Uncertain future of social networks requires adaptation in brand communication

In recent months, the digital world has seen a series of changes that highlight a growing risk for companies and content creators who rely exclusively on social networks for their revenue. 

The most recent case was the instability of X (formerly Twitter) in Brazil, which was down for months, leaving many businesses vulnerable. But what if this happens with other platforms? And if Facebook and Instagram limit access to news, as already occurs in Canada? How can content producers and companies that base their revenue exclusively on social networks react?

For Riadis Dornelles, CEO 5 LATAM of PremiumAds, the leading monetization and programmatic media solutions company in Latin America, the answer lies in building a proprietary digital form plant. 

Having a website of your own is essential to ensure business security and continuity, this provides a minimally controlled environment, less dependent on the rules imposed by third parties. Today, we see a growing appreciation of 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 print newspapers.However, when it comes to their own digital platforms, many still prioritize social networks rather than strengthening their websites. 

The problem is that these networks do not belong to them. The algorithm can change, the rules can be changed and, in extreme cases, access can be blocked”, he says.

So how do we ensure digital survival?

Platforms like TikTok, Instagram and Facebook are valuable tools for content distribution and audience acquisition, but they should not be the only revenue channel. Building a media strategy that includes a robust website with well-structured SEO and a sustainable monetization model is a key step to avoid over-reliance on third parties.

“In the current digital landscape, the question that remains is: are you building your business on your own or someone else's land? The answer to this question can define the safety and longevity of your project in digital”, concludes Dornelles.