Don't put all of your eggs in the Instagram basket.
In which, I write to you stressed out of my gd mind.
So, there’s a super fun thing happening on Instagram right now: Instagram is suspending accounts out of the blue.
The first I heard about this was last Wednesday when a former client of mine texted me in a panic, telling me their account was suspended after making a post. They were able to appeal the decision and got their account back a few hours later, and I put it from my mind. Then, a ton of messages started flooding me. Clients, former clients, fellow social media managers, and people who follow me all reported the same thing: they’d been locked out of Instagram and didn’t know what to do.
And what’s worse is, for the first time in my social media marketing career, I had no solutions or words of comfort for any of them except, “This isn’t your fault,” “You did nothing wrong,” and “I’m so sorry this is happening to you.”
It’s a helpless feeling and an unwelcome reminder of something we all need to hear: Instagram, as powerful as it is, can’t be the only place we’re focusing our marketing efforts.
Why Relying Solely on Instagram Is Risky
I love Instagram. It's helped me build an amazing community and facilitated a ton of otherwise impossible connections, and it’s FREE to use.
Moreover, I believe that it is one of the best platforms wine brands can be on—its visual nature lends itself perfectly to showcasing the beauty of vineyards, the process of winemaking, and the lifestyle that comes with enjoying great wine.
But as much as I love it, we can’t ignore the fact that Instagram, like any other social platform, is not within our control. Algorithms change, technical glitches happen, and—as we’re now seeing—accounts can be suspended without warning.
All the work you've put into creating content, building your audience, and engaging with your followers could disappear in an instant. Imagine waking up one morning and finding that your account is suspended or, even worse, deleted. All of those carefully curated posts, reels, and stories—all that engagement and brand-building—gone. And while in this case, Instagram usually restores accounts after an appeal, the disruption can be enough to seriously impact your business.
Again, it’s a harsh reminder that Instagram, while a fantastic tool, cannot be the foundation of your entire marketing strategy. “We’re building our house on borrowed land,” as the email list zealots always remind us, and we need to be mindful of how fragile our existence here can be.
Diversify Your Marketing Efforts
Here’s how you can start spreading your marketing eggs across a few baskets:
1. Build Your Email List
Your email list is yours. No algorithm can take it away, and no platform changes will affect your ability to reach your community. Email marketing gives you direct access to the people who are already interested in your wine. You control the content, the timing, and the message, without worrying about getting penalized for unknown reasons.
Start offering incentives for people to join your email list, like exclusive discounts, early access to new releases, or insider content.
2. Leverage Your Website and Blog
Your website is the heart of your digital presence. This is where your audience goes to learn more about your winery, explore your wines, and , most importantly, make purchases. Consider adding a blog to your site to share longer-form content that doesn’t rely on the whims of social media algorithms.
From sharing behind-the-scenes harvest stories to offering food and wine pairing tips, your blog can be a valuable resource for your commnity. Plus, it helps with SEO! Blogs help your brand be discovered through organic searches—not just social media.
3. Explore Other Social Platforms
While Instagram might usually be my preferred platform for wine brands, there are other social media platforms worth exploring.
Pinterest, for example, is fantastic for wine brands because it’s highly visual and discovery-driven, especially if you do have a blog on your website.
LinkedIn might work well for thought leadership, sharing industry insights, and engaging with a more professional audience.
And, of course, TikTok—it’s growing rapidly, and there’s a lot of potential to connect with younger wine drinkers there.
You could even consider starting a Substack for your wine brand, as it combines the awesomeness of social media platforms with longer-form blog-like content and email marketing.
Experiment with these platforms, find out where your chosen community is most active, and diversify your social media efforts.
The Future of Instagram and Your Brand
Look, I’m not saying abandon Instagram—far from it. It’s still an amazing platform for wine brands, and I will continue to champion it. But the reality is that relying solely on Instagram (or any one platform) leaves you vulnerable to factors outside your control.
Diversifying your marketing efforts will ensure that you have other channels working for you, even if Instagram experiences technical hiccups or account issues. It’s about spreading your risk and making sure that no single platform holds the keys to your entire brand’s visibility and success.
TL;DR
So, what can you do today? Start building your email list, refine your website, explore new platforms, and nurture your community. That way, when Instagram (or any platform) fails, your brand won’t.
Also, if your Instagram account is/was suspended, This isn’t your fault; you did nothing wrong, and I’m so sorry this is happening to you.