🌶️ Hot take: 2025 is the year of OWNED marketing channels for creators & brands. Here’s why. 👇

1️⃣ We almost saw TikTok get wiped from the US.
2️⃣ Social media platforms are unpredictable and out of our control.
3️⃣ You’re constantly working with (or against) an algorithm.

Let’s break it down:

👉 One of the biggest platforms globally was nearly taken away overnight—putting creators & brands at risk of losing their entire audience.

👉 Platforms like Instagram constantly shift priorities (remember when they forced Reels on everyone? Now they’re tweaking profile grids—again). Every change forces you to adapt or get left behind.

👉 And most importantly: Even if someone follows you, they’ll never see 100% of your content.

By default, Instagram only shows your posts to ~4-10% of your audience before ranking kicks in. (Correct me if I’m wrong!) So even if your brand is crushing it on IG, a big portion of your audience still isn’t seeing your posts.

Social media is great (literally my job depends on it), but it’s an earned channel. Platforms can vanish overnight, tank your reach with an update, or make decisions that drive you away.

So, how do you make sure you always reach your audience?

The answer: OWNED channels (Email, SMS, or Discord).

Why?

✨ Direct access – No algorithm gatekeeping your content.
✨ No platform risks – You control the audience, not Instagram or TikTok.
✨ First-party data – You own your audience, so your reach isn’t dependent on another company’s decisions.

“But does Gen Z even use email?”

Short answer: Not as much. But SMS or Discord could be way more effective depending on your audience. Not every brand needs all of these, but having at least one owned channel ensures you stay in control.

During the TikTok ban scare, I saw creators urging their audience to Instagram (while also saying they hate IG). Instead, they should’ve been pushing an owned channel—ensuring they could reach 100% of their audience long-term.

TL;DR:

Owned channels aren’t just a backup plan—they’re a necessary strategy for creators & brands. Just like any channel, they can get oversaturated, but with a unique approach, they’re game-changing.

Would love to hear what everyone else thinks. 👀

Originally posted by Eric Aaberg on LinkedIn.

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