The uncertain future of social media requires adaptation in brand communication

In recent months, the digital world has witnessed a series of changes that highlight a growing risk for companies and content creators who rely exclusively on social media 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 to other platforms? What if Facebook and Instagram limit access to news, as is already happening in Canada? How could content producers 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 security and business continuity. It provides a minimally controlled environment, less dependent on third-party rules. Today, we're seeing 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 valued their TV stations, radio stations, and print 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 don't belong to them. The algorithm can change, the rules can be altered, and in extreme cases, access can be blocked," he emphasizes.

So, how do you ensure digital survival?

Platforms like TikTok, Instagram, and Facebook are valuable tools for content distribution and audience acquisition, but they shouldn't be your sole revenue source. Building a media strategy that includes a robust website, well-structured SEO, and a sustainable monetization model is a crucial step to avoid overreliance on third parties.

"In today's digital landscape, the question remains: are you building your business on your own land or someone else's? The answer to this question can determine the security and longevity of your digital project," Dornelles concludes.