Can’t Be Banned: How to Build an Evergreen Brand That Can Outlast Social Media Changes

In the beginning, there was Friendster, but y’all don’t know nothing 'bout that. A social media platform from the mid-2000s, Friendster was wildly popular in its prime, but as the internet evolved, the site folded.

Next came MySpace, followed by Facebook, Tumblr, Twitter, and Instagram each more unique and popular than the last. Now, in 2024, we’re five years deep into the age of TikTok. Every generation of social media has come into the scene with different features and functions and every time, brands have had to adapt their marketing. We’ve learned that change in social media is inevitable. 

Admittedly, platforms and brands must change to remain relevant online. However, as people and technology advance, we've seen quite a few social media giants fall (RIP Twitter, Vine, and the of Tumblr circa 2014.) Now, with the very real threat of a potential TikTok ban at the hands of the U.S. Government hanging over our heads, the marketing industry is facing another upset. If there's one undeniable truth in the realm of social media marketing, it’s this: change is constant.

As a brand, business, or solo-preneur, you have to stay ready to face off with the twists and turns that social media marketing will throw at you. The biggest platforms like YouTube, Instagram, and Facebook are notorious for puting users through the pain of constant change often. They’re infamous for changing the way users can promote content or get reporting data . One minute you've mastered the grid and paid social, the next you’re trying to figure out why your last 10 reels were only viewed once by your Aunt Gertrude in Chicago.

For business boss ladies looking to promote online, you’ve got to build evergreen brands—a strong online presence that is consistent no matter the platform, content, or media. You need a brand identity that is adaptable and doesn’t depend on one stream of marketing. If this goal is your “what” the next step, as a famous rapper once said, “How, Sway?”

First, at the risk of sounding like a broken record, storytelling marketing is crucial. Having an engaging personal throughline and a journey that customers can follow creates a connection. Being real is always relevant, no matter what’s trending on socials or changing in tech. 

Second, don’t put too much stock into gaming the algorithms. The fact of the matter is, they’re going to change. Period. Focusing all of your attention on making things pop on one specific platform isn’t a foolproof marketing method. Once the back end changes, you’ll have to start over. When you make content off-platform, create things that work everywhere and then leverage your content, cross-platform. Remix your clips and reels too—start turning podcasts into videos or blogs into infographics; you get the picture.

Spreading the brand’s content across different channels—social media, emails, blog content, and your website — makes your brand’s identity the most powerful piece on your board. If one platform decides to pop off or peace out (we’re still not over the death of Twitter), your hard work won’t be going down with the ship. Get up close and personal with your audience on multiple touchpoints. Sure, comments and likes work fine, but don’t sleep on old-school strategies like SEO, email lists, memberships, and exclusive content on platforms like Patreon. 

The goal is to build a brand as evergreen as Nike and Apple. These brands stay true to their roots and celebrate innovation. Their branding works everywhere, from old-school commercial ads to TikTok clips. No matter where their customers are, they’re interacting. They're always talking to their people, through events, their feeds, websites, relevant sponsorships, or just announcing new projects that add to their brand’s journey.

Building an evergreen brand isn’t about riding the wave—it's about making your own. If you stick to who you are, and continue to look for ways to keep your everygeen brand fresh adn adaptable,  you’ll be well on your way to building an un-ban-alble brand.

We’re in your corner, queen.
- The Team at TCQ