77: What Happens If Instagram Disappears Tomorrow?
Are you building your business on platforms you don’t control?
So many creators and entrepreneurs rely on social media to grow their audience, but what happens when the algorithm changes or your account disappears overnight?
In this episode, I talk with Abby Heman, Global Marketing Director at GetResponse, our sponsor, about a simple but powerful shift: moving from building your business on borrowed platforms to growing it on channels you actually own, like your website and email list.
We break down what that really means in everyday terms, why it matters, and how you can start taking small steps to protect your business and connect more directly with your audience.
Abby shares practical tips, relatable examples, and easy ways to get started, no tech background required.
What You’ll Learn:
What it really means to build your business on borrowed platforms
The simple shift that gives you more control over your audience and income
How to turn social media followers into email subscribers
Easy lead magnet ideas that work for beginners
Why sending a weekly email can be a game-changer
Real-life stories from creators who made the switch
Tools and tricks to help automate your email list growth (without overwhelm)
If you’ve been feeling frustrated with low reach or worried about relying too much on social platforms, this episode will help you take back control step by step. Press play and start building something that truly belongs to you.
Mentioned in this episode:
🔗 Download Abby’s free guide: Own vs. Rented, full of easy strategies and real examples to get you started: https://marketing-getresponse.com/ebook/owned-vs-rented-land
Stop Relying on Social Media: How to Build a Business on Platforms You Actually Own
Are you building your business on platforms you don’t control?
It’s a question I’ve been thinking about a lot lately—and one that came up in my recent conversation with Abby Hehemann, Global Marketing Director at GetResponse. If you’re anything like me (or the creators and small business owners I work with), you’ve likely put a ton of time into growing your audience on Instagram, Facebook, or TikTok. But here’s the truth: if those platforms disappeared tomorrow, how would you stay connected to your people?
This episode was all about getting out of that trap and learning how to grow your business on solid, sustainable ground. Abby shared so many great insights and examples, especially for beginners who want simple steps to start owning their audience. Let’s dig into some of the key takeaways.
What Does It Mean to “Own” Your Audience?
Abby explained it like this: think of platforms like Instagram, YouTube, or Etsy as rented land. You can build a big following there, but you don’t own the space. The rules can change overnight—and when they do, you can lose access to the very people you’ve worked so hard to reach.
Owned land, on the other hand, includes your email list, your website, and your CRM. These are places where you control the content, the connection, and the communication. When you build here, you’re building something that lasts.
Why Email Still Matters (and Always Will)
I’ve been saying this for years, and Abby confirmed it: email marketing is still one of the most reliable, long-term ways to grow a business. Whether it’s a simple newsletter or a smart automation, your email list gives you direct access to your audience—no algorithms, no gatekeepers.
Abby shared a great example of a GetResponse user who built a large Instagram following by teaching basketball drills. They created a free downloadable guide that required an email to access. That one lead magnet helped them connect with their audience on a deeper level—and ultimately turn those followers into paying customers.
Start Simple: What’s a Good First Step?
If you’re just starting out, don’t overthink it. Create one helpful freebie—a checklist, guide, video, or tip sheet—and promote it on the platform where you already show up. Ask for an email address in exchange. Then send a friendly welcome email and keep in touch with weekly updates or tips.
You don’t need to be technical. Platforms like GetResponse make it super easy to set up popups, automations, and even abandoned cart emails. (And yes, I’ve done it myself—it’s totally doable.)
Struggling with Reach? Narrow Your Focus
One of my favorite parts of our conversation was Abby’s reminder that specificity is your superpower. If you’re not getting traction on social, it might be because your content is too broad. Try narrowing your niche, even just for a season. The more specific you are, the easier it is to connect, build trust, and grow from there.
And don’t be afraid to go beyond digital. I’ve built so much of my business through live events, and Abby echoed that trend. In a world full of screens and AI, personal connections stand out more than ever.
Final Thoughts
This conversation was such a powerful reminder that we don’t have to build our businesses on shaky ground. Social media is great for discovery, but it’s not a strategy on its own. If you’re ready to build something that lasts—something that belongs to you—start by owning your audience.
Want to learn more? You can listen to the full episode and grab Abby’s free guide using the links in the show notes.
Let’s grow something solid—together.
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Transcript:
[00:00:00] Welcome to the HobbyScool Podcast. Whether you're a seasoned hobbyist or just getting started, HobbyScool is the perfect place to learn something new. My name is Dr. Destini Copp, and I'm your host. Before we jump into today’s episode, I have one small request: if you enjoy this conversation, please share it with a friend and leave us an honest review on your favorite podcast platform. This helps more people discover our content. I also want to invite you to get on the waitlist for our next HobbyScool Online Learning Summit. These are free to attend, and you can find the link to join at HobbyScool.com. Now sit back, relax, and enjoy the episode.
[00:01:00] My special guest today is Abby Hehemann. Abby is the Global Marketing Director at GetResponse, a leading email and marketing automation platform serving over 400,000 businesses worldwide. She is passionate about helping business owners scale what works, cut through complexity, and build long-term growth engines that convert.
Abby, I am super excited for our conversation today. I have so many questions for you! But first, can you tell our audience a little more about yourself and how you help people through GetResponse?
Absolutely. Thank you so much for having me. I’ve been in SaaS marketing for over 10 years, much of that in the email marketing space. Over time, I noticed a tendency to get pulled toward quick wins that weren’t sustainable. I saw this not just in my work, but with GetResponse customers too. That’s why I love talking about how creators and marketers can take back control of their audience and grow on channels they actually own. Too many of us rely too heavily on platforms we don't control.
[00:02:00] Let's talk about that. We’re diving into the idea of building your business on "rented land" versus "owned land." Can you define that for the audience?
Definitely. "Rented land" refers to platforms you don’t own or control—Instagram, TikTok, Facebook, YouTube, even Google. These platforms are great for reaching new audiences, but they can change their rules anytime, and you risk losing access to your audience. "Owned land" includes your email list, your website, and the data in your CRM—spaces where you have a direct, permission-based relationship with your audience. You don’t want to build your entire business on rented land.
[00:03:00] I’ve seen it happen to friends and clients—accounts shut down or reach drastically reduced. It's so frustrating. What about podcasting? Where does that fit in?
Podcasting is a fantastic engagement channel. Listeners are already invested in what the host has to say. If you can get them to also sign up for your newsletter, that gives you another way to connect. You’ve got their ears—now try to get their eyeballs in the inbox.
[00:04:00] I completely agree. I’m a huge fan of email marketing. One of my memberships, Profit Club, is built around a weekly newsletter. But getting people from social media to our email lists can be tough. What are you seeing that works well?
You’re right—everyone is busy. But we’ve seen great success when creators offer something valuable in exchange for an email address. One GetResponse customer built a huge following on Instagram by offering basketball training. They created a downloadable training program, promoted it, and delivered it by email. That led to deeper engagement and monetization opportunities. Lead magnets still work—you just have to find the right format.
[00:05:00] That makes sense. And this could work on any platform—Pinterest, YouTube, Instagram, TikTok. What if someone is struggling to get any reach at all?
That’s where it helps to get specific. Focus on a very clear audience—like parents of kids interested in basketball. Start small, serve them well, and build from there. Sometimes that means doing more one-on-one or in-person work to build relationships. It might seem slow, but it lays a strong foundation.
[00:06:00] I love that. We do several live events a year for HobbyScool, and I agree that those personal connections matter. Let’s shift a bit—what about people who use marketplaces like Udemy or Etsy? How can they build an email list?
Lead magnets work there too. Think of downloadable guides, free kits, or webinars. One customer sold crochet kits on Etsy and created a beginner's guide to crochet that required an email to download. That allowed them to follow up with helpful content and product suggestions. The key is to offer value and make the next step easy.
[00:07:00] Once you get people on your email list, you have to stay in touch. What are some strategies you’ve seen work well for long-term engagement?
I’m seeing success with what I call "quick wins." Start with one strong lead magnet. Like GBG Hoops did—promote a free guide on Instagram, send it via email, and then offer additional training. We also see ecommerce brands using abandoned cart emails effectively. Even simple automations can help convert visitors and keep people engaged.
[00:08:00] And these tools aren’t just for big companies. Anyone can set up email automations now, right?
Exactly. You don’t need to be technical. Platforms like GetResponse make it simple to set up popups, abandoned cart emails, and automations. It’s all about helping your audience take the next step.
[00:09:00] Before we wrap up, any final advice?
If you have an idea and want to help people, you can build a business. Just don’t rely only on platforms you don’t control. Capture email addresses, communicate regularly, and build your business on your own terms. Email is still one of the most reliable ways to do that.
[00:10:00] Speaking of email, you have a free gift for our listeners, right?
Yes! We have a guide called "Own vs. Rented" that walks you through everything we discussed today. It includes strategies, customer examples, and comes with a 30-day free trial of GetResponse, plus dedicated onboarding support. We want to help you get started.
Thank you so much, Abby, for joining me today and sharing all your insights. This was such a helpful conversation.
Thank you for having me! I really enjoyed it.
Thank you so much for listening. Don’t forget to sign up for the waitlist for our next free HobbyScool Online Learning Summit. The link is in the show notes or visit HobbyScool.com. Talk soon!