To say that the social media landscape has been experiencing a period of significant turbulence is a bit of an understatement. From the TikTok “ban” to the rise of new alternative platforms like BlueSky and the ongoing controversy surrounding how our data is managed and by whom, it’s no wonder you may be questioning where to focus marketing efforts right now.
As I was musing over the head-fake of the TikTok “ban” this past weekend, I recalled the strategy sessions I would have with the influencers I used to manage a few years ago. In them, we discussed how to grow their audience, monetize their content, and stay ahead of the ever-changing social media landscape. At that time, Instagram was king, but TikTok was new on the playground and quickly gaining popularity. It was also common for the influencers to express frustration over algorithm changes, learning new functions, or the need to manage multiple platforms. Hey, we all need a little therapeutic vent session sometimes!
In these moments, amidst their uncertainty, I would make one thing clear to them: the best media platform is the one you own.
While it's important for brands and influencers to experiment and adapt to new platforms, it's crucial to invest time and effort into building a strong presence on your own platform(s).
What are Owned Channels?
Owned channels offer a level of control and stability that social media platforms simply cannot match. Examples include:
Websites
Podcasts
Blogs
Newsletters
Courses
eBooks
Events (get out there and make eye contact, folks!)
And now that we’re clearly in a chapter where social media channels can be subject to external pressures such as government regulations or public opinion, we are no doubt in for more disruptive policies, legal challenges, and algorithmic alterations.
The Benefits of Owned Channels
Focusing on owned channels make sense right now:
Control: You have complete control over your content and your messaging.
Stability: Your content is not subject to the whims of an algorithm or a third-party platform.
Audience: You can build a direct relationship with your audience.
Monetization: You can monetize your content through advertising, subscriptions, or other means.
Branding: You can strengthen your brand and establish yourself as an authority in your industry.
To be clear, I am not advocating for abandoning social media altogether. Far from it. Social media is a valuable and powerful tool for businesses, but it is important to remember that you are always going to be at the behest of an outside party. And in building any multi-channel marketing program, social media is just one slice of a larger content strategy pie. Just like investing in the stock market, diversification is essential. And now might be a good time to strengthen your owned content.
Do you need help in building an effective owned media strategy? I work with brands and influencers to advise them how to formulate the right messages, tone, and execution practices.