I’ve been hit with shadowban after shadowban on Twitter (or X, as they insist on calling it – still not used to that) lately, just for sharing my latest creations and connecting with my audience.

Apparently, they don’t like that I promote external links. They think I’m a bot.  There’s obviously some threshold they allow, but it’s a secret they keep tightly under wraps. (If anyone knows the secret, please share!)

This whole experience reminded me that social media platforms love to act like they’re all about supporting creators, but their real loyalty lies with the advertisers. It’s easy to fall for that illusion, until you get shadowbanned, or worse, with no warning and no way to fight back. It’s a rude awakening.

YouTube’s the same. They talk a big game about supporting creators, but let’s be real, they’re serving that same master: the advertisers. Your ability to draw a crowd benefits them, so they try to keep you happy. But ultimately, they don’t work for you, you work for them. They’re all in the business of keeping people on their platform and serving them ads. They can deplatform you in a heartbeat, and it happens to creators all the time.

This kind of dynamic isn’t just online; it happens offline too. The illusion is nothing new.

Let me tell you a story. Back in the day, when I was a traditional office worker, I got headhunted for jobs a couple of times. I felt like a VIP then, hand-picked for greatness. I thought the recruiter was my advocate, impressed by my CV and genuinely wanting the best for me. Wrong!

Their allegiance was to the company that hired them. They got paid if I got hired, not if I found my dream gig.

See the pattern? We get seduced by the illusion, but we need to follow the money to see the true agendas. We need to wise up.

Here are a couple more reality checks:

“Free” Apps: They’re not free. You’re paying with your data, your privacy, and your attention.

Loyalty Programmes: Designed to encourage you to spend more, not save more.

Influencers: Sometimes blurring the lines between genuine recommendations and paid endorsements.

Seeing reality for what it is is what we call discernment. The work of discernment is very hard.

Lewis B. Smedes

So, how can you use this knowledge to protect your creative business?

Diversify Your Platforms (and Revenue Streams):

Think of each platform as a different avenue for reaching customers and generating income. Don’t put all your eggs in one basket. Use at least three social media platforms, and preferably not ones under the same umbrella company (like Meta, which owns Facebook, Threads, Instagram, and WhatsApp). There have been instances where one platform going down has affected several others from the same company.

Build Your Own Home Base (Your Business Hub): Your website is more than just a digital portfolio. This is where you control the narrative, build your brand, and cultivate direct relationships with your audience. Think of it as your central hub for showcasing your work, selling your products or services, and capturing leads. Social media is like a fancy rented office with lots of foot traffic, but the landlord can change the terms whenever they want.  Your website is your own business headquarters. Things happen on your terms there. You have complete control over the design, the content, and the customer experience. You’re not at the mercy of algorithm changes or platform policies.

Embrace Authenticity (Your Brand Story): Authenticity is a powerful brand differentiator. In a world of polished perfection, misleading tactics, and hidden agendas, people crave realness and connection. Share your story, your struggles, and your triumphs. Be transparent. This builds trust and loyalty, which are essential for any successful business.

Demand the same level of trustworthiness and transparency from who you do business with.

Focus on Value Creation (Your Unique Offering):  At its core, a business boils down to this: What problem(s) do you solve for your audience? What unique value do you bring to the table?

Always think about your art from a business perspective: What needs are you fulfilling? How are you making your customers’ lives better, easier, or more enjoyable?

Here’s how I would answer those questions for my own creative business:

Problem I solve: Helping people break free from the employee mindset and embrace an entrepreneurial mindset, giving them the knowledge and strategies to turn their creative hobby into a business venture.

What I bring to the table: I went from almost two decades as a naive employee to being self-employed, a published author, and a recording artist, all the while being foreign and not a “type A” kind of person at all.

Treating your art as a business doesn’t diminish its creative value; it simply adds a layer of strategic thinking that can help you achieve your goals and make a living doing what you love. By combining your creative passion with a business mindset, you can turn your art into a thriving enterprise.

Reflect,  Redefine, Rise!

R