Spoiler Alert: No, you don't own your social media profiles.
Social media offers the illusion of control. Dive into this week's newsletter to see how owned media, like websites, fit into your digital strategy.
Let's Dive In: The Shifting Sands of Digital Media
Today is January 15, 2025.
With the looming threat of a TikTok ban in the United States, casual strollers and creators everywhere are feeling the uncertainty of a rapidly evolving digital landscape. Headlines across the nation are bet against a 270-day extension beyond the January 19, 2025 end date, citing data privacy concerns, while social media users rebel by downloading yet another Chinese-owned social media mobile app.
Meanwhile, a change in presidential leadership looms. Across the U.S. and the world, Black women are choosing self-care over public appearances, as evidenced by Michelle Obama’s decision to skip the upcoming inauguration— presumably as a personal boundary and act of self-preservation — and by the apparent refusal from "the 92%" of Black women who voted for Kamala to join the January 18, 2025 Women's March in Washington D.C.
These events underscore a critical reality: if you’re building your brand or business solely on social media, you’re building on shaky ground.
As a web designer and developer, I’ve seen firsthand the pitfalls of relying too heavily on platforms you don’t own. That’s why this edition of Journal to Growth: About Style is dedicated to one big truth: if you want true stability and control, owned media is your greatest ally.
What Is Owned Media?
Owned media refers to the digital properties that you control from top to bottom. To illustrate, this includes spaces such as:
- Your Website and Blog
- Podcast (if self-hosted)
- Email Newsletters
- Mobile Apps (kind of)
Social media platforms like TikTok, Instagram, and Facebook are not owned media because they’re controlled by tech oligarchs with interests and rules that may not align with your reason for using the platform. Though these channels can be effective in amplifying your message, they’re ultimately rented spaces. This means your content, followers, and revenue streams on social media can disappear overnight if the platform’s policies or algorithms change... or if government regulation restricts use.
Why Relying on Social Media Is Risky
Monetization Barriers & Account Deletion
Creators tend to rely on bonuses, ad revenue, and subscription models to earn money with social media. Earning money through social media apps like Instagram requires you to follow community rules for the platform. Failure to do so means that some posts won't count towards your earnings. Since each platform has its issues with censorship and user experience, you could find your earnings suddenly slashed or blocked without warning.
Algorithm Changes and App Bans
Particularly relevant in today’s climate, social platforms such as those owned by META can ban or suspend accounts for policy violations, whether real or perceived. Since it's META's platform, they'll make the final call on your profile's fate. Plus, political discussions about banning TikTok highlight just how fragile your social presence can be if it’s your only medium.
Moreover, social platforms frequently change how content is distributed. Think about your experience on Instagram. One week, you’re reaching thousands of people; the next, your content is buried under new guidelines.
For Black American consumers and culture-forward creators, these issues can be even more significant. Black culture has a history of setting trends but isn’t always acknowledged or equitably supported by major platforms.
Your win may not be their win. By controlling your media channels, you ensure your story and revenue are not left at the mercy of external forces.
The Benefits of Owned Media
Control Over Your Content
Owned media isn’t just a fallback plan; it’s a powerful tool to grow your brand and community. Websites and other owned media channels allow you to sell products, run ads, offer memberships, or partner with sponsors on your own terms. Investing in a website means you take home more because you’re not giving away a percentage of your earnings to the platform owner.
Direct Access to Your Audience
Your website is your domain — literally and figuratively. You decide what goes live, how it looks, and how long it stays there. No more changing your content strategy to please an algorithm.
Even better, when someone subscribes to your newsletter, you have a direct line of communication with them. If your favorite social media platform isn't here tomorrow, you aren't back at zero. Remember to regularly back up your email list, however, especially if you use third-party platforms like MailChimp or Constant Contact. That way, you always have your email list.
Don’t read this as a call to abandon social media altogether.
Instead, consider it a two-step strategy.
1. Use Social Platforms for Discovery
Short, catchy content on TikTok, Instagram Reels, or Facebook can pique interest.
2. Drive Traffic to Your Owned Platforms
Once interested, invite your friends to read more on your blog, subscribe to your newsletter, or download your mobile app for a deeper dive.
Following this approach protects you from abrupt shifts in social technology and from losing your audience when a platform (or the U.S. government) decides to pull the rug out from under you.
- Launch or Revamp Your Website
Your website should function as your digital headquarters. Offer a blog, product listings, or a portfolio, depending on your field. - Start an Email Newsletter
Give people a reason to sign up for your email list with exclusive discount codes, behind-the-scenes content, or a robust resource library. - Diversify Your Content
Experiment with blog posts, self-hosted podcasts, and mobile apps. Blogs and newsletters are perfect for connecting with readers through impactful discussions that might not fit into a 60-second video clip. - Use Social Media Strategically
Promote your owned media (website, newsletter, podcast) through social media posts and stories, but always include a clear call-to-action that funnels followers back to your website or newsletter. - Optimize for Mobile
Ensure your site is mobile-responsive, and consider creating a mobile app to contain your offer. A majority of U.S. internet usage happens on smartphones, making a mobile-friendly presence crucial.
And with that, we've reached the end of our first newsletter of 2025. Until next time, stay bold, stay inspired, and most of all... stay in control.
I hope you've found this issue of Journal to Growth: About Style inspiring and informative.
Ready to Take Control?
