2025 Prediction: It’s All About Owning Your Channels

Here’s the hot take: 2025 will be the year brands double down on owned channels - think paid communities, newsletters, and SMS. Forget about relying solely on social media platforms to build connections. The future of marketing lies in controlling your narrative, owning your audience, and creating deeper, more meaningful relationships.

The Problem with Rented Land

Social media platforms are incredible tools for visibility and engagement, but let’s face it—they’re not yours. You’re at the mercy of algorithms, policy changes, and, worst of all, the possibility of platforms disappearing overnight.

One tweak from Meta, TikTok, or X, and your access to your hard-earned audience could vanish in an instant. It’s the ultimate game of “don’t put all your eggs in one basket,” and the risks are only growing.

The Power of Owned Channels

Owned channels, on the other hand, give you full control. When you focus on email newsletters, SMS, and even paid communities, you’re not just connecting with your audience, you’re building a direct line to them.

Here’s why this shift matters:

1. Control: Owned channels aren’t subject to algorithm changes or platform shutdowns.

2. Data: You have access to first-party data, giving you deeper insights into your audience.

3. Engagement: Channels like email and SMS often see higher engagement rates than social platforms.

The Rise of Paid Communities

One trend taking off is the rise of paid communities. These platforms offer more than just a direct line to your audience; they create a space where your community can grow and thrive on your terms.

Paid communities:

• Foster loyalty through exclusivity.

• Generate revenue while building relationships.

• Provide a safe space for your audience to interact without distractions.

Newsletters: The Comeback Kid

Newsletters aren’t new, but their relevance is skyrocketing. With the decline of organic social reach, brands are rediscovering the value of showing up directly in someone’s inbox. Done well, newsletters aren’t just informative, they’re a way to build a personal connection with your audience.

SMS: The New Frontier

SMS is quickly becoming one of the most effective owned channels for brands. With open rates as high as 98%, it’s a direct, personal way to reach your audience and a powerful tool for promotions, updates, and building trust.

How to Build Your Owned Channel Strategy

1. Audit Your Current Channels: Identify where your audience is most engaged.

2. Start a Newsletter: Focus on providing value, not just sales pitches.

3. Leverage SMS: Use it for exclusive offers, updates, and time-sensitive communications.

4. Consider Paid Communities: Explore platforms like Patreon, Circle, or Discord to deepen connections.

5. Encourage Platform Migration: Use your social media presence to guide followers to your owned channels.

2025: Building Your Empire

The message is clear: relying solely on social platforms is a risk you can’t afford to take. In 2025, the brands that thrive will be the ones that own their channels, prioritise first-party data, and create genuine, lasting connections with their audience.

So, what’s your plan? Will you keep playing on rented land, or will you start building your empire?