Something caught my eye this week that I just had to share with you because it’s going to help build your business.

Did you see the news about super entrepreneur Kim Kardashian?

Now, whether you’re a fan of the Kardashians or you’d rather watch paint dry (magnolia paint, naturally), this is a massive lesson for anyone running a business. 

Kim reportedly lost approximately 5.1 million Instagram followers almost overnight.

It wasn’t because of a scandal or a bad outfit choice. It was part of Meta’s massive crackdown on bot and inactive accounts, now being called the “Great Purge of 2026.” 

(btw – I’d recommend following Adam Mosseri on Instagram. He’s the head of Instagram and he shares amazing updates on how it all works)

We were actually chatting about this during today’s Business Launch Accelerator Q&A meet-up this morning. One minute we were talking about launch strategies, and the next, the “Purge” came up and we dove deep into the age-old battle: Social Media vs. Email Lists.

It is so easy to get seduced by vanity metrics — that little number at the top of your Instagram or Facebook profile. It feels good when it goes up, right? But the Kim K situation proves how fragile that number really is.

Let’s look at the cold, hard reality of where the actual connection happens, using Milspo’s own numbers as an example:

• Milspo Instagram: We have 2,684 followers. In our last post, only 18 people engaged. That is a tiny, tiny fraction of the community seeing the hard work. And sometimes these posts and reels take me HOURS!
• Milspo Email List: We have 776 people on our list, you’re one of them. The open rate? 51.02%.

That means nearly 400 of you are actually reading these words (oh hey!), inviting me into your inbox for a virtual cuppa, and engaging with the community. Compare that to the handful of people who might have scrolled past a post on their way to look at air fryer recipes or cat videos.

Social media algorithms act like a filter. They decide who gets to see your message. But email? Email is a direct line. It ensures your message lands exactly where it needs to be. It’s the know, like, and trust factor in its purest form.

Building on “Borrowed Land”

Here is my warning for you: Social media is building on borrowed land.

When we post on Instagram, TikTok, or Facebook, we are tenants. We don’t own the platform, and we don’t own the audience. If Meta decided to change the rules tomorrow, or if a “Purge” wiped out your following, would you still have a way to contact your customers?

If the answer is no, then your business could be vulnerable. 

5 Steps to Start Your Email List Today

If you’ve been putting this off because it feels “too techy” or overwhelming, please don’t let it be. 

It’s much simpler than you think, and you can start for free. Based on our start-up course training, here is your 5-step guide to getting moving:

1. Choose your Home: Find an email marketing provider. There are brilliant, user-friendly options like Mailchimp, ConstantContact or Kit that are free to use while your list is small. Research and see which one fits best for you.
2. Create a simple Signup Form: You don’t need a 20-question survey. Just ask for a first name and an email address. The fewer barriers there are, the more likely people are to join.
3. Offer a “Sparkly” Incentive: Give people a reason to sign up! We call this a “Lead Magnet.” It could be a checklist, a how-to guide, or a discount code—something valuable that helps them solve a problem. A lead magnet might even be the reason you joined this email list? 
4. Put it everywhere: Don’t hide your signup link! Put it in your Instagram bio, at the bottom of your blog posts, and on your website homepage. If you don’t tell them, they can’t join.
5. Stay Legal (The GDPR bit): I know, I know! But it’s important. Ensure you have clear consent (no pre-ticked boxes) and always include an unsubscribe link. It’s about building a list of people who actually want to hear from you. Most email marketing providers have this as a preset, so watch their how-to videos if you’re concerned.

Your Homework…

I neglected building an email list for years, and honestly, it was one of the biggest mistakes I made in the early days. I was too busy chasing likes and forgot to build links.

Don’t let the shiny social media numbers distract you from the real, sustainable growth of your business. This week, I want you to think: If Instagram/Facebook/TikTok disappeared tomorrow, how would I tell my customers I’m still here?

Let’s start building your own land.

Keep being brilliant, Jess x