The Digital Advertising Dilemma: Why You Need Your Own Channels

Let's talk about something that’s been on my mind: the trials and tribulations of running ads on major social media platforms. Whether it’s Meta, Google, TikTok, or any other digital advertising giant, the landscape has become a minefield of bureaucratic red tape and restrictive policies. Even the slightest hint of suspicious activity can lead to your account being suspended, making it a real challenge to get your ads up and running.

Picture this:

Your business is humming along, largely driven by digital ads. One morning, you wake up to find your advertising account has been banned. No warning, no explanation. Just like that, your primary source of traffic is cut off. It's a nightmare scenario, but it’s more common than you might think. The question is, can your business survive this sudden shock? If you’re overly reliant on these platforms, the answer might be a resounding “no.”

I’ve been there. My account was once suspended for a staggering three months. The process of setting up a new account and dealing with Meta executives was nothing short of a bureaucratic labyrinth. It was a stark reminder of the precarious nature of putting all your advertising eggs in one digital basket.

So, what’s the solution?

Diversification. You need to spread your wings and develop your own acquisition channels. Here’s why: proprietary channels give you the power to understand your users better, adapt to their needs, and build a community that genuinely benefits from your offerings. Your product should be something that people find valuable and want to share organically. This kind of growth model doesn’t rely on third-party algorithms over which you have zero control.

Think of it like this: In the early days of your business, it makes perfect sense to leverage networks like Facebook, Google, and TikTok. These platforms are fantastic for experimenting and understanding your market without the hefty upfront costs of building your own channel from scratch. They’re particularly useful for the early stages of a company when you’re trying to establish a foothold.

But here’s the catch—these platforms start to own more and more data about your users as your business scales. Their performance improves, and you get hooked on the results. It’s like digital advertising crack. The more you use it, the harder it becomes to imagine your business without it.

Then, one day, you hit a wall. These platforms no longer bring users at a reasonable cost. The payback period stretches out, and suddenly, what once seemed like a well-oiled machine starts to sputter. Now you’re stuck. You haven’t built your own channels, and breaking free from this dependency feels nearly impossible.

This is why it's crucial to start building your own channels early. Don’t wait until you hit that wall. Begin exploring and developing your proprietary channels from the get-go. This might mean investing in content marketing, building an email list, engaging with your audience on owned platforms, or even developing a referral program that incentivizes word-of-mouth growth.

Let’s not forget the power of community. A strong, engaged community can be one of your biggest assets. It’s something that no algorithm change or policy update can take away from you. Foster relationships, provide value, and create a space where your audience feels connected to your brand.

In conclusion, while platforms like Facebook, Google, and TikTok are invaluable tools, especially in the early stages, it’s crucial not to become overly dependent on them. By developing your own acquisition channels, you’re not just diversifying your traffic sources—you’re also gaining deeper insights and greater control over your user base. This approach ensures a more sustainable and resilient growth trajectory in the long run.

Remember, in the ever-evolving digital landscape, adaptability is your greatest asset. Don’t put all your trust in platforms that can change the rules at any moment. Invest in your own channels, build your community, and create a growth strategy that can weather any storm. After all, in the world of business, the only constant is change.