Social media marketing strategies can feel very fragile in the face of ever-changing algorithms- how can we start to mitigate that risk?
For years, brands have built their marketing strategies around social media algorithms—optimizing for reach, engagement, and virality. But in 2025, the game is changing. Platforms are shifting, organic reach is declining, and brands that rely solely on social media are playing a dangerous game. The smartest companies aren’t just chasing views—they’re building something more powerful: owned audiences.
Owned audiences—email lists, private communities, newsletters, and SMS subscribers—are the antidote to algorithm dependency. Unlike social media followings, which can be throttled overnight by an algorithm change, owned audiences give brands direct access to their people, without a middleman. And the numbers don’t lie. Email marketing still drives the highest ROI of any digital channel, and brands with strong community-driven platforms see higher engagement and customer lifetime value than those relying purely on social.
We’re entering an era where the brands that win aren’t the ones going viral—they’re the ones people actively choose to keep in their inbox, notifications, and conversations. Social media is still important, but it’s a tool, not the foundation. The real question is: If Instagram, TikTok, or LinkedIn disappeared tomorrow, would you still be able to reach your audience? If the answer is no, it’s time to rethink your strategy. The future belongs to brands that don’t just rent attention—but own it.
