Should small businesses rely on social media platforms to reach customers?

By Juli Anne Patty, Fractional CMO | The 60-Second CMO | October 9, 2026

Short answer: No. Use social media to reach new people, but make your own email and text lists the foundation of your marketing. The platforms set the rules and can change them at any time. Your customer list is the one marketing asset no platform can take away.

What happened between Meta and TikTok in October 2026?

On October 8, 2026, Meta stopped accepting ads from ByteDance, TikTok’s parent company, on Facebook and Instagram. The ban covers the US, Canada, Egypt, Indonesia, Japan, Thailand and Vietnam. A month earlier, in September, TikTok removed the dedicated Instagram link from user profiles.

Does the Meta ad ban affect small businesses?

For most small businesses, not directly. There’s one exception: Meta’s ban also covers ads from other advertisers that send people to TikTok. If you run Facebook or Instagram ads that point people to your TikTok account, those ads may no longer run in those countries. Point them to your website instead.

Why does this matter if my business doesn’t advertise on TikTok?

It shows how quickly a platform can cut off a route to your customers. Followers, links and ad options can change overnight, and you have no say in it. If most of your customer relationships live on one platform, your business depends on that platform’s decisions.

What is owned media, and why is it important?

Owned media is any channel you control directly: your email list, your SMS subscriber list, your website and your customer data. No platform can change the rules on these, limit who sees them or take them away. That makes them the most stable base for small business marketing.

Should I stop posting on social media?

Absolutely not, though it’s worth considering whether it's worthwhile to be on ALL social media platforms. (Probably not.) Keep showing up where your customers spend time. Treat social media as a way to meet people, then give them a reason to join your email or text list. Every post and ad should point back to something you own.

How can a small business start building an email list?

Add a sign-up form to your website and offer something valuable and useful in return: tips, research, early access to a solution, or a discount. Then mention it regularly in your social posts. Collect emails at checkout and at events too. A small list of real customers is worth more than a large following you can’t reach directly.

How do I know if my business is too dependent on social media?

Ask yourself: if Facebook or TikTok disappeared tomorrow, how many customers could you reach by Friday? If the answer is “not many,” start building your own list now.

Key takeaway: Rent attention on social platforms, but own the relationship. Your email list, SMS list and customer data are the only marketing assets you fully control.

Juli Anne Patty is a fractional CMO who helps small and medium-sized businesses that have grown through referrals build marketing that brings in leads and sales. Get every 60-Second CMO tip in one free weekly email at juliannepatty.com.