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Why owned channels matter more than ever

In the off chance you didn’t hear yesterday, Facebook and Instagram were down for a large portion of the day. The news was covered more than just about any other topic on the internet (sad, but such is life). Droves of people took to Twitter to complain about the situation. It was as if, for some, life stopped in its tracks.

Over the past few years, the idea of building business off Instagram or any other single platform has become the norm. But, the truth is, if Instagram (or any individual platform) disappeared tomorrow, many would be out of business or non-existent.

If yesterday resulted in anything, it’s this takeaway: owned channels matter more than ever.

Whether that’s your website, newsletter, texting service, or some other direct form of communication, building up your owned channels, and gathering customer information, is the only way to win in the long term. It allows you to own the conversation, have a direction connection with the user, and if any platform ever disappeared, it wouldn’t dictate your business outcome.

Instagram won’t go away anytime soon, but if yesterday taught us anything, it’s thinking a little less about one platform, thinking a little more about owning the customer relationship.

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