In recent months, the digital world has witnessed a series of changes that highlight an increasing risk for companies and content creators who rely solely on social media for their income.
The most recent case was the instability of X (formerly Twitter) in Brazil, which was offline 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 happens in Canada? How could content creators and companies that base their revenue exclusively on social media react?
For Riadis Dornelles, CEO – LATAM of PremiumAds, the leading monetization and programmatic media solutions company in Latin America, the answer lies in building a proprietary digital platform.
Having your own website is essential to ensure the security and continuity of the business; it provides a minimally controlled environment, less dependent on rules imposed by third parties. Today, we see a growing appreciation for 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, radios, and newspapers. However, when it comes to their own digital platforms, many still prioritize social media over 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 highlights.
So, how do you 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, well-structured SEO, and a sustainable monetization model is a crucial step to avoid excessive dependence on third parties.
“In the current digital scenario, the question remains: 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 digital project,” concludes Dornelles.
