The Value of Owned Media

The TikTok saga revealed a common mistake:

Building an entire business or community on platforms you don’t own without ever transitioning to owned media.

90% of startups pour their resources into social media while neglecting the channels they actually control.

Here’s the thing about owned media vs rented platforms:

• Owned media = you control the relationship. Your website, your email list, your community platform. No middleman.
• Rented platforms = building on borrowed land. One policy change can destroy years of work.

The data is clear: businesses with strong owned media channels see 3-4x better ROI over time.

The solution?

Start treating your owned channels like a media company:

1. Create valuable content that serves your specific audience
2. Build direct relationships through email & community
3. Use social media to drive traffic to YOUR platforms
4. Own your customer data & insights

The best time to start building owned media was 5 years ago.

The second best time is now.

• Category: Audience