In recent months, the digital world has witnessed a series of changes that highlight a growing risk for companies and content creators who rely solely on social media for their revenue.
The most recent case was the instability of X (formerly known as Twitter) in Brazil, which was down for months, leaving many businesses vulnerable. But what if this happens with other platforms? What if Facebook and Instagram limit access to news, as is already happening in Canada? How could content producers and companies that rely solely on social media revenue react?
According to Riadis Dornelles, CEO – LATAM of PremiumAds, the main monetization company and programmatic media solutions company in Latin America, the answer lies in building a proprietary digital platform.
“Having a website of your own is essential to ensure the security and continuity of business, providing a minimally controlled environment, less dependent on the rules imposed by third parties. Today, we see an increasing value in this model, with companies investing more in their own websites, domains, and digital inventories,” explains Dornelles.
Historically, large media groups have always valued their TV stations, radio stations, and printed newspapers. However, when it comes to their own digital platforms, many still prioritize social media over strengthening their websites.
“The problem is that these social networks do not belong to them. The algorithm can change, the rules can be altered, and, in extreme cases, access can be blocked,” he points out.
So, how can digital survival be ensured?
Platforms like TikTok, Instagram, and Facebook are valuable tools for content distribution and audience acquisition, but should not be the sole revenue channel. Building a media strategy that includes a robust website, well-structured SEO, and a sustainable monetization model is a crucial step to avoid excessive dependency on third parties.
“In today’s digital landscape, the question that remains is: are you building your business on your own land or someone else’s? The answer to this question can define the security and longevity of your project in the digital space,” concludes Dornelles.
