Newsletters minimize dependence on social networks, according to expert

The volatility of social media has drawn the attention of companies and content creators to the importance of diversifying communication channels. With constant changes in platform algorithms and policies, content delivery on social media has become increasingly challenging. According to Hootsuite data, in 2024, the average organic reach on social media is only 5%, pressuring brands to rely on paid advertising to ensure visibility.

In this scenario, the use of newsletters has established itself as an effective alternative to minimize dependence on social networks. By building a direct and segmented subscriber base, companies and content creators can maintain control over the distribution of their messages, without being at the mercy of algorithm volatility, providing greater control, stability, and opportunities for direct monetization.

According to Fabio Soma Jr, According to Soma, an innovation expert and creator of the M.A.G.O. Method, which helps entrepreneurs and content creators succeed with their newsletters, building a proprietary communication channel offers greater predictability and security for brands. “The power of newsletters lies in the ability to create a more genuine connection with the audience by sending relevant and timely content directly to their inbox. This strengthens trust, facilitates the creation of a lasting bond, and reduces dependence on major platforms,” he explains.

Greater control over content and audience

One of the greatest benefits is the closeness they offer in the relationship with the audience, allowing for more direct and personalized communication. For the expert, content personalization is one of the main advantages. “Email marketing tools allow creators to segment their subscriber lists, sending messages tailored to the preferences and behaviors of each group,” he emphasizes. 

This level of individualization is more difficult to achieve on social media, where content is delivered in a generalized or scattered manner, even when paid and segmented. “With newsletters, you have full control over the content, format, and frequency of interaction with your audience, which tends to become increasingly engaged, thereby increasing the chances of retention and conversion,” states Soma.

Direct relationship and independence

Social media platforms have strict policies on how companies can communicate, especially regarding paid content. On the other hand, newsletters ensure that companies not only have direct access to the audience but also to relevant data for measuring engagement and adjusting their strategies. Dynamic tools that enable the creation of segmented email lists and automation of sends—such as Substack, Beehiiv, and ConvertKit, for example—have been essential for this transition of companies and content creators seeking greater independence.

According to Soma, this autonomy and stability are fundamental for long-term growth and success. “Content creators and marketing teams need to build a solid contact base, creating a direct relationship with their audience. This not only minimizes the risks of relying exclusively on social media but also opens new opportunities for monetization and loyalty. No matter what happens on social media, you will always have your mailing list,” he highlights.

A growing trend in digital marketing

A study by Litmus revealed that the average return on investment (ROI) for email marketing campaigns is 36:1, surpassing platforms like Facebook and Instagram. Furthermore, email is considered a more reliable channel by 72% of consumers, according to research by the Data & Marketing Association, reinforcing the effectiveness of this strategy.

Thus, by developing smart email marketing strategies, companies will be better positioned to face the uncertainties of social networks and continue building a solid relationship with their customers. “The future of content marketing lies in independence and control. Those who invest in proprietary channels, such as newsletters, will be ahead in the race for consumer attention and loyalty,” concludes Soma.