STF decision takes down network X, Meta removes verification, and the Public Prosecutor’s Office demands explanations, United States bans TikTok which gets more time to defend itself. Headlines like these are becoming increasingly common in the digital marketing world, leaving not just users but businesses with various communication problems.
This is the case of entrepreneur Taísa Gruber from Brexó Restore, who centralizes 100% of her store’s promotion and communication on Instagram: “when the tool goes down or that time WhatsApp was blocked, we lost all communication.”
The reliance on social networks for communication and marketing has been a constant in recent years, but the recent instability of these platforms has highlighted an important warning: companies need to strengthen their digital presence through owned channels.
Among them, corporate websites stand out as a fundamental pillar of credibility and security. These scenarios show that, although important for marketing, social networks cannot be the only point of contact between businesses and audiences.
For KAKOI Comunicação’s Planner, Boby Vendramin, Unlike social networks, corporate websites are digital properties controlled by the brands themselves, offering stability without algorithm interference or risks of interruption:
“Beyond that, websites allow for a personalized experience aligned with the company’s identity, with institutional content, product and service portfolios, and direct communication channels,” he explains.
According to market studies, in 2023, over 81% of global consumers stated they trust information provided directly by business websites more than social media posts. This data reinforces the strategic role of websites as sources of reliable and well-structured information.
According to the expert, maintaining communication and marketing on social networks is essential for any type of business, but keeping an updated and well-structured website online can make a difference in credibility and during outages:
“Beyond security and credibility, websites offer exclusive advantages like SEO and visibility reaching new audiences organically. They serve as a communication hub in addition to detailed tracking of the entire business,” concludes Vendramin.
