For many creators and brands, social media is now the main medium of communication to fans and customers. Social media platforms are perfect channels for building and growing an audience. However, reaching them, keeping them engaged, and building a trusting relationship with them is getting more difficult on the big social media platforms. On these platforms, the timelines of your fans are oversaturated with content and advertisements, making it more challenging to reach your hard-earned fanbase. Because social media platforms control how and when you reach your fans, creators and brands are having a hard time monetizing their audience on these platforms. To become independent from the big social platforms, you must start owning your channels and your fans' data, but how can this be accomplished?
The conversation about direct-to-fan marketing has completely shifted in the last year. Social media platforms are changing rapidly as they evolve their business models. It’s getting harder and harder to reach fans organically on social media because of this. Social media will always be an important tool for growing and engaging your audience, but if you want to be able to fully control your relationships with fans and earn more money, you need to consider a different direct-to-fan marketing approach. Let’s talk about why you should own fan data.
Social Media Platforms Are No Longer Social
Social media platforms have long passed the point of actually being social. Most people’s social media feeds are filled with filler content in the form of viral videos or news and they no longer see content from friends with whom they can engage. Social media is no longer personal, and because of this, it’s becoming increasingly difficult for creators to build meaningful relationships with followers. But these meaningful relationships with fans are essential to running a sustainable business as a content creator.
You need to be able to reach 100% of your fanbase at all times, but with social media today, that’s nearly impossible. Organic reach — the percentage of people you reach organically with a post — is decreasing every year as social media platforms increasingly rank promoted content higher in their users’ timelines. It’s interesting to see that people are fed up with this changing ecosystem and are looking for a more personal experience on platforms like Snapchat, and this is a trend that isn’t going away anytime soon. These types of channels put a lot more emphasis on giving users the personal social experience they are looking for. These channels have a much higher value for creators and brands because fans and customers are no longer in an environment where everything looks like an advertisement. You need them to care about you, and choosing the right communication channels can help you achieve this.
Focus On Your Owned Audience
The way creators and brands approach digital marketing nowadays has changed, with a significant shift towards the goal of growing a brand’s owned audience. Your owned audience refers to the fans who are present on the company’s owned channels like their website, app, or email list. Your Instagram followers are not part of your owned audience because you don’t own the fan data, instead, Instagram does. This means that Instagram controls how you can engage your fans and you don’t, which is inconvenient. You don’t “own” your followers on third-party social platforms, and that means that even if you build a large following, there’s nothing that will keep them with you forever. You don’t have the names, email addresses, phone numbers, and more of your fans because the social media companies keep that data for themselves to sell to advertisers. Click here to start with Fangage, where you collect this data yourself - converting followers to fans - and start reaching signed-up fans directly via text message and email. And as these platforms are constantly stuffed with content and ads, and you’re forced to pay more to reach your fans, it becomes harder to organically build meaningful relationships with your fans.