In recent months, the digital world has witnessed a series of changes that highlight an increasing 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, that 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 content producers and companies that base their revenue exclusively on social networks could react
For Riadis Dornelles,CEO – LATAM from PremiumAds, main company of monetization and programmatic media solutions in Latin America, the answer lies in the construction of a proprietary digital platform.
Having your own website is essential to ensure the security and continuity of business, this 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, digital domains and inventories, explain Dornelles.
Historically, large media groups have always valued their TV stations, radio and printed newspapers. However, when it comes to your own digital platforms, many still prioritize social media instead of 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 may be blocked, highlights
And then, how to 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 source of revenue. Build a media strategy that includes a robust website, with well-structured SEO and a sustainable monetization model, it is a fundamental step to avoid excessive dependence on third parties
In the current digital landscape, the question that remains is: are you building your business on your own land or on someone else's? The answer to this question can define the security and longevity of your project in the digital realm, finalizes Dornelles
