Johnny Aldred Johnny Aldred Copy Editor, Performance Marketing World

Platform anxiety: how to protect your marketing from next Instagram outage

Each digital platform has a seductive array of benefits, making it feel easy for your business to be steered by any one of them. But what happens if your favoured channel goes down or people move away?

If you don’t have an omnichannel approach your thinking is probably too narrow, argues Aaron Goldman, CMO, Mediaocean

They deliver a lot of benefits, these large digital platforms. Reading real-time reaction to breaking news from a diverse crowd of commentators on Twitter? Amazing! Being able to add any group of friends and family to a WhatsApp group and organise a party with them? Super useful! Kids in the living room watching endless TikTok videos without headphones on? Well, quite annoying, but they love it!