strategy and being strategic with social. So use platforms as tools, not your entire strategy. Do not put all your eggs in 1 social media basket. Focus on repurposing your content and driving traffic to the assets that you own. And you might be on the bandwagon of joining things like Lemonade. Some people have gone all the way over into, Redbook and other ones, Blue Sky, Neptune is coming out, and that’s in beta right now. You know, and Blue Sky is still pretty small at the time that I’m recording this, but it is growing.
Jennie Wright [00:15:56]:
So be strategic with your social. And there’s a lot of opportunity, to do some really cool things on some of these new platforms. I’ll tell you. If you know who Katie Brinkley is, she’s one of my good friends and we’ve worked together for a number of years. And, you know, I had the pleasure of sharing a hotel room with her in September when we were in DC for a conference and she’s amazing. Okay. So she’s fabulous. And when Clubhouse came out, she jumped on that thing so fast and she had a meteor, like just this massive growth in a very short period of time.
Jennie Wright [00:16:31]:
Like she had so many followers incredibly quickly and it actually helped her business like extensively. It’s it’s because she was an early adopter. I’m typically not an early adopter. That’s just my nature, But I know, and I see the opportunities and I jump on them when, when, and if I feel comfortable. I wasn’t loving Clubhouse at the time. I mean, I saw the power in it, but it was just, honestly, it was it for me, it was a huge time suck and I couldn’t get into it. But, Katie did an amazing job with it and she flourished on there and it grew her business and it grew her renowned. She got speaking gigs and so on just because of Clubhouse.
Jennie Wright [00:17:09]:
And I remember distinctly building a funnel for her, selling her, like Clubhouse trips, like ticks that clubhouse tips and tricks. And she made a ton of new leads off of that and some good money too. So those are the top five things that I’m like going to tell you to lean into right now. So that’s email, evergreen, SEO, community, and being strategic where you’re putting your time and efforts into social. So just as a recap here, you’re absolutely feeling this insane amount of chaos right now with social media, but you don’t have to play the game and the same game as everybody else, because you’re going to lose. So organic marketing is your lifeboat. And I really want to encourage you to audit your social media or your audit, well, audit in general, your marketing strategies and your social media strategies in particular, and ask yourself how much of your business relies on platforms that you simply cannot control. And when you can look at platforms that you can control, and I mean, a platform like a summit you can host, or you can be on 1, you can host or have a bundle.
Jennie Wright [00:18:20]:
I have a continuous bundle running called, called many bundles, and you can apply to be a contributor there. If you want, you can go to manybundles.com. I will give you a spot on this bundle for 90 days. I give you 90 days of exposure, and that means you can grow your list. Most bundles last 10 days. My partner and I were like, Nope, we’re doing it for 90. We’re going to get people as much exposure as possible. We saw what was coming down the pike and many bundles was the answer.
Jennie Wright [00:18:45]:
So make sure you’re putting your time and effort where you should. And I want you to make sure that you’re also taking the time to up level certain things in your business that are going to have an impact. Like make sure your lead magnets are on point. Make sure if you are in a bundle, that’s a really great product. Uplevel your landing pages, make sure your email marketing, your, you know, your renewal sequence, not renewal, sorry. Your registration sequences are fabulous. Update them with new information. Have you created a Seinfeld sequence? If not, maybe you should.
Jennie Wright [00:19:15]:
And so on and so forth. So remember your business does not have to be at the mercy of social media. This madness is crazy. You’ve got the power to build something completely sustainable, scalable, wildly successful, and all by doing it organically. So I really want to see you do that. And I really hope you take this advice. All right. That is enough for today.
Jennie Wright [00:19:37]:
Social media craziness, is here to stay at the moment. I am not loving this roller coaster, but I am watching it with a bag of popcorn because it is pretty cool. Thank you so much for listening to the acquire podcast. If you like what you’re hearing, make sure you do follow or subscribe wherever it is that you’re listening. Leave me a comment or a review. I would love to hear from you and make sure you’re checking out all the great episodes that we have coming up. I am so excited. I have some really great friends and they are absolutely just like really great episodes.
Jennie Wright [00:20:09]:
Like next week, we’ve got Brad Sugars on, we’ve got Whitney Bates and coming up, Jen Espinosa Goswami, who is adorable. I adore this woman. Susan Diaz. She’s amazing. She’s all about AI. Steph Blake is fantastic. So she’s ADHD in entrepreneurship and, just these really great sort of like entrepreneurial hacks. We’ve got Natalie Amlani coming up as well, and I’ve got a couple more up my sleeve.
Jennie Wright [00:20:37]:
That takes us basically to April with all those guests. So make sure you’re tuning in. Thank you so much again for being here and we’ll see you all soon. Take care.