What is the story about?
What's Happening?
Influencers are increasingly moving from rented social media platforms to owned channels to build sustainable businesses. This shift is driven by the unpredictability of algorithms on platforms like Instagram and potential bans on TikTok, which can drastically affect their reach and income. Influencers are now segmenting audiences, running email sequences, and creating subscriber-only content to maintain direct engagement with their followers. This evolution is transforming influencers into media business owners, allowing them to deliver more targeted and engaged audiences to brand partners.
Why It's Important?
The shift from rented to owned channels is significant as it reduces influencers' dependency on social media platforms' algorithms, which can change unpredictably and impact their visibility and income. By owning their channels, influencers can build more stable and direct relationships with their audiences, enhancing their value as brand partners. This trend is reshaping the influencer economy, encouraging creators to act more like business owners, and potentially leading to more sustainable business models in the digital space.
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