The volatility of social media has caught the attention of companies and content creators about the importance of diversifying communication channels. With constant changes in algorithms and platform policies, delivering content 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 emerged as an effective alternative to reduce reliance 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 algorithms’ volatility, providing greater control, stability, and direct monetization opportunities.
According to Fabio Jr. Soma, an expert in innovation and creator of the M.A.G.O. Method, which helps entrepreneurs and content creators succeed with their newsletters, building their own 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, sending relevant and timely content directly to the inbox. This strengthens trust, facilitates the creation of a lasting bond, and reduces dependence on major platforms,” he explains.
More control over content and audience
One of the biggest benefits is the closeness they offer in the relationship with the audience, allowing for more direct and personalized communication. According to the expert, content personalization is one of the main advantages. ‘Sending 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 harder to achieve on social media, where content is delivered in a generalized or scattered way, even when paid and segmented. ‘With newsletters, you have total control over the content, the format, and the frequency of interaction with your audience, which tends to become increasingly engaged, increasing the chances of retention and conversion,’ states Soma.
Direct relationship and independence
Social networks have strict policies on how companies can communicate, especially in paid content. On the other hand, newsletters ensure that companies not only have direct access to the public but also to relevant data to measure engagement and adjust their strategies. Dynamic tools that allow the creation of segmented email lists and the automation of shipments – such as Substack, Beehiiv, and ConvertKit, for example – have been essential for this transition of companies and content creators seeking more independence.
According to Soma, this autonomy and stability are essential 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 solely on social networks but also opens up new opportunities for monetization and loyalty. No matter what happens on social media, you will always have your mailing list,” he emphasizes.
A growing trend in digital marketing
A Litmus study revealed that the average return on investment (ROI) of email marketing campaigns is 36:1, surpassing platforms like Facebook and Instagram. Additionally, email is considered a more reliable channel by 72% of consumers, according to research from 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 networks and continue building a strong relationship with their customers. “The future of content marketing lies in independence and control. Those who invest in their own channels, such as newsletters, will be ahead in the race for consumer attention and loyalty,” concludes Soma.
