Simon Squibb’s ‘Bold Bet’ Shift: From Renting Audiences to Owning Them

In a recent LinkedIn post, entrepreneur Simon Squibb shared a candid reflection on a significant strategic error he made early in his career: relying too heavily on social media platforms for audience distribution. Squibb, known for his entrepreneurial ventures, detailed how his five-year commitment to daily posting, which garnered billions of views, ultimately left him beholden to the algorithms of platforms he did not own.

Squibb articulated the core of his miscalculation, stating:

“I posted every single day for five years. Built up BILLIONS of views. And then realised… I was working FOR the social media companies.”

He elaborated on the inherent risks of this strategy, emphasizing the lack of control and the potential for complete loss of audience access.

The Perils of Algorithm Dependency

Squibb argues that building an audience on rented land, as he describes it, is a precarious position for any creator or business. The risk of being de-platformed, or seeing content performance drastically decline due to algorithm changes, means years of hard work could vanish overnight.

“I had no way to reach my audience unless the algorithm let me. I was completely under its control,” Squibb wrote. He identified this as a major “rookie error” that he believes cost him millions of dollars in potential revenue and opportunities.

Shifting to Audience Ownership

The entrepreneur revealed that he is now actively implementing a new strategy focused on owning his audience rather than merely renting access through social platforms. This strategic pivot involves establishing direct channels of communication and community building.

According to Squibb, the key to this new approach lies in leveraging tools that facilitate direct audience engagement and lead collection. He highlighted his implementation of HubSpot as a critical component of this strategy.

“The bet I should have made, and the one I’m finally making now, is owning my audience instead of renting it.”

Squibb explained that by integrating HubSpot, he can now effectively collect leads and cultivate a community that is independent of algorithmic fluctuations. This provides a stable and controllable asset, free from the whims of social media platforms.

The HubSpot Bold Bets Playbook

To further illustrate the value of making the right go-to-market calls, Squibb also promoted the HubSpot for Startups’ “Bold Bets Playbook.” He noted that this resource features insights from eight founders who have successfully navigated similar strategic decisions.

“I now have HubSpot set up behind my content. It lets me collect leads from my audience and gives me a community that no algorithm can take away,” Squibb shared, underscoring the tangible benefits of his strategic shift.

Squibb’s reflection serves as a cautionary tale and a practical guide for entrepreneurs and creators grappling with the complexities of digital distribution, emphasizing the long-term value of direct audience ownership.