Why Brazil’s ban on X is a wake-up call for architects + designers

When news broke that X (aka Twitter) had been blocked in Brazil late last month, the initial reaction was one of shock. It’s not every day you see a government follow through on threats to shut down a major social media platform. 

For users in Brazil, this block wasn’t just an inconvenience—it was a disconnection from the rest of the world. As expected, many users quickly migrated to alternative platforms like Bluesky and Threads. (For context: within days of the ban, a whopping 2 million users had joined Bluesky)

Even if you’re an architect or designer who doesn’t regularly use X, this news impacts you more than you think.  Why? It’s a stark reminder that while social media platforms are powerful tools for visibility and engagement, you don’t actually ‘own’ your audience on these platforms. 

On social media, your audience isn’t yours

Let’s break it down. 

When you rely on social media for your marketing, you’re essentially at the mercy of the platform’s algorithms and policies. You could be churning out fantastic content week after week, but if the algorithm isn’t in your favour, it’s like shouting into a void. You don’t control who sees your posts, how they’re promoted, or when they disappear entirely (and unfortunately, we’re all too familiar with the disappointing feeling when you share content and it gets no traction!).

The reality is, if you had to switch platforms like the users in Brazil did, you’d be starting from scratch. All the time and energy you invest in building an audience and generating engagement on a platform can be gone in an instant. And you’re not just competing with your peers if you have to switch platforms. You’re up against a million other users who are also trying to grab the attention of the same people!

Diversification in marketing

This is why it’s critical to diversify your marketing efforts, so you’re not overly reliant on one platform. One of the most underrated but effective alternatives is the good old email newsletter. Sure, email marketing isn’t anything new, but it remains one of the few channels where you own your audience. 

Unlike social media, your subscribers have actively opted in to hear from you. This means they’re far more likely to engage - so long as you’re providing value.

One of the best ways to grow your audience through email marketing is to create a newsletter that people actually want to open. To do this, you have to share quality content that focuses on your audience, not just self-promotion. Stick to the 80/20 rule: 80% valuable content, 20% promotion. If you need a refresher on how to master your email marketing, check out this article I wrote a while back!

Another underrated yet highly effective marketing option is some IRL (in real life) networking. People underestimate the value of in-person connections. Meeting people face-to-face or even having a simple phone call may sound old-school, but it can work wonders in building trust and nurturing relationships. Yes, it can take more time, but it’s worth it.

So, what’s the takeaway?

As scary as it might be to think about, the truth is that social media bans and shutdowns are always a looming threat in today’s digital landscape. You never know where, when or how it might happen! Just think of the disruptions caused when CrowdStrike’s faulty update caused a major Microsoft outage that left businesses scrambling for days.

If I could offer one tip, it would be this: always be prepared. Regularly back up your social media accounts and export your email lists. If you use platforms like LinkedIn, Instagram or Mailchimp, make sure you’ve got an easy-to-access backup of your contacts and data (click the link to find out how to do this for each platform). This ensures that even if something goes wrong, you’ve still got your audience.

👉 Need a little help diversifying your marketing? Get in touch with us to learn more about our content marketing services for architects and designers.