Falling Back In Love With Owned Channels

I’ve been pretty unabashed lately with my criticisms of Facebook (and social media in general), contending that organic brand-engagement is a silly marketing fantasy, and that these platforms (at best) are merely paid media channels like any other.

Turns out, I’m not really wrong. Even Facebook themselves just out and said so rather bluntly.

Like many mediums, if businesses want to make sure that people see their content, the best strategy is, and always has been, paid advertising.

Yet for some reason, everyone feigned surprise and tried to muster some pathetic outrage when this came out.

But once again, we’re ignoring the gargantuan elephant in the room - that you (as a brand) have always participated in, and continue to participate in Facebook’s world, on their terms.

You’ve been renting their space.

Instead of building a house, you decided to rent an apartment.

This means they make the rules.

You own nothing.

Jason Loehr of Jack Daniel’s puts it perfectly in this Digiday clip. He calls Facebook and the like, “leased channels”.

He goes on to say that all of their owned channels, are now most important, and I couldn’t agree more.

Microsites and the like used to seem foolish, but now how do they look, compared to practice of pouring millions into building something you don’t own and can’t control?

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