Are You Owning Your Audience Or Relying On Social Media Companies?

by | Jun 21, 2024 | Social

With the digital landscape constantly evolving, it’s imperative to ask yourself: are you truly owning your audience, or are you merely relying on social media companies to connect with them? Your audience is your most valuable asset, and by taking control of your content and communication channels, you empower yourself to build a stronger, more authentic relationship with your followers. Don’t let algorithms dictate your reach – take charge and own your audience today.

The Illusion of Ownership

The False Sense of Security

Your reliance on social media platforms for audience engagement can give you a false sense of security. It may seem convenient to grow your audience on these platforms, but remember, you are merely renting space on someone else’s land. The algorithms and policies of these platforms can change at any moment, affecting your reach and connection with your audience.

Leasing vs. Owning Your Audience

An crucial distinction to consider is whether you are leasing or owning your audience. When you solely depend on social media platforms, you are crucially leasing your audience from them. In contrast, owning your audience means building a direct relationship with them through channels that you control, such as an email list or website.

To truly own your audience, you must lead them to spaces you control, where you can communicate with them directly and continuously nurture that relationship. This strategy ensures that you are not at the mercy of ever-changing social media algorithms and policies, safeguarding your connection with your audience in the long run.


It’s easy to fall into the trap of believing that a large following on social media equates to ownership of your audience. However, this is merely an illusion. True ownership comes from building a loyal and engaged audience that you can reach independent of any third-party platform.

The Risks of Relying on Social Media Companies

Algorithm Changes: A Constant Threat

Constant algorithm changes made by social media companies pose a significant threat to your online presence. These changes can impact how your content is distributed, potentially decreasing your reach and engagement with your audience. By relying solely on these platforms, you are at the mercy of their algorithms, which can change frequently and without warning.

Shadowbanning and Account Suspensions

One of the risks you face when relying on social media companies is the possibility of shadowbanning or having your account suspended. Shadowbanning is when a platform restricts the visibility of your content without your knowledge, making it difficult for your audience to see your posts. Account suspensions can occur if you violate the platform’s terms of service, resulting in a loss of access to your audience and potential revenue streams.

Companies like Facebook, Instagram, and Twitter have the power to suspend or shadowban accounts that they deem to be violating their guidelines. This lack of control over your online presence can have serious consequences for your business or personal brand.

Data Privacy Concerns

With the increasing focus on data privacy, relying on social media companies to connect with your audience comes with its own set of concerns. These platforms collect a vast amount of user data, which can be used for targeted advertising and other purposes. By entrusting these companies with your data and your audience’s information, you are putting your privacy at risk.

Data breaches and misuse of personal information have become more prevalent, raising questions about the security of the data you share with social media companies. As a result, it’s vital to consider the implications of relying on these platforms for building and engaging with your audience.

The Importance of Building Your Own Platform

Unlike simply relying on social media companies to reach your audience, it’s crucial to focus on building your own platform. As highlighted in Why your marketing should never depend on one social media platform, having control over your platform gives you the power to connect directly with your audience without being at the mercy of ever-changing algorithms or policies.

Why Email Lists Matter

Any digital marketing expert will tell you that your email list is a goldmine. It’s a direct line of communication to your audience that you own and control. Unlike social media platforms, where your reach is limited and subject to changes, your email list allows you to nurture relationships, provide valuable content, and drive conversions effectively.

The Power of First-Party Data

Any savvy marketer knows that first-party data is invaluable. It provides you with insights into your audience’s preferences, behaviors, and interests, enabling you to tailor your marketing strategies for maximum impact. For instance, by analyzing data from your website, email campaigns, and other owned channels, you can create targeted campaigns that resonate with your audience and drive results.

Diversifying Your Online Presence

Lists of all, it’s imperative to diversify your online presence beyond social media platforms. While these platforms are useful for reaching a broad audience, relying solely on them poses risks. By establishing a strong presence on various channels such as your website, email, blog, and even podcasts, you can expand your reach and engage with your audience in different ways.

Online, remember that building your platform gives you independence and control over how you connect with your audience. By prioritizing your website, email lists, and first-party data, you can future-proof your marketing strategy and build lasting relationships with your audience.

The Consequences of Not Owning Your Audience

Losing Control of Your Content

After pouring your heart and soul into creating engaging content on social media platforms, you may feel a sense of accomplishment. However, what happens when the algorithm changes, or the platform decides to limit your reach? By relying solely on social media companies to distribute your content, you risk losing control over how and where your message is delivered. Your content could be buried in a sea of posts or even removed without warning, leaving you without a platform to connect with your audience.

Fading into Obscurity

Obscurity. It’s a harsh reality for many content creators who solely rely on social media platforms to reach their audience. Without a dedicated strategy to drive traffic to your own website or build an email list, you run the risk of fading into the digital background. As platforms evolve and new ones emerge, your once-thriving online presence could diminish, making it challenging to maintain your visibility and relevance in a crowded digital landscape.

Consequences. Failing to prioritize building your own audience and driving traffic to platforms you own means you are at the mercy of the ever-changing algorithms and policies of social media giants. Your content’s visibility and reach are subject to the whims of external forces that may prioritize paid content or adjust algorithms, affecting your organic reach and engagement levels.

Being at the Mercy of Social Media Giants

Consequences. When you rely solely on social media companies to connect with your audience, you are necessaryly handing over the keys to your online presence. Changes in algorithms, policies, or even a platform shutdown could have a significant impact on your ability to reach your audience and share your message. Without a solid foundation built on platforms you own, you risk losing touch with your audience and losing the ability to control how and when you communicate with them.

For instance, if a social media platform decides to tweak its algorithm to prioritize different types of content, your visibility could plummet overnight, resulting in decreased engagement and reach. This lack of control highlights the importance of diversifying your online presence and actively working to own your audience rather than relying solely on external platforms.

Strategies for Owning Your Audience

Creating Engaging, Valuable Content

Audience engagement is key to owning your audience. To keep your audience coming back for more, focus on creating content that is not only visually appealing but also provides value. Think about what problems your audience faces and how you can offer solutions through your content. Whether it’s entertaining, informative, or inspiring, make sure your content is engaging and leaves a lasting impact on your audience.

Building a Loyal Community

The key to owning your audience is building a loyal community around your brand. The community you cultivate can be your biggest advocates, helping you spread your message and grow your reach. Engage with your audience, respond to comments, and create a sense of belonging. By fostering a loyal community, you not only own your audience but also create a powerful network of support.

The community you build can become a valuable asset for your brand, providing feedback, generating user-generated content, and even defending your brand in times of need. By investing in building a loyal community, you are investing in the long-term success of your brand.

Leveraging User-Generated Content

Loyal audiences often want to engage further by creating their own content related to your brand. This user-generated content is a powerful tool for strengthening your relationship with your audience and showcasing real-life experiences with your brand. Encourage your audience to share their stories, photos, and videos, and highlight this content on your platforms. By leveraging user-generated content, you not only deepen the connection with your audience but also expand your reach through authentic and relatable content.

Valuable user-generated content can also provide social proof for your brand, showing potential customers the positive experiences others have had. By actively seeking and showcasing user-generated content, you are demonstrating the value of your brand through the eyes of your audience.

Overcoming the Challenges of Audience Ownership

Dealing with Technical Difficulties

All businesses face technical difficulties at some point, whether it’s a website crash, email server issues, or social media algorithm changes that affect reach. When you own your audience, you have the flexibility to adapt and overcome these challenges quickly. By building an email list or a robust website, you can maintain direct communication with your audience even if social media platforms experience downtime or changes.

Managing Community Expectations

Difficulties may arise when managing community expectations, especially if your audience is used to the instant gratification and engagement provided by social media platforms. However, by setting clear boundaries and communication channels, you can educate your audience on the benefits of owning their data and being part of a dedicated community outside social media. This approach fosters a deeper connection with your audience and builds loyalty over time.

It’s crucial to communicate openly and transparently with your community, explaining the reasons behind the shift towards audience ownership. Encourage feedback and involvement in the process to make them feel valued and part of the journey.

Staying Consistent and Patient

The key to successfully owning your audience lies in staying consistent and patient. Building a loyal following and transitioning them away from social media platforms takes time and effort. It’s crucial to provide valuable content, engage with your audience regularly, and stay true to your brand’s mission and values.

To establish a strong foundation for audience ownership, prioritize authenticity and commitment. Over time, as you nurture your community and provide consistent value, you will see the fruits of your labor in the form of a dedicated and engaged audience that stands by your side through challenges and triumphs.


Considering all points discussed, it is crucial for you to take ownership of your audience rather than relying solely on social media companies. By building your own platforms and cultivating direct relationships with your audience, you can establish a more substantial and sustainable presence in the digital space. This ownership not only grants you more control over your content and messaging but also helps you avoid being at the mercy of ever-changing algorithms and policies of social media platforms.

Do not forget, the power lies in your hands to engage with your audience on your own terms. Take the necessary steps to establish your online presence independently and invest in strategies that prioritize building direct connections with your followers. By doing so, you can ensure a more robust and enduring relationship with your audience in the long run.

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Talisman Marketing

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Jeff Ball

"Quality Service"

Always accessible with quality service. Big thanks to Talisman Consulting!
Jeff Ball
Think Local

"Quality Service"

Always accessible with quality service. Big thanks to Talisman Consulting!
Jeff Ball
Jeff Ball
Think Local


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